Naming rites: an association's name-change initiative re-energizes members and reshapes its public image.

From: Association Management | Date: February 1, 2005| Author: | Copyright information

WHAT'S IN A NAME? PLENTY. AT THE American School Food Service Association, Alexandria, Virginia, we identified a serious gap between our name and the work of our members and the image that we wanted to present to the public. The mission of ASFSA--to advance good nutrition for all children--was the core of an association that represented not only district directors, managers, and cafeteria workers, but nutrition educators, regulators, and suppliers as well. Since its formation in 1946 as a 501(c)(4) organization, the association has had a long and distinguished history of ...

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