The largest charity for the UK's Jewish community is launching a
fresh push to cover a £15m shortfall in funds.
Jewish Care, which runs charity programmes targeting the 300,000 Jews
living in the UK, is to develop what it terms 'an integrated
communications campaign to change perceptions and drive donations'.
The plan, overseen by director of marketing and communications Justine
Harris, is termed 'Bridge the Gap' in reference to the gulf between the
body's £40m budget and the amount it receives in aid from the
government and corporate sector.
This year it has set the target of raising £15m from voluntary
contributions to add to a kitty of £25m, already gained from
government and corporate handouts.
The latest PR drive has also been initiated to increase awareness among
the Jewish community and the general public, both of which are confused
about the charity's work, according to Harris.
'While Jewish Care is known and respected as a care provider for the
elderly, recent research reveals the majority of Jewish people think
that is all we offer. And many people believe we are funded entirely by
public money, which is not the case,' Harris said.
To help beef up the charity's campaigning and fundraising it has hired
social and ethical brand marketing agency Lion.
Harris will work with the agency's team, led by MD and creative director
Marc Nohr to create an integrated campaign including PR, advertising and
'We need to create awareness of the fact that we are a charitable
organisation in need of voluntary support,' Harris added.
Jewish Care runs 70 centres and specialist services for the elderly, the
unemployed, Holocaust survivors and people with mental and physical