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First Ask


When Tess Rabin and Emily Blumberg took over the helm at First Ask, a nonprofit advocacy organization with the mission to recruit qualified women candidates for office, they wanted to make sure that they were doing everything they could to grow the organization as quickly as possible.

With years of high-level campaign experience between them, Tess and Emily knew how to hustle, but they needed a cohesive strategy to ensure that their efforts were maximally efficient. In addition, they had begun to recruit a large staff and volunteer base and needed to ensure that everyone was on-message when talking about the organization to anyone outside of it.

We started with a deep dive into the existing First Ask brand, and then conducted an all-day brand strategy session to create new, more robust brand architecture and lay the foundation for more cohesive and persuasive messaging. As an extension of the brand, we created distinct donor level packages to simplify donor communications and increase efficiencies in the fundraising process.

First Ask can now distribute their Brand Bible to all new hires and volunteers to make sure that the organization’s values are clear internally and that it continues to present a cohesive outward-facing message as it grows. They are also able to communicate much more clearly and efficiently with potential donors, allowing them much more capacity to execute on their core mission of getting more women elected to office.