Why has the decision been taken to change Crusaders’ name? Is the organisation pandering to political correctness?
The name change is primarily motivated by our conviction that a new brand/image is needed in order to better serve the gospel in the new century. God has been refreshing the movement in recent years, ensuring that we are rigidly holding to the original mission of the movement. To this end, we firmly believe that this new name will resonate better with un-churched young people and therefore provide us with increased opportunities to share the good news of Jesus Christ (1 Corinthians 9:19-23). Already we are seeing doors that were previously closed to us, in some parts of the country, beginning to open.
Whilst the decision to change the name has not been driven in any way to pander to political correctness, we do appreciate that the name has been a barrier to the Gospel going out in some parts of the country. For example:
A London Group wanted to plant a Crusader Group in their local school but were refused on account of the name
Two Christian organisations were keen to partner with us on strategic national initiatives but felt they couldn’t because of our name
Perhaps as little as 50% of our local Groups even call themselves Crusaders, preferring to develop their own local identity which is more appropriate
A minister in Bradford was very keen to partner with us but felt our name was a huge barrier for him locally. He felt our decision to retain to the name represented weak leadership. He is now talking about partnership because of the name change.
We recognise that the Gospel is often a barrier to people, but we don’t believe that our name should be
Does this change mean that the mission of Crusaders is being watered down?
We strongly want to stress that the vision and mission of the movement remains unchanged.
Amidst the difficulties with this change, we must not lose sight of the most important thing – which is to remain fully devoted to our calling as a movement to reach hundreds of thousands of young people across the UK and Ireland with the good news of Jesus Christ. (Acts 26:19)
Why ‘Urban Saints’?
We are keen to emphasise that ‘Urban Saints’ is a new phrase/word created by adding two words together. For example, ‘tea’ is something you drink and a ‘towel’ is something you use to dry yourself after a bath, whereas a ‘tea towel’ is something very different.
When we speak about an ‘Urban Saint’, we are talking about a young person who is living a life of faith, hope and love through Christ, wherever they are in the world.
We are aware that the word 'Urban' generally means 'of/from the city'. With this in mind, 'Urban' seeks to reference the city, or Kingdom, of God (particularly bearing in mind the reference to the ‘King of Kings’ in the crest). This is about saints of the Kingdom. However, 'Kingdom Saints' does not resonate with young people as well as ‘Urban Saints’.
From other feedback we have had, 'Urban Saints' could also be called 'Community Saints' as this is about young people being agents of change in their communities by living lives of faith, hope and love through Christ. Again, ‘Community Saints’ does not resonate with young people as well as ‘Urban Saints’ and it might imply a purely social action agenda, which is not our mission.
Our aspiration that young people become ‘saints’ is clearly Biblical with over 60 references to ‘saints’ (meaning people who are in God’s Kingdom) through out the scripture. Whilst many might argue that most of the young people who come to a local Group are not saints at first, this is clearly our aspiration that they will become followers of Christ. By the same argument, it would be fair to say that young people who first start coming to ‘Crusaders’ are not ‘crusaders’ either.
As an aside, for many young people today, the word ‘Urban’ has the meaning of ‘modern / contemporary’.
Why have you adopted a crest which appears to be quite complicated and will be difficult to read? Surely it’s too old fashioned for young people?
Many young people wear clothes (e.g. football shirts) that have what appear to be ‘old fashioned’ crests often without realising.
The crest does have a number of elements to it but we would expect these to be explained in a local Group in the same way that the Crusader badge is unpacked today.
Will there be a new badge to give out to young people who have attended for 10 weeks?
We will be providing a full range of merchandise to support the ‘Urban Saints’ name.
This will include a new enamel badge, with broach fitting, which has the shield of the new crest on it.
Other available merchandise will include:
‘Urban Saints’ hoodies and t-shirts
‘Urban Saints’ pencil cases with pen, rubber and pencil
‘Urban Saints’ special edition Bibles
‘Urban Saints’ bags, wallets and keyrings
‘Urban Saints’ 4ft by 2ft banners
What has the feedback been like?
The name change has caused a significant reaction both inside and outside the movement.
Reaction within the movement has been more mixed. We have received letters and eMails from people expressing concern about this change, and yet we also have people to are keen to move ahead with it. In fact , we have pilot Urban Saints groups starting in September 2006 (mostly in rural areas).
The reaction outside of the movement (e.g. from youth leaders, young people, and children not previously connected to Crusaders) has been far more positive than the internal response and the vast majority have been in favour of this change. For example, one denominational Youth Director thought the new name was fantastic and was keen to discuss opportunities for ‘Urban Saints’ to help their churches in outreach work with children and young people
Herein lies a challenge - for whom do we exist? Should we have a name that simply keeps the internal audience happy or should we have a name that enables us to share the Gospel with more young people currently on the outside of Crusaders who seem to connect more with the word ‘Urban Saints’ than ‘Crusaders’?
How much consultation has been performed?
In 2002, a major consultation was performed asking all supporters and leaders to comment on whether the name should change. 50% said that the name should change, 30% said the name should remain as Crusaders, and 20% did not mind either way. All indications suggest that the number who believe that the name should change has grown in the last four years.
In September 2005, Groups were asked to inform us of the name that they currently adopted locally. We hoped that a common new name might emerge from this process. Surprisingly, what emerged was that only around 50% of Groups use the name Crusaders and of those who do not use the name Crusaders, all had adopted different names.
A further consultation with Groups was performed in October 2005 asking for feedback on five potential names for the movement. These were unilaterally rejected and over 120 new independent names suggested.
It became clear from this that consensus, across thousands of people, would be impossible and we would therefore have to take a lead in prayerfully determining the new name and then endeavour to demonstrate how it would work.
This is the approach that has been taken, although there has been consultation with the National Leaders Council and Youth Council in accordance with Crusaders’ constitution.
It is also worth noting that Crusaders received invaluable professional advice, help and support from two Christians from a highly regarded branding company which has been used by the Evangelical Alliance and CARE, as well as leading brands like Sky and BUPA.
The name change was announced in May 2006 and this allows us over six months to receive responses, and reflect upon any changes that are necessary before the launching with the new name in 2007.
We do believe that with time, and further communications, the level of consensus about the new name will continue to grow and eventually people will be used to it – and ideally, fully adopt it.
For example, three years ago we launched a 16+ 12 month discipleship programme called RADISH. Some people initially, and understandably, questioned or chuckled at the name, which has nothing to do with vegetables. However, the RADISH name is now well and truly settled and the young people who participate in this course are even quite at home calling themselves ‘RADISHERS’ without making any connection with vegetables. For the young people, RADISH is a 12 month discipleship course which equips them to live as radical disciples of Christ.
We believe that this same principal applies for Urban Saints. We believe that young people, and hopefully leaders too, will eventually associate Urban Saints with being a movement reaching un-churched young people and that an Urban Saint is someone who lives a life of faith, hope and love through Christ wherever they are in the world. Our communications programme will continue to build this brand definition.
Some might argue that we should only launch the new name once we have general consensus, but the problem with this is that people find it hard to grasp the name without seeing it applied and working – and the only way to do this is to launch it, which we intend to do, from 1st Jan. We wouldn’t be pushing ahead if the majority of us honestly didn’t think that it could work – and really well.
We recognise, with sadness, that some people within the movement will feel hurt or let down by this change and we are committed to listen to every concern and weigh it prayerfully as we move ahead.
Doesn’t a change of this nature require a members vote?
From 1st January 2007, the working name of ‘The Crusaders Union’ will be changed to ‘Urban Saints’.
The registered charity name will remain ‘The Crusaders Union’ for the foreseeable future. A vote will be required if, and when, the decision is taken to change the registered charity name. A vote is not required to change the working name.
It’s interesting to note that most of the members of Crusaders do feel that the name should be changed. It will just take time to get used to the new name.
Do all local Groups have to adopt the name?
No. Groups will continue to be free to adopt a name that is most appropriate for their local context – as many already do.
Having said this, we do hope that many Groups will adopt the new name as they start to see it working well for other Groups in all areas across the country.
Will Groups who still call themselves Crusaders still be able to purchase Crusaders’ merchandise e.g. badge?
A selection of Crusader branded goods will still be available for the foreseeable future to support those Groups who decide to retain that name.
Has the motto, ‘Looking unto Jesus’, changed?
The motto 'Looking unto Jesus' has not been changed. ‘Urban Saints’ will still be looking unto Jesus in every aspect of our work and Hebrews 12:1-2 will always remain a special verse for us.
We have revised the mission statement and the new logo (crest) includes reference to this revised mission statement. The motto is simply not on the new logo – although neither does it feature on the current Crusader logo.
If the response of many people has been so negative, why won’t you make a U-turn? Surely, that is the courageous thing to do?
A number of people have called us to have courage and make a u-turn on this decision.
We feel that a U-turn is an easy option as opposed to a courageous one.
The Trustees and Leadership team are more than willing to admit where mistakes have been made but at this time the majority of us remain convinced that this is the right course of action and we want to give more time to allow the new name to settle and its application demonstrated.
Already we are finding people who were originally against the new name but are now warming to it.
Do you believe that the name ‘Urban Saints’ is from God?
We would not be so arrogant as to say that God has ‘told us’ to change the name to ‘Urban Saints’, any more than we would say that he was ‘told us’ not to change to this new name – using God as a ‘proving ground’ is unhelpful and unwise.
Having said this, we are prayerfully moving ahead and hopefully we are allowing God space to intervene if we are on the wrong course. We don’t feel that this is the case at the moment – either because we’re on the right track or because the Lord really isn’t that bothered about the name.
We are more convinced that God is concerned about our obedience to His calling on the movement, rather than what the name is ‘called’.
If that situation changes and we feel that God is telling us otherwise, then of course we will revert – We are well aware of the seriousness of being proud and arrogant (James 4:6)!
How long will this new name last? Will the name still work in 50 years time?
Who knows? None of us can even predict what life will be like in even 20 years time. We live in a fast-moving culture and guaranteed future proofing is not possible.
We believe the name ‘Urban Saints’ is right for now and that it will have a lasting impact for many years to come. If it lasts for 100 years then great – but if it needs changing again in 20 years – that’s fine too! Whatever is right for the ‘time’.
I have left a legacy to Crusaders in my will. What will happen now that the organisation has changed its name to ‘Urban Saints’?
This will not be a problem as the overall charity name remains ‘The Crusaders Union’ Ltd with a working name of ‘Urban Saints’. Even if this were not so, solicitors acting on behalf of an estate would be required to ensure that the legacy was received by the organisation.
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