Mishpacha Pesach Fundraising Campaign 2026
Transforming an Ancient Song into an Urgent Call
Mishpacha Ukraine provides safety, stability, and care for Ukrainian Jewish orphans, vulnerable youth, and Holocaust survivors. For its annual Passover campaign, the organization needed more than a seasonal fundraising appeal—it needed a story that would connect the holiday’s promise of freedom to the lives still waiting for it. We shaped an integrated campaign that made each donor part of that journey.
Client
Mishpacha Ukraine
The Campaign
Mishpacha Pesach Fundraising Campaign 2026
Services:
At the center was Chad Gadya, the familiar Seder song in which one event follows another until redemption finally arrives. We reimagined its rhythm through a child’s reality: “The cat came. The dog came. The war came. You came.” The contrast was simple and sharp, turning an ancient refrain into a deeply current message—and positioning the donor as the moment everything begins to change.
We carried that idea into a second creative thread, One Little Kid, pairing playful Passover language with honest stories of displacement, fear, and belonging. A child arriving with everything he owned in one plastic bag. An orphan in Odessa still waiting for redemption. Each message brought the scale of the crisis down to one face, one story, one life a supporter could help move closer to freedom.
From direct mail and email storytelling to social graphics, website banners, and donor communications, every touchpoint spoke in one clear voice. Rich blues and warm turquoise created a visual world that felt hopeful without softening the urgency, while bold headlines, personal photography, and direct calls to action guided supporters from emotion to response. We didn’t simply ask people to give; we showed them what their gift could provide—food, safety, medical care, education, and a place at the Seder table.
The Results
The result was a cohesive Passover campaign that transformed a complex humanitarian need into a story donors could immediately understand and enter. By carrying the narrative from first appeal through follow-up and thank-you, we helped Mishpacha present giving as more than financial support: a tangible act of freedom, belonging, and hope.
