Q. Why did you change the name of the organization?
A. Loaves & Fishes Centers has a history of brand refresh about every 10-15 years. Since the 1980s our organization has worked to clarify the relationship of Loaves & Fishes Centers and Meals on Wheels to the public. In the late 1980’s “The Meals On Wheels People” was added to our Loaves & Fishes Centers brand to help clarify who we are and what we do.
After continued confusion and extensive market research, our 2011 strategic planning process again included the goal of updating and clarifying our brand. Through years of experience and through market research, we have documented that “Meals on Wheels” is almost universally recognized and people understand instantly what our mission is about.
To maintain historical value and reduce cost we have taken the option of a brand “refresh” by flipping our name placing the emphasis on our best known service “Meals on Wheels”.
Q. Why did you decide to change the name now?
A. We are preparing to serve a new cohort. The number of seniors in our community is steadily increasing and as the baby boomers begin to turn 60, our senior population will double within the next 20 years. Part of our strategic planning process is to position the organization to make our services easily accessible and recognized by the aging population and to gain the needed resources through clear messaging.
Q. What about the neighborhood dining centers?
A. Strong neighborhood centers play a critical role in service delivery and volunteerism, and act as gathering places for senior to meet nutritional and social needs. Our 35 centers are the hubs and the local face of our organization’s work. Each center will be referred to by location, for example: Meals on Wheels People-Beaverton Center.
Q. Will this change be expensive?
A. There will be some new expenses but with the retention of our current brand “flipped”, the cost to educate the public and supporters is greatly reduced. With the anticipation of this change most administrative cost incurred will simply be reordering exhausted supplies of printed materials which are already budgeted. Center signs will be updated most of which were in need. Many of the expenses related to the rebrand have given corporate sponsors opportunities to co-market and highlight our partnerships.
The goal is that the clarity of our new brand and the relationship to our mission will generate even more support with our communities to more than offset any related expenses.
Q. Will your Federal Tax ID number remain the same?
A. Yes. Our tax id number will remain 93-0584318.
