Campus Crusade for Christ International is planning to change the name of its U.S. ministry, including nixing the use of "Christ" in its title.
Starting early next year, Campus Crusade for Christ's work in the United States will be done under the name "Cru." The new name doesn't apply internationally.
"In the U.S., 20 percent of the people willing to consider the gospel are less interested in talking with us after they hear the name. We are changing the name for the sake of more effective ministry," the group explained on its website.
CCC leaders said the word "campus" in the group name doesn't "adequately represent" all of its ministries in the U.S., and is even confusing to potential partners.
They added that "crusade" is also offensive to some Christians and now carries "negative associations."
"There's only one reason we'd change. We want to do a better job of connecting people to God's love and forgiveness," they said. "It's all about helping people experience the good news that Jesus offers."
The ministry insists "Cru" is not to eliminate "Christ" from its name.
"Our mission has not changed. Cru enables us to have discussions about Christ with people who might initially be turned off by a more overtly Christian name," the group added.
Leaders say "Cru" was already a popular shorthand for the ministry.
Many campuses have already dropped the "crusade" language from their chapters.