Christian Children’s Fund recently changed its name to ChildFund International. This is a good example of how a nonprofit is adapting to changing conditions by rebranding. The new name will help to position the organization for success. It is interesting to note that they are responding to both internal and external factors:
- Changing services to reflect new constituent needs
- Adapting to the local markets to be more effective in executing their mission
- Recognizing their relationship with their funding organization (ChildFund Alliance)
I would also suspect that they realized that removing the word Christian from their name will help them appeal to a wider donor base.
And note, how they engaged employees and donors as part of the process – it’s critical to earn internal support for the brand.