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Case for Association Name Change
As our association began to emerge from the pandemic, the board began a creating-clarity process in November of 2021 to ensure the sustainability of our association to continue to fulfill our mission.
- These past 10 months have included the following 3 Phases of this process:
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- Association Clarity: Why we exist, who we are, what do we value, and what we do. –Nov. ‘21-Jan. ’22
- Review and Consultation: created another membership survey (which included a question regarding a name change) and completed a 3C study of our Company (association), Customers (membership), and Collaborators to better understand our current reality. – Feb. ’22-April ’22
- Next Steps to keep us on mission: The board had to look at where do we go from here? Now what? Thus, a Strategic Plan was created to help the association navigate our next three years. – April ’22-July ’22
- Included in the strategic plan was an opportunity for a Rebrand, and an anonymous donor came forward to fund a partnership with a professional Catholic marketing agency, Fuzati (who has quite the Catholic portfolio). – April ’22-Present
WHY the board is proposing a name change:
- Our brand and website are the ever-important first impression of the association.
- Multiple past leaders (including our only Executive Director and 2 past Presidents) shared that NACFLM had poor name recognition in broader Catholic circles. *entrepreneur.com says one reason to change a name is if it’s “confusing or hard to spell”.
- A rebrand will help integrate the new Hispanic Federation Commission to have similar logos, colors, etc.
- The 3 C study showed, the conversation of changing the association’s name is over a decade old. The 2010 survey affirmed an openness to a name change, 84% of a 2018 survey wanted a shorter name and 72% of membership said they were open to a name change in our 2022 survey.
- Coming out of the pandemic, we need to show how the association is pivoting for mission in a post COVID church.
- Phase 3 created a strategic plan. In the first objective, the board agreed for the need for a rebrand including an updated, professional, association-controlled website.
It is time for an official vote for a name change from the membership as the best and most unified way to move forward.
The Board has discussed and deliberated for many hours, consulted with marketing professionals and gathered feedback through regional association meetings.
After 10 months of work, the Board brings forward the proposal to change our name to the Catholic Family Life Association (CFLA).