End of the "E" Word?

It's so nice to feel affirmed by others in my reaction to the word evangelical. Here's a tease from a great article calling for the end of the word evangelical.

Christianity Magazine: Editorials - Editorial comment on christian issues by John Buckeridge: Church finances and christian giving

I’m an evangelical – but sometimes I’m reluctant to own up. I’m not alone – in a survey conducted for Premier Radio and the Evangelical Alliance 87% of the sample describe themselves as evangelical but only 59% reveal their ‘evangelical’ identity to others (News page 8). Not that we’re ashamed of the gospel of the Lord Jesus or being identified as Christians, it’s just the ‘evangelical’ tag that we sometimes struggle with.

So what should evangelicals who don't like the word call themselves? Any ideas, suggestions?