COMMUNICATION PLAN
WALKING ALONGSIDE REFUGEE BROTHERS AND SISTERS
JRS, the Jesuit Refugee Service, is an international organization whose mission is to accompany, serve, and defend refugees and displaced people. Together, we have created an annual plan for communication to strengthen the relationship with the pool of active donors and to acquire new leads.
CREATIVITY AND STRATEGY
We have identified 4 key moments of the year for the organization (Easter, Christmas, World Refugee Day, and the publication of the Social Report) to create corresponding mini communication cycles and two lead generation activities.
Powerful messages with high emotional impact that demonstrate the tangible help were chosen for direct mailings and DEMs sent to existing donors. A strategy aimed at further nurturing and warming the relationship to make people feel part of JRS, alongside refugees and displaced people, and thus renew their support.
To acquire new prospects, we have set up two lead generation activities through magnets capable of conveying the two souls of the organization, the more spiritual one and the humanitarian one of helping refugees and displaced people. In this way, we managed to reach a wide pool of people close to JRS values who left their data and can thus be “cultivated” and led to donation.
