Since its establishment more than a decade ago, Acheinu has changed the lives of more than 5,000 Israeli youths. Thanks to its revolutionary three-step system, schools across Israel and other innovative programs, the organization has been able to maintain a 90% success rate. Last year, more than 700 outreach workers traveled from around the world to attend the inaugural Acheinu International Kiruv Conference – an educational and inspirational event for outreach workers. The organization was looking to educate the American public about its work in Israel and generate publicity and awareness here for its activities abroad. 

Today, people are inundated with marketing and fundraising messages from worthy organizations all competing for attention. To break through the clutter, publicize the organization’s successes and raise money, we developed and implemented a long-term strategic plan which included direct mail, print and radio advertising, inserts in newspapers, lectures and press releases. To further build Acheinu’s unique identity, its role as “The kiruv movement to develop bnei Torah” became the central message of the campaign. 

Publicity and fundraising were scheduled to build on milestone events, such as the International Kiruv Conference, school openings and new programs. For example, a media campaign before and after the conference helped create buzz before the event and raise money afterwards. In addition, a stunning, full-color 16 month calendar, with over 90 collector photographs, was produced and used as premium for the annual direct mail fundraising campaign, helping continue to cement the organization’s position as a leader in outreach.