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.
In June 2002, to capitalize on the strengths of its affiliate organizations — which by then numbered 12 around the globe — CCF formed the ChildFund Alliance, which operates with a board made up of delegate board members from each affiliate and allows for the sharing of best practices and resources, and better management of program efficiency and accountability.
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