Easterseals New Jersey is a local chapter of a large national organization devoted to helping people with disabilities achieve their goals. Impending funding changes in New Jersey meant the future of the organization was uncertain. In the long term, they would need to rely more on private funding sources, so initially, our project was to develop a marketing strategy with a core focus on demonstrating relevance to key potential donor groups.
During the course of our Discovery work, however, we uncovered a more urgent problem: anxiety among employees and service recipients was eroding morale and confidence in the organization, which ultimately had a damaging effect on outcomes and reputation. The organization took most of the blame for these changes despite the fact that they were out of their control (unexpected loss of state funding).