Wings of Change
Inspired by constituent research and a PSA campaign, Easter Seals finds a new, donor-centric voice.
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The research yielded two major findings — one practical and one emotional, says Sowa, who oversees messaging and brand positioning for the organization. On the practical side, it found that while participants had a great deal of trust in the organization, they weren’t sure what it actually did.
“They would say, ‘Yes, Easter Seals is a great organization. I’ve given to them for years. They do a lot of good.’ But when probed, they couldn’t articulate very well what we did,” Sowa says.
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