Foundation for Jewish Camping

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Foundation for Jewish Camping
Passion Marketing Gary Wexler
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IDEAS MOVE EVERYTHING
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The relationship between fundraising,
recruitment and ideas.
Why there must be an idea behind the cause.
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What is an idea?
An idea is the engine that creates something.
Good ideas change the world and a community.
People may not be able to identify an idea, but
they resonate to it.
The creation of the nonprofit sector is an idea.
The creation of Jewish Camping is based upon an
idea.
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The creation of Israel is an idea.
The creation of excellent art is based on ideas.
The creation of excellent architecture is based
on ideas.
The creation of excellent design is based on
ideas.
The creation of excellent literature is based on
ideas.
The creation of excellent film is based upon
ideas.
The creation of excellent stories are based upon
ideas.
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Notice the relationship between excellence and
ideas.
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ideas
KNOW THAT THE FIRST REACTION BY THOSE APPROVING
ANY GOOD IDEA IS TO KILL IT. THAT IS WHEN THE
REAL WORK BEGINS.
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What are the ideas upon which Jewish camping is
based?
What are the ideas upon which your camp is based?
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Tangible and Intangible
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Market Segmentation Who are you speaking to?
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What are the messages that can be created to the
segment based upon the tangible or intangible
idea?
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Marketing through stories. What are the most
powerful stories you can tell based upon these
messages/ideas for the target market?
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Creating a marketing plan Goals gtgtgtgt
Strategies gtgtgtgt Tactics
Marketing Plan Format
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Marketing plan Goals gtgtgtgt Strategies gtgtgtgt
Tactics
Tactic 1 Planes Tactic 2 Helicopters Tactic 3
Paratroopers
To take the Hill
From the air
Tactic 1 Ships Tactic 2 Submarines Tactic 3
Naval Missiles
From the sea.
Tactic 1 Tanks Tactic 2 Artillery Tactic 3
Infantry
From the land
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Debunking Branding
Or
The Bullshit of Branding
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What is branding?
People give their money away to a CAUSE. In
the case of non-profits, branding identifies the
overall CAUSE, as opposed to what you actually do.
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Good branding examples
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Good branding examples
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Weak branding examples
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Weak branding examples
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Weak branding examples
The Jewish Agency The Global Partnership of the
Jewish People with Israel Committed to
assuring the future of the Jewish people with a
strong Israel at its center, through Immigration
to Israel, Jewish-Zionist Education and
Partnership with and for Israel
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Weak branding examples
American Jewish World Service Pursuing Global
Justice Through Grassroots Change A Jewish Thing
to Do.
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Weak branding examples
New Israel Fund Promoting Equality and Social
Justice for All Israelis.
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Weak branding examples
United Way International A non-profit
organization founded by dedicated local citizens
to serve their community by Inspiring donors
and volunteers to give to those in
need Gathering and distributing resources
(money, products, peoples time and
knowledge) Growing and supporting a strong
network of local charitable agencies Bringing
together leaders from the non-profit, business
and government sectors to find creative, powerful
solutions to their communitys most pressing
problems
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What makes a good position statement?
The more you communicate in a positioning
statement, the less powerful the branding/tagline
will be. It does NOT tell the whole story
of an organization. It cannot encompass
everything. It is the foundation for the
story to be told. You have to make a choice
- what is in, and what is out. The
positioning must have legs Positioning is
strategic, branding is creative.
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