The Great Schlep
Who says alienating whole segments of the giving public is always a bad thing?
The video, which is the cornerstone of www.thegreatschlep.com, went viral so fast it was dizzying — and within a day, there wasn’t a Jew, millennial or fan of crass comedy that hadn’t seen it.
Like a matryoshka nested doll, The Great Schlep is a project within a project: The Jewish Council for Education & Research (a partisan PAC founded in 2008) created JewsVote.org to get out the Jewish vote, which then created The Great Schlep specifically to get young Jews to take action.
Sarah Durham is president of Big Duck, a New York City-based branding, marketing and fundraising firm for nonprofits. She serves on the boards of the National Brain Tumor Society and the New York Chapter of the Association of Fundraising Professionals (AFP).
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