The Justin Bieber Effect: How to Get Parents Involved in their Childrens’ Causes

“If you can engage the child you can engage the parent.”

Derek Hurwitch, the senior director of marketing and communications for Jewish Family Service in Palm Beach County, received a common challenge from his board: find some younger donors. Listen how Derek took on this challenge by paying attention to what that target audience cared about most, and integrating that fully into his strategy.