Client
Mishpacha Ukraine
The Campaign
Mishpacha Winter Fundraising Campaign 2026
Mishpacha Ukraine is a lifeline for Ukrainian Jewish orphans, vulnerable youth, and Holocaust survivors. When asked to develop and market the Winter 2026 campaign, we didn’t create a typical seasonal appeal; we shaped a narrative that brought readers into the cold alongside those in need and showed them how their generosity could become warmth, safety, and hope.
We centered the campaign around Winter Warmth, a concept that captured both the urgency of the season and Mishpacha’s promise that no one is forgotten. From there, every touchpoint was intentionally built to move hearts and hands: emotionally grounded email storytelling that followed a child’s journey from abandonment to belonging, subject lines that conveyed immediacy and compassion, and clear, impact-driven messaging that illustrated exactly how each gift changes a life. Every asset worked together to guide supporters from empathy straight to action.
Instead of portraying recipients as helpless, we highlighted transformation. Donors were positioned as the turning point, the reason a child sleeps in a warm bed, a senior receives care, and a frightened teen feels protected. By reframing winter giving as an act of rescue and responsibility, we transformed urgency into impact and ensured Mishpacha’s community would be surrounded by warmth when they needed it most.
