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.
“When I came to work [at AJF] in 2002, I came from a corporate-marketing background,” Seserman says. “The idea that one product could meet all needs was just foreign to me as a marketer.
“Giving one umbrella gift, while it’s important and righteous, is not completely enough to meet all donors’ needs,” he adds. “When we saw that change happening, we realized you can either lead, follow or get left behind, and you’re better off being proactive by planning for the future.”
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