Lessons in Fundraising: Inspiring Connection through Tzedakah

Asking for donations in a Jewish context can feel like a paradox: tzedakahtzedakahצְדָקָהFrom the Hebrew word for “justice,” or “righteousness;” refers to charity or charitable giving. May also be translated as “righteous giving.”  is one of our most cherished values, yet many of us were raised in homes where discussing money was taboo.

Over the course of my career as a fundraiser, my perspective has evolved. Tzedakah is not just about giving, it's about envisioning a better future and using our resources to help bring that vision to life. When we focus on the impact our dollars can make and the communities we're striving to uplift, asking for support becomes a powerful opportunity for connection.

When I joined the URJ in late 2022, I was tasked with building a culture of grassroots giving within NFTY, the Reform Jewish Youth Movement. Our early efforts were far from perfect. Our initial emails didn't resonate, and I quickly realized that the traditional tools in my fundraiser toolkit weren't meeting the unique needs of this community.

I began working with NFTY teens and staff to begin thinking creatively about how we could inspire others to give.

After much experimentation, 2024 brought the success of a new initiative called NFTYignite: Unite, Inspire, Give. In true NFTY fashion, this fundraiser centered teens. With the support of adult mentors, NFTY teens created their own fundraising pages, reached out to their communities, and shared their personal stories about why NFTY matters to them.

The stories these teens shared were as inspiring as the amounts they raised. Fundraising for NFTY became authentic because of the passion these teens conveyed to alumni, parents, and grandparents. One teen, Frogby (they/them), wrote:

"NFTY has been beyond a safe space for me for the past couple of years- it's been my home. The teens I've met through this movement amaze me every day with their kindness, joy, and passion.

I've said for years (and even in my college apps) that NFTY is a movement for teens who care. They care about justice and healing in our broken world, about connecting to their Judaism through prayer and learning, about making the Reform Jewish Youth Movement a safe space and home for our teens for years to come."

It was an honor to lead this fundraiser and witness the passion of NFTY teens in action. If you're considering leading a peer fundraising effort, here are a few lessons I learned:

1. Leverage strong relationships. 
   Peer fundraising thrives when the connection between the program and its participants is strong. Your fundraisers need to be deeply invested in the work, articulate why it matters, and envision where it's going.
    
2. Start small and iterate. 
   Your first campaign doesn't need to check every box. Think of it as a pilot or proof of concept. Expect some failures along the way - they'll provide valuable data to refine your approach.
    
3. Analyze how and why people give. 
   Use tools like gift tracking and source codes for donation links. This helps you identify what works, what doesn't, and how to maximize your impact while staying efficient.
    
4. Put the "FUN" in "fundraising!" 
   Incentives can spark excitement. For NFTYignite, we offered three tiers of prizes for teens who raised the most revenue or received the most donations. Teens loved competing for prizes including NFTY-branded luggage tags, blankets, and even Bluetooth speakers. The incentives motivated them to go the extra mile, which was sometimes as easy as sending a few more texts.

I believe that fundraising, at its best, is a joyful and meaningful expression of our Jewish values. I am profoundly moved by the stories our teens shared as a part of this campaign and for their ability to step us as leaders in our Reform Movement. Not only are NFTY teens the future of the Reform community, their voices shape who we are today.

If you're interested in hearing more about NFTYignite or have a fundraising idea you'd like advice on, please reach out directly to me, Gabi. I'd love to hear from you.