When a man asks a woman to marry him, he asks her to share his name. When he joins a club, a team, or a church, he links his own identity to the group he is joining. Understandably, he wants the name to stand for something clear and meaningful.
For some time, many within our organization have been concerned that our name, Alliance Defense Fund, does not sufficiently, accurately convey who we are and what we do. It was the name chosen by our Founders, for good reasons at the time. Back then, we were not engaged in any direct litigation ourselves – we provided legal and financial resources for other Christian attorneys. So, the term “fund” was very appropriate.
Nowadays, though, we do our own litigating. We actively defend clients and engage the opposition. We are moving beyond our country’s borders, seeking out means and opportunities to protect the freedom of people of faith all over the world.
“Alliance Defense Fund” did not really capture any of this very well. So, after thorough research, careful planning, and intense preparation, we are making a transition. Beginning this month, the new name of Alliance Defense Fund is “Alliance Defending Freedom.”
We want this new name to communicate two crucial themes: stewardship and reputation.
Our old name caused confusion for almost everyone – allies, Allied Ministry Friends, clients, the media. This is poor stewardship. The nature of the work we do requires us to secure resources and assure clients and allies by conveying quickly and clearly who we are, what we do, and why it matters. Anything that impedes this understanding is a hindrance to our ministry. It damages the efficiency, and ultimately, the impact of what we do, thereby, making it unworthy of the God who has given us our mission.
Our new name changes this. Alliance Defending Freedom tells people what is important to us: building alliances. It tells people what we do: we defend. It tells people what our goal is: freedom. It’s simple. It’s straightforward. It resonates. This is good stewardship.
Our reputation is what people think of when they hear our name. We do not want them thinking of us as a “fund.” We want them to associate us with freedom. We want them to know that we are passionate about defending freedom…that defending it is the mission of our lives…that we defend it “for faith” and “for justice.” This is why we have built our new logo around these two phrases – to affirm our purpose of opening doors for the Gospel, and to ensure equality before the law for people of faith.
We hope this new name will resonate with you because we value deeply all of those who stand with us, work with us, and fight with us in the cause of religious freedom.
After all, this is what our ministry has always been: an alliance defending freedom. With this rebranding, we are just making it official.