Arshia Ali-Khan

Chief Development Officer
Muslim Legal Fund of America

I have dedicated my life to a cause that I feel very strongly about, but when Nathan and I first met I was struggling to find an effective way to properly represent that cause. There were times when I felt that the messaging of MLFA didn’t really reflect who we are and what we stand for, but was at a loss about how to proceed.

Without a shared vision, our team found ourselves engaged in endless debate based on personal preferences. Moreover, the COVID-19 crisis created an added challenge for us when all our usual fundraising trips and events were cancelled.

With Nathan’s help, we developed a theme for our Ramadan campaign, “The Power of Promises,” that gave our team an effective way to focus all of our communications. Once we had a framework, we were able to tell a story that’s both soft and strong. We share hard facts, but not in a way that paints us as victims. It’s not about us vs. them—it’s about us all being in this together to make the world a better place. Ultimately, it’s about hope.

I loved working with Nathan to understand the process of building brand frameworks that make our work more compelling. We all learned so much and enjoyed every minute of it.