The Great Schlep
JewsVote.org was designed to reach a much broader audience than The Great Schlep. I’d bet my hat that the hundreds who actually went to Florida to get out the vote after watching Silverman’s video would have clicked away within 30 seconds of scanning JewsVote.org.
This probably also is true for the 15,000 individuals who made gifts ranging from $10 to the legal limit of $5,000 to The Great Schlep. Why? Because The Great Schlep was more than a Web site — it became a micromovement custom-built for young, progressive Jews with contacts in Florida, an audience many Jewish organizations covet but fail to connect with.
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).
