Camp Ramah

marketing Design

How ATAK turned Camp Ramah's 70-year story into a bold new brand and pitch system that helped carry its silent campaign past $40 million

The Situation

Camp Ramah in California, a Jewish summer camp with more than 70 years of history, set out to launch its most ambitious effort yet: a $50 million campaign to secure the next 70 years of impact.

They weren't starting from zero. The camp had already raised more than $18 million on existing relationships alone, with no marketing behind it. But scaling beyond that inner circle raised hard questions:

How do you reach new, high-capacity donors and foundations who may barely know the camp?
How do you translate a deeply emotional experience into a case for giving that lands with very different audiences?
How do you package that story so it can be personalized on the fly and reused across dozens of one-on-one asks?

With the biggest gifts coming from a handful of major donors and foundations, where you only get one shot, they needed more than materials. They needed a strategy.

The Solution

ATAK partnered with Camp Ramah to develop a full-funnel fundraising campaign rooted in audience insight, strategic messaging, and cohesive branding.

1. Audience & Donor Research

Before creating anything, we focused on understanding why people give.

We conducted:

Interviews with existing donors
Conversations with alumni and community members
Internal stakeholder workshops

This allowed us to uncover the emotional drivers behind donations — not just what Camp Ramah does, but what it means to people.

2. Strategic Messaging Development

Using those insights, we defined a messaging framework designed to resonate with both:

Existing supporters
New, high-potential donors

This became the foundation for every touchpoint in the campaign.

3. Campaign Branding & Identity

The campaign needed to feel as alive as the place it represents.

We drew the palette straight from the camp's own photography: bright, sun-washed color and a sky-inspired gradient carried through every asset, with Hebrew typography built into a dedicated campaign lockup.

The identity reflects:

Vibrancy and community
Legacy and future impact
Emotional storytelling over institutional tone

All of it anchored by the campaign tagline, "For the generations still to come."

4. Fundraising Collateral & Assets

We translated the strategy and brand into a modular system leadership could recombine for any donor, at any stage:

Investor-style pitch deck
Executive overview
Printed presentation folders and inserts
Naming opportunity materials
Branded campaign collateral

Each asset was designed to support in-person donor conversations and create a consistent, high-impact experience.

The Result

The impact was immediate and measurable.

Commitments climbed from roughly $18 million to more than $40 million
Donor feedback consistently highlighted the clarity, professionalism, and emotional resonance of the materials
Camp Ramah now has a scalable system for pitching, engaging, and converting donors

Beyond the numbers, the campaign transformed how the organization communicates its value — turning decades of impact into a compelling vision for the future.