Communication and Courage

JEWISHcolorado’s services and operations continued pretty much as they had in the past through the duration of the changeover. (Seserman likens the process to renovating a restaurant. The “smart” thing to do would be to close for three months while the renovations are being completed and the menu revamped. AJF’s revamp, however, happened while the organization kept its doors open and its services up and running.) And aside from some capacity-building funding from longtime major donors, there was no fundraising done specifically around the reimagining project. But communication about the rebranding played a key role in much of the organization’s messaging across all channels as it was happening.