The Jewish National Fund continues to be a trendsetter, breaking new ground in their approach to both raising money online and reaching out and attracting the younger generation. Now comes a profile in The NonProfit Times, Reversing the Donor Aging Process:
Ah, Spring Break. The sun, the beach, the “What happens in BLANK stays in BLANK” memories. Enter Alternative Spring Break (ASB), where the days of a wasted youth are no more, and where memories are lasting and, well, memorable. Where the purpose is to create a connection to the past and form a vision for the future.
While Jewish charities often are viewed as for older donors Linda Wenger at the Jewish National Fund (JNF) is changing that thinking. “It’s a really great opportunity for young people to get involved with our organization and with our cause, which is and has always been for the State of Israel,” said Wenger, executive director of marketing and communications for JNF.
From its pilot season in 2005, ASB trips to Israel have grown explosively — from 25 young adults ages 18-35 the first year, to last year more than 300 young adults. The trips were profiled by MTV, and aired as one of the cable channel’s “Spring Break 2007” specials.
The group’s latest campaign, “Go Neutral,” targets those people who want to offset their carbon footprint, and is “very aimed at young people,” said Wenger, who heads the campaign. “We know that a way to bring young people into our organization is to emphasize the fact that we do great environmental work in Israel.”
The message of Go Neutral: “If you’re going to plant a tree, why not plant a tree in Israel,” said Wenger. The accompanying Web site is fresher and edgier than JNF’s main site, and the campaign is featured on social networks.”
And for those of you who are still not serious about creating a viable on-line fundraising presence, pay attention here…
“JNF raised $2.5 million online during 2007
(as of Dec. 13). It’s astonishing, said Wenger, since the bulk of the money was from the purchase of $18 trees. But trendsetting is nothing new for JNF. After the launch of its online store seven years ago,
JNF became the first Jewish nonprofit to raise $1 million online.
Without forgetting the base of their donors, which skew upwards of age 60, the group is looking to increase the “unacceptable” 2 percent of its donors that are between the ages of 18 and 35. Whether it be by launching innovative online campaigns, hosting themed events that appeal to younger donors, or adopting an overall policy of a lower price of entry (e.g., instead of paying $1,000 to join JNF’s legal society, young adults can pay $350), JNF is making strides to grow its younger donors”
for the complete article, click here.
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