What’s in a name? A lot, it turns out, if you’re Primate’s World Relief and Development Fund (PWRDF) and you want to improve the way you’re telling your story to Canadian Anglicans.
PWRDF, the relief and development arm of the Anglican Church of Canada is now embarking on a name change. This, after an appreciative inquiry conducted at the 2007 General Synod revealed that only 30 per cent of Canadian Anglicans know what PWRDF is about. “That was a serious concern for us,” said Cheryl Curtis, PWRDF executive director, in an interview.
Last April, a participatory branding survey showed that 80 per cent of 90 respondents want PWRDF to have a name that is “clear, simple and works in the global context,” said Ms. Curtis. PWRDF networks in dioceses and parishes across Canada, its partners overseas, youth council members, and staff from General Synod, the church’s national office in Toronto, participated in the online survey.
PWRDF is also celebrating its 50th anniversary, “a focused time of building more connection with Anglican churches, development, relief, and global justice ministry,” said Ms. Curtis.
In a letter announcing the name change plan, Archbishop Hiltz said: “It is fitting that as we mark the 50th anniversary, we embrace the challenge of discerning new ways to tell our story of relief and development work in the world – ways that not only inform but inspire sustained commitments of generous support.
“Consideration of a change of name is a vital piece of that discernment,” continued Archbishop Hiltz. “Announcement of a new name would provide a wonderful segue into the next era of our witness to the compassion and justice of the Lord.”
Most survey respondents said that the name PWRDF does not reflect what the organization does. Ms. Curtis also acknowledged that the word “primate” is often misunderstood.
When PWRDF was created in 1958, it was simply known as Primate’s World Relief; 10 years later, the words “and Development” were added.
