Here’s the step-by-step process we used to accomplish our goals:
A. Create mission statement and brand.
We started by developing a clear mission statement and set of goals for the N’shei Keren Hashviis. Once this was developed, we worked to create a package of marketing material that defined what the N’shei Keren Hashviis was and explained why a separate fund for household expenses was necessary. We created the branding for the new organization, with a logo and brand colors that were visually related to Keren Hashviis but in a softer, more feminine version.
B. Spread Awareness
Our next step was to spread awareness by reaching out to the public about the campaign. To do this, we harnessed the powerful force of personal connection, by creating opportunities for women to connect with the farmers’ wives.
How we did this: We used a two-pronged approach of in-person events followed by media dissemination.
Women emerged from our events highly connected and motivated to help out the cause. They were then encouraged to spread the message to their friends and families, using prepared marketing content: emails, videos and WhatsApp posts. In this way, awareness of the NKH campaign was spread quickly, via organic messaging.
C. Donations and Emotional Support for Farmers’ Wives
Once the awareness campaign had reached a critical mass, we transitioned to the next phase, which targeted our two primary goals:
- Providing emotional support to farmers’ wives
For this phase, we:
1. Shifted to larger-scale events, both in Israel and internationally.
2. Targeted new populations, such as seminary girls.
3. Used our large email list, amassed during our awareness phase, to send out targeted fundraising emails.
4. Ran a large global 4-day campaign during the Nine Days, From Galus to Geula.