This is the explanation of the CCC name change that I wrote for my ministry partners:
As you may have already heard, starting in 2012 Campus Crusade for Christ will be changing its name to Cru. Although I was not directly involved in the process of selecting a new name, I wanted to let you know what our organization's leaders communicated to us about the heart behind the name change.
First of all, this change has been in the works for a long time. In the 1950s when Bill and Vonette Bright started the ministry, it was not unusual to refer to movements as “crusades.” However, since that time the word crusade has developed an increasingly negative connotation—especially when associated with religion. For many, the word crusade suggests violence, arrogance, and coercion – the opposite of what we want to communicate. Also, as Campus Crusade for Christ has gone on to expand its ministries beyond the university setting, the first C in the name has become less and less fitting. As early as the 1970s, Bill Bright was already considering a name change.
However, changing the name of a large organization is not an easy task. In addition to the difficult process of finding (and agreeing upon) an appropriate name, everything the organization produces with its name on it must be altered. The organization also runs the risk of disappointing those who support it. For these reasons and others, no established organization wants to change its name unless it is truly necessary. I suspect this is why CCC avoided changing its name for so long.
First of all, this change has been in the works for a long time. In the 1950s when Bill and Vonette Bright started the ministry, it was not unusual to refer to movements as “crusades.” However, since that time the word crusade has developed an increasingly negative connotation—especially when associated with religion. For many, the word crusade suggests violence, arrogance, and coercion – the opposite of what we want to communicate. Also, as Campus Crusade for Christ has gone on to expand its ministries beyond the university setting, the first C in the name has become less and less fitting. As early as the 1970s, Bill Bright was already considering a name change.
However, changing the name of a large organization is not an easy task. In addition to the difficult process of finding (and agreeing upon) an appropriate name, everything the organization produces with its name on it must be altered. The organization also runs the risk of disappointing those who support it. For these reasons and others, no established organization wants to change its name unless it is truly necessary. I suspect this is why CCC avoided changing its name for so long.