JFCS East Bay · 150th Anniversary storytelling concept · 1877–2027

Still here.
Still welcoming.

In 1877, twenty volunteers met in an Oakland drawing room to help neighbors in need. 150 years later the faces have changed, and the promise hasn't: no one in the East Bay should face life's hardest moments alone.

Campaign lineStill here. Still welcoming.
Platform150 Doors
Anchor momentGala, Sunday April 18, 2027
01 · The narrative

One promise, kept for 150 years

JFCS East Bay's story isn't a history lesson. It's the same act repeated across generations: someone arrives at a door, and someone opens it. Eastern European families in the 1870s. People made homeless by the 1906 earthquake. Refugees escaping Nazi Germany. Holocaust survivors, Soviet Jewish émigrés, Bosnian and Afghan families. Older adults, children, and families in crisis today.

The anniversary should honor that past without living in it. Every story we tell pairs then with now, and ends with an invitation: open the next door with us. That turns a commemoration into a donor pipeline, a volunteer drive and a reason for new clients and partners to discover what JFCS offers today, including fee-for-service programs.

History drawn from public sources (JFCS "Who We Are", J. Weekly 1997 and 2007). To be verified with JFCS archives.

1877Daughters of Israel Relief Society, founded in an Oakland home
1906Aid for families displaced by the San Francisco earthquake
1930s–40sWelcoming refugees from Nazi Germany
1990sResettling Soviet Jewish, Bosnian and Afghan families
2027Serving Alameda and Contra Costa residents of all ages, races and religions
02 · The campaign

Campaign line and platform

Still here. Still welcoming.

150 Doors

A year-long story series: 150 short portraits of people who opened, or walked through, a JFCS door. Clients (with consent and ethical storytelling), staff, volunteers, donors and partners.

Open a Door

The call to action. Give, volunteer, refer a neighbor or bring JFCS to your workplace. Each story links to one clear next step, tracked so we know what works.

Then & Now

A visual device pairing an archive moment with today's equivalent. Built for social, the gala program, press and a traveling exhibit at East Bay synagogues, libraries and civic spaces.

03 · A sample month

Month one: 10 posts across Instagram, Facebook, LinkedIn and email

1877. Twenty volunteers. One drawing room.
Wk 1 · Launch · IG carousel + FB
The story starts in an Oakland home. Swipe through 150 years in 8 slides. Ends: "Still here. Still welcoming."
Door #1
Wk 1 · 150 Doors · Reel
30-second portrait of a long-time volunteer: "the first door I ever opened here." Captioned, with subtitles.
A letter from our CEO
Wk 1 · Email + LinkedIn
Why the 150th is about the next chapter, not the last one. Introduces the year and the April 18 gala.
Then: 1906. Now: 2026.
Wk 2 · Then & Now · IG + FB
Families displaced by the earthquake, paired with today's housing advocacy work. One fact, one image, one ask.
Door #2: a family's first week in Concord
Wk 2 · 150 Doors · IG + FB
A resettled family (consent-led, faces optional) and the caseworker who met them at the airport.
Why we give: a 3rd-generation donor
Wk 2 · LinkedIn + email
Philanthropy story for the donor pipeline. CTA: join the 150 Circle of founding anniversary donors.
Support, when your family needs it
Wk 3 · Fee-for-service · FB + LinkedIn
Helpful, non-salesy explainer on one fee-for-service program (program to be chosen with JFCS). Soft CTA to a consult.
Door #3: the volunteer who drives
Wk 3 · 150 Doors · Reel
A day riding along with a volunteer driver for older adults. CTA: open a door, become a volunteer.
Share your JFCS story
Wk 4 · UGC call · All channels
Invite the community to submit memories and photos for the archive and the traveling exhibit.
Save the date: April 18, 2027
Wk 4 · Gala · IG, FB, email
Gala announcement framed as "150 years of open doors," with early-bird tickets and sponsorship.
How month one is measured
Story-series reach and saves · email sign-ups and 150 Circle donor leads · volunteer inquiries · fee-for-service consult requests · gala RSVPs. Each post has one call to action, so we can see which doors people actually walk through. Built to be run by your internal team after hand-off.
04 · How this fits the RFP

Concept to strategy

Narrative & brand"Still here. Still welcoming." becomes the organizational narrative and anniversary brand platform (Desired outcomes 1, 2, 6).
Audiences & growthSeparate story tracks for donors, volunteers, partners, clients and fee-for-service buyers (Outcomes 3, 4, 5).
Roadmap & metricsA prioritized plan your staff can run, with capacity notes and simple KPIs per channel (Outcomes 7, 8, 9).
Concept prepared by UDG Development Ltd for JFCS East Bay · Speculative, for discussionLewis Waldron · lewis@udgco.com · +44 7712 346078