Lutheran Social Services of Mid-America sheds its long, confusing name and opts for a sleek, more focused brand.

By Christine Weiser

Development’s role
The rebranding also proved to be an easy segue into new fundraising efforts.

“The new brand was a nice opportunity to go out and meet the donors,” says Shannon Schaeffer, director of resource development for Graceworks. “Some of the donors were apprehensive about the new name. They like to hear that our mission isn’t changing.”