The Los Angeles Community Reinvestment Committee, dba Community Financial Resource Center (CFRC), has changed its name to RISE Financial Pathways. The acronym RISE stands for Reach, Invest, Succeed and Earn. The announcement was made during its 2013 Power Luncheon and awards ceremony and 20th year anniversary celebration held recently at the JW Marriott at L.A. Live in Los Angeles.

The change comes as a result of a name and visual identity grant received from the Taproot Foundation.

The grant provided the organization with the opportunity to create new language to better communicate with the diverse array of funding audiences and market segments it serves.

“CFRC, now RISE, is striving to be more competitive among its donors and philanthropic audiences,” said President and CEO Forescee Hogan-Rowles. “The opportunity to explore a new visual identity and name is an integral part of our future success as we continue to build upon the past 20 years.”

Since 1992, RISE and its predecessor institutions have offered comprehensive and innovative ways to build wealth for historically underserved residents and small business owners in South Los Angeles and across Los Angeles County. Their programs have resulted in more than $15 million in economic activity and the retention and creation of thousands of jobs.

Changing its name is an integral first step toward achieving the strategic goals outlined in its current business plan. The four goals include: 1) Diversify revenue sources; 2) Raise public awareness; 3) Build strategic partnerships, and 4) Expand and diversify board membership and support.

For more information, contact Director of Develo-pment Rabera Onyango at (323) 233-1900.