Yesterday Campus Crusade for Christ, the ministry I was on staff with for 8 years, announced a name change. They are now going to be called simply “Cru.”
I was on the front row of the doubters for years, often criticizing not only the decision but even the consideration of making the decision. Publicly and privately, I was cool with the name Campus Crusade for Christ. I saw changing the name as pandering to a small group of doubters and haters. I saw it as a softening of the principles that defined the ministry for 50+ years.
And I was wrong.
I got to watch Steve Sellers announce the new name on a video feed (courtesy of gracious friends responding to my pleas for a login to be able to see the staff-only broadcast) and I was blown away by the humility, the patience, the grace, and the genuine sense of their following the Lord into this decision.
Each time I listen to Steve Sellers I am blown away by his ability (by grace, to be certain) to convince me of, well, pretty much anything. I trust him. I trust that his heart is enraptured by Jesus and His glory. You can’t fake character.
If you are interested, click here to read the Frequently Asked Questions regarding the change. It’ll do a better job of defending why the change was necessary and even helpful than I could.
And, if you were like me (or still are) in blasting the decision to change a name, join me in repenting.
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I am really appreciative of the heart behind the name change, as well as reassured that Dr Bright had alluded to this as being a possibility at some point in time. I entirely see the reason behind it- makes complete sense. It does not make sense that an organization that seeks to reach out to nonbelievers would espouse a name that might immediately be an objection.
My objection is this. If we are making a judgement of the organization because of the face value of the name, what are we left with? What does just the name tell us about the organization? Is it overt, covert, or vague? With Campus Crusade for Christ- it invokes many assumptions- ‘Christ?- obviously Christian, Crusade?- woah- pretty insensitive/offensive/irrelevant.’
What you were left with was a pretty overt message about our identity- offensive or not. Now what are we? Cru? If the face value of the name is so important- what does ‘Cru’ convey? Well, in my humble opinion, I’m not sure what it conveys. I believe it will be left up to the person describing it. I certainly know what it does not convey- and that is an overt, clear association with Christ. Nonbelievers will be left guessing. I’m not saying that is a good or bad thing- I’m just saying that it’s left up to the individual representing the organization.
I sincerely hope and pray that God will bless this decision and use it for his purpose to reach college students. I am just always going to be skeptical of any major Christian organization who does something like this, because historically it does not indicate good things. It usually means symbolic separation from a legacy. I pray that it does not mean that here.
I think you are exactly right that this name doesn’t “mean” anything. This book is impossible to read by it’s cover. One of the points that was made with regard to that the other night is that good brands are like that. They don’t already mean something. Twitter, Google, Nike, Starbucks, etc don’t come with baggage.
The difference that I think you are responding to is that this feels like a shift away from clarity to vagueness. And in a way it certainly is. Just like when I initiated a conversation on the steps of Corlew with a freshman, I didn’t lead with “Jesus” or “Campus Crusade” because I want actual conversation.
The crucial point is that this is not a change in mission. It’s a change in branding. The previous brand actually detracted from the mission. It was distracting. This brand doesn’t.
Great point. Well put. I’m all about branding. I’m also all about the legacy.
I just found out about this myself, and I must say, I was a little shocked but then completely understood it. Cru is much more creative than “CCCI.”
And WAY easier to fit on a logo.
Thanks for the comment.
just wanted to say how much i appreciate the humility in how you approached it. i really do hope Cru would release steve’s presentation on the matter (including all of the stats and research that went into the decision) to the public. i really feel that if they understood those numbers, like the study of the 20% of people who said they tuned out when they simply heard the old name of the organization. it’s pained me to have to have conversations with fellow staff who have already had supporters leave their support team over this (at least in my opinion) very silly issue. i know several staff have facebooked and twittered this post and i just wanted to say thanks.
You are welcome, Jaked. Thanks for taking the time to comment. As Michelle commented below, I think the presentation is now live for non-staff.
By the way. I have to say I LOVE the new logo/ design. Well done.
I appreciate your view here except for the last statement. Calling others who have different views with you to repent is pretty much saying that they have committed a sin. I guess we can’t disagree with you.
Thanks for the message Sean. I agree with Melanie below. I repent of my bad attitude and prejudgement of those who called for a name change. I now see that their heart was following after the Lord, and I was acting childish. And so I call others doing the same to repent with me.
I appreciate the opportunity to clarify.
In response to Sean’s post: I think what’s in question here is not the difference in opinion on this issue. Of course there will be many varying opinions, and frankly an opinion can’t be “wrong” per say, because it is just that — an opinion. I think the point is more about HOW we go about expressing our different opinions. If believers choose to not respectfully share their differences while still treating each other with dignity and respect, then I think there probably is some repentance to be made.
If you would like to watch the Steve Sellers presentation for yourself, it is now posted on http://www.ccci.org for public viewing here: http://www.ccci.org/csu/index.htm.
The opening video is Francis Chan (definitely worth watching) but you can skip to the Steve Sellers presentation by clicking on the “Channel” icon in the lower right corner of the video, which will bring up a list of available video clips.
This is a must-see for supporters who are wondering about the direction of Cru in reaching the world for Christ and curious about the reasoning, prayer and research behind the name-change decision.
Michelle recently posted..Cru Is Coming 2012
Each time I listen to Steve Sellers I am blown away by his ability (by grace, to be certain) to convince me of, well, pretty much anything. I trust him. I trust that his heart is enraptured by Jesus and His glory. You can’t fake character.
I think there is a HUGE problem with this statement. If you are relying on another person (Steve Sellers) and not God to convince you of something that is a serious concern and issue. You should be relying on God to show you the truth and to direct you. If you are relying on someone else for the truth other than God I would really take a moment to question if you really are following God or just following an organization. And the fact that an organization is changing its name because “Crusade” sounds too intense just goes to show that it’s all about the show and not about what really matters. This organization needs to really think about why they even exists and considered where they are going. God needs to be the focus, not ourselves.
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