Names matter. Cary Grant was born Archibald Alexander Leach: not exactly a name to showcase at the cinema. Sometimes you need to change your name to focus the attention of others, so that they recognize you for what you are, or what you do. This is the case for the new iteration of The ASCO Cancer Foundation: the Conquer Cancer Foundation.

I like this change a lot. The ASCO Cancer Foundation always had a clumsy sound to it, the O for Oncology seeming to make the Cancer seem redundant. It also had a somewhat antiseptic organizational feel. The Conquer Cancer Foundation has oomph and meaning. We aren’t trying to negotiate with this disease. We are out to beat it. Our purpose is a serious one, our goal straightforward.

The change also parallels other changes in the Foundation. The Foundation is the fundraising arm of our Society, and much more. It supports our Annual Meeting, our patient education efforts, our international outreach, our State Affiliates, and our grants and awards program. It has helped to jump-start the careers of literally hundreds of clinical and translational investigators. These important purposes require immense efforts by volunteers and staff. The Board of the Foundation is now undergoing an extensive process of self-evaluation aimed at improving our ability to generate resources for our Society’s important programs. The name change will help bring these efforts into sharper focus, telling others—and reminding ourselves—what we are all about.

The Foundation has inspired leadership, with Martin J. Murphy as Chair of the Foundation's Board, Allen Lichter as CEO, and Nancy Daly as Executive Director. Marty, Allen, and Nancy are supported by the Foundations’s Board, as distinguished a group as one could imagine, all devoting their time and effort to our greater good. You can visit the Foundation’s website at conquercancerfoundation.org. But more importantly, think about supporting the Foundation. We all have many calls on our resources and time. This is one you can feel great about: let’s Conquer Cancer!