Refocusing Fundraising

The Museum at Eldridge Street highlights transformation.

September 25, 2012

The Museum at Eldridge Street  needed to shift its fundraising to focus on the ongoing costs of maintaining its historic property and programs. Through a Taproot Foundation grant, the Museum worked with a group of talented marketers, strategists and writers, including me, the brand strategist, to reposition its brand and move beyond the 20-year restoration story of the synagogue. Interviews and ideation session with board members, donors, volunteers, staff and other historic organizations on the Lower East Side were completed and synthesized. The resulting strategy focuses on how the synagogue’s immigrant experience transformed a community and how the museum continues to inspire and communicate the importance of the synagogue in transforming the community in which it lives.


  • Brand Strategy
  • Key Messaging

Interior photo credit:  Whitney Cox