This page contains a Flash digital edition of a book.
‘The Lutheran ethos that


drives us is the call to serve the neighbor in what we do every day at every level.’


Lutheran social service organiza-


tions, like their religious and secular counterparts, must seek funding from various sources, Justofin said. A narrow religious identity can be a barrier for some corporations and foundations, she added. Garnering new revenue sources


played a role in SpiritTrust Luther- an’s decision to re-brand. Although the government funds its work in part (Medicare and Medicaid), diverse donor support is also neces- sary to its financial health. “We are still supported by congregations, but the funding stream is not as robust as it once was,” Hull said. At Augsburg Fortress, the


publishing ministry of the ELCA, discussion about “rethinking the organization’s brand” and a series of listening meetings have been under- way for about a year, said President and CEO Beth Lewis. Lewis brought a progress report


to the ELCA Church Council in November 2015. In the proposal being considered, the name “Augs- burg Fortress” would be kept under a new umbrella parent brand if approved by the Augsburg Fortress Board of Trustees, Lewis said. Te shiſt mirrors a similar


change made by the ELCA Board of Pensions. In 2011 the organization re-branded itself as Portico Benefit Services. Today Portico provides health, retirement, disability and survivor benefits and related ser- vices for 50,000 active and retired


Author bio: Hafften, a writer and editor, is a member of Messiah Lutheran Church, Weatherford, Texas.


ELCA pastors and employees. Jeffrey Tiemann, president and CEO, said, “Tough our name [has changed], our connection to this church remains strong.” As for Upbring, it might take a while. “[Te name] is not being


used by most congregations yet,” said Hattie Hammer, an ELCA member in Duncanville, Texas.


“Why use terms that don’t convey anything?” Others are welcoming the


change. Hammer’s husband, Mel, an ELCA pastor, said “Upbring—it’s about kids. I get it.” 


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February 2016 35


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