When CCF Australia told its donors it wanted to change its name to ChildFund Australia, a large proportion said they might withdraw their support. David Pettigrew reports on how the child sponsorship agency successfully re-branded and kept its supporters onside. When CCF Australia told its donors it wanted to change its name to ChildFund Australia, a large proportion said they might withdraw their support. David Pettigrew reports on how the child sponsorship agency successfully re-branded and kept its supporters onside. Inconsistencies in the way CCF represented itself around the world, a desire to have a name that more accurately reflected the nature of the organisation, and the potential to raise…