Hi Everyone,
I know this is a really challenging time for us all and it’s difficult to further our message right now when we are in the throws of a public health pandemic. But I think this challenge presents a unique opportunity to show our donors, and the public, how our organizations care so deeply for the people in our respective state.
I want to share how Yankee Institute has adapted during the pandemic and innovated our marketing approach to grow our audience in the midst of a crisis. We recognize that in a blue state like Connecticut, free market policies are often looked on with suspicion and the best thing we can do is humanize our brand. Last week, Yankee Institute proudly presented its new “Beam of Light” initiative — A dedicated place to lift spirits by illuminating the many acts of quiet heroism, generosity, individual initiative and kindness that are happening every day across Connecticut during the coronavirus crisis. Yankee’s “Beam of Light” has received an overwhelmingly positive response, especially with our donors!
As Development Directors, we all know that people follow and give money to organizations that they trust. We have seized on this initiative to build trust with existing/new donors across our state. In these uncertain times, this is how Yankee Institute is trying to demonstrate leadership and show care for the people of Connecticut.
I am available to chat anytime about the roll-out process (which was pretty organic) and answer any questions you may have. I think the “Beam of Light” concept would be well received in any state.
Best,
Jordanne
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Jordanne Anderson
Director of Development
Yankee Institute for Public Policy