Challenge:
One of the top 10 charities on the continent, the Jewish Federations of North America (JFNA) represents nearly 400 independent Jewish communities, which raise and distribute more than $2 billion annually. JFNA needed help with messaging ahead of the release of a controversial book by a Temple University professor criticizing Jewish philanthropy.
Action:
Red Banyan developed a communications strategy and crafted effective messaging that was disseminated across hundreds of JFNA’s local chapters, as well as allies who then transmitted these messages across traditional and social media as warranted. Our strategy was aimed at audiences both within and outside of the Jewish community to show that the author’s approach to the subject was by no means objective, while the history she recounted was overly focused on supporting a pre-established narrative.
Impact:
Red Banyan was able to successfully rebut the author’s arguments and prevent them from gaining any credence or mainstream acceptance in public discourse and especially among policymakers.