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.
Like ChildFund International, many of the other affiliates have rebranded themselves to take on the ChildFund name (and then their geographic locations), with plans for them all to convert to that naming convention.
"With 11 other members in other countries using the same name — ChildFund — and us presenting ourselves to the outside as one alliance with common standards and a common brand, we think it's going to increase support for our work," Goddard says. "And it's all about the children; it's all about raising more resources to help them."
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