Kaplen JCC on the Palisades
Kaplen JCC is a nonprofit that enhances Jewish well-being through communal activities, ranging from sports to lectures to arts. The organization has something for every age and every stage of life — children, teenagers, young adults, parents, grandparents and seniors.
Deliverables
I wrote copy for 13 marketing emails and organic social media posts for a fundraising campaign, which started days before Rosh HaShanah and ended just before New Year’s Eve. Our goal was to inspire new, current and lapsed donors to make a gift to our campaign, “Celebrating Community.” For Kaplen JCC, this campaign marked one of the first initiatives to reach this target audience with multiple and frequent email solicitations.
Challenge and Solution
The crush of COVID-19 affected the frequency of events and donations. We needed to encourage our target audience to power their kehilla — their community. Our marketing team had to find the right stories, the ones that inspired community members to care for the collective.
Keeping client requests in mind, my copy appealed to more observant Jewish people, using a serious tone to focus on fundraising for the longevity of the organization. After six emails, and a client request to recalibrate, I switched gears to reach a broader Jewish audience. Using a secular and lighter tone, complemented by a cohesive design, the assets positioned Kaplen JCC as the heartbeat of Jewish life in Bergen County.
