Communication and Courage

To be clear, not much changed in the way AJF was run or the services it offered. The reimagining was primarily highlighting the programs and services provided by JEWISHcolorado and emphasizing its relevance to the Jewish community, and it was a way to build stronger relationships with donors and other supporters and provide more opportunities for giving.

‘A profoundly evolutionary change’
The subsequent brainstorming and scenario planning led to what Seserman calls “a profoundly evolutionary change” in the organization, starting with its name. It “dropped the F-word,” Seserman quips, meaning “federation.” It was a word the organization believed confused the public, making it seem as though AJF was overseen by a larger organization and not independent in making its own decisions about what services to offer and to whom.