Our Association is considering taking a bold step with far-reaching consequences: we are weighing the pros and cons of changing our name.
The possibility of changing ASCD's name has been raised more and more often over the past several years, both by our governance groups and by our members. Those who have suggested exploring a name change include ASCD's Executive Council, the Review Council, the Governance Evaluation Commission, and the staff Influence Goal Group.
Why would ASCD change its name? One major reason would be to better reflect who we are and what we do today. ASCD's current name dates from 1945, when the Association was only two years old. At that time, ASCD's members and interests strongly reflected our origins as the result of a merger between two groups: the NEA's Department of Supervisors and Directors of Instruction, and the independent Society for Curriculum Study.
Over the decades, ASCD has grown and evolved. Our membership has become much larger and more diverse. Today, ASCD represents principals, teachers, curriculum specialists, superintendents, professors of education, and "ed" students, among others. Fully one-quarter of our members are classroom teachers. We are proud of this diversity, which makes us unique among education organizations.
In the opinions of many, however, our current name does not reflect the diversity in our membership. Teachers, for example, have told us that ASCD's name, with its emphasis on "supervision," makes them feel excluded. Many teachers see ASCD as an association solely for administrators—a perception we need to change. A new name could be more inclusive and welcoming to all educators.
A Broader Scope
As ASCD's membership has diversified, our concerns have broadened beyond the realms of supervision and curriculum development. Today, ASCD's programs, products, and services address nearly all aspects of K–12 education, including curriculum, instruction, and assessment—as well as issues such as classroom management, school organization, teacher preparation, and early childhood education. ASCD also provides information about—and takes official positions on—policy issues such as charter schools and parental rights. A new name could better capture the broad scope of our work.
Another reason to consider a name change is the confusion that our current name sometimes causes. Although our name does reflect two significant areas of ASCD interest —supervision and curriculum—the words "curriculum development" have misled many people, including members of the media, as to our daily work. Many people interpret our name to mean that ASCD writes curriculums, which (with rare exceptions) is not the case.
Yet another reason for considering a name change—a reason cited by ASCD's Influence Goal Group, among others—is that the current name is cumbersome and difficult to remember. One of ASCD's goals is to extend our influence. Toward that end, we would like to increase our name recognition among educators and the general public. A new name could help us make that vision a reality.
What's Being Done
Obviously, a name change is not to be undertaken lightly. Such a serious step mustn't be rushed into. And ASCD wants to proceed with this change only with the support of our membership.
To ensure a careful process, ASCD has hired the consulting firm of Master-McNeil, Inc., to advise us in reviewing our current name and developing a new one, if warranted. Master-McNeil is the leading "naming services" firm in the United States. To show their support for education, Master-McNeil has agreed to do this work for ASCD at a greatly reduced rate.
Both the Executive Council and Board of Directors have been surveyed as to their views on the idea of a name change. If we decide to move forward, creative work to develop potential new names will take place this winter. Then, next March, eight to ten recommended names will be selected, and a presentation will be made to the Board of Directors. If the Board recommends 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 go into effect.
As an ASCD member, you have a stake in this decision, and your opinion counts. If you have comments on the possibility of a name change for ASCD, please mail them to Diane Berreth, Deputy Executive Director, at ASCD, 1250 N. Pitt St., Alexandria, VA 22314-1453, or send e-mail to dberreth@ascd.org.