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Jewish National Fund 2020 Campaign Plan

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Jewish National Fund 2020 Campaign Plan Jewish National Fund 2020 Campaign Plan Dr. Sol Lizerbram Jeffrey E. Levine Ronald S. Lauder Russell F. Robinson President Chairman of the Board Chairman of the Board Chief Executive Officer Emeritus Benjamin Gutmann Richard T. Krosnick Vice President, Campaign Chief Development Officer October 1, 2019 Dear JNF Campaign Leaders: I am honored to have the opportunity to lead the Jewish National Fund 2020 annual Campaign. We continue with our $1 billion 10-year goal and look to surpass the $700 million mark by the end of the 2020 campaign year. Jewish National Fund has had unparalleled growth, and like any good business, we need to continue reviewing our operations and look for creative and thoughtful opportunities to expand. We restructured our national Major Gifts department with senior Jewish National Fund fundraisers working in partnership with our Major Gifts Committee. That group will support local community efforts to cultivate and solicit major donors and will improve communications around the country to enhance information-sharing about donors and prospects. This past year, the Major Gifts Committee undertook a study of our database to look at trends, growth of giving and donor recognition. The number of donors giving $5,000 or more has exploded to such a degree that we can no longer provide recognition at American Independence Park for $5,000 level donors -- we are simply running out of space. Therefore, beginning with this 2020 campaign year, recognition at American Independence Park will start at $10,000, with the exception of our Women for Israel Sapphire Society donors. We need at least 10,000 individual donors contributing $1,000 or more. At the close of our 2019 campaign, we have about 6,000 donors at that level. Our General Campaign (GC) leaders are spearheading an effort during the 2020 campaign year to identify opportunities to significantly increase this number. Our GC team is looking into two options: • Provide a menu of giving opportunities for donors giving between $1,000 and $4,999 as those donors will then feel connected to something specific. It is also believed that creating a philanthropic attachment to a specific area will enhance the likelihood of the donor increasing their giving. • Establish a giving society for $1,800 level donors, similar to Women for Israel’s Chai Society. To complement the work of our Major Gifts and General Campaign teams, our Community Campaign leaders have been reviewing our tree sale operations. Additionally, we rolled out our new Be Inscribed program for the public to purchase a letter, word, or even a full Parashah in a Torah being written on Masada. In addition, our team is developing a plan to better reach the public through more frequent and targeted mail appeals, acquisition of lists, and better training for JNF Breakfasts – all to generate increased giving. This Campaign Plan is a living document and point of discussion which we will update from time to time as new concepts or programs are developed to help us maximize our fundraising efforts. On behalf of the entire national Campaign Cabinet, I want to thank you for your efforts to help JNF continue to build the land of Israel. Ben Gutmann Vice President, Campaign TABLE OF CONTENTS Quarterly Campaign Descriptions……………………………………………… 1 National Campaign Calendar…………………………………………………… 2 Gift Unit Goals per Community…………………………………………………. 8 Major Gifts………………………………………………………………………… 9 Planned Giving…………………………………………………………………… 11 General Campaign……………………………………………………………….. 12 Community Campaign…………………………………………………………… 16 Women for Israel…………………………………………………………………. 20 JNFuture…………………………………………………………………………… 23 Small Communities Outreach…………………………………………………... 24 Missions and Tours………………………………………………………………. 25 Board Development……………………………………………………………… 28 Task Forces, Boards and Committees………………………………………… 31 Executive Management…………………………………………………………. 34 Executive Campaign Development Team…………………………………….. 34 Leadership Lists………………………………………………………………….. 35 or more. A $1,000 gift is a significant milestone for QUARTERLY SYSTEM the relationship between the donor and the organization. It indicates they prioritize JNF among The Jewish National Fund fiscal campaign year is their charities, and history tells us that, with proper October 1 through September 30. cultivation, the donor may become a major gift society level donor. Additionally, JNF is a national Understanding the rhythm of the calendar is organization and, therefore, our relationship with essential to having a successful campaign. For our donors doesn’t go on hiatus when they travel to example, the months consistently bringing in the their winter homes. During the winter months, our most revenue are October, December, March and winter connection activities, which take place in September. Our campaign tends to slow in the Florida, Arizona and California, are designed to summer months after schools close and families go engage our donors year-round. on vacations. Then, in mid-August, when schedules return to normal, we have a mad dash of just six Quarter 3 weeks before we close our annual campaign on April – June September 30. This is why our quarterly campaign • JNF Spring Campaign calendar is designed with specific programs and 85% COMPLETION TOWARD ANNUAL GOAL themes to push our team to focus on different segments of our donor base. We have found in past The third quarter may be the most important of years when we did not have these campaign all. Because our fiscal campaign year closes at the functions, the rate of gifts closed actually end of September, and revenue during the summer slipped. Our quarterly system works and is the best months of the fourth quarter tend to slow down, tool to ensure all donors are reached by the end of our success in the third quarter is a good indicator the fiscal campaign year. of how our campaign will ultimately close. The goal of JNF Spring Campaign is to reach out to all past We divide our calendar into four quarters, each donors of $250 or more who have not yet made with a different focus. their annual donation. Quarter 1 Quarter 4 October – December July – September • Leadership Leads • Summer Blitz • Major Gifts Corridor • “Lapsed Donor” Review • End of Year • Planning for Next Fiscal Year 30% COMPLETION TOWARD ANNUAL GOAL 100% COMPLETION TOWARD ANNUAL GOAL The first quarter focuses on three elements, The final three months of the campaign are a good encouraging all JNF lay leaders to make their annual time to review our donor base and reach out all gift, reaching out to our major donors and donors who have not made their annual gift. It is contacting donors who typically give at the end of also devoted to planning for the next fiscal the calendar year. year. The budgeting process takes place each Quarter 2 summer and local communities should be planning their calendars and leadership teams for the next January – March fiscal year. Summer Blitz brings national lay leaders • 2020@$1,000 to communities to assist in the cultivation and • Snowbird Activities…Winter Connection solicitation of donors. Lay leaders will visit nearly 60% COMPLETION TOWARD ANNUAL GOAL forty communities each summer, speaking with hundreds of JNF donors and prospects. During the second quarter we make a major effort to increase the number of donors giving at $1,000 1 | P a g e CAMPAIGN CALENDAR October 2019 October 1 2nd Day Rosh Hashanah October 9 Yom Kippur October 14 – 15 Sukkot October 21 Shmini Atzeret October 22 Simchat Torah October 24 – 31 Israel Tour: Pennsylvania Board Mission October 24 – 31 Israel Tour: Spirit of Israel Tour October 30 – November 3 Israel Tour: Optional President’s Society Mission to Bulgaria Happening in October: Leadership Leads Major Gifts Campaign Corridor B’Yachad mailing to 800,000 homes Planned Giving postcards (Mail 25K weekly) Planned Giving Donor Advised Fund letter Be Inscribed national mailing prior to Simchat Torah Community Planned Giving prospect cultivation initiative. Identify 100 Planned Giving prospects – personalized informational letters mailed, follow up phone calls by local JNF professionals and lay leaders November 2019 November 3 – 7 Israel Tour: President’s Society Mission November 4 – 11 Israel Tour: Israel H2O Tour November 5 – 12 Israel Tour: Israel Ride (in partnership with Arava Institute) November 10 – 14 Israel Tour: Housing Development Fund Task Force Mission November 10 – 17 Israel Tour: Arts and Fashion Tour November 10 – 19 Israel Tour: Sunshine Tour: For Active Adults 55+ November 28 Thanksgiving Happening in November: Leadership Leads Major Gifts Campaign Corridor continues Planned Giving postcards (Mail 25K weekly) Calls and follow-up meetings with 100 community Planned Giving prospects 2 | P a g e Product postcard for Chanukah candles and Chanukah card promotion Major Donor “Thank You” Chanukah candle mailing Planned Giving IRA rollover mailing December 2019 December 1 – 5 Israel Tour: Long Island Rabbi’s Mission December 3 Giving Tuesday Year- End Campaign/ Marketing Blitz December 21 – 30 Israel Tour: JNF Alternative Winter Break December 23 – 29 Israel Tour: Volunteer Vacation: For Ages 25 – 35 December 25 – January 2 Israel Tour: Hadassah-JNF Israel Family Tour December 26 – January 5 Israel Tour: Caravan for Democracy Student Leadership Mission to Israel December 23 – 30 Chanukah Dates from December through Israel Tour: Taglit-Birthright Israel February Happening in December: Leadership Leads Major Gifts Campaign Corridor continues Winter Connection Campaign Calls and follow-up meetings with
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