This study draws on interviews, observation and archival materials, to explore how a Jewish Services Organization changed its purpose to help Afghan refugees due to external and internal pressures. Past research shows that organizations can change their purpose, but how they do so has not been explicated, and further knowledge of which would help organizations adapt to their changing realities more efficiently. This study explores the mechanisms of purpose change in organizations that operate with a clear and intentional raison d'ĂȘtre widely embraced by organizational members. The purpose change process is shown to be (a) co-creative such that multiple stakeholders are involved; (b) conflict-laden such that the change process can lead latent identity splits within organizations to resurface; (c) dynamic such that it leads to continuous changes around the meaning and interpretation of organizational purpose; and (d) most successful when focused on renewal such that it allows organizations to maintain continuity with their past and their identity. This study contributes to our understanding of purpose change in organizations and elaborates on theoretical interlinkages of organizational purpose and organizational identity content and identity complexity, an understanding of which can lead to successful (or unsuccessful) efforts to change an organizationâs purpose.