The reason for the change is simple, says chief executive of nearly four years, Clare Tickell: barely anyone is aware of the charity.
"If you stop to ask people in the street, only one per cent knows who NCH is," she says. "This is incredibly low given we are one of the largest children's charities in the country."
The NCH name also confuses people, she adds. "The initials NCH stand for National Children's Home, but almost everything we do now is community-based," says Tickell. "The name doesn't describe what we do so we decided to rename ourselves as Action for Children. It says what we do on the tin."
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