Presentation to the 2012 KKL-JNF World Marketing Conference JEWISH NATIONAL FUND OF AUSTRALIA

JNFuture is a global network of young adults committed to supporting environmental sustainability and community development in Israel. It provides the opportunity for young Jewish professionals to network and connect with like-minded individuals throughout the world. JNFuture chapters currently operate in Australia, the UK, Canada, Mexico, parts of Europe and throughout the USA. JNF Australia prides itself on raising funds for environmental projects which have an impact on Israel and the rest of the world and has established JNFuture in the two major cities, Melbourne and Sydney with plans to expand to other cities in due course INTRODUCTION

WHY JNF For people wishing to donate to a Jewish Organisation who seek a cause relevant to their beliefs or who want to begin/continue an on-going family tradition, JNF is the best because of its: Emotional & Physical Connection to the ‘Land’ & People of Israel Trusted Heritage Tangible Outcomes

HOW SHOULD WE EXPRESS IT? CRM, Donors, Volunteers, Projects, Ideology, Cause, Passion, Infrastructure, Government, Management and Leadership, Community Buy-in, Experience, Education Tax Deductibility, Project deliverables, Professionalism, Community Development, Self-interest, Reciprocity, Recognition of cultural heritage, Improve environment, Sustainability, Knowledgeable I feel good, Helping people, Connected to Zionism, Giving back, Connects me with my past and future Practical Zionistic, Professional, Trusted, Loyalty, Communal Responsibility Engaging, Approachable, Appreciative, Continuity, Caring, Challenging, Passionate YOUR Brand Essence he core defining character of your brand based on a fundamental truth PASSIONATE CULTIVATOR Personality: Values: Emotional Benefits: Rational Benefits: Core attributes:

MARCHING FORWARD JNF Australia has recently undergone a rebranding exercise highly relevant to the next generation. Our new strapline is in fact……. “GROWING OUR FUTURE” The re-enactment of the ANZACS…… Charge of the Light Horse Brigade

TACHLIS – ADOPTING A PROJECT In Melbourne, the JNFuture committee has committed to raising funds for the Urban Stormwater Harvesting and Bio-filtration for Aquifer Recharge Project currently being developed and implemented in Tel-Aviv.

SOCIAL EVENTS In both Melbourne and Sydney, JNFuture runs a variety of social events often with keynote speakers. In 2012, measurables will be put in place to assess the group’s contributions to the activities and fundraising campaigns undertaken by JNF in both centres.

PERSONAL IDENTIFICATION A highlight of JNFuture in Sydney was when a young couple determined that instead of wedding gifts, guests to their wedding should contribute towards a community planting project in the Arava. PROJECT DEDICATION

SEEING IS BELIEVING! In 2012 planning is underway for an international JNFuture Mission to Israel which will visit the bio-filter site and witness the development of JNFuture in Melbourne’s chosen project. The JNFuture Mission will also tour other important sites and projects in Israel and meet key people.

THE CHALLENGE It is a challenge in all countries to bring together young people to take over from a generation that was much more committed to Israel than most young people are today but by demonstrating the tangible work undertaken by JNF, and showing young people that what they work for is realised on the ground, offers JNF an advantage that is of immense value in today’s competitive environment. IT TAKES COMMITMENT AND VISION! YARKON SHLOMI