THESE Women Did It…You Can, Too

Two successful Jewish National Fund-USA events, one in Los Angeles and one in Orlando. Both regions achieved their goals by looking at the facts square in the eye and accepting the challenge to change with determination and strategic planning. Los Angeles needed to address attendance and demographic issues. Orlando felt it was time to put their WFI region back on the map.

Los Angeles Event

Los Angeles saw their annual WFI daytime event attendance dropping and they were not bringing in new women. There was much discussion about changing a “tried and true” formula that had worked for years. But, to enable more younger working women and younger moms to attend, they decided to move their annual WFI event to the evening.

The Los Angeles WFI leaders incorporated a few other changes to support the new plan. They purposefully invited younger women to be part of the event planning process to get their input, their “buy-in,” and make the event more attractive to younger women. They brought in speakers from two different age groups. The guest list broadened, using a different marketing approach. Billed as a JNF-USA event sponsored by Women for Israel, attendance opened up to include men and JNFutures.  

The event (entitled “Embrace the Spirit of Israel”) was intentionally planned to be high-end with signature cocktails and a strolling dinner so people could mingle. The setting was special as well, held outside under the stars. Tickets were $360 per person and, to bring in younger people, $180 for JNFuture attendees.

Los Angeles’s strategic planning worked. Attendance jumped from 200 during the daytime to a sold-out evening crowd that included people of all ages, including JNFuture attendees, men and women. JNF-USA’s Los Angeles WFI region successfully made their point that WFI is not just for older women. Susie Toczek, Event Co-Chair noted: “… it is not only ok, but essential to try something new and different. We chose to break out of the typical charity dinner format, and instead do cocktails and food stations to encourage more mingling. It is always a risk to go outside the box, but for us, I do believe we created a magical evening that was inclusive and deeply meaningful.”

Follow up included a thank you to all attendees. This included a request for a donation if one had not already been made. The event was so successful that it is now a model for their next WFI May event and other large JNF-USA events.

Orlando Event

Orlando’s Women for Israel region held a “Love of Israel” Dessert Reception in May 2024, as their first WFI event ever! Their goals were to raise money for Israel and to educate attendees on the work of JNF-USA and WFI. As in Los Angeles, this event was held in the early evening, making it easier for younger working women and mothers to attend. Held during Women’s Month, the event publicized that every gift donated would be matched up to $1 million. Admission for WFI members was complimentary and $18 for general admission.

Clever planning of the event’s content resulted in both younger and older women finding interest in the program. Barbara Burry, Immediate Past President of the JNF-USA National Women for Israel Executive Board, opened the program, highlighting that the organization is about multigenerational women connecting, networking, and building a community that inspires and empowers women interested in helping Israel. “Women in the IDF” showcased Debbie Zimelman, an award-winning photographer and author who documents women’s lives in Israel and included fascinating stories and pictures of Israeli female combat soldiers. Lay leaders spoke about the work of JNF-USA's Women for Israel in supporting women’s philanthropy and the rebuilding of Israeli communities on the border with Gaza.

Every effort was made for this to be an engaging and community-building event. The event chair personally greeted attendees at the door and thanked them for coming. Blank notes cards placed on the tables gave attendees the opportunity to write to female IDF soldiers. Orlando JNF-USA director Harrison Shames took the completed cards to Israel and photographed them being delivered. Those photographs were later displayed to show that the cards were indeed received and that everyone’s efforts were valued. After the event, calls were made to attendees thanking them for participating in the event and encouraging them to look forward to future events.

Orlando’s goals of raising money for Israel and educating attendees about JNF-USA and WFI were achieved. They succeeded in engaging attendees of all ages, several of whom then became new Sapphire ($5,000 annual donation) and Chai ($1,800 annual donation) society members. Lessons learned will be applied to events in the future. Orlando intends to plan ahead and hold 2-3 events per year, alternating between bigger events and smaller parlor meetings.

To learn more about Women for Israel, contact Sara King, National Director, Women's Campaign, sking@jnf.org. If your region doesn’t have a Women for Israel presence, talk to your local professional about starting one.

Written by Penny Bustin, Phd, member of WFI Newsletter Committee