Boston Globe: New name, same vision for Crittenton Women’s Union
May 12, 2016
The new moniker may still not roll off the tongue, but Babcock hopes it better encapsulates the group’s work, which includes providing mentoring, skill building, and career development, as well as housing for homeless families and domestic violence victims.
By Sacha Pfeiffer
It wasn’t exactly what you’d call a catchy name: Crittenton Women’s Union.
The Boston nonprofit, which helps women and their families get out of poverty, knew its name could be a head-scratcher.
“People found it confusing,” said CEO Beth Babcock. “They thought we were a union, it was hard to spell, and it also didn’t describe what we do.”
So, after years of explaining itself, the organization has ditched its old name and adopted a new one: Economic Mobility Pathways, or EMPath for short.
The new moniker may still not roll off the tongue, but Babcock hopes it better encapsulates the group’s work, which includes providing mentoring, skill building, and career development, as well as housing for homeless families and domestic violence victims.
And in case anyone misses the wordplay, “EMPath” is meant to evoke the empathic aspect of the nonprofit’s mission, which Babcock calls “the head and heart part of what we do.”