Wings of Change
Inspired by constituent research and a PSA campaign, Easter Seals finds a new, donor-centric voice.
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“I think it’s really important for us to understand that we’re helping [individuals] do the things that they essentially already want to do,” says Chris Cleghorn, executive vice president of direct and interactive marketing for Easter Seals. “In a sense, the donor is making a gift through us. The donor is giving to something that they value, and we’re sort of the vehicle through which they’re making that gift. We historically had focused too much on what we wanted the donor to think about us; now we’re trying to speak more to what the donor is interested in.”
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Abny Santicola
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