Online, it’s different. There it can be dinner season all year long
Q: What’s the perfect month for an online tzedakah campaign?
A: Every month of the year, it turns out. All of them. Every day of every month except for maybe Tishah B’Av.
Back when we had actual dinners to raise funds for mosdos, there was conventional wisdom about timing. Sefirah seemed like an obvious choice, because there are no weddings then — but there is also no music, and then how can you generate emotion without a choir, without children singing school alma maters, and without “V’ezkeh liros banim u’vnei banim” playing as a soundtrack to the video?
Not only was Sefirah a problem, the Yom Tov seasons were off limits, too, due to the assumption that people are stretched thin then. Summer wasn’t nogeia either. So many mosdos chose to hold their events during this point in the calendar — the second half of winter, but not too close to Purim, because we don’t want the dinner to overlap with the Purim campaign, right?
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