By Caroline Preston

 
On a recent day in Richmond, Va., employees of the charity known until this month as Christian Children’s Fund dressed identically for work, in T-shirts with the organization’s old name and logo.

The 70-year old group lowered the flag outside its office to honor its old name and celebrate its new one, ChildFund International. Staff members participated in a contest to choose the name of the figure of a child that appears in the group’s new logo.

Those were just a few of the most recent efforts by ChildFund International to educate employees, donors, board members, and people served by the organization about its new identity and to encourage their participation in the process of helping the organization promote itself in new ways.

The name change is part of a larger shift in strategy. Anne Goddard, the charity’s president, said the group will make more efforts to tailor its programs to children of different ages and will place a greater emphasis on the relationship between poverty and children’s well being.