In the Bible, a new name represented a significant change in a person’s life. In the same way, God is preparing us for something significant.

Our mission is the same — helping you to express the kindness of Jesus to people living in the toughest places on earth by relieving suffering, restoring dignity, and revealing hope.

Although we have been living out this mission with partners like you, God is increasing our missional momentum so we can do this work even better.

By becoming Unto we can be even more responsive to physical and spiritual needs around the world. We can more clearly convey our passion for the pursuit of sharing the hope of Jesus. We can be steadfast in our commitment to helping more people like you give tangible expressions of hope to people in need.

Together with you, “Do unto others as you would have them do unto you” is more than an ideal. It is our mandate — to express the kindness of Jesus to all people so that they might have a personal relationship with Him.

Name Change FAQ

Why is GAiN changing its name?

The purpose of the name change is so the ministry can be more missionally effective and can better communicate the gospel.

  • Primarily the change is taking place for the sake of clarity.
  • In digital communication we currently cannot clearly state our connection to Cru® and our work advancing the gospel. Some international partners find our association with Cru to be an obstacle for them — as they are dependent on governmental funding or they are concerned about risking their non-profit status.
  • The mission doesn’t change — just the name. Same mission. More effective.

Is the mission of GAiN changing? Are you still doing humanitarian projects?

We continue to express the kindness of Jesus in the toughest places on earth by relieving suffering, restoring dignity, and revealing hope. We will continue to do this by providing humanitarian assistance and coaching through our three programs: Food and Agriculture, Clean Water, and Critical Aid.

Is Unto℠ still a ministry of Cru?

Yes, Unto is still a Cru ministry. This new name and branding will allow us to more clearly connect our humanitarian work to Cru’s ministry efforts.

Who made the decision to change the name?

In 2018 the GAiN leadership team approved a recommendation from Cru leadership to begin the process of evaluating our name. In 2019 GAiN leadership and the Board of Directors of GAiN and Cru approved the new name, selected through proven organizational naming processes.

Who was involved in the process?

GAiN leadership, Cru’s Director of Communications, and a select team of GAiN marketing team members were involved throughout the process. They worked closely with outside survey and branding agencies. A smaller GAiN leadership team signed off on all decisions. At key points in the process we invited input from all GAiN staff members.

How were staff members involved in the process?

All GAiN staff members were given the opportunity to suggest three new names and to explain the idea behind their choices. They provided a portion of the 700 name suggestions. Staff members were also invited to provide input about the most important characteristics of our brand regardless of name.

Why did GAiN hire a brand consulting agency?

Our primary and ultimate dependence is on the Lord. We enlisted the help of like-minded consultants who possess expertise in the complexities of brand survey methods and proven naming processes. Consultants facilitated an engaging process of helping us define what we best offer our ministry partners and the people we serve. The final choice of Unto testifies to both their wisdom and their humility.

Global Aid Network has an obvious description. Unto has no apparent meaning. How do you explain that?

Global Aid Network is a very descriptive name. It also took on additional meaning in the lives of people as it was filled with experiences and memories. Like Google, Starbucks, and other abstract names, we expect to fill Unto with meaning as it embodies all that we are as we express the kindness of Jesus in the toughest places on earth.

A new name means a new logo. What does the logo represent?

An arrow indicates motion — forward momentum toward the toughest places on earth. The arrow’s point represents the point of contact our field partners have with people who need to know the eternal hope of Jesus. We work in the shadow, providing our field partners with coaching and resources for personal, pivotal relationships. At the intersection of two color blocks, the point additionally represents the intersection of lifesaving aid and ministry. The color blocks correspond to our three programs — blue for Clean Water, green for Food and Agriculture, and tan for Critical Aid.

Lowercase lettering was chosen in the logo mark because it is friendly and approachable and doesn’t appear to be an acronym. The font weight does not “shout,” yet it is heavy enough to indicate strength rather than weakness. When used in printed text, Unto will be capitalized like any other proper name.

Currently the logo is in the trademarking process.

Why are we still seeing the old logo or old name in some places?

The transition will take time, but in early 2020 you will see the Unto name and logo everywhere.

What happens to the website?

Unto.com is our new website. A pop-up announcement reading: “In 2020 Global Aid Network is becoming Unto” is on the site along with a link to the video, Same mission. More effective. Once the website goes live in 2020, the current gainusa.org site will redirect to unto.com.