What's in a Name?
"We didn't start talking to our supporters about the rebrand until April," he adds, "but we noticed an increase in cancellations beginning last September, which corresponds with the economy. And that's what we've continued to see ?since then."
As of right now, Pressendo says the organization has noted cancellations because of the rebrand in the 1.5 percent range, far less than what was projected. The vast majority of constituents supported the name change. To celebrate the rebrand, in July, the organization mailed constituents a branded calendar that helped tell the organization's story, depicted through words and pictures, Pressendo says.
"It's challenging to do this at a time when we're experiencing the worst economic setback in any of our lifetimes," Pressendo adds. "But as near as we can tell, the negative economic impact we're seeing is from the economy, not from the rebrand."
Goddard adds that while her biggest concern with regard to pulling off the rebrand successfully was the economy, at the same time, the economic downturn made the rebrand imperative.
"It's a global issue, the economic downturn," she says. "There are more families worldwide going into poverty now than before. And a year ago they were estimating 53 million more families would go into absolute poverty around the world; now that estimate's up to almost 90 million families. A lot of that's going to affect children, so our need was growing … . So we really feel this new name and global brand is going to increase our outreach and support from supporters. Because the economy was making things worse for our families that we work with and children, we had to act."
The move from Christian Children's Fund to ChildFund International was more than just a renaming. It was a rebranding that served as a springboard to a new strategy to enhance supporter engagement and the organization's programs for children. A key to that strategy was establishing and maintaining consistency of brand, something Goddard says had fallen through the cracks over the years.