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.
The organization is hoping that as its global brand of 12 affiliate organizations in one gains increased recognition and establishes a profile in the public's mind, it will bring increased support.
"I think we're the same great organization with the same great commitment to children, and I think the reason we've had so many loyal supporters come with us on this journey is they realize that," Goddard says.
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