After 34 years of operating under the name "Delta Society", the Delta Society plans to officially change its name effective Feb. 1, 2012.

The organization will change its name to Pet Partners in an effort to better convey the mission and purpose of the group.

The Delta Society Board of Directors decided to change the name after considering extensive market research. The Board determined that the organization will be more successful at raising awareness and generating support under a name that better conveys who they are, what they do and how they help people.

"Unfortunately, under the name Delta Society, we have been unsuccessful in broadening our base of support in order to reach the millions more people who could benefit from the remarkable healing and comfort animals provide," Board Chair Chuck Granoski wrote in a letter to supporters.

The new name and brand strategy are a result of two years of market research that included listening to the feedback of supporters, volunteers and potential supporters and volunteers.

The name Pet Partners is the name of the organization’s therapy animal program.

"Our market research also demonstrated that potential supporters of our organization desire to engage with us in order to recognize the importance of the emotional connection they have with their own pets," Delta Society wrote in an informational pamphlet. "The name Pet Partners captures this feeling of connection."

The organization announced the new name and brand strategy to supporters and volunteers in early 2012 in advance of their planned public announcement Feb. 1, 2012. After transitioning to the name Pet Partners, the organization will use the name Delta Society in conjunction with Pet Partners in communications for a transition period of nine months to a year.