Communication and Courage
When the economy went sour, the leadership at Allied Jewish Federation of Colorado realized it needed to reimagine the organization. From there, a three-year transformation started with a name change.
JEWISHcolorado Marketing Director Danielle Bergstein says one of the biggest challenges was communicating that despite the fact that JEWISHcolorado was taking somewhat of a different direction, it was still the same organization that the community had supported for 67 years.
“We needed to let people know that it wasn’t as if that organization no longer exists,” she says. “Our messaging had to be crafted so that our constituents understood that the foundation of what we were is still here. However, it is now more streamlined and focused.”
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