Digital Transformation & Donor Engagement
Goodman Jewish Family Services (JFS) needed a modern digital foundation to deepen donor relationships, strengthen public visibility, and support program growth across its human-services initiatives. As Director of Marketing & Public Relations, Desiree led a multi-year transformation that reshaped the organization’s digital identity, improved fundraising communication, and established the strategic infrastructure for long-term growth.
This case study shows how a systems-first, storytelling-driven approach helped JFS expand visibility, community trust, and donor confidence while supporting revenue growth of more than 85% during the period of work.
About Goodman Jewish Family Services
At the time of engagement, JFS needed:
- Stronger donor storytelling
- A modern website with accurate information
- Clear program pathways and service navigation
- Consistent digital communication
- A brand identity aligned to the depth of their services
The Challenge
Outdated website content that did not reflect program impact
Limited digital visibility for services, events, and community support
Donor stories that were not being shared consistently or strategically
No established social media presence
Fragmented communication across print, email, and digital channels
To strengthen donor engagement, the organization needed a consistent voice, structured communications system, and a modernized digital identity.
Our Strategy & Approaches
Our work focused on:
Website modernization, navigation clarity, and content restructuring
Establishing the organization’s entire digital marketing and social footprint
Strengthening donor relationships through storytelling and email communications
Improving SEO and discoverability
Creating operational systems for consistent communication
Managing direct mail program cycles and integrating digital updates
Improving public visibility for programs, services, and community impact
Developing documentation and workflows to maintain accuracy
Website Modernization & Program Visibility
JFS needed a website that reflected credibility, clarity, and trust.
What We Did
- Rewrote and reorganized all major program pages
- Updated service descriptions, resource pages, and donation pathways
- Improved accessibility and content structure
- Refreshed homepage hierarchy to reflect organizational priorities
- Supported navigation redesign and modern page layouts
- Ensured accuracy for all health and human-services resources
- Optimized page content for relevance and search visibility
Outcome 1
A clearer digital experience that allowed donors, clients, and community members to navigate services with confidence.
What We Did
- Developed donor impact stories from interviews and program outcomes
- Produced monthly email marketing campaigns with updates, stories, and events
- Created donor newsletters and stewardship communication
- Established thematic storytelling cycles across programs
- Improved segmentation for donor vs. community updates
Outcome 2
More engaged donors, stronger relationships, and higher visibility into the impact of their contributions.
Donor Storytelling, Communications & Email Marketing
Donor confidence was directly tied to improved storytelling and more consistent communication.
Digital Presence & Social Media Establishment
Before this engagement, JFS had no structured digital or social media presence.
What We Did
- Launched and managed Facebook, Twitter, and WordPress content
- Created digital campaigns aligned with events, services, and donor appeals
- Built a multi-channel communications rhythm
- Strengthened the brand voice and visual consistency
- Increased awareness of core services through ongoing content
Outcome 3
A cohesive digital identity that strengthened community connection and visibility.
What We Did
- Managed all phases of direct mail campaigns
- Coordinated with print vendors, production teams, and internal staff
- Integrated direct mail themes into digital campaigns
- Improved accuracy and quality across donor materials
- Strengthened campaign messaging for seasonal appeals
Outcome 4
More seamless donor communication that combined traditional and digital channels.
Donor Storytelling, Communications & Email Marketing
Donor confidence was directly tied to improved storytelling and more consistent communication.
The Results
Supported organizational revenue growth from $2.99M to $5.57M
Increased donor engagement and impact visibility
Improved web navigation and content clarity
Improved consistency and accuracy across all digital channels
Strengthened brand identity across campaigns
The Impact
This multi-year transformation strengthened JFS’s ability to communicate its mission, inspire donor confidence, and support expanded service delivery.
Howl Marketing’s work created:
Long-term operational readiness for internal teams
Today, JFS continues to use many of the systems, content structures, and communications practices established during this engagement.