I know a lot about branding and non-profit marketing. I also know that the conditions for children around the world are terrible. Hunger; disease; lack of schooling and resources; bonded labor. It's awful. And I'm completely confident this organization does amazing work and they have some fantastic programs. But is there a worse-named non-profit ever than "CRY America?" Or their offshoot, CRY New York? It stands for "Child Rights and You," which is actually not that hard to say and tells me what they are working on. But you just can't, can't, can't name an organization something that sounds so awful. I don't want to cry! Why even use the acronym?  We haven't talked about this too often at Pinko but once we're out of election season we're taking on a new target: non-sensical non-profit acronyms. It just has to stop. Also? I'm going to go give CRY America some money right now because I made fun of them, and you should too because their programs are strong. Maybe if enough of us donate they can do a rebranding!