Behind every great project are these guiding lights
Our principles & values shape every project – and show up in the way we work with you
The Mission: Moshiach
Every project we take on is guided by the belief that good deeds and meaningful action bring us closer to the goal. We support organizations that are actively making the world more just, more kind, and more whole by adding in Torah and good deeds.
That’s why we don’t
Take on clients who are not driven by a clear mission or whose work contradicts the traditional understanding of Torah
Work with businesses or entities that are not non-profits
That’s why we do
Work specifically with Jewish organizations and nonprofits motivated by strong values
Bring our whole selves into every project we take on
The Values
Integrity
Integrity is the determiner of our direction. We’re communicative, transparent, and honest – both in the way we conduct our work, and with the marketing we create for you.
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Suggest projects you don’t actually need
Make anything (testimonials, stories, stats) for the sake of “good marketing”
Fudge data to make results look better than they are or frame things in a way that can lead people to believe the stories or numbers are different than they actually were
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Tell you if we don’t think we can help you or if we think something isn’t a good idea so no one’s wasting time or energy
Make sure everything we communicate on behalf of your organization is true and verifiable
Share only honest, real information – and make sure that even the real stories are not misleading
Efficiency
Time, energy and focus are invaluable – and irreplaceable. That’s why we cut out unnecessary steps and reduce back-and-forth. We don’t waste time – ours or yours. Our processes are lean and intentional, built for impact without burnout.
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Schedule meetings that could’ve been emails
Spend time on projects or busy-work that’s not actually necessary
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Use AI, tech and tools that will save time and maximize productivity
Process-size and systematize as much as possible
Automate as much as we can…and then automate some more
Collaboration
You bring the lived experience; we bring the marketing experience. You know your audience; we know how to reach them. And then we bring our brains together, because the best work comes from real collaboration.
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Schedule meetings that could’ve been emails
Spend time on projects or busy-work that’s not actually necessary
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Use AI, tech and tools that will save time and maximize productivity
Process-size and systematize as much as possible
Automate as much as we can…and then automate some more
The Principles
Emotion
Facts don’t move people – stories do. We’re not afraid to go deep or push past surface-level messaging. If it doesn’t make someone feel something, it won’t make them do something. So we do all we can to make them feel.
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Put together generic messages or ever “just throw something together”
Pull copy out of thin air without basing it on your organization’s real, resonant impact
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Dig for emotional resonance and craft every word to feel human and hit home
Take the long-short way – putting in the work upfront to create something powerful and lasting
Data
Emotion is great, but it’s better with the structure of a strategy. We’re always studying conversion practices, psychology, and behavioral trends. We launch, measure, learn, and tweak. The goal is always to bring the best science and strategy to increase clarity, connection, and conversion.
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Assume what has worked for another client – or even yourself – will work the same way for you
Settle for “what we’ve always done” or stay satisfied with how your materials performed in the past
Rule out an idea because it seems too different or hasn’t been done in the past
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Experiment all the time so we can see what works and discover new things
Try new ideas at least once so we can see if – surprise! – it actually sticks
Track data so we can adjust the direction of a project in real-time
Debrief campaigns and decide what to enhance the next time around
Impact
We're not here for performative marketing or feel-good fluff. If the project won’t do something – for fundraising, awareness, behavior change, or community impact – we're not doing it. We hold ourselves accountable to real outcomes and do our best to make sure they happen.
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Suggest projects or ideas just for the sake of busy-work
Write copy that sounds good but means nothing
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Write copy that sounds good and means everything
Put a lot of thought into the plan, technicalities, and strategy of every project
Constantly ask ourselves: “Is this actually what the organization needs right now?” and if it’s not, we won’t waste any energy (ours or yours!)