A much-publiched scandal within its ranks forces the Archdiocese of Boston to rethink its development plan.

By David Mckenna

A shift in focus
The rebranding strategy involved changing the name of the funding drive to the Catholic Appeal and introducing a yearly theme. In 2003 the theme was “One Church, Many Works,” emphasizing shared responsibility — a key to raising money and healing divisiveness.

“The Appeal raised $10.3 million in 2003, exceeding by $1.3 million the goal we had set,” says DeVasto, adding that none of the money raised by the Appeal is ever used to help pay legal costs related to the sexual abuse cases.