Nonprofit Capital Campaign

MARKETING STRATEGYMARKETING COLLATERALCONTENT STRATEGY & CREATION

Jul 12

Overview

Since 2002, Chabad has been a growing and thriving presence at Princeton University. The organization–which hosts events, classes, meals, and religious services for students–was outgrowing its space. In 2022, Chabad launched a capital campaign to support the renovation and expansion of its building.

Objectives

Princeton University Chabad wanted a multi-channel marketing strategy to raise awareness of and funds for its capital campaign. They also needed help implementing parts of the strategy.

“Francesca is a strong listener and thoughtful adviser. Going into our building campaign, we knew what we wanted but did not know how to get there. Francesca heard us out and thoughtfully built all of the infrastructure that we would need to succeed. Timelines, logos, email content, she did it all. She was consistently ahead of schedule and a pleasure to work with. I am deeply grateful to team Conifer and recommend them highly.”

— Eitan and Gitty Webb, Co-Directors, Princeton University Chabad

Strategy

I created the strategy for the capital campaign’s website, email, and social media marketing and delivered a comprehensive content calendar across all channels. I identified key moments over the course of the campaign that could turn into targeted fundraising events. The strategy included how to segment messages based on Chabad’s different audiences.

Implementation: Digital

My team and I created foundational pieces for the campaign:

We wrote and designed a fundraising pitch deck
We wrote the social media posts and the email campaign to announce the capital campaign
We wrote and designed the capital campaign section of Chabad’s website
We created a cohesive visual identity for all campaign materials