THE JERUSALEM INSTITUTE OF JUSTICE
THE JERUSALEM INSTITUTE OF JUSTICE IS ISRAEL’S LEADING LEGAL ADVOCACY ORGANIZATION PROVIDING FREE LEGAL AID TO SURVIVORS OF TERRORISM, WOUNDED SOLDIERS, AND VICTIMS OF HUMAN TRAFFICKING AND DISCRIMINATION.
Using the 7 steps in R7 to help transform vision into reality, the Jerusalem Institute of Justice’s brand, messaging, and digital strategy were built and scaled with M is Good’s support every step of the way.
Founded in 2004 by Israeli civil rights lawyer Calev Myers, the Jerusalem Institute of Justice (JIJ) has become one of the most significant legal advocacy organizations in Israel. To date, JIJ has provided free legal aid to more than 30,000 families, individuals, and organizations. Their legal team has handled over 2,500 cases and secured 25 precedent-setting victories before Israel’s Supreme Court. They’ve helped criminalize the demand for prostitution in Israel. They’ve delivered over 40 comprehensive human rights reports and legal submissions to international tribunals and governing bodies, including the United Nations, the International Criminal Court, and European Parliaments. Their research and advocacy have positively impacted over 10 million lives globally.
And then came October 7th. In the aftermath of the worst attack on Jewish life since the Holocaust, JIJ stepped into a new chapter of their mission. They produced the award-winning documentary “Saturday October 7,” a powerful 1-hour film featuring testimonies from seven survivors of the massacre, including Yuval Raphael, who went on to represent Israel at Eurovision 2025. The film won Best International Documentary at the New Jersey Documentary Film Festival and has been screening worldwide to combat denialism and antisemitism on college campuses and in communities across the globe.
JIJ’s mission has never been more urgent. But when they came to M is Good, the infrastructure to communicate that urgency to the world wasn’t matching the scale of the work. That’s where our partnership began.
The Challenge.
Despite JIJ’s remarkable legal victories and compelling mission, the organization faced critical obstacles that were limiting their ability to scale their impact. The challenges were both strategic and operational, and they were compounding.
On the strategic side, JIJ’s messaging was fragmented. The organization does so many things at such a high level, from individual legal cases to Supreme Court precedents to UN advocacy to documentary filmmaking, that different audiences were encountering different versions of the JIJ story without a unified narrative tying it all together. The brand identity wasn’t consistent across channels. Donor engagement was limited because there wasn’t a clear, emotionally resonant through-line connecting people to the work happening in the courtrooms, on the campuses, and in the international tribunals.
On the operational side, fundraising processes were difficult to scale. The digital presence was low relative to the significance of their work. Communication channels were disconnected from each other, with email, social media, the website, and event marketing all operating somewhat independently. Most critically, there was no systematic donor journey in place. Someone could hear about JIJ at a screening of “Saturday October 7,” feel deeply moved, visit the website, and then have no clear path from that initial emotional connection to committed, recurring financial support. The Israel Advocates Forum ($40/month partnership program) existed but wasn’t being leveraged as a primary conversion point.
JIJ was doing world-changing work. They had 30,000+ cases behind them, 25 Supreme Court victories, an award-winning documentary, Special Consultative Status at the United Nations, over 400 interns and fellows from 20+ countries, and 9,000+ Instagram followers. The mission wasn’t the problem. The marketing and communication infrastructure wasn’t built to match it.
Jerusalem Institute of Justice with M is Good.
We brought the full R7 process to bear on JIJ’s challenges, working alongside their team to build a marketing and communications infrastructure worthy of the most impactful legal advocacy organization in Israel.
BRAND MESSAGING
In a world where lies, propaganda, and misinformation fuel antisemitism, the truth needs a voice. The Jerusalem Institute of Justice is that voice.
For over two decades, JIJ has stood in the gap for those who cannot stand for themselves. Survivors of terrorism who need world-class legal representation. Wounded soldiers navigating impossible bureaucracies. Victims of human trafficking who need someone to fight for their dignity. Communities on college campuses who need the truth told about what happened on October 7th.
JIJ doesn’t just talk about justice. They pursue it. In the courtroom, before the Supreme Court, at the United Nations, in the International Criminal Court, and on university campuses around the world through the “Saturday October 7” documentary and campus screening tour.
When you partner with JIJ, you’re not just making a donation. You’re funding the legal defense of people whose lives depend on it. You’re supporting the production and distribution of truth in the face of denial. You’re investing in a team of attorneys, researchers, and advocates who wake up every day to fight for the vulnerable and defend the legitimate standing of Israel among the nations.
This isn’t charity. This is justice. And justice requires action.
OUR R7 SOLUTION
Destiny: Established JIJ’s Ultimate Purpose
We began by establishing JIJ’s ultimate purpose in language that could serve as a foundation for every brand decision, campaign, and piece of content that followed. This wasn’t about creating a tagline. It was about distilling two decades of legal advocacy, human rights work, and international influence into a single, clear statement of purpose. JIJ’s destiny is anchored in the pursuit of justice for the most vulnerable, and in defending the legitimate standing of Israel within the community of nations. That dual mandate became the lens through which we evaluated everything.
Vision: Articulated a Clear, Compelling Vision Statement
We helped JIJ articulate their vision: “To be the leading voice for legal justice internationally, ensuring every survivor of terrorism and injustice has access to world-class legal representation and the platform to create lasting change.” This vision became the compass for all marketing and communications. It informed the website copy, the donor appeal language, the email campaigns, the social media strategy, and the documentary distribution plan. When your vision is this clear, every piece of content has a purpose and every campaign has a direction.
Strategy: Multi-Channel Growth Strategy Focused on Community Building and Impact Amplification
JIJ’s work is inherently powerful. Supreme Court victories, legislative wins, survivor testimonies, UN advocacy, an award-winning documentary. The strategy wasn’t about creating something from nothing. It was about building systems to get these stories in front of the right people, at the right time, through the right channels. We developed a multi-channel framework that connected the “Saturday October 7” documentary screenings (and the emotional impact they create) to digital follow-up campaigns. We identified key audience segments: existing donors, campus communities, Christian Zionists, legal professionals, and advocacy-minded individuals. We built content calendars and created a framework for turning one powerful story into dozens of touchpoints across email, social media, web, and video. The Israel Advocates Forum was repositioned as the primary conversion destination for engaged supporters at $40/month.
Brand: Established a New Brand Promise
We established a new brand promise for JIJ that captured both the weight and urgency of their mission. The visual identity was refined to communicate authority, credibility, and compassion at the same time. In the legal advocacy space, trust is the currency, and the brand needed to convey that JIJ is both a serious, internationally recognized legal institution and a compassionate ministry driven by deep conviction. The iconic JIJ logo with the scales of justice and Hebrew lettering was preserved as the central visual identity. Messaging frameworks were developed for different audiences and channels. Campaign creative like “October 7 Genocide – Survivors Seeking Justice” and “Stand With The Survivors” were developed with consistent visual language, typography, and emotional tone. Color palettes, photography standards, and tone of voice guidelines were documented so the brand could be applied consistently across every platform, event, and piece of collateral.
Communicate: Integrated Multi-Channel Communication Strategy
We built a communication strategy that finally connected the dots between JIJ’s various outreach efforts. Email campaigns, social media (including their 9,000+ Instagram following), the website, video content, documentary screenings, campus tours, and event marketing were all brought into alignment under one strategic framework. Donor communications were redesigned to tell the stories behind the legal victories in ways that moved people to action. Campaign landing pages like the “Advocate for Israel” program page at programs.jij.org were built with clear calls-to-action and compelling narratives. Social media content was developed to showcase both the gravity of the legal work and the human faces behind every case. The “Saturday October 7” documentary became the centerpiece of a major awareness and conversion campaign, with screening events feeding into a digital nurture sequence that guided attendees from emotional impact to financial commitment.
Think: Data-Driven Decision Making and Continuous Optimization
We implemented data-driven decision making and continuous optimization processes across all channels. JIJ now has the tools and frameworks to track what’s working and what’s not, in real time. KPIs were established for every channel: email open rates and click-through rates, donation page conversion rates, documentary screening attendance and post-event conversion, social media engagement metrics, and website traffic patterns. Campaign performance is reviewed regularly, and the strategy is adjusted based on what the data shows. This is stewardship in the truest sense: using every tool available to make sure every dollar of marketing spend is working as hard as possible to fund the pursuit of justice.
Action: Systematic Implementation and Sustained Execution
We moved from strategy to systematic implementation and sustained execution. The plans we built were not documents that went on a shelf. They were living operational systems with clear owners, deadlines, and accountability measures. The JIJ team was equipped not just with a marketing strategy, but with the organizational framework to execute it consistently over time. And the results speak for themselves.
WEBSITE & CAMPAIGN CREATIVE
The Results.
During Jerusalem Institute of Justice’s partnership with M is Good, the organization has experienced measurable, significant growth across every key metric. The combination of vision clarity, unified brand messaging, strategic multi-channel execution, and disciplined implementation produced outcomes that would be impressive for any organization. For an organization whose revenue directly funds legal defense for terrorism survivors, support for wounded soldiers, and the fight against human trafficking, these numbers represent something much bigger than marketing wins. They represent justice funded, truth amplified, and lives protected.
METRICS
100%
Increase in year-over-year donations.
22%
Growth in online donations.
118%
Increase in new donors.
49%
Growth in individual donations.
251%
Revenue growth (as of August 2025).
INTANGIBLES
- Unified brand identity and messaging across all platforms, campaigns, events, and documentary distribution, replacing fragmented storytelling with a consistent, compelling narrative.
- Scalable fundraising infrastructure that can grow with the organization, including a repositioned Israel Advocates Forum as the primary recurring donor conversion destination.
- Systematic donor journey that turns documentary screening attendees, website visitors, and social media followers into committed financial supporters with clear pathways from awareness to action.
- Increased global visibility for JIJ’s legal advocacy work, the “Saturday October 7” award-winning documentary, and the campus screening tour, reaching new audiences who had never heard of JIJ before.
- Consistent campaign creative language and visual identity across “Stand With The Survivors,” “Advocate for Israel,” and documentary promotion materials.
- Data-driven marketing framework that empowers the JIJ team to optimize campaigns continuously and make stewardship-level decisions about where to invest marketing resources for maximum impact.
- Strengthened connection between JIJ’s 30,000+ case history, 25 Supreme Court victories, and UN consultative status and the donor messaging that turns those achievements into financial support.
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Frequently Asked Questions
What is the Jerusalem Institute of Justice?
The Jerusalem Institute of Justice (JIJ) is Israel’s leading legal advocacy organization, founded in 2004 by Israeli civil rights lawyer Calev Myers. JIJ provides free legal aid to survivors of terrorism, wounded soldiers, and victims of human trafficking and discrimination. To date, they have provided legal representation to more than 30,000 families, individuals, and organizations, handled over 2,500 cases, and secured 25 precedent-setting victories before Israel’s Supreme Court. JIJ holds Special Consultative Status at the United Nations and has delivered over 40 human rights reports to international tribunals. They also produced the award-winning documentary “Saturday October 7,” which features testimonies from seven survivors of the October 7th massacre and has screened worldwide to combat denialism and antisemitism.
What is the “Saturday October 7” documentary?
“Saturday October 7” is a 1-hour award-winning documentary produced by the Jerusalem Institute of Justice. The film features the testimonies of seven survivors of the October 7th, 2023 massacre in Israel, including five from the Nova music festival and two from nearby kibbutzim. One of the featured survivors, Yuval Raphael, went on to represent Israel at Eurovision 2025. The documentary won Best International Documentary at the New Jersey Documentary Film Festival and has been screening at universities, churches, and community events worldwide as part of a campus tour aimed at combating atrocity denial and antisemitism. M is Good partnered with JIJ to build the digital marketing and donor conversion strategy around the documentary’s distribution.
How does digital marketing help legal advocacy nonprofits grow?
Legal advocacy nonprofits often do some of the most impactful work of any organization, but very few people outside their immediate circle know about it. Digital marketing bridges that gap by translating courtroom victories, policy wins, and survivor stories into compelling content that reaches new audiences and moves them to financial support. For organizations like JIJ, this means building donor journeys that connect the emotional weight of the work to clear giving opportunities, creating multi-channel content strategies that leverage video, social media, email, and events together, and developing campaign frameworks that can scale as the organization grows. When the marketing matches the mission, the results follow. In JIJ’s case, the partnership with M is Good produced a 251% increase in revenue growth.
What kind of results can Christian nonprofits expect from the R7 process?
Results depend on the organization’s starting point and goals, but the R7 process is designed to produce measurable outcomes. In the case of the Jerusalem Institute of Justice, the partnership with M is Good resulted in a 100% increase in year-over-year donations, 22% growth in online donations, 118% increase in new donors, 49% growth in individual donations, and 251% revenue growth as of August 2025. M is Good has worked with over 400 Christian organizations and has a track record of turning vision clarity into tangible results. The key is starting with purpose and building a strategy rooted in who you are and where God is calling you to go.
How do I know if my nonprofit needs a marketing partner?
If your organization is doing meaningful work but struggling to grow your donor base, if your website doesn’t reflect the quality of what you do, if your messaging feels inconsistent across channels, or if you feel isolated trying to figure out digital marketing on your own, those are strong signals. Many of the organizations M is Good works with come with a similar frustration: they know their mission matters, but they can’t seem to communicate it in a way that moves people to action. That’s exactly what the R7 process was built to solve. Visit misgood.com/lets-chat to book your free Vision Clarity Call.
