From the article | "As far as the removal of the word "Christ," the ministry's website said, "Cru enables us to have discussions about Christ with people who might initially be turned off by a more overtly Christian name. "
It's not just the name that's offensive to people. It is the gospel message that is synonymous with the name. The Messiah is the gospel. There is no other name under heaven whereby we must be saved.

(1Co 1:17-18 ESV) 17 For Christ did not send me to baptize but to preach the gospel, and not with words of eloquent wisdom, lest the cross of Christ be emptied of its power. 18 For the word of the cross is folly to those who are perishing, but to us who are being saved it is the power of God.