The College and University Professional Association for Human Resources was faced with the challenge of rebranding the association's name to reflect a fundamental shift in members' functions from personnel transaction administrators to human resource managers. To reflect the evolution of its members' profession and avoid a radical change in its identity, CUPA (College and University Personnel Association) changed its name to CUPA-HR (College and University Personnel Association for Human Resources). Although not formally measured, the positive reception of this initiative can be seen in the numerous congratulatory letters from association members as well as members of the higher education community.