Published on November 2, 2014
Our goal was to increase cash contributions from members of one of Atlanta’s synagogues for a non-profit that helps the working poor in our city. But we had limited funds and resources so we really had to get creative. As a design-thinker--a people centered approach to my work--I like to look at the end user experience, ask lots of questions (using my skills as a reporter at the Washington Post) and conduct in-depth research that will help formulate our strategic plan. Following several productive ‘war-room’ sessions with my team, we developed a short-term strategic marketing plan that leveraged crowdsourcing, PR, social media, web landing pages, e-marketing, video, and direct and digital collateral. The direct mail piece we knew was the most effective was a bookmark size enclosure featuring the senior rabbi with a captivating call to action. Our efforts were a huge success. We mobilized our community into action and increased contributions to the non-profit by 350% over the prior year and in half the time--just two months. From the $32,000 raised, we were able to help hundreds of Atlanta’s working poor with rent and utility assistance, groceries, public transportation and counseling.