In the early 1940s, confusion emerged between the Co-Operative Club name and consumer cooperatives. A contest was announced with a $500 cash prize offered for a name which might be selected. A total of 49 names were submitted. The Board of Directors narrowed the list down to seven to present to the 1948 Albuquerque Convention: Ambassadors, Century, Cooperators, Monarch, Operative, Sertoma and Sponsors. Noble W. Hiatt, then President of the North Indianapolis, Indiana Club, coined the name SERTOMA from the slogan, SERvice TO MAnkind, and his idea was selected. The official name change became effective on June 21, 1950.