CJP
Combined Jewish Philanthropies (CJP)
CJP’s voice is warm and inclusive. Their audience cares deeply about the impact they’re making with their dollars and with their time, so CJP goes to great lengths to ensure they feel seen and supported, just like the community that’s being served.
You’ve got a lot of reading ahead! But don’t fear, there’s a variety of formats, projects, and even tones to keep your brain interested.
Making a statement
These are some of my favorite projects I worked on at CJP because of their ability to speak directly to their audience while holding space in the creative realm, making them multilevel communication pieces that showcase the brand.
Donors want to see exactly what their donations are doing, so CJP developed a monthly email to keep them updated. I developed this headline with their needs in mind and with the desire to have it catch their eye and want to scroll through.
This particular headline was for a year-end campaign. It truly met the moment the community was experiencing—a complex and tumultuous year.
Stewardship is a very important aspect of CJP. This was for a piece that focused on uplifting a few voices from the community to show donors’ kindness in action—letting them see much their gift means to the people CJP serves.
I was fortunate to be involved in the beginning stages of this program for young families. It was one of the most exciting campaigns CJP has launched and needed an identity to match. The pomegranate has deep and symbolic meaning in the Jewish community, so it was a great jumping-off point for conceiving the entire brand and positioning it for growth.
Social
CJP’s main social channels are Instagram and Facebook. A lot of my work with the young adult segment (ages 22–40) of their audience required messaging for these platforms because, if you’re trying to catch their attention, you better be on Instagram.
Email and Eventbrite
Email is CJP’s primary method of communication, and events are exceptionally important to them in cultivating a strong sense of community. There are also many subcommunities within CJP—the hope is that anyone can find their space.
women supporting women
Women’s Philanthropy is a group of well-established donors looking to make an impact and looking to do it with style. They are philanthropists who enjoy a bit of glitz and glam. Hey, there’s nothing wrong with being multifaceted.
Find your Philanthropic fit
Playing up the meet-your-match theme from the film When Harry Met Sally, we’re trying to help these volunteers find the right organization where their skills can be put to the best use possible. Who knew networking could be fun?! (Can it?)
More fun with film
This is the companion piece to the Hineni invitation above. The Eventbrite goes a little more in-depth about the event, giving the attendees a more well-rounded idea of what to expect.
capturing a moment
Any earlier and this copy wouldn’t have made sense. Any later and it would’ve been cringe. Isn’t that always the way when you’re trying to grab the attention of the 20–30-year-old crowd? The young adult subcommunity is a tricky population to communicate with but a very important one to keep close for philanthropic organizations. In this end-of-year email, I wanted to show them their impact without overwhelming them with copy and keep it light and fun. There was a great response to this, so, I guess, in the end, achievement unlocked.
Web
These stories are of two real people who experienced antisemitism firsthand.
As part of the #StandUpToJewishHate campaign, CJP partnered with the Foundation to Combat Antisemitism to raise awareness of the antisemitism that’s dominating the news. These two lovely folks were interviewed by an agency, but yours truly watched those recordings, wrote the copy, and got the approvals. They were absolutely wonderful to work with, and I’m happy to have had the chance to help them tell their stories.
CJP sends out print pieces as stewardship touches or to reach an older crowd.
Development says thanks
This lil’ cutie included a pennant that would cover the punny message of thanks from our Development team. They simply wanted to express their gratitude to donors for their years of consistent giving.
Legacy giving lightens up
Lor D’Lor Legacy Society is trying to update their image from stuffy and exclusive to friendly and inclusive. They’re a giving society that you can belong to once you write CJP into your will, so it’s a delicate dance between the heavy finality of this decision and the light-hearted notion of finding people to connect with who share your values. It’s a real join-a-community-of-your-peers-and-make-a-difference-in-the-lives-of-the-next-generation vibe.
A closer look at the copy
Card and sticker
You’ve totes come to the end of the page.
A fun project from CJP was working on the coveted company tote. CJP employees take their merch very seriously. Which option do you think won in the end?
