OUR WORK
Frank Lloyd Wright Building Conservancy
The Frank Lloyd Wright Building Conservancy is one of the most important organizations Jeff Goodman has had the privilege to work with. Its mission is to protect, preserve, and celebrate all of Wright’s buildings around the world. Working closely with the Conservancy’s staff and marketing committee, Jeff helped clarify its story, strengthen its voice, and build strategies to grow engagement among both devoted Wright followers and new audiences discovering his legacy for the first time.
“Jeff has been an incredible partner to the Frank Lloyd Wright Building Conservancy over the past two years, helping us sharpen our communications, marketing, and brand. He listens deeply to stakeholders, captures what makes us unique, and turns insight into action. His guidance on our rebranding and website has made our mission and impact come alive. Jeff is passionate about helping organizations tell powerful stories about why architecture and preservation matter—and that passion shows in every project.”
Barbara Gordon, Executive Director, Frank Lloyd Wright Building Conservancy
More Than a Legacy
The Frank Lloyd Wright Building Conservancy is one of the most important organizations I’ve had the privilege to work with. Its mission is to protect, preserve, and celebrate all of Wright’s buildings around the world. Working closely with the Conservancy’s staff and marketing committee, I helped clarify its story, strengthen its voice, and build strategies to grow engagement among both devoted Wright followers and new audiences discovering his legacy for the first time.
The Challenge
Growing Beyond the Devoted
Unlike most Wright organizations, the Conservancy doesn’t have a site of its own. That is by design, since it exists to serve all Wright sites equally. But it also creates a challenge: without a physical place where people can experience Wright’s work firsthand, how do you help them feel the impact of preservation?
The second challenge was audience. The Conservancy’s base was made up of long-time Wright devotees, deeply knowledgeable and deeply loyal, but that audience was shrinking. To thrive, the organization needed to connect with new audiences who may not already know Wright’s work but share his values of design, sustainability, and community.
A third challenge was capacity. The Conservancy has a small but mighty staff, each wearing many hats. Any new strategy had to be powerful, yet realistic to implement within the team’s limited time and resources.