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.
To add to the confusion, the U.S. affiliate, Christian Children's Fund, while founded on Christian principles, hadn't made evangelizing part of its work for more than 30 years and served children of all faiths. Yet a handful of constituents still supported the organization for what they thought was faith-based work.
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