The Jewish Agency for Israel began a new campaign today in the Israeli press. In front page mega-sized ads they proclaim: “Keeping the promise that any Jew, every Jew, has a home in Israel.”

The interesting sidebar, JAFI’s new tagline:

As Israel’s largest and most effective nonprofit, the Jewish Agency is the leader in partnering the people of Israel with communities and donors worldwide to meet Israel’s 21st century challenges. The Jewish Agency is supported by UJC/Federations of North America, Keren Hayesod and the International Fellowship of Christians and Jews. (click here to see the ad)

I guess this must be part of their new marketing approach on how to seem in touch with their constituents:

“JAFI has to adapt itself to the new environment,” acknowledged Oded Salomon, director general of JAFI’s immigration and absorption department. “We must remain relevant.”

Sounding very much like a marketing executive, Salomon said the “modernization process JAFI has undergone in recent years has led the organization to pursue a much more marketing-oriented concept.”

JAFI‘s home page now lists all three of the above organization’s as Our Partners.