What's in a Name?
The FAQs section on the organization's Web site shows the straightforward tact with which it has handled the issue: "Although founded on Christian principles, Christian Children's Fund had not made evangelizing a part of our work for more than 30 years. We have a strong faith heritage, and we've never shied away from it. Many donors have shared that their giving is motivated, not because of our name, but because of our experience in making a difference in the lives of children. We will continue to serve children of all faiths."
"The mission has broadened considerably over the years," Goddard says. "Now we feel this name, with the alliance that was only formed in 2002, really represents the true breadth of the organization. So it wasn't as much moving away from something as moving toward something.
"We were a global organization, ?but we didn't have a global brand," she continues. "So the driver was to become that one ?organization with one name that we could represent as a global brand to our public and supporters."
Like most organizations, ChildFund International is down in terms of revenue. But thanks to diligent monitoring before and since the name change, Pressendo is able to tell to what degree the economy is accounting for that deficit versus loss of constituents due to the rebrand.
"We knew we wanted to monitor and measure the impact of our rebranding, so we started more than a year ago just monitoring some of our baseline activities, you know, inquiries, cancellations, all that kind of stuff," Pressendo says. "And we noticed an uptick in what we call cancellations. So it may be somebody that just stops paying, or somebody that calls to cancel. But we keep them in what we call our delinquency cycle for seven months as we attempt to win them back. In many cases, people just don't even realize they did it because their credit card expired or they got a new card number or they changed bank accounts or whatever, so that's a significant number of them.