In the early days, the name made sense. The arrangement had been a vision of Rev. Dr. Dorsey Levell, working to combine the efforts of several churches working together to provide services to the local community. “Member” churches agreed to contribute ½ of 1 percent of their operating revenue to support the organization, and in return appointed voting members to the organization’s governing board, though Dorsey’s leadership guided the way. As the organization developed into its own entity, it became evident that the name was a source of confusion.
People often misunderstand what the Council of Churches represents. Some assumed it was a denominational body, a formal governing council overseeing area churches. Others thought it was a large Christian organization with a global reach, affiliated with the World Council of Churches. Several people even believed it was the official mouthpiece for the Christian community at large. The confusion about the organization’s purpose often overshadowed the very mission it was meant to support – meeting tangible needs in the community—regardless of denomination or religious affiliation.
Services had grown to touch the lives of people across the State and beyond. Food programs, a diaper bank, housing services, foster support, tutoring, and mentoring reached more and more individuals each year. Yet, the name still tethered the group to a narrow, local identity.
A Turning Point
The tipping point came one blazing afternoon during an interview with a candidate for the position of Executive Director. The candidate, excited and intrigued by the actual scope of the organization’s work — asked the question that had been quietly simmering in the hearts of many:
“What exactly does it mean to be a member of the Council of Churches? When does the Council meet, and what impact does it have on daily operations?”
The room fell silent. The question was not new, but it was now impossible to ignore. People had been asking the same thing for years. The truth was, there was no “Council of Churches” and 60% of the “member churches” listed on the website no longer had any relationship with the organization, let alone administrative authority. The name no longer fit, and the time had come for a change.
The organization’s leadership convened a series of meetings, focus groups and brand studies to discuss their future. The board, now a diverse group of community leaders, both lay people and clergy wanted a name that better conveyed their mission and their broader reach, while also staying true to their Christian faith. After years of reflection, prayer, and community feedback, it became clear that a new name was essential—not just to clear up confusion, but to better serve the organization’s expanding network of donors, volunteers, and partners.
Goals for the New Name
The new name needed to fulfill several important goals:
- Clarifying Our Identity: The most immediate need was to address the confusion about what the organization was. The name had to clearly communicate that they were not a governing body, but a service organization working on the frontlines to meet real community needs.
- Broadening Our Reach: The new name had to reflect the organization’s growing impact, scale, and scope. It had to resonate with a broader audience, one that might not immediately associate with churches in the Ozarks but could still see the value in supporting the mission to “do together what can best be done together in the name of Jesus Christ.”
- A Stake in the Ground: Though the organization was changing, its commitment to its Christian faith remained central. The new name had to reflect their identity in Christ, without being pigeonholed as any one denomination.
- Clarity and Accessibility: Simplicity was key. The name needed to be easy to understand, easy to say, and, most importantly, something that would inspire people to act. It should be accessible to younger generations; many of whom were searching for causes to engage with but were often confused by outdated or overly complex brands.
After much deliberation, a new name will be decided upon in January 2025.
This name will not only speak to our Christian foundation but also emphasize our role in bringing people together for the common good. It must be clear, broad in scope, and have a modern feel that appeals to a younger, more diverse audience. It must be simple, yet powerful.
The Road Ahead
The announcement of the new name will be met with mixed emotions. Some long-time supporters may feel a sense of loss, worried that the change signals a departure from the organization’s roots. However, we will take great care to communicate that while the name will change, the heart of our mission—serving those in need—remains unwavering.
In fact, the new name is an invitation for more people to join the cause. It represents a new chapter, one where the organization can more clearly communicate the breadth and depth of its work. It allows us to connect with people from all walks of life—churchgoers and non-churchgoers alike—who share a common goal of building a more compassionate and just world.
The rebranding is not just about a new name; it is about our renewed vision for the future. Our mission has always been about meeting tangible needs in the community. Now, with a clearer identity and a name that speaks to our expanded vision, the organization can more effectively reach those in need—whether across the street or across the state.
At the heart of it all, our organization is still the same: an outpouring of love and service in the name of Jesus Christ. But with a new name, we can embrace our future with greater clarity, greater purpose, and a broader sense of who we are called to serve.
Council of Churches of the Ozarks, Inc, will remain a legal working name for a hard- working organization. But that label has served its purpose, and it is time for a new chapter. A new name for a new season of service. A name that truly reflects the heart of our mission: combatting poverty in all its forms.