In the Trenches with Aaron Maisler: Strategy Rooted in Storytelling
Authors Note: We’ve worked across mission-driven spaces. We’ve chased media deadlines. We’ve juggled caregiving and communications calendars. In the Trenches is our storytelling series spotlighting the lived experiences of The Good Lemon team. These stories show how that firsthand experience shapes the way we show up for our clients—with empathy, strategy, and purpose.
When strategist Aaron Maisler moved back to the U.S. after years in Japanese broadcast journalism, he wasn’t exactly sure what his next chapter would look like. But one thing was clear: he still wanted to tell stories that mattered.
“I think my favorite part of that work was figuring out how to connect the dots for people—breaking down complicated news into something human and clear,” Aaron says. “That instinct hasn’t gone away.”
Today, Aaron brings that same clarity, curiosity, and precision to his work as a strategist at The Good Lemon. He’s supported dozens of clients across nonprofit sectors, from education to public health to youth development, and always leads with the same goal: helping mission-driven organizations communicate more effectively.
Where Journalism Meets Mission
Aaron’s journalism background makes him uniquely suited for the fast-paced, high-stakes world of nonprofit communications. He’s used to tight deadlines. He knows how to ask the right questions. And he understands what makes a story resonate, whether it’s airing on national TV or landing in a donor’s inbox.
At TGL, he’s often the person clients turn to when they need a media-savvy partner. Whether launching a campaign, creating a new tool/method from scratch, or responding to breaking news, Aaron brings a sense of calm and confidence rooted in experience.
“I remember working on a back-to-school campaign where the messaging had to shift overnight due to new public health guidance,” he recalls. “The client was understandably overwhelmed. But because of my newsroom training, pivots like that feel familiar. You focus on the essentials, move fast, and stay clear.”
Personalizing the Process
One of Aaron’s standout qualities is his ability to intuit each client’s needs and adapt to its voice and messaging. He doesn’t believe in one-size-fits-all communications. He listens deeply, collaborates closely, and always tries to reflect the heart of each organization he supports.
He describes one project with a youth-focused nonprofit where the goal was to elevate the voices of young people themselves. “We didn’t want to speak about them, we wanted to speak with them,” he says. “So we helped the org build a process for collecting youth input directly, and then shaped their messaging around that. It made the whole campaign more authentic.”
This commitment to collaboration isn’t just a personal value; it’s a throughline in how we as a team operate. Our team believes in doing the work with our clients, not just for them.
Why This Work Matters
Aaron is one of many TGL team members who’ve worked in environments that mirror those of our clients. He’s chased deadlines. He’s juggled competing priorities. He’s worked under pressure while still trying to make space for nuance and care. That lived experience is what powers him.
“Part of what makes our work feel different is that we’re not outsiders. We’re not dropping in with a toolkit of solutions we’ve never tested ourselves. We’ve been in the work, in the mess, so when we show up to support someone, it’s not just transactional.”
Inspired by Aaron’s approach?
If you’re looking for a strategic partner who brings clarity, care, and deep experience to every project, get in touch with us to see how Aaron and our team can support your mission.