Building More Than a Synagogue

CHALLENGE

Kehilat B’orcha, a Jerusalem-based synagogue, had ambitious plans to construct a new building. They had seen great success with local fundraising, but the scale of the project required support beyond their immediate community.
Traditionally, local causes rely on local donors. Kehilat B’orcha wanted to challenge that assumption, believing that in fact, their mission had the potential to engage global Jewry.
The timing also carried emotional weight. One of their community leaders, Avi, had recently been killed in battle. The synagogue felt it was essential to honor him and incorporate his story into the campaign.
The challenge was to understand and articulate the universal emotional resonance of this seemingly deeply local cause, while also weaving in the story of a fallen soldier.

Through conversation and research, we helped Kehilat B’orcha express that they identified as more than a local place of prayer – they were actively engaged in bridging divides within Israeli society, offering a forum for discourse and inspiration to Jews across the country and beyond, even from their currently primitive facilities.
We adjusted the campaign's message to reflect this reality, from, “Help us build our synagogue” to: “Fund our building so we can expand our mission and deepen our national impact.”
Avi’s story provided a powerful emotional core and a clear answer to the question, “Why now?” It added urgency, depth, and meaning to the campaign.

The video struck exactly the tone the community was hoping for.
It’s been screened for many audiences, and in nearly every case, people were visibly moved. Some cried. Many approached the organizers afterward to ask how they could help.
Of course, a successful campaign takes more than a strong video. But by all accounts, the video has been doing its job, powerfully and consistently.