A STRATEGIC REFRAMING THAT UNLOCKED EXPANSION FUNDING FOR TJJ
When NCSY sought seed funding to expand its Jerusalem Journey (TJJ) program, the initial narrative risked missing the mark. I led a research-driven reframing of the program’s identity, ensuring the case for expansion reflected its authentic impact and strategic relevance.
Watch the filmChallenge
Seeking seed funding to expand a summer program’s scope
Risk of pitching the program through a misaligned narrative
Need to persuade a major donor on a politically sensitive expansion
How do you secure expansion funding when your internal story doesn’t match reality?
Process
Through off-the-record conversations with participants, we uncovered a critical insight: many campers were already emotionally connected to Israel through family and background.
Rather than framing the program as building emotional attachment, I repositioned it as equipping students with firsthand knowledge and ethical clarity to navigate complex conversations on campus.
To make that transformation visible, I planned to capture both entry and exit interviews.
Results
A major donor responded immediately, pledging $250,000 in seed funding and sharing the film independently with peers — generating additional patrons and sponsors for the program.
The fundraising team raised its expectations and expanded its goals following the response.
The film circulated widely among staff and partners, prompting reflection and renewed clarity around the program’s mission. As Rabbi Ben Gonsher remarked, the process helped the team articulate their purpose more precisely and influenced how they approached their work.
