From Conference
to Conference
KKL-JNF International
Marketing Initiatives
The brochure presents a varied assortment of marketing initiatives to promote and
improve KKL-JNF branding and donations to KKL-JNF projects that were
implemented during the last two years (2012-2014)
We would like to thank everyone who
shared their information and experiences
with us. We are certain that we can all
learn and benefit from them.
Keren Kayemeth LeIsrael
Jewish National Fund
KKL-JNF International Marketing Initiatives Questionnaire
Name: Projects and Marketing Department
Country: Israel
Brand
1) What, if any, brand identity changes have you made since the last
WMC?
In all our materials, we emphasize KKL-JNF and the KKL-JNF brand as a
key element in Israel, in all the latest marketing topics: sustainable
environments, R&D, renewable energy and sharing information with
other countries with similar environments to ours. We stress the major
role our achievements play for the benefit of all of Israel's residents,
including disadvantaged populations, the periphery and ethnic
minorities. We emphasize the contribution of our work to the economy,
quality of life, society and the environment.
Creative Approaches
2) How have you made your creative stand out in the crowded marketplace?
The Partnership Site is our marketing platform and it serves all the people
at KKL-JNF that are involved in marketing and fundraising for KKL-JNF in
Israel and abroad. They are our target population and we want to attract
interest and enrich them with KKL-JNF activity. The website is constantly
being upgraded with new content, technology and visibility.
Content
Uploading marketing information and ideas to the website: all the materials
produced at the department and collected by the department from other
KKL-JNF departments: presentations, written materials, graphics,
productions, gifts, giveaways. The materials are uploaded on a daily basis.
Some of the materials have been specifically requested, such as
translations or focus on specific content. The various KKL-JNF offices use
these materials as background, raw materials for local use to improve the
marketing and fundraising system.
In summer 2014, for example, comprehensive marketing materials related
to Operation Protective Edge and donation possibilities were uploaded to
the website.
Technology
We transformed and modernized the website and improved its userfriendliness, ease of use and the effectiveness of searches. All the various
sections on the site are now connected so that searches produce results
and links from the different sections. We enhanced our marketing pages,
which can now be produced online and are clearer, easier to use and
connect the various information sources.
Visibility
The website, in its new format, aims at responding to all the needs of users
with the most modern marketing tools, which is expressed in the site
design, headings, colors, fonts and sizes.
Data
3) What are you doing to develop Donor Resource Management systems?
In our eyes our target population is the people involved in fundraising.
Therefore we analyze user data, their needs and help when necessary. We
create links between different countries around common topics of interest.
Fundraising Tools
4) What special events, brochures, displays, etc. have you developed?
We participate in fundraising activity abroad by fulfilling specific requests,
providing information and marketing materials to support fundraising.
We also prepare marketing materials (in different languages if needed) for
missions, conferences, media, visiting VIPs, focusing on specific topics per
request.
During the past years we uploaded:
57 subject brochures
44 ideas for marketing gifts/gimmicks in a broad range of prices
44 presentations
725 photos
277 designs related to a variety of topics
32 sections focusing on major topics that provide our marketing people
with diverse materials
204 written materials
Market
5) What have you done to adapt to changing donor or to reach new donor
markets, e.g. non-Jews?
Our materials focus on current marketing topics – see the answer to
question 1.
We provide the content for various productions: films/presentations.
We inform the offices worldwide regarding new materials in our monthly
newsletter, Hot Issues for your Attention, which includes a rich variety of
materials and links to the Partnership Site.
Messages
6) Has your message changed, particularly given anti-Israel PR and, if so,
how?
We focus on activities both in Israel and abroad: what KKL-JNF contributes
to the world in its fields of expertise.
Marketing Channels
7) How have you used traditional (advertising, direct marketing, PR) and
new channels (social media, mobile, apps)?
We approach marketing people and not donors. In addition to the
Partnership Site we send out a monthly newsletter with a variety of
marketing materials, present available projects on a seasonal basis (fall,
winter, spring and summer specials), provide information regarding
interesting marketing activity at KKL-JNF offices to allow us to learn from
each other and shorten processes.
Website
8) How do you get site visitors more engaged?
The Partnership Site is available 24/7 throughout the year. We update it on
a daily basis and upload a wide variety of materials that different countries
will find interesting: gift ideas, texts related to KKL-JNF core subjects, useful
designs (brochures, maps, posters, exhibits, holiday designs), presentations,
entire sections that provide materials focusing on a specific subject. For
example, the "Operation Protective Edge" section includes maps, missile
maps, descriptions of KKL-JNF activity for the benefit of Gaza Envelope
residents in times of peace and times of war, donation opportunities for
lifesaving and morale raising projects and for long term projects for the
benefit of people in southern Israel living on the border, photo collections,
banners, various KKL-JNF national campaigns so that we can share learn
from each other, expressions of gratitude to KKL-JNF from mayors and
regional and local council heads, expressions of gratitude to KKL-JNF from
children from the south that spent two days in the north with KKL-JNF. The
fact that all the countries made extensive use of these materials proves
that the website is fulfilling its purpose.
In order to help our users we upload entire productions. In other words,
under the name of a brochure you can find texts, translations, designs and
all the photos that appear in the brochure.
All KKL-JNF staff abroad meets with us when in Israel to learn about the
website and its.
Finally, is there any one special marketing initiative you are planning for 2015?
a. We are planning to add a project layer in a satellite map (similar to Google
Earth) to allow us to see the project "in the field"
b. We will initiate internal workshops for division staff and other relevant KKLJNF staff to become acquainted with the website.
KKL-JNF International Marketing Initiatives Questionnaire
Name: Isaac Mizrachi
Country: Australia
Brand
1) What, if any, brand identity changes have you made since the last WMC?
Creative Approaches
2) How have you made your creative stand out in the crowded marketplace?
We make sure to follow very strict brand guidelines so that people recognize
our publications quickly. These guidelines were created to suit the
characteristics of the community in Australia and are being refreshed from
time to time. We make use of big background images that are carefully
selected. We also use social media for targeted campaigns.
Data
3) What are you doing to develop Donor Resource Management systems?
Fundraising Tools
4) What special events, brochures, displays, etc. have you developed?
Market
5) What have you done to adapt to changing donor expectations or to reach
new donor markets, e.g. non-Jews?
We are about to launch a new cinema advertising campaign for our ANZAC
mission that is aimed at both Jews and non-Jews. By that we will expand our
reach and (hopefully) increase bookings for the mission. We also advertise in
non-Jewish media from time to time, when the message is right.
Messages
6) Has your message changed, particularly given anti-Israel PR and, if so,
how?
Marketing Channels
7) How have you used traditional (advertising, direct marketing, PR) and
new channels (social media, mobile, apps)?
Of course. Our marketing mix includes print ads, brochures, social media,
cinema advertising, email marketing, mobile app – a bit of everything so that
we reach different audiences. We believe in experimenting with different
mediums and changing our campaigns on the go to increase effectiveness.
Website
8) How do you get site visitors more engaged?
Finally, is there any one special marketing initiative you are planning for 2015?
The focus will be on our new mobile app and its capabilities (in particular push
notifications). It will allow us to tailor campaigns that will reach the user in any
given time and in any place. In addition, we want to build an Australian photo
library to allow quicker access to relevant project photos and other media
resources.
KKL-JNF International Marketing Initiatives Questionnaire
Name:
Country: Canada
Brand
1) What, if any, brand identity changes have you made since the last WMC?
JNF Canada has added a second logo, 100% Israel, to all marketing and
promotional material. This is to confirm that all funds raised through the Jewish
National Fund of Canada are directed towards projects in Israel and only Israel.
Creative Approaches
2) How have you made your creative stand out in the crowded marketplace?
- Using strong images along with short, concise messaging: There is 20
seconds to grab the attention of your audience so your ad needs to be
compelling and bold to grab them in further.
- JNF’s profile has tremendously increased and the profile of the
organization hit an all-time high. This was due to many factors however,
the two most significant, for this increase, were the Gilad Shalit tour,
which brought out over 6,000 people in five cities and the Toronto
Negev Dinner honouring the Prime Minister of Canada, Stephen Harper
which became a national event and hosted 4,000 people. Both of these
events put JNF in a new spot light. The Gilad Shalit tour became frontpage news and the Harper Dinner press coverage continued for months.
The best part of the media coverage was that the vast majority of it, was
positive and about JNF and Israel.
- Attending community events in a participating capacity.
Data
3) What are you doing to develop Donor Resource Management systems?
We have acquired and are installing a state of the art resource management
system from Blackbaud. This will allow us to increase communication with
donors at minimal costs and provide continuity in the long run while
decreasing overhead. It keeps track of the conversations with donors allowing
to get metrics on the ask and giving.
Fundraising Tools
4) What special events, brochures, displays, etc. have you developed?
- Signs that promote the various work areas that JNF is involved in have
been created and strategically placed. These are signs that are
displayed on every synagogue, community centre and Jewish
establishment. This creates a strong JNF presence and promotes the
work of JNF. Signs are changed for major events.
- Billboards are placed in prominently Jewish neighborhoods promoting
events.
- JNF Canada ran a national art contest to recruit new designs for tree
cards. Advertising was done throughout the country in different
formats. One method that was used in two of the largest cities was to
print 4 x 4 stickers describing the art contest and soliciting art entries.
These stickers went on every pizza box for a month. This allowed the art
contest and promotion to turn up in thousands of homes that most
likely would not have known about this art contest.
- Sponsorship packages for special events, planned giving brochure,
National Project Brochures.
- A more aggressive strategy to collect blue boxes has been developed.
Although the campaign collects small dollars, it is a viable tool and is the
most recognizable branding next to trees. In some cities a giant icon
blue box was built that travels from the Jewish Schools and Synagogues.
As well, Blue Box Bob plays a role in many schools.
- Missions to Israel create an awareness of the enormous impact JNF has
across the country. Mission participants come home with passion and a
desire to be part of the JNF family.
Market
5) What have you done to adapt to changing donor expectations or to reach
new donor markets, e.g. non-Jews?
- Marketing material changes depending on the audience and who is
being addressed. Using language, references and images that are
applicable and related to the crowd being targeted i.e. Christian Groups
vs Jewish audiences.
- Messianic groups have offered speakers and promote JNF to their
congregation and raise money for projects.
- This past year some cities have partnered with the Christians United for
Israel in a “Stand for Israel” event which brought Christians and Jews
together under one banner, “Support for Israel.” It was the first time
JNF has been able to break into this market and JNF will continue work
on enhancing these relationships.
Messages
6) Has your message changed, particularly given anti-Israel PR and, if so,
how?
NO
Marketing Channels
7) How have you used traditional (advertising, direct marketing, PR) and
new channels (social media, mobile, apps)?
- The event or campaign, will determine the marketing channels to be
used. If it requires urgent attention or is something that is targeted
towards JNF Future, social media will play a larger part in the promotion.
If it involves the general community then traditional marketing channels
will be used. Often social media is used to promote different events
and initiatives. There is always a combination of promoting posts and
creating ads because both serve different purposes.
- Increased usage of Facebook and Twitter.
Website
8) How do you get site visitors more engaged?
- Create content that people want to read. Make the website a
destination for people to visit when they are looking for information
related to Zionism and Israel and not only about the events and
campaigns.
- Link all marketing materials and all social media posts to the website.
- Payment systems for events are being encouraged on the website to
drive more traffic.
- Website is included on all correspondence.
- Raffles have been promoted on line.
Finally, is there any one special marketing initiative you are planning for 2015?
A new, improved and attractive website.
KKL-JNF International Marketing Initiatives Questionnaire
Name:
Zoša Vyoralová
Country:Czech and Slovak Republics
Brand
1) What, if any, brand identity changes have you made since the last WMC?
Creative Approaches
2) How have you made your creative stand out in the crowded marketplace?
Data
3) What are you doing to develop Donor Resource Management systems?
Advertising,lectures,TV films
Fundraising Tools
4) What special events, brochures, displays, etc. have you developed?
Books, leaflets,exhibiton,charitable market
Market
5) What have you done to adapt to changing donor expectations or to reach
new donor markets, e.g. non-Jews?
TV films
Messages
6) Has your message changed, particularly given anti-Israel PR and, if so,
how?
Marketing Channels
7) How have you used traditional (advertising, direct marketing, PR) and
new channels (social media, mobile, apps)?
FB,KKL web
Website
8) How do you get site visitors more engaged?
Possibility to buy a tree
Finally, is there any one special marketing initiative you are planning for 2015?
KKL-JNF International Marketing Initiatives Questionnaire
Name: Keren Kajemet Finland
Country: FINLAND
Brand
1) What, if any, brand identity changes have you made since the last WMC?
Have changed the image from a Zionist organization more to an environmental
one – Go Green with Israel! We are an old Finnish organization (established
already in 1918) with a strong connection to Israel.
Creative Approaches
2) How have you made your creative stand out in the crowded marketplace?
- Participation in the World Village Festival
- A joint stand with the other Jewish organizations under the same message
“ The Jewish Heritage in Finland”
Data
3) What are you doing to develop Donor Resource Management systems?
All DRM systems are today on the computer. The system serves well our
present needs.
Fundraising Tools
4) What special events, brochures, displays, etc. have you developed?
- The annual Tu-b’Shvat event, the World Village Festival in May, the autumn
event according to special occasions such as the Great Israel event,
Chanukah etc.
- Our own general brochure, leaflets of ongoing projects, Keren Kajemet
Finland’s wallet calendar stating the Jewish holidays during the calendar
year as well as the contact details for donating a tree.
- Presentations and distribution of brochures received from the
headquarters at our events
- Blue Boxes
Market
5) What have you done to adapt to changing donor expectations or to reach
new donor markets, e.g. non-Jews?
- Joint events with non-Jewish organizations
- Partnership programs with businesses
- Closer cooperation with the other Nordic countries
Messages
6) Has your message changed, particularly given anti-Israel PR and, if so,
how?
Anti-Israel PR has increased to some extent also in Finland since last summer,
but has not yet affected Keren Kajemet Finland. As mentioned earlier our
message focuses more on the environmental achievements KKL-JNF has
reached!
Marketing Channels
7) How have you used traditional (advertising, direct marketing, PR) and
new channels (social media, mobile, apps)?
- Ever more using digital media; email and website
- Some members/donors not using computers still receiving mailings by post
- The next step will be our own site on facebook in spring 2015
Website
8) How do you get site visitors more engaged?
- On all our marketing materials our website address is sated and we urge
our members, donors, readers and audience to become familiar with our
site and to use them for donations for various purposes .
- We are constantly updating our “News” section with articles which are of
interest to our Finnish sources.
Finally, is there any one special marketing initiative you are planning for 2015?
- Potential participation in the “Mass Mission” in May together with the
other Nordic countries
- The World Village Festival in May
KKL-JNF International Marketing Initiatives Questionnaire
Name: Gun Shariel
Country: Italy
Brand
1) What, if any, brand identity changes have you made since the last WMC?
This is the first marketing conference I have attended.
Creative Approaches
2) How have you made your creative stand out in the crowded marketplace?
KKL-JNF flags; a large, attractive Blue Box; KKL-JNF brochures; samples of
our magazine "Karnenu"; KKL-JNF maps; KKL-JNF ID; rollups we created
with KKL-JNF photos. Other elements according to the occasion: for
example, for Christmas we created a stand with brochures targeting the
Christian population.
Data
3) What are you doing to develop Donor Resource Management systems?
We have a computerized system called MY DONOR – every donation and
each new contact are entered into the system according to criteria
determined in advance: project, donation amount, city, Jew/non-Jew, etc.
The system can produce reports that help us analyze our target population
according to each campaign we conduct.
Fundraising Tools
4) What special events, brochures, displays, etc. have you developed?
This past year we had 10 events in Italy. Large fundraising events (Fiddler
on the Roof in Milano and Rome); small fundraising events (Gil'ad Shalit in
Rome); outreach events (R&D event in Rome, Milano, Torino and Firenze);
fundraising and solidarity with Israel event during Operation Protective
Edge (Rome) – the guest of honor was the IDF commander (res.)
responsible for tunnels.
We prepared special certificates for each event, including for the nonJewish population (Christmas certificate) and a special certificate for people
who donated during the war.
We created rollups with KKL-JNF photos for the various events.
Market
5) What have you done to adapt to changing donor expectations or to reach
new donor markets, e.g. non-Jews?
We target specific projects to specific donors and to the entire community.
We do not collect general donations for KKL-JNF anymore. Before we meet
each donor, we create a "bank" of potential projects, based on our previous
experience and knowledge of the donor.
Activity with non-Jewish donors:
a. Jewish and non-Jewish donors are divided into two groups (by the
computer program). We conduct specific campaigns for the nonJewish population, e.g. for Christmas (see question 4). On Women's
Day in Italy, it is customary to send certain flowers (mimosa) – we
prepared a special certificate for this occasion.
b. We planted a forest in the Sea of Galilee in memory of Cardinal
Martini from Milano. We held a special event, which was also in his
memory. 800 people attended, many of whom were non-Jews. We
added the details of all the participants to our donor bank.
c. Thanks to KKL Israel we translated and printed a beautiful brochure
in honor of the papal visit to Israel (May 2014) regarding the
cooperation between KKL-JNF and the non-Jewish world. The
brochure was very well received and up to now we have distributed
over 2000 copies.
Messages
6) Has your message changed, particularly given anti-Israel PR and, if so,
how?
We are constantly involved in PR for Israel and KKL-JNF, and stress the topic
in all events targeted at the non-Jewish population. Happily, as a rule, in
Italy we do not suffer from an anti-Israel atmosphere.
Marketing Channels
7) How have you used traditional (advertising, direct marketing, PR) and
new channels (social media, mobile, apps)?
Traditional – we have a magazine that is published in 12,000 copies –
reaching almost every Jewish family in Italy. We use it to spread our
message. We advertise in the Jewish community media. We mail letters,
gifts, candles, honey, dried fruit and more to our major donors.
New channels – we have a website, Facebook, Twitter. An outside company
operates the system according to the instructions and themes we give
them. Before the last event in Rome, we sent, with the help of our
computerized system, text messages to all our Roman donors regarding the
event, with excellent results.
Website
8) How do you get site visitors more engaged?
Facebook; interesting materials from Italy and Israel; tree planting via the
website.
Finally, is there any one special marketing initiative you are planning for 2015?
2015 is a special year in Italy – Expo year. We are planning, together with KKL
Israel, many new concepts for the exhibit.
KKL-JNF International Marketing Initiatives Questionnaire
Name:
Noa Cohen
Country: UK
Brand
1) What, if any, brand identity changes have you made since the last WMC?
Creative Approaches
2) How have you made your creative stand out in the crowded marketplace?
Data
3) What are you doing to develop Donor Resource Management systems?
We purchased a database called Raiser’s Edge and we are investing into
making it as dynamic as possible.
Fundraising Tools
4) What special events, brochures, displays, etc. have you developed?
• We have created inserts for each of our main projects,
• we are producing videos for each of them
• We are bringing project directors and people who have been impacted
by our project to do community talks
Market
5) What have you done to adapt to changing donor expectations or to reach
new donor markets, e.g. non-Jews?
• We have started targeting different nationalities in a culture specific way
(outreach to the French community, to the Russian community, etc.)
• We have started a business club to reach younger donors
• We are organizing special talks for the reform community
• We are organizing special talks for the Christian community
Messages
6) Has your message changed, particularly given anti-Israel PR and, if so,
how?
Yes . We are emphasizing that we stand united with Israel. We want the
public/ our donors to associate JNF and Israel.
Marketing Channels
7) How have you used traditional (advertising, direct marketing, PR) and
new channels (social media, mobile, apps)?
• We have weekly ads in the Jewish papers
• We have a PR agency working on getting us exposure
• We Tweet on a daily basis, and Facebook 3 times a week
• We use SMS for volunteer recruitment and small donations
Website
8) How do you get site visitors more engaged?
More video content.
Finally, is there any one special marketing initiative you are planning for 2015?
• Blue Box has a new mascot ( Phil the blue Box) – The blue box operation is a
very big emphasis for us
• A new campaign for our legacy department called be remembered
KKL-JNF International Marketing Initiatives Questionnaire
Name:
Karen Bress
Country: USA
Brand JNF
1) What, if any, brand identity changes have you made since the last WMC?
JNF US had undergone new branding just prior to last WMC so we have been
tweaking branding/messaging
Creative Approaches
2) How have you made your creative stand out in the crowded marketplace?
We have multiple creative executions for each of our different efforts. For
current year-end efforts and we just changed creative for several initiatives,
and changes include:
•
•
•
•
•
•
Image takes up entire ad unit and has single focus/subject
For visual appeal combination of black& White with color
Subject(s) in ad elicit emotional connection
Hierarchy of messaging with clearly defined sub-head,
Clear Call to action
Contact information
Data
3) What are you doing to develop Donor Resource Management systems?
• Cleansing Database- working with outside provider to help clean up
database, re-connect with “opt-outs” to bring back into database
Fundraising Tools
4) What special events, brochures, displays, etc. have you developed?
For planned giving created several new approaches to drive incremental
exposure and revenue:
• New brochures over past year – specifically for Gould Legacy Society,
Bequests and Gift Annuities.
• New Website poised to launch Dec 2014 – working with vendor who
helps provide content for all collateral and JNF incorporates all branding
elements
New events
• Giving Tuesday – began supporting GivingTuesday since inception in
November 2012. Tuesday after thanksgiving/day to “give back” (after
Black Friday/Cyber Monday. Marketing efforts are exclusively online,
social and eblasts. JNF has consistently raised more money each year .
• Local Events/efforts
o launched in NY, with goal of creating new affinity groups includes
Finance, Families (2 separate events at local venues – Central Park
and museum)
Market
5) What have you done to adapt to changing donor expectations or to reach
new donor markets, e.g. non-Jews?
• Employed extended marketing efforts in Secular media combined with
Jewish Media – includes broadcast, online, mobile and print
Messages
6) Has your message changed, particularly given anti-Israel PR and, if so,
how?
Promote Positively Israel on campuses, online and social
Marketing Channels
7) How have you used traditional (advertising, direct marketing, PR) and
new channels (social media, mobile, apps)?
Employed many new marketing channels over past couple of years including:\
Advertising Initiatives:
• Expanding advertising efforts for multiple JNF products as we experience
results last FY when employed.
o Brand Messaging – 3x per year: Passover, Rosh Hashanah, Year- End
o Tree Campaign – focused on planting tree in memory of loved one,
year round
o Travel – expanding efforts for more Missions and each effort is
different based on target group.
 Singles Mission - last year partnered with JDate and had over
45 people registered ( however due to war only 1/2 actually
went on trip) This year will be Young Professional trip’
 Other trips to be promoted this year: Women’s (Queen of
Sheeba), Young Professional, Spirit of Israel (general trip),
Doctors (new in 2014) Lawyers for Israel (new 2015) and
Photo Mission
o Planned Giving
 Marketing support for Gift Annuities
 Added Bequest advertising in 2014, will continue
o Bar/Bat Mitzvah Invitations
Media
• Television – created new TV spots (60’s , 30’s, 15’s) to run in local cable
and for first time working with local NBC network to not only run spots
but also PSA’s and tie in with local non-profit programs.
• Radio – sponsoring local traffic and weather reports, emails to radio
networks databases
• Print- expanding efforts in secular media. Negotiated tremendous added
value on local print websites with free ads along with dedicated eblasts
to print databases – resulted in incremental revenue for Emergency
campaign.
• Social Media – expanded social efforts and working with Social Media
Committee to help launch new initiatives.
• Online – employing dedicated online video and banner ad campaigns
along with ads on media partner websites. Testing YouTube campaign
for year-end
• Mobile – currently testing mobile websites and apps for year-end
campaign
• Search – expanding search marketing efforts for all JNF initiatives –
including Tree planting, Travel, Planned Giving, Education,
• Out of Home – exposure on Telephone kiosks in NY during 2013
•
Direct Marketing
• Worked with partner (Osem) to send Recipe Booklet in Passover Direct
mail, also posted recipe book online;
• Send magnetic calendar with Jewish holidays in Rosh Hashanah direct
mail.
• For Year-end sending 2nd mailing
• Byachad magazine goes to 800,000 people 3X year
Email
• Constantly experimenting with new headlines, content and imagery in
eblasts
• Giving Tuesday
• Send 2 email in 1 day for important dates (early morning and end of
day)– Giving Tuesday and December 31
Website
8) How do you get site visitors more engaged?
Currently working with outside vendor to redesign website, with goal of
creating a better user experience/engage donors.
• Added social media feed to home page couple of months this year –
during National conference and for Giving Tuesday/YearEnd.
• Update home page and store with relevant/timely content
• Creating/Created new Planned Giving Website –PG content will be
provided primarily by vendor but JNF has included many “donor stories”
to engage users.
Finally, is there any one special marketing initiative you are planning for 2015?
Revamping JNF US website.
Tusbishvat raffle
New Partnerships to increase tree sales:
• Continuing New partnership with National Jewish Memorial Wall,
Shiva.com
• Dignity Funeral Homes
KKL-JNF International Marketing Initiatives Questionnaire
Name: Michael Ben Abu - Director of Israel Fundraising Department
Country: Israel
Brand
1) What, if any, brand identity changes have you made since the last WMC?
In israel the brand identity is based more on the Spoke person department,
much less based on our marketing efforts.
Creative Approaches
2) How have you made your creative stand out in the crowded marketplace?
We are trying to promote our collaboration with big companies, such as
Orange, in order to convince them to plant a tree for every client, that will
receive his bills and printed mails by electronic mail.
Data
3) What are you doing to develop Donor Resource Management systems?
We have our data base through the general Shilut Utkasim data base and we
use it, when needed.
Fundraising Tools
4) What special events, brochures, displays, etc. have you developed?
This year we work a lot with families of fallen soldiers, and we develop
fundraising letters both in Hebrew and English in order to assist them to come
up with funds for the projects.
Market
5) What have you done to adapt to changing donor expectations or to reach
new donor markets, e.g. non-Jews?
Messages
6) Has your message changed, particularly given anti-Israel PR and, if so,
how?
Marketing Channels
7) How have you used traditional (advertising, direct marketing, PR) and
new channels (social media, mobile, apps)?
Again, in Israel, the PR for KKL is not done through my department.
Website
8) How do you get site visitors more engaged?
Finally, is there any one special marketing initiative you are planning for 2015?
We are trying to promote our collaboration with big companies, such as
Orange cell company, in order to convince them to plant a tree for every
client, that will receive his bills and printed mails by electronic mail.
This is a bit complicated to do during Shnat Shmita (Sabbatical Year), hence we
try to promote the creation of Health walking trail in the forest to be dedicated
to Orange.
www.KKL.org.il
Keren Kayemeth LeIsrael-Jewish National Fund
KKL Resources, Development & Public Affairs Division
Projects & Marketing Department
Jerusalem 2015