As you may have seen from the news coverage, Campus Crusade for Christ is changing its name to Cru, a nickname many used in the Campus ministry. There have been many questions and much confusion about the change. I am posting the text from a more “internal” note that I think answers the questions more clearly and is fairly comprehensive. And here it is…
When was the new name announced?
U.S. Director Steve Sellers made the live announcement at the U.S. Staff Conference on the evening of July 19 M.T. The public information can be found at www.ccci.org. After the announcement, there was a new site for more information.
When will it take effect?
The new name for the U.S. is planned to take effect early in 2012. It could take up to a year or more for the name to receive widespread recognition throughout the U.S.
Why is the U.S. Ministry changing its name?
Many things have changed since Campus Crusade for Christ was founded in 1951. The world has changed and we have changed. In the U.S., the term “crusade” has taken on severely negative associations. And the word “campus” no longer encompasses all that we do. The name no longer best communicates who we are. In fact, to those who do not know us, it has become a real hindrance to understanding—and therefore, joining—us. The U.S. ministry leaders simply wanted to remove any obstacle to attracting and keeping co-laborers in the Great Commission. They also wanted to make sure our name was not an obstacle to winning non-believers to Christ.
Many of our ministries outside the United States have faced these same issues and have changed their name. Some examples are Life Ministries, Great Commission Ministries, Tandem, Power to Change and Agape.
You may already know that the name Campus Crusade for Christ was not part of the original vision, and Bill Bright considered changing Campus Crusade’s name as recently as the 1990s. He sensed even then that our name had become a hindrance to our mission.
What was the process for considering new names?
The U.S. ministry leadership approached the Board two years ago and began putting the teams together in February of 2010. From there, we hired survey and branding firms for their expertise. We sought the Lord, we surveyed the staff and presented our findings to the Board, including Vonette, for their approval in the Spring of this year.
What are the ramifications of the U.S.’ new name on the rest of the world?
There is no pressure for any other country to change its name. The U.S. has simply exercised the same privilege every other country has—to determine the best name to help execute our mission, in its context.
What about the global name of Campus Crusade for Christ International? Has it changed?
No. This is an important clarification. It can be difficult to separate the U.S. name and the international name, but they are different entities. The U.S. ministry reports to the parent corporation (CCCI), not the other way around. National ministries may still identify themselves as “a ministry of Campus Crusade for Christ International”. We have not considered a change in the international name at this time.
Are we changing our DNA?
Emphatically no. For 60 years, we have been called to help to fulfill the Great Commission in the power of the Holy Spirit by winning people to Christ, building them in their faith and sending them to win and build others; and by helping the body of Christ do evangelism and discipleship.
Over the last 10 years we have sought to make this calling even more visible and understood.
God wants us to launch and build movements of spiritual multiplication. He wants us to keep the total, worldwide scope of the Great Commission before us and the rest of the body of Christ. He wants us to mobilize as many followers of Jesus Christ as possible to own and help complete the task. He wants us to feature being filled with and walking in the power of the Holy Spirit. We are not changing our DNA.