If an organization is to learn, it must be able to tolerate uncertainty, fear, and discomfort. Learning involves moving toward, rather than away from, our anxiety. It is a journey—and while one must be clear about the destination, the path is never certain.
ASCD is currently learning about the possibility of a name change for our Association. During the past 10 years, various member groups—including the Executive Council, the Review Council, and the Governance Evaluation Commission—have suggested changing ASCD's name. Discussion frequently has centered on the word "supervision," which tends to generate misunderstanding about the composition of our membership (in fact, nearly one-quarter of our members are teachers). The phrase "curriculum development" is also confusing, raising false expectations that we do, indeed, develop curriculums.
Acting on suggestions from these groups, ASCD has begun exploring a name change. In June 1997, ASCD's Executive Council endorsed an organization name development study.
A Careful Process
Although it's true that more than 50 years of good work and goodwill are attached to "ASCD," there is also evidence that a name change need not be disruptive to an organization's image or reputation. To ensure a careful process, the Association has hired Master-McNeil, the leading "naming services" firm in the United States, to advise us in reviewing our current name and developing a new one, if warranted. (Master-McNeil is providing its services at cost.)
- Teaching and learning (37%)
- Leadership (27%)
- Best practices (22%)
- Broad audiences (20%)
- Focuses on learning and teaching (17%)
- Mission/focus/purpose about curriculum development and supervision (12%)
- Becoming more international (22%)
- Becoming more influential in the educational/political policy arena (12%)
- High technology (7%)
- Explore International/Global (12%), Leadership (10%), Curriculum (3%)
- Avoid Supervision (27%), National (17%), Association (5%), Curriculum (3%)
The focus of the survey was not whether ASCD should change its name, but what concepts our name should convey. The most frequently mentioned concepts were teaching, learning, and leadership.
This winter, possible new names will be developed. Then, next March, 8 to 10 recommended names, including our current name, will be submitted to the Board of Directors. If the Board supports a name change, a quorum of the membership will be convened. If two-thirds of the quorum votes in favor of the name change, it will be implemented.
Our ultimate goal must be to strengthen the connection between the Association's name and the work we do. This is not meant to imply that a new name—or our current name—will catapult the organization to new heights. But our name should reflect the reality of where the Association is heading.
All ASCD members have a stake in this decision, and your opinions count. If you have questions or comments on the possibility of a name change, please send them by e-mail to Diane Berreth, Deputy Executive Director, at dberreth@ascd.org. If you would like to propose a new name, submit your ideas to Joanne Arnold, Research Manager, at jarnold@ascd.org by Friday, March 6, 1998. Both Diane Berreth and Joanne Arnold can be reached by regular mail at ASCD, 1250 N. Pitt St., Alexandria, VA 22314-1453.