Wings of Change

“Typically in the past, as probably most nonprofits do, we would sit around and decide, ‘What do we need to tell people about our organization, what do we need to tell them about our cause, what do we need to tell them about people with disabilities and the services that Easter Seals provides?’ And this time we turned the tables to say, ‘Let’s hear what they say. What are they saying about us and what are their motivations?’” says Jeanne Sowa, senior vice president of marketing and corporate relations for the organization.