Jewish Federation of South Palm Beach County
Jewish Federation of South Palm Beach County (JFSPBC) is a communal lifeline, strengthening Jewish well-being through varied programs and services. Alongside a number of partner agencies, the nonprofit creates and sustains Jewish life in Florida and beyond.
Deliverables
For more than three years, our marketing team produced deliverables for two separate JFSPBC contracts:
Marketing and fundraising campaigns
I drafted copy for year-round marketing and fundraising campaigns, engaging JFSPBC supporters from every donation tier through: brand messaging, digital fundraising, email marketing, paid advertising, direct mail and data and analysis.
Organic and paid social media
I ran this account by myself, serving as strategist, writer, graphic designer and project manager. Using Planable and Canva, I produced original content in weekly social media sprints for Facebook, Instagram and Twitter. I also developed a one-page client report every month and a comprehensive report every six months.
Challenge and Solution
Marketing and fundraising campaigns
JFSPBC had an aging and shrinking donor base. For many years, digital fundraising lagged on the priority list, causing JFSPBC to lack a strong online presence. Our team took an omni-channel approach to meet current and prospective donors where they were. With a combination of planning workshops, stakeholder interviews and audience research, we reimagined brand messaging and developed robust campaigns for Jewish holidays and other happenings. By iterating, testing and optimizing, we identified the best times and days to send email appeals, messaging that resonated with each audience segment, successful subject lines and compelling images. With each initiative, guided by JFSPBC goals and objectives, we gathered and analyzed our results.
Organic and paid social media
Social media has increasingly become a pay-to-play space. Over time, organic reach has experienced a steep decline, presenting a challenge for JFSPBC. The nonprofit wanted to blend written and visual storytelling to increase its organic social media presence. Facebook, Instagram and Twitter were identified as platforms with the most potential to accomplish the following goals:
Connect and comfort the Jewish community via the continuous presence of JFSPBC, creating an overall affinity for the brand.
Drive broad participation in JFSPBC programming and initiatives.
Increase donor pipeline through growth in digital engagement across social media platforms.
Create compelling Jewish content that strengthens individual connections to Judaism and the Jewish community during trying times.
I also wrote copy and created graphics for a handful of paid social media ads on Facebook and Instagram. The ads used action-oriented language and warm visuals to generate engagement and donations from old and new users.
Results
JFSPBC gained more than 1,700 new followers across Facebook, Instagram and X. The most engaging pieces of published content fit into four buckets: Jewish news, holidays, events and community faces.
One of the most effective social media ads focused on empowering children with special needs. A concise and powerful caption, complemented by an image of two young girls, resonated with JFSPBC values. The ad received 22,873 impressions, 348 engagements, 250 clicks and reached 16,148 people.
