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.

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

Implementation: Print

My team and I brought the visual and messaging elements of the campaign into the physical sphere by designing:

• A leave-behind piece for the campaign kick-off event

• A campaign pledge card

• A fence screen for the construction site that served as a campaign teaser

Working on a similar project?

I’d love to use my learnings from this fundraising campaign to add value to your organization.