Blog Series: Tools For Leaders - Session 2
“What would we like to change in our community if we could”? This thought-provoking question was how we began our second session. The answers that followed included some of the following remarks: more of a sense of community, more involvement by younger generations, environmentally friendly, collaboration and civic advocacy. I am hopeful that each of us will continue to strive to make our community a better place.
Upon completion of this exercise we were introduced to Brenda Fiske, Chief Marketing Officer of JF&CS, who gave us an enlightening overview of the agency’s branding campaign. We learned six years ago the agency went through a very extensive re-branding initiative. The agency worked very hard to create a marketing campaign that would allow JF&CS to stand out in our community and not be confused with any other agencies. After spending many, many hours, JF&CS’ “Your Tools for Living” was born. Incorporated in this campaign is a graphic depicting each of the divisions of the agency inside a color coded circle. The same color scheme is used for each program under the main divisions. On a daily basis the agency’s marketing department works extremely hard to make sure all materials are consistent with the branding put in to place.
In my first blog entry I spoke of how we had been divided in to four groups and assigned the task of learning about each of the main divisions of JF&CS. The first group presented information about The Aviv Older Adult – Tools for Aging division. In summary, this division is a delivery system to support the needs of older adults. It offers many services to not only support the aging parent or child, but the caregivers as well. On staff are clinical social workers, registered nurses, geriatric care specialists, clinicians and many other staff members who have extensive experience in aging. This amazing group of people has a strong track record of “empowering people to keep going”.
One of them is 86-year-old Betty Golden. Several years ago, Betty and her husband Stan were in their 80’s and both were out of jobs. They became victims of the first wave of mortgage sufferers, and their house was taken from them. Additionally, Stan had suffered a debilitating heart attack, which left Betty his caretaker. With the help and guidance of JF&CS, they were able to get back on their feet. The folks in the Aviv division, Betty says, “lessened the pride and eased the pain”. Betty and Stan found a new place to live – The Jewish Home. Additionally, among the many services Betty received were tools to assist her as a caretaker. JF&CS “saved them,” she said. After Stan’s death, Betty began knitting hats for children with cancer at Scottish Rite Hospital, and thus began “The Project of Love, Remembering Stan”. She began knitting to honor a Scottish Rite nurse who helped resuscitate Stan during his last heart attack. She just happened to be nearby. Her act of goodness enabled Betty and Stan’s children to travel to Atlanta to say one last goodbye. This was truly a gift to Betty and her family. Betty and her group of knitters have knitted 1,800 hats helping children at three shelters and two hospitals. She truly believes that “nothing is by chance.” Please visit her website www.projectofcare.com to read more of Betty’s sory and see how you can support her.
Together JF&CS and Betty Golden have made a difference in our community. I look forward to continuing to share with you these such differences and experiences over the next few sessions.