Campus Crusade For Christ Name Change

[BG45]

This morning I was driving to campus to study in the library when there was a quick story run on K-LOVE's little news break they have each hour. The DJ in charge of their news break was announcing that beginning in 2012, Campus Crusade for Christ was changing its name in the United States to "Cru" because of the negative connotations that were attached to the word "crusade", that they did more than just on-campus work, and to sound "less overtly Christian".

[url="http://www.ccci.org/about-us/donor-relations/our-new-name/press.htm"]Here's the press release in this link.[/url]

[url="http://www.ccci.org/about-us/donor-relations/our-new-name/qanda.htm#1"]They've put up a FAQ about the name change on their site, which I'm going to quote here; all bolding is the original. I think you all will know what leapt off the page and smacked me in the face:[/url]

[quote][b]
1. Why is Christ no longer in the name?[/b]
Campus Crusade for Christ (Cru) is unswervingly committed to proclaiming the name of Jesus Christ. We are committed to the centrality of the cross, the truth of the Word, the power of the Holy Spirit and the global scope of the Great Commission. We care more about effectively proclaiming the love and forgiveness of Jesus Christ then we do about having the word “Christ” in our name.

Although the words [b]Campus [/b]and [b]Crusade [/b]served as hindrances, there was never any intentional decision to remove the word “Christ.” Yet as we considered hundreds of name possibilities, our experience confirmed that [b]Cru [/b]would provide greater opportunity to connect men and women with the heart of Jesus, and to help them consider the good news of the gospel.

For those who may be concerned we have lost moorings, please rest assured that we are the same organization with over 6 billion exposures to the gospel through the [i]JESUS [/i]film, and who on any given day counts up to a million exposures to the gospel via the internet and face-to-face contacts around the world.

As an organization, we exist for the sole purpose of helping individuals experience the transforming grace and forgiveness of the gospel through Jesus Christ.

[b]2. Why did Campus Crusade for Christ change its name?[/b]
Our name presented obstacles to our mission. The word “campus” does not adequately represent all our ministries in the United States and confuses our constituency as well as potential partners. The word “crusade”-while common and acceptable in 1951 when we were founded-now carries negative associations. It acts as a barrier to the very people that we want to connect with. It’s also a hindrance to many Christians who would like to partner with us but find the word Crusade offensive.

Our surveys show that, in the U.S., twenty percent of the people willing to consider the gospel are less interested in talking with us after they hear the name. We are changing the name for the sake of more effective ministry.

[b]3. Who made the decision to change the name?[/b]
In 2009 our Board of Directors approved a recommendation from U.S. leadership to begin the process of evaluating our name. In 2011 they approved the recommendation of our new name.

[b]4. Who was involved in the process?[/b]
A select team of 30 staff representing all organizational levels and a broad cross-section of ministries was involved throughout. They worked closely with outside survey and branding agencies. A smaller team including President, Steve Douglass and Vice-President, Steve Sellers signed off on all decisions. At key points in the process we invited input from all of our U.S. staff.

[b]5. How were the staff involved in the process?[/b]
Extensive interviews were conducted with many staff at the outset of the branding / naming process. At one point, all staff members in the U.S. were given the opportunity to suggest up to 3 new names and to explain the thinking behind their choices. They provided almost 600 of the 1,600 name suggestions. Staff members were also invited to help test the final list of names against different organizational criteria. One national branding firm claimed it was the broadest in-house involvement of any organization they had witnessed.

[b]6. What does Vonette Bright think about the new name?[/b]
As a member of the Board of Directors, Vonette was involved throughout the process. We also sought her special counsel along the way. She is excited about the outcome and the future of Cru.

[b]7. Why did we hire a brand consulting agency?[/b]

Our primary and ultimate dependence is on the Lord. However, we enlisted the help of consultants because we don’t have the expertise in brand survey methods and testing that they do. Two agencies, Brandtrust and Prophet, facilitated a wonderful process of helping us understand what we best offer our stakeholders and how our ministries fit together. Prophet led us through an extensive naming process. The final choice of Cru testifies to both their wisdom and their humility.

[b]8. Campus Crusade for Christ has inherent meaning. Cru has no apparent meaning. How do you explain that?[/b]
Campus Crusade for Christ is a very descriptive name. It also took on additional meaning in the lives of people as it was filled with experiences and memories.

Since Cru began as a nickname at the local level in the mid-90’s it has taken on much of the positive equity of the organization without any of the negatives. Like, Google, Starbucks and other abstract names we expect to fill Cru with meaning as it embodies all that we are as we go to the world with the gospel.

[b]9. Does Cru carry the negative connotations of the word “Crusade”?[/b]
Cru has been field tested since the mid-90’s without carrying any of the negative connotations of the word Crusade.

[b]10. Why did we take the name “Christ” out of our name?[/b]
We were not trying to eliminate the word Christ from our name. We were looking for a name that would most effectively serve our mission and help us take the gospel to the world. Our mission has not changed. Cru enables us to have discussions about Christ with people who might initially be turned off by a more overtly Christian name. We believe that our interaction and our communication with the world will be what ultimately honors and glorifies Christ.

[b]11. Why is the logo in all lowercase letters? Will it be lowercase even as the first word in a sentence?[/b]
Lowercase letters are used in the logo to avoid confusion as an acronym or abbreviation. In sentences, the letter “C” will be capitalized.

[b]12. Will Cru be used for all ministries around the world?[/b]
Cru will become the name of our U.S. Ministry. Around the world, many national ministries also go by a name other than Campus Crusade. They will continue using their current names.

[b]13. If our name has been a problem for years, why wasn’t it changed under Dr. Bright’s leadership?[/b]
Even in 1950s, Bill Bright thought that we might not use Campus Crusade for Christ forever. He suggested changing our name as early as the 1970s, although he could not find an “ownable” name he felt was more effective. He also encouraged specific ministries, like Athletes in Action and Here’s Life Inner City to do what was most effective for their mission and audience. Our desire for effective ministry is the motivation behind our name change.

[b]14. Will campus ministry continue using Cru as they have been?[/b]
Yes. As the new name of the organization, Cru will be the name that the Campus Ministry uses at each of their local levels.

[b]15. Doesn’t this name disproportionately represent our campus ministry, since they’ve been using it for years?[/b]We believe that Cru will quickly grow to encompass our whole ministry in the United States. The directors of each of our U.S. field ministries agree that Cru will serve all ministries well.

[b]16. What about our current ministries in the U.S that have unique names?[/b]All ministries will maintain their current names. In the coming months the leadership of each ministry will be involved in a process to determine how to connect the equity of their name to the equity of our new name.

[b]17. How will we help our stakeholders make the shift from our current name to our new name?[/b]
In July 2011 we announced that we are changing our name to Cru. We won’t officially adopt the new name until early 2012 when we are certain that Cru has high name recognition with our stakeholders.

While we’re in the transition period we’ll communicate frequently with our stakeholders. All of our communication will tie Campus Crusade for Christ and Cru together. We’ll also provide tools for staff members to communicate in many ways with their donors. As with any change, there is some risk. However, we will make every effort to keep all of our partners connected to us and to what God is doing through us.

[b]18. Where can I go for more information?[/b]
Staff Members can find resources at http://staffweb.ccci.org/cru/index.aspx

Information for ministry partners and the general public is at www.ccci.org/cru

Join the conversation at www.ccci.org/cru-discussion

For specific questions contact brandmanager@ccci.org[/quote]

[Lil Red]

We care more about effectively proclaiming the love and forgiveness of Jesus Christ then we do about having the word “Christ” in our name.

ummm, what?

[homeschoolmom]

Makes me think of this:

[img]http://freecrmstrategies.files.wordpress.com/2010/11/rowing_crew.jpg[/img]

[BG45]

[quote name='Lil Red' timestamp='1311274671' post='2273059']
We care more about effectively proclaiming the love and forgiveness of Jesus Christ then we do about having the word “Christ” in our name.

ummm, what?
[/quote]

Yeah...

I admit my own perceptions of Cru are tinged with bitterness at their local chapter. Apparently a few years before I moved to this school, the local chapter was engaged in "spiritual warfare" against the local pagan group and the Catholic Student Association in the hopes they would both repent of their sins or together face hellfire and judgment. At the time there was a religious sister acting as a liason to CSA from the diocese who was dying of cancer. Years later, our group still takes this a bit personally...

More than anything the first thing that comes to my mind given what you pointed out is Mark 8:38. "Whoever is ashamed of me and of my words in this faithless and sinful generation, the Son of Man will be ashamed of when he comes in his Father's glory with the holy angels."

Edit: a boating crew?

Edited July 21, 2011 by BG45

[CatherineM]

Good Grief. How about, "Non-discriminatory politically correct outreach to the not too old human."

[BG45]

Well they're definitely on the "politically correct" track to head that way...

[Vincent Vega]

I didn't know this was knew, everyone I know on campus refers to it as "Cru", including those who have have been around for a couple years.

[SoylentGreene]

How can they be committed to proclaiming the name of the Lord if they don't even want it in the name of their group?

[homeschoolmom]

[quote name='USAirwaysIHS' timestamp='1311277810' post='2273110']
I didn't know this was knew, everyone I know on campus refers to it as "Cru", including those who have have been around for a couple years.
[/quote]
I think that has been the "default" nickname for years now... Like the YMCA being called "the Y" before they changed it officially.

[Vincent Vega]

[quote name='homeschoolmom' timestamp='1311278522' post='2273124']
I think that has been the "default" nickname for years now... Like the YMCA being called "the Y" before they changed it officially.
[/quote]
oic

[BG45]

Yeah on college campuses it's been a default nickname for a while, now it's to be applied across the US as official. Also until my late teens I never knew the Y was supposed to be Christian.

[MissScripture]

[quote name='BG45' timestamp='1311287492' post='2273245']
Yeah on college campuses it's been a default nickname for a while, now it's to be applied across the US as official. Also until my late teens I never knew the Y was supposed to be Christian.
[/quote]
Well, it's not anymore. It's been officially changed to "The Y" instead of YMCA, now.

[BG45]

Oh...okay.

[homeschoolmom]

And just FYI, KFC is not Kentucky Fried Chicken anymore either... Either they don't want to associate with Kentucky, they don't want to be associated with fried foods... or they are no longer using real chicken. Take your pick.

[Laudate_Dominum]

llamas