CMJ Israel

Overview

CMJ Israel is a historic organization with deep roots in Israel — and a donor base that needed re-energizing. Their end-of-year campaigns had plateaued, their email list was underleveraged, and their messaging wasn't converting new or lapsed supporters into long-term partners.

We came in to rebuild the strategy: sharper messaging, segmented donor journeys, a stronger monthly giving push, and a refreshed campaign narrative anchored in CMJ's legacy and ongoing impact. The 2024 EOY campaign became the most successful in the organization's history. We've continued managing and evolving their fundraising strategy into 2025 — and the results have held.

The Challenge

CMJ had an aging donor base, underleveraged 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 and lapsed supporters. The task: reframe, repackage, and re-engage — without losing the donors they already had.

Our Approach

• Campaign Strategy & Narrative Framing — Reframed the EOY campaign around legacy, purpose, and impact in the land of Israel — anchored in CMJ's historical roots and the tangibility of their ongoing work.
• Email & Landing Page Optimization — Developed a high-performing email sequence and updated landing pages with clearer copy, stronger CTAs, and better story flow from first touch to gift.
• Monthly Donor Focus — Repositioned monthly giving as the highest-value action in the campaign — building messaging around consistency, vision, and the donor's role in something ongoing rather than transactional.
• Segmented Messaging — Delivered distinct tones and CTAs based on donor type: new, lapsed, and existing recurring supporters — improving engagement across every segment.
• Email Reactivation — Focused on re-engaging CMJ's dormant list through renewed messaging and clarified calls to action, converting passive subscribers back into active supporters.

Results

EOY 2024 Campaign

• Most recurring donors ever acquired in a single campaign in CMJ Israel's history
• Strongest year-end revenue growth the organization had seen in recent memory
• Email open rates of 38–54% — consistently above industry benchmarks across the campaign sequence
• Improved conversion rates across landing pages following structural and messaging changes

Into 2025 — The Foundation Held

• Total revenue surpassed $300K — a 12% increase year-over-year — reflecting a donor base that held and kept giving well beyond the EOY campaign window.
• Donation transactions increased 79%, from 1,384 to 2,481 — reflecting a donor base that stayed active and engaged well beyond the EOY window
• One-time donor participation remained stable — the core supporter base built in 2024 didn't erode

We're currently in an ongoing partnership with CMJ Israel, managing their donor strategy and fundraising programs as the organization continues to grow.