Campus Crusade for Christ announced recently in a conference in Colorado that it has officially changed its name to Cru.
The 60-year-old ministry made the announcement before some 5,000 staff members during its U.S. biennial staff conference which was held in Ft.Collins, Colo.
The new name, which will be assumed in 2012, was chosen from a list of 1,600 possible names, and was picked because it had already been informally adopted on U.S. campuses since the 1990s.
Overcoming misconceptions
It is hoped that with the new name Cru will succeed in overcoming misconceptions and other barriers that came to be associated with the old name. This is particularly important with the current rise of volunteerism that has been taking place among young Christians.
Steve Sellers, vice president of U.S. Cru, told Boston Herald that a marketing and research firm polled respondents on whether or not they would be willing to join a faith-based ministry that adhered to principles similar to Campus Crusade. At first, respondents were generally enthusiastic.
However, Sellers told Boston Herald, “When we said, ‘Well, what if the name of that organization was this (Campus Crusade for Christ), their interest dropped significantly.”
Enlarged ministries
A second reason for the name change is that the ministry has enlarged its work beyond college campuses.
Cru, one of the largest religious charities in the U.S., has some 70,000 student members in the country. However, Sellers told Boston Herald, “We [also] have an athletic ministry we call Athletes in Action. We have a family ministry we call Family Life. We have music ministries. We have ministries in 150 countries, and there are fewer than 10 of those that still use the [Campus Crusade] name.”
The new name has the approval of Vonette Bright, who co-founded the ministry with her husband, the late Bill Bright. She said, “From the beginning, Bill (Bright) was open to changing our name. He never felt it was set in stone. In fact, he actually considered changing the name 20 or 25 years ago. We want to remove any obstacle to people hearing about the most important person who ever lived—Jesus Christ.”
Steve Douglass, president of Cru, said that the time is right for a new name. “Our leadership team and board of directors are united in their belief that this is the right time to embrace a new name, and that this name meets our objective of achieving a greater level of effectiveness in ministry. We believe this new name will position us to connect better with the next generation.”
Cru is one of the largest worldwide interdenominational Christian organizations globally, with over 25,000 full and part-time staff from 191 countries, and 29 distinct ministries. It was founded in 1951.

