Wings of Change

The research yielded two major findings — one practical and one emotional, says Sowa, who oversees messaging and brand positioning for the organization. On the practical side, it found that while participants had a great deal of trust in the organization, they weren’t sure what it actually did.

“They would say, ‘Yes, Easter Seals is a great organization. I’ve given to them for years. They do a lot of good.’ But when probed, they couldn’t articulate very well what we did,” Sowa says.