Wings of Change

“One of the first things in marketing is if you’re going to communicate with somebody, you need to hear what they have to say first, so you can communicate in ways that resonate with them,” she says.

Over 18 months, Easter Seals had worked with Chicago-based brand consultancy BrandTrust to conduct one-on-one research and Internet surveys of philanthropically minded consumers and its own donors. And the information they gathered was surprising.