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.
“Throughout the process, we focused on the message of, ‘You spoke; we listened,’” Bergstein says.
The survey at the heart of the reimagining went out to specific focus groups at several times throughout the process. As the organization prepared to unveil the rebrand, it used print ads, email and events to prepare the community for the changes, she explains. Now on the revamped JEWISHcolorado homepage (jewishcolorado.org), a bright “We’ve Reimagined” link both points to a Donate Now button and links to a page that explains all about the rebranding project.
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