Project overview

Keren Hayesod is a Jewish charitable organization that collects donations globally to support various projects and programs addressing the needs of holocaust survivors. In 2022, Keren Hayesod approached us with the following task: Create a campaign which will help us to increase donations in Germany. The financial resources collected would then go towards funding education, settlement work, and social services to secure respectable living conditions of holocaust survivors.

Challenge

Most donations in Germany are directed towards acute disasters. Other, often long standing but less catastrophic causes are lacking the necessary support (and funds) through lack of attention. The extensive media coverage and frequent communication pusesh all other donation causes to the background - leaving them underfinanced.

Solution

Numerous studies have shown, that the highest willingness to donate occurs after acute disasters for projects with some sort of personal connection between the donor and those in need, for instance children’s soccer clubs, personal illness stories, or just even regional proximity. The strategic insight we used as a foundation for our work was to create a personal connection to those in need and hence foster identification with the cause. Using AI, we identified various topics which resonated with the target audience and subsequently developed a campaign to bring the narratives of need closer to each potential donor.