What's in a Name?
Like ChildFund International, many of the other affiliates have rebranded themselves to take on the ChildFund name (and then their geographic locations), with plans for them all to convert to that naming convention.
"With 11 other members in other countries using the same name — ChildFund — and us presenting ourselves to the outside as one alliance with common standards and a common brand, we think it's going to increase support for our work," Goddard says. "And it's all about the children; it's all about raising more resources to help them."
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.