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.
"An organization changes slowly, and then all of a sudden you realize the changes have happened so much that you need to step back and [see if you are] putting out the name that really reflects who you are," Goddard says. "And I think that happened in 1951, and I think it happened July 1, [2009].
"People were always confused," she adds. "The first conversation with a supporter when I introduced myself was always to clarify about our religious affiliation. So that doesn't happen now. … And I think that's a positive thing when you can start telling what you are rather than what you're not."
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