What's in a Name?
A lot, found ChildFund International. To dispel misconceptions and better communicate the global scope of its brand, the 70-year-old organization recently embarked on a brand makeover that has invigorated staff and donors alike.
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"We're deploying a global child status index that works throughout the world, independent of cultural variances, so that we can track not that we've delivered services to the kid, but that the children have progressed, whether it's nutritionally, educationally, advocating for their own needs in their communities," Pressendo says. "Right now, [sponsors] get a report card where we talk to them about what has happened to benefit that kid, but we'll really be able to tell whether we're actually making a difference, not just delivering services."
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Abny Santicola
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