In this first in a series of email informs from Passion Marketing Direct, we bring to your attention an article which appeared in last week's Wall Street Journal. The subject of the article is the dynamic effort to entice the bold new 20-something generation to become professional and volunteer activists in the world of philanthropy.

Passion Marketing carefully cultivated the WSJ story for six months with columnist Jeff Zaslow on behalf of our client, the Professional Leaders Project (PLP). PLP is the brainchild of a collaboration between three of the country's largest philanthropists: Detroit Piston's Owner, Bill Davidson, hedge fund manager, Michael Steinhardt and Lynn Shusterman, president of the Shusterman Family Foundation.

The Wall Street Journal article, along with articles in the Los Angeles Times and on Yahoo, demonstrates the media's hunger for the subject of marketing to the 20-something generation, understanding their priorities and issues, and their interest in affecting America's philanthropic sector. PLP specifically explores the Jewish philanthropic sector in America and its emerging young leadership. However, its findings have universal significance in how this new generation reacts to marketing, world events and the role of philanthropy.

The Professional Leaders Project is being conceptualized and led by Executive Director Rhoda Weisman under the direction of advisor to mega donors, Bob Aaronson.

In the next few weeks you will be receiving from Passion Marketing Direct a more complete inform on the program we have completed for PLP. For more information on Passion Marketing - Capturing the Intangible, our Consensus Marketing Seminars, strategy and idea plans, facilitated issue conversations, consulting, creative services and public relations, contact Annabelle Stevens at astevens@passionmarketing.com or at 213-624-0612.

The marketing challenges in approaching this group are universal, even though we were targeting a specific sector. The questions asked were critical. How do you talk to 20-Somethings in general and sell them on an idea? How do you talk to them about philanthropy and non-profit sector? How do you talk to them about personal and historical identity when they see themselves as people of today----and they see today as different than ever before? How do you talk to them about their identity as Jews when they see themselves as citizens of the world, living in the midst of diversity? How do you talk to them about either a career or volunteer opportunity in the Jewish non-profit sector when they see this sector as their parents' world and are not certain about its offerings?

The messages and images below were created by Passion Marketing, with all the above questions in mind. We learned that 20-Somethings expect humor and edgy messages, even when the issues are serious. We chose to use a take-off on tarot cards, because we were communicating with them about their future. We chose images that related to their lifestyle and their concerns. And we wrote succinctly, knowing they expect to read quickly on the internet. We chose the internet as the medium, not only to work within a budget, but knowing that the generation finds their information on this medium. We spread the word through viral e-mails, and it spread quickly. Within a few weeks, the conference was over subscribed.

The ongoing objective of the Professional Leaders Project(PLP) is to provide 20-Somethings with professional and lay leadership opportunities in the non-profit Jewish sector. The 150 graduates of the August, 2004 Think Tank and CareerBreak are currently eligible for ongoing professional development and social opportunities outlined under the "what's next" section at www.jewishleaders.net.

Additional 20-somethings and Jewish professionals of all ages who are interested in finding out about the exciting upcoming PLP ventures can e-mail Program Director Rhoda Weisman at Rhoda@Jewishleaders.net.

Ultimately, PLP hopes the 20-Something Think Tank, CareerBreak and ongoing programs will enable the Jewish sector to recruit outstanding new professionals to the field.

GARY WEXLER, FOUNDER AND PRESIDENT
Passion Marketing - Capturing the Intangible. Marketing for non profits.