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Birthright Israel Foundation
After eight years and sending nearly 200,000 young Jewish adults to Israel for two-week educational tourism trips, the Birthright Israel Foundation turned to the task of building relationships with the parents of the program’s alumni. Extensive research conducted by Brandeis University confirmed the impact of the program extended beyond the young adults who went on the trip; it made a difference to entire families. It was time to begin asking those who’d been so positively affected to pay it forward. We worked on every aspect of this project – from analyzing the database to surveying parents to developing messaging and building landing pages. The messages sent to parents outperformed industry standards for opens, click-throughs, and actions taken.