Translating complex academic research into emotional stories that moved global donors to action.
Role:
Creative Marketing Director / Consultant
Objective:
Elevate AFBIU’s visibility in the U.S. and strengthen donor engagement through compelling storytelling and integrated campaigns.
Problem:
Communicating highly intellectual and scientific achievements in ways that could inspire emotional connection and philanthropic giving—especially outside Israel—was a formidable challenge.
Scenario:
American Friends of Bar-Ilan University (AFBIU), representing a major Israeli university, needed to expand its footprint in the United States. While the institution carried prestige in academia, its achievements were often communicated in ways that felt abstract or inaccessible to donors. One example was Dr. Uri Nir’s groundbreaking research on the link between sperm and cancer cells, where his team discovered that the protein FerT drives energy production in both sperm and cancer cells and developed a synthetic compound to selectively target cancer cells. The task was to market such complex scientific achievements in ways that inspired emotional resonance and philanthropy in a crowded nonprofit landscape.
Solution:
I developed a visual and narrative strategy that translated research breakthroughs into relatable, human-centered stories. This included creating donor campaigns that combined academic credibility with accessible messaging, designing cohesive visuals for events and publications, and crafting media strategies to reach philanthropic audiences through targeted placements.
Journey:
As a solo consultant embedded with AFBIU’s leadership, I operated both as strategist and creative engine. I transformed projects such as Dr. Uri Nir’s scientific innovations into U.S.-friendly stories by distilling them into clear, compelling visuals and media pieces. I designed donor touchpoints from gala invitations and annual reports to event branding and impact brochures, ensuring every communication carried a unified voice. I coordinated media buying across print, television, and digital channels, optimizing reach within budget constraints. Working lean, I became the translator of complexity—turning intellectual achievements into emotional, motivating stories that donors could rally behind.
Success:
AFBIU campaigns achieved stronger alumni and donor engagement, and Bar-Ilan’s researchers gained visibility in major U.S. media outlets. Campaign conversion rates improved through integrated messaging, and the refreshed brand aesthetic resonated with American philanthropic networks. The result: a lean, narrative-driven approach that elevated both the institution’s visibility and its donor relationships.
Time Frame:
2017–2021 | New York, NY
Numbers:
- Increased engagement from American alumni and donor networks
- Expanded U.S. media visibility for Bar-Ilan researchers
- Improved campaign conversion rates through integrated, multi-channel messaging
