ASCD is continuing to explore the possibility of a name change. At the most recent Annual Conference, the Board of Directors passed this resolution:
Resolved, that the Board of Directors defer any recommendation to the membership to change the name of the Association at this time, and that the President and the officers of the Association continue to communicate with the membership to ascertain the members' views concerning the advisability of a name change. If a name change appears to be supported by a significant portion of the membership, the officers of the Association should seek to obtain general consensus on an acceptable new name. The officers should report the results of their further activities in connection with this matter back to the Board of Directors in March 1999.
In keeping with this resolution, ASCD is running a phone survey (see table below) to solicit member input. The following background information should be useful in responding to the survey questions. The pros and cons that appear in the matrix below represent the arguments most frequently raised by ASCD affiliates and ASCD members who have provided feedback during the past year.
ASCD's Mission Statement:
ASCD is a diverse, international community of educators, forging covenants in teaching and learning for the success of all learners.
ASCD's Vision Statement:
ASCD makes a difference for children by serving those who shape their learning. ASCD helps educators prepare children for their future roles as citizens in an interdependent, ever-changing world. We are a powerful advocate and invaluable resource for excellence and equity in education. We build partnerships that advance teaching and learning worldwide. We live our beliefs through our actions, products, and services.
ASCD Demographics
- U.S. membership totals around 140,000; non-U.S. membership totals around 10,000.
- 30% of ASCD members are principals and assistant principals.
- 23% of ASCD members are teachers.
- 12% of ASCD members are directors, supervisors, and other administrators.
- 9% of ASCD members are superintendents and assistant superintendents.
- 6% of ASCD members are professors.
- 20% of ASCD members do not fall into the above job role categories.
Should ASCD Change Its Name? - table
| Why ASCD should change its name: A new name could better match the Association's identity. A new name could better convey the broad scope of the Association's work. A new name could be more inclusive and make all educators feel welcomed. A new name could communicate better with the general public and the media. A new name could be easier to remember and to pronounce. A new name could attract new members and wider support from parents and the public. A new name could help us become more influential (wider name recognition, more media coverage, etc.). | Why ASCD should keep its name: The current name reflects the Association's 55-year history and identity. The current name is familiar to the Association's 150,000 members. The current name carries goodwill. The current name provides a focus for the Association's work. The current name is politically neutral. The current name sounds noncommercial. Some members and others identify strongly with the current name. Affiliate names plus a new acronym might not “work.” |
| Why ASCD should not change its name: Making such a change would be expensive to the Association, including to its affiliates. The name change would be confusing. The Association could lose membership. The Association could lose its sense of history. The Association would have products in the field that carry the old name. The risk of appearing commercial is too high. Such a change would divert staff time and leadership resources away from schools. The Association should focus on its historical role as an organization for curriculum directors and supervisors. The Association cannot predict what the outcomes of such a change would be. | Why ASCD should not keep its current name: The Association's scope is much broader than “supervision” and “curriculum development.” The word “supervision” is dated, and the Association should be progressive. The current name is hard to remember and difficult to pronounce. The current name does not communicate well with the general public or media, and therefore may limit our influence. The phrase “curriculum development” leads people to think that the Association itself develops curriculums. The current name does not reflect the values of the organization or its international scope. The current name is not inclusive. Teachers feel it excludes them. The word “supervision” has negative connotations in some other languages. |
What Do You Think?
ASCD would like to know how you feel about a name change for the Association.
To respond to a phone survey, call 800-850-6047 (in the United States and Canada) between September 10 and midnight October 11, 1998. When prompted, enter poll number 4808. Alternatively, you may respond to the survey through ASCD's Web site at http://www.ascd.org, or you may request a paper copy of the survey from Diane Kelly (phone: 703-575-5604 or 800-933-2723, ext. 5604; e-mail: dkelly@ascd.org). The results of the survey will appear in a future issue of Education Update, and the feedback received will be presented to ASCD's Board of Directors to help guide their decision making on this important issue. Thank you for taking the time to respond.