Have you ever shopped at The Golden Rule store? Listened to something from the Tokyo Telecommunications Engineering Firm? Talked on a product from the Finnish Rubber Works or used equipment from the Computer Tabulation Recording Company? If those company names don’t resonate with you, perhaps you know them by their current names: JCPenney, Sony, Nokia, and IBM.

Sometimes, names that made sense when a company was young hinder their operations as they grow.

Words Matter

Campus Crusade for Christ celebrated 60 years of ministry a few months ago. However, for the last several years we’ve wrested with the reality that our name is perceived differently now than it was in 1951.  For many Americans, the term “crusade” is filled with negative connotations.  Also, our ministry has expanded far beyond the college campus, so the term “campus” is inadequate or confusing in recruiting efforts for our Military Ministry, just as one example.  Our ministry leadership has listened carefully to a LOT of feedback from our staff members, students who might join us as missionaries one day, financial partners and even many Christians and non-Christians not connected with our ministry.  Overwhelmingly, the responses have shown that we would be much more effective with a new name.

Our Board of Directors came to the difficult conclusion that changing the ministry’s name was essential.  This process took over 3 years.  And it was covered in a lot of prayer.

However, just to clarify, the new name is only for our USA organization.  Ministries in other countries will continue to use their own name.  Native leaders in each country always have and always will choose the name for their ministry.  Some countries will keep “Campus Crusade for Christ” while others, such as “LIFE Ministries” in Kenya and “Power to Change” in Canada remain the same.

Field Tested

Starting about 15 years ago, several of our local college ministries started to abbreviate their local name as “Cru”, and found that this name was received very positively. After evaluating more than 1,600 possible names, our Board of Directors – while praying earnestly – made the decision to change our U.S. ministry name to Cru starting early in 2012.

Some news reports have suggested our name change is because the ministry is ashamed of the word “Christ.” Nothing could be further from the truth.

The only reason Campus Crusade for Christ is changing the name of our U.S. ministry is so that we can be more effective in sharing the good news of Jesus Christ.  His name is the One we want to see embraced!!

Stay Tuned

Lord willing, we’ll post another update tomorrow with a “Q&A Dialogue with David & Shannon” concerning the name change.  Don’t miss it on HandsHeadlines.com