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The (Deceptive?) Power of a Brand Name

Interesting article by Rusty Leonard in this month’s World Magazine on “The Christian Children’s Fund.” The issue is – the organization isn’t actually “Christian.” But the perception among the huge audiences that see their infomercials on TBN, Sky Angel, INSP, and other Christian networks is that they are what the name implies. Is it deceptive? As one of the largest relief organizations in the country, are they
trading on a name that confuses potential donors? The issue goes to the power of a name – either for good or bad. What do you think?


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  1. Ah, I'm sure Jesus loves it when organizations use His name to make money.  😉  At least they're doing what He commanded (I assume), which is more than I could say for others. Is it deceptive? Well, yeah. The money is obviously not going to Christian Children. This is an outrage. 😉

  2. Presumably the Children's fund is one setup in the name of Christ and Christian charity- or atleast in the 'spirit' of Christian charity. 

    Short of the name, the website makes no claims that they don't appear to hold up.

    IMHO, If they aren't working against us, they are working with us, I guess.

    [I wonder how big their CEO's house is…]      ;  )      c'mon everyone: laugh a little.

    BTW, my captcha validation was 'bonno'- what are you implying Phil?  j/k 

  3. I'm surprised you guys haven't jumped on this more. For an organization to label itself "Christian" and then air infomercials on Christian TV networks to raise money – even if they're doing theoretically good work… doesn't that raise some flags?

  4. If some televangelists can do it, why not them? 

    (I know …. cheap shot)

    It is an important issue.  It shows how unregulated the environment out there is and perhaps goes further to demonstrate that some combination of basic regulation or at least a more cautious base of donors is needed.

  5. Actually, I would think the term "Christian" would hurt more than help these days, if the recent polls truly represent the average everyday American.

    In other businesses where you're not feeding the poor or sheltering the homeless, this would be rather dubious, or at the very least questionable. In this instance, though, at least the money is going to where you're told it's going to. I don't use labels to define businesses, I use their actions. 

  6. @Ryan there is a story behind the name you can read a bit about it on their Wikipedia page the former Communications Director spoke out about this saying that the organization does not proselytize any person to a faith, rather its name is derived from its founder, a Presbyterian minister who believed in "Christian principles," such as "love thy neighbor as thyself."

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