CMJ Israel

Overview

CMJ Israel needed an end-of-year campaign that not only raised funds, but established deeper donor connection, clear identity, and long-term momentum. We built and launched a multi-channel campaign that became the most successful year-end effort in the organization's history. It generated their largest growth in recurring monthly donors to date and elevated their visibility across email, social, and paid channels.

The Challenge

CMJ had an aging donor base, under-leveraged messaging, and low acquisition energy in previous campaigns. End-of-year giving had plateaued. The team needed fresh strategy that would honor their historic identity while making them more relevant to new supporters. Our task was to reframe, repackage, and re-engage.

Our Approach

• Campaign Strategy & Narrative Framing: Reframed the year-end campaign around the idea of legacy, purpose, and impact in the land of Israel—anchored in CMJ's historical roots and ongoing work.
• Email & Landing Page Optimization: Developed a high-performing email sequence and updated landing pages with clearer copy, strong CTAs, and better story flow.
• Monthly Donor Focus: Positioned monthly support as the highest-value action, rather than single gifts. Built messaging around consistency and vision.
• Segmented Messaging: Delivered different tones and CTAs based on donor type (new, lapsed, recurring), improving engagement across the board.
• Email Reactivation Strategy: Focused entirely on re-engaging CMJ's dormant email list, leveraging existing supporters through renewed messaging and call-to-action clarity.

Results

• Most recurring donors ever in a single campaign in CMJ Israel history
• Strongest year-end revenue growth for the organization in recent memory
• Email open rates consistently outperformed previous benchmarks (ranging 38–54%)
• Improved conversion rates across landing pages following structural and messaging changes

We are currently working with CMJ Israel to develop their funnels and donor strategies moving into the future.