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Strategic Plan2025 - 2028 Message

Table ofContentsExecutive SummaryOrganizational OverviewWho We ServeAccomplishments & ImpactTheory of ChangeStrategic PrioritiesBudgetConclusion0405070913162830At The Well began nearly 10 years ago as a proactive solution to an epidemicof disconnection from community and from religious institutions. In the interveningdecade, rising isolation and loneliness has come to be seen as an urgent publichealth concern — and rightly so. At The Well's initiatives serve as beacons of light in these challenging times. Our work brings Rosh Chodesh — an ancient, monthly Jewish holiday — intocontemporary life, inspiring peer-led gatherings around the globe. What we’ve seenis nothing short of profound: lives anchored, communities awakened, healing begun.In an era marked by isolation, anxiety, and rising antisemitism, our offerings foster resilience, joy, and belonging. The impact is tangible: thousands of womengathering in Well Circles, and a thriving network of individuals and familiesintegrating Jewish time awareness into their lives.This Strategic Plan outlines our priorities for the next four years. It is a vision ofsustainability, expansion, and deepened belonging — a roadmap to a future whereJewish wisdom supports emotional well-being, intergenerational healing, and a vibrant, inclusive Jewish life.Thank you for stepping into this vision with us. Together, we are reclaiming time,rebuilding community, and reviving Jewish wisdom — one month at a time.Sarah WaxmanCEO & FounderAt The WellWelcome2

Table ofContentsExecutive SummaryOrganizational OverviewWho We ServeAccomplishments & ImpactTheory of ChangeStrategic PrioritiesBudgetConclusion0405070913162830At The Well began nearly 10 years ago as a proactive solution to an epidemicof disconnection from community and from religious institutions. In the interveningdecade, rising isolation and loneliness has come to be seen as an urgent publichealth concern — and rightly so. At The Well's initiatives serve as beacons of light in these challenging times. Our work brings Rosh Chodesh — an ancient, monthly Jewish holiday — intocontemporary life, inspiring peer-led gatherings around the globe. What we’ve seenis nothing short of profound: lives anchored, communities awakened, healing begun.In an era marked by isolation, anxiety, and rising antisemitism, our offerings foster resilience, joy, and belonging. The impact is tangible: thousands of womengathering in Well Circles, and a thriving network of individuals and familiesintegrating Jewish time awareness into their lives.This Strategic Plan outlines our priorities for the next four years. It is a vision ofsustainability, expansion, and deepened belonging — a roadmap to a future whereJewish wisdom supports emotional well-being, intergenerational healing, and a vibrant, inclusive Jewish life.Thank you for stepping into this vision with us. Together, we are reclaiming time,rebuilding community, and reviving Jewish wisdom — one month at a time.Sarah WaxmanCEO & FounderAt The WellWelcome2

Executive SummaryThis deeply personal and communal journey invites our audience to reconnect withJudaism as a source of healing, empowerment, and belonging. We’ve seen firsthand theimpact: small-group Well Circles forming, intergenerational conversations deepening,and individual lives transformed by consistent connection to Jewish wisdom.As we look to the next four years, our focus shifts to sustainability and strategic growth.To meet the rising demand for our offerings and to deepen our long-term impact, we’restrengthening the foundation that supports this vibrant movement.This includes investing in our organizational infrastructure, expanding our developmentcapacity, and creating new ways for our community to connect and build with us.We will pilot new offerings, expand our reach, and ensure that every woman in our growingnetwork can experience Judaism as deep wellspring of meaning, balance, and joy —at a time when all three are so acutely needed.In a time of global uncertainty and heightened spiritual hunger, we are clear:At The Well’s work is not just relevant — it is essential. Our programs nourish the soul,foster community, and offer ancient tools for modern resilience. With this strategic plan,we are meeting the moment with clear vision and unwavering dedication to our mission.Over the past 10 years, At The Well has catalyzed a globalmovement, introducing tens of thousands to the ancient yetresonant practice of Rosh Chodesh and the transformativepower of sacred Jewish time.4Over the next four years, our focus will be on:1. Program & Product: Expanding our program and product portfolio withemphasis on deeper learning opportunities and intergenerational connections.2. Community: Fostering belonging within the global At The Well networkand local communities.3. Customer Acquisition & Retention: Growing and activating our audience.4. Operational Efficiency: Enhancing At The Well’s operational capacity,data collection, and analysis.2025-2028 Strategic Plan

Executive SummaryThis deeply personal and communal journey invites our audience to reconnect withJudaism as a source of healing, empowerment, and belonging. We’ve seen firsthand theimpact: small-group Well Circles forming, intergenerational conversations deepening,and individual lives transformed by consistent connection to Jewish wisdom.As we look to the next four years, our focus shifts to sustainability and strategic growth.To meet the rising demand for our offerings and to deepen our long-term impact, we’restrengthening the foundation that supports this vibrant movement.This includes investing in our organizational infrastructure, expanding our developmentcapacity, and creating new ways for our community to connect and build with us.We will pilot new offerings, expand our reach, and ensure that every woman in our growingnetwork can experience Judaism as deep wellspring of meaning, balance, and joy —at a time when all three are so acutely needed.In a time of global uncertainty and heightened spiritual hunger, we are clear:At The Well’s work is not just relevant — it is essential. Our programs nourish the soul,foster community, and offer ancient tools for modern resilience. With this strategic plan,we are meeting the moment with clear vision and unwavering dedication to our mission.Over the past 10 years, At The Well has catalyzed a globalmovement, introducing tens of thousands to the ancient yetresonant practice of Rosh Chodesh and the transformativepower of sacred Jewish time.4Over the next four years, our focus will be on:1. Program & Product: Expanding our program and product portfolio withemphasis on deeper learning opportunities and intergenerational connections.2. Community: Fostering belonging within the global At The Well networkand local communities.3. Customer Acquisition & Retention: Growing and activating our audience.4. Operational Efficiency: Enhancing At The Well’s operational capacity,data collection, and analysis.2025-2028 Strategic Plan

With our accessible teachings and resources, At The Wellhelps women make Rosh Chodesh a cornerstone of their lives.This monthly practice, synced with the cycles of the Hebrew calendar and the moon,supports belonging, growth, and intentional living. Through this regular touchpoint in women’sbusy lives, they reconnect with their bodies, spiritual practices, and communityin a way that empowers them to take ownership of their well-being.CELEBRATION OF TIMEIlluminating thespiritual potentialof each dayEMBODIMENTUplifting thesacredness ofthe bodyLEADERSHIPCultivatingspiritualempowermentCOLLECTIVE CAREMoving fromisolation to mutualsupportOur approach to Rosh Chodeshweaves together four threads:We help women understand the significance of the Jewishcalendar as a guide for mindful living. They learn that eachmonth and each day offers particular guidance for our souls.This approach to marking time promotes wholeness whilehonoring the first commandment in Torah:“This month shall mark for you the beginning of the months;it shall be the first of the months of the year for you.”—Exodus 12:1-2Embodiment means being fully grounded in our bodiesand the physical world. Jewish wisdom clearly states thatwe are all created in the image of the Divine, and we see thebody as a sacred access point for spiritual connection. Justas we teach about the cycles of time and seasons, we alsouplift the cycles of the body. We celebrate every stage ofwomanhood with Jewish wellness rituals.Rosh Chodesh teaches that we have freedom and agencyover our time and how we spend our lives. Marking timeeach month is a powerful tool for living with deeperintention. As women strengthen their connections tothemselves, their community, and the Divine, they feelempowered to share their voices and lead sacred moments.This introduces new people to the practice while inspiringthem to co-own and lead as well.We are inspiring a shift to collective community carethrough and beyond the paradigm of individual growth andself-care. At The Well is encouraging people to takeresponsibility for themselves, for their spiritual home life, andfor the community around them. This work is grounded inthe teaching “Adonai echad” — everything is one.MissionTo enhance women’swell-being through ancientJewish practices.VisionWe envision a world whereall women are connectedto their bodies, spiritualpractices, and community.WorkAt The Well works toinspire women to empowerthemselves, live whole lives,and lift each other up.OrganizationalOverview5 6

With our accessible teachings and resources, At The Wellhelps women make Rosh Chodesh a cornerstone of their lives.This monthly practice, synced with the cycles of the Hebrew calendar and the moon,supports belonging, growth, and intentional living. Through this regular touchpoint in women’sbusy lives, they reconnect with their bodies, spiritual practices, and communityin a way that empowers them to take ownership of their well-being.CELEBRATION OF TIMEIlluminating thespiritual potentialof each dayEMBODIMENTUplifting thesacredness ofthe bodyLEADERSHIPCultivatingspiritualempowermentCOLLECTIVE CAREMoving fromisolation to mutualsupportOur approach to Rosh Chodeshweaves together four threads:We help women understand the significance of the Jewishcalendar as a guide for mindful living. They learn that eachmonth and each day offers particular guidance for our souls.This approach to marking time promotes wholeness whilehonoring the first commandment in Torah:“This month shall mark for you the beginning of the months;it shall be the first of the months of the year for you.”—Exodus 12:1-2Embodiment means being fully grounded in our bodiesand the physical world. Jewish wisdom clearly states thatwe are all created in the image of the Divine, and we see thebody as a sacred access point for spiritual connection. Justas we teach about the cycles of time and seasons, we alsouplift the cycles of the body. We celebrate every stage ofwomanhood with Jewish wellness rituals.Rosh Chodesh teaches that we have freedom and agencyover our time and how we spend our lives. Marking timeeach month is a powerful tool for living with deeperintention. As women strengthen their connections tothemselves, their community, and the Divine, they feelempowered to share their voices and lead sacred moments.This introduces new people to the practice while inspiringthem to co-own and lead as well.We are inspiring a shift to collective community carethrough and beyond the paradigm of individual growth andself-care. At The Well is encouraging people to takeresponsibility for themselves, for their spiritual home life, andfor the community around them. This work is grounded inthe teaching “Adonai echad” — everything is one.MissionTo enhance women’swell-being through ancientJewish practices.VisionWe envision a world whereall women are connectedto their bodies, spiritualpractices, and community.WorkAt The Well works toinspire women to empowerthemselves, live whole lives,and lift each other up.OrganizationalOverview5 6

0 5 10 15 20 25 30 3520-3940's50's60+% in each age group0 10 20 30 40Culturally JewishReformJust JewishConservativeOtherReconstructionistRenewalOrthodoxPrefer not to answerAmong the non-Jewish spiritual seekers, 88% said they have gained a greaterappreciation for Jewish tradition.34 countriesWho We ServeAt The Well’s network is richly diverse, attracting a widerange of women and nonbinary individuals, representing 34 countries around the world. Among those in our audience who identify as Jewish (77%), their practice ranges fromcultural to Orthodox. Our audience also includes 23% who do not identify as Jewish,including spiritual seekers, interfaith spouses, those who have recently discovered Jewishancestry, and those who are in the conversion process. At The Well holds space for this fullspectrum, and we are deeply committed to maintaining the diversity of our audience.7 8Diverse in AgeAt The Well’s audience is...Top LocationsGlobal in ScopeVaried in Spiritual Background 25% of Jewish respondents said theywere not raised in a Jewish home.Responses come from 2024 survey of At The Well’s database. n=565. Countries from At The Well database analysis in 2025.Top locations from Instagram audience analysis.Among the 77% of Jewish respondents,they specifically identified as:1. New York, NY2. Los Angeles, CA3. Chicago, IL4. Philadephia, PA5. Washington, DC6. San Francisco, CA7. Toronto, Canada8. Portland, OR9. London, UK10. Denver, COJewish77%SpiritualSeekers15%Other Religions8%

0 5 10 15 20 25 30 3520-3940's50's60+% in each age group0 10 20 30 40Culturally JewishReformJust JewishConservativeOtherReconstructionistRenewalOrthodoxPrefer not to answerAmong the non-Jewish spiritual seekers, 88% said they have gained a greaterappreciation for Jewish tradition.34 countriesWho We ServeAt The Well’s network is richly diverse, attracting a widerange of women and nonbinary individuals, representing 34 countries around the world. Among those in our audience who identify as Jewish (77%), their practice ranges fromcultural to Orthodox. Our audience also includes 23% who do not identify as Jewish,including spiritual seekers, interfaith spouses, those who have recently discovered Jewishancestry, and those who are in the conversion process. At The Well holds space for this fullspectrum, and we are deeply committed to maintaining the diversity of our audience.7 8Diverse in AgeAt The Well’s audience is...Top LocationsGlobal in ScopeVaried in Spiritual Background 25% of Jewish respondents said theywere not raised in a Jewish home.Responses come from 2024 survey of At The Well’s database. n=565. Countries from At The Well database analysis in 2025.Top locations from Instagram audience analysis.Among the 77% of Jewish respondents,they specifically identified as:1. New York, NY2. Los Angeles, CA3. Chicago, IL4. Philadephia, PA5. Washington, DC6. San Francisco, CA7. Toronto, Canada8. Portland, OR9. London, UK10. Denver, COJewish77%SpiritualSeekers15%Other Religions8%

The past 3 years have seen profound growth and developmentacross all facets of our organization: a thriving community,enhanced programs, and improved operational efficiency.Our central focus on Rosh Chodesh resonates with our audience, and we have created newways to support group Rosh Chodesh gatherings (Well Circles) as well as individual practice.These are some of our greatest successes during the past strategic plan period.Well CircleMembers +260%from 1,350 in 2021 to4,865 in 2024Moon ManualReaders +396%from 5,992 in 2021 to25,932 in 2024Network Leaders+153%from 200 in 2021 to506 in 2024Audience Growth & Engagement9 1087%say our work has deepenedtheir understandingof Rosh Chodesh87%say our work has fosteredtheir sense of connectionto the Jewish calendar82%say our work has deepenedtheir understandingof Jewish historyand/or spiritualityA comprehensive 2024 survey of our audience identified these top outcomes:Accomplishments& Impact2022-2024Life-Changing OutcomesResponses come from 2024 survey of At The Well’s database. n=536.

The past 3 years have seen profound growth and developmentacross all facets of our organization: a thriving community,enhanced programs, and improved operational efficiency.Our central focus on Rosh Chodesh resonates with our audience, and we have created newways to support group Rosh Chodesh gatherings (Well Circles) as well as individual practice.These are some of our greatest successes during the past strategic plan period.Well CircleMembers +260%from 1,350 in 2021 to4,865 in 2024Moon ManualReaders +396%from 5,992 in 2021 to25,932 in 2024Network Leaders+153%from 200 in 2021 to506 in 2024Audience Growth & Engagement9 1087%say our work has deepenedtheir understandingof Rosh Chodesh87%say our work has fosteredtheir sense of connectionto the Jewish calendar82%say our work has deepenedtheir understandingof Jewish historyand/or spiritualityA comprehensive 2024 survey of our audience identified these top outcomes:Accomplishments& Impact2022-2024Life-Changing OutcomesResponses come from 2024 survey of At The Well’s database. n=536.

“Thank you for the Season of the Heart materials you have sharedwith us in just week one. Your information is so beautifullyprepared, guides gently, and opens us to bringing the wisdomof this season into our daily life and felt experience.”PAMELA L., COLORADO“The self-love and sisterhood that we strangers experienced at theTimbrel retreat is unmatched. We traveled deeply and bravely intonew territory in Jewish wisdom and practice. Truly, if the women of the world (and really all people) could experience this, our world would be so different.”DONA H., CALIFORNIA“I’ve gained an amazing support network with shared goalsof creating a sense of belonging around our Jewish identitiesas women and mothers. I can't imagine how I could have possibly achieved this without the guidance, coaching, materials, and inspiration provided by At The Well.”2024 SURVEY RESPONDENT11 12Key Programs and ProductsHosted over 200 events, including our virtual Global New MoonCircles, Timbrel 5783 retreat, and in-person events in LosAngeles, Denver, Boulder, D.C., Brooklyn, San Diego, and Miami.Successful annual Jewish learning campaigns in Adar(Redefining Joy) & Elul (Season of the Heart) attracted over 9,500new participants since their start in 2023.Secured city-specific grants for programming in Los Angeles,New York, and Denver, expanding our portfolio of ongoingregional programming.We launched a new website in April 2023 with our first-ever Well Circle matching tool, resulting in 596 matches globallyas of the close of 2024.Launched 20+ new products including Moon By Moon: A GuidedJournal for a Year of Well-Being, a Rosh Chodesh coloring book,and a modern Kiddush Levana.

“Thank you for the Season of the Heart materials you have sharedwith us in just week one. Your information is so beautifullyprepared, guides gently, and opens us to bringing the wisdomof this season into our daily life and felt experience.”PAMELA L., COLORADO“The self-love and sisterhood that we strangers experienced at theTimbrel retreat is unmatched. We traveled deeply and bravely intonew territory in Jewish wisdom and practice. Truly, if the women of the world (and really all people) could experience this, our world would be so different.”DONA H., CALIFORNIA“I’ve gained an amazing support network with shared goalsof creating a sense of belonging around our Jewish identitiesas women and mothers. I can't imagine how I could have possibly achieved this without the guidance, coaching, materials, and inspiration provided by At The Well.”2024 SURVEY RESPONDENT11 12Key Programs and ProductsHosted over 200 events, including our virtual Global New MoonCircles, Timbrel 5783 retreat, and in-person events in LosAngeles, Denver, Boulder, D.C., Brooklyn, San Diego, and Miami.Successful annual Jewish learning campaigns in Adar(Redefining Joy) & Elul (Season of the Heart) attracted over 9,500new participants since their start in 2023.Secured city-specific grants for programming in Los Angeles,New York, and Denver, expanding our portfolio of ongoingregional programming.We launched a new website in April 2023 with our first-ever Well Circle matching tool, resulting in 596 matches globallyas of the close of 2024.Launched 20+ new products including Moon By Moon: A GuidedJournal for a Year of Well-Being, a Rosh Chodesh coloring book,and a modern Kiddush Levana.

Our Ultimate GoalEmbracing Jewish time as aframework for life enableswomen to find a deeperconnection to their spirituality,to themselves, and to asupportive community. They have belonging andmeaning in their lives.How We HelpThe Change We CreateThe Context At The Well Works WithinThe Challenges We Seek To AddressMany women feel disconnected from their spirituality and from themselves.They lack meaningful community or a clear spiritual path. The absence of Jewishspaces to explore spirituality and ritual on their own terms leads to feelings ofisolation, and many remain unaware of the potential for Jewish wisdom, culture,and time awareness to support their personal well-being.SELFFinding alignmentand harmony forgreater personalfulfilment.SPIRITUALITYDevelopingmeaningfulpersonal practice.WOMENCONNECT TO...COMMUNITYBuildingmeaningfulconnections andsense of belongingWomen struggle to balance their spiritual, emotional, and social needswith their busy lives and obligations. Barriers to spiritual practice andcommunity building — such as antisemitism, and modern reliance ontechnology — lead to pervasive feelings of isolation. More and moreidentify as “spiritual, not religious” and seek meaning outside of traditionalinstitutions — and now increasingly within niche, offline communities.By bringing ancient rhythmsinto modern life, weempower individuals toconnect with Jewish timeawareness practicesthrough content, programs,and community building:Moon ManualsWell CirclesGatheringsBlogs ProductsA Rosh Chodesh practice can transform women’s lives —creating empowerment, remedying isolation, and connectingthem to the wisdom within Jewish spiritual tradition.In partnership with the team at For-Purpose Evaluations, we have developed a new theory of change to illustrate both the immediate outcomes of At The Well’s work as well as the long-term impact we make on communities and society. This theory of change, along with a robust measurement, evaluation and learning framework,will allow us to both demonstrate and amplify our impact over the next four years.Theoryof Change13 14

Our Ultimate GoalEmbracing Jewish time as aframework for life enableswomen to find a deeperconnection to their spirituality,to themselves, and to asupportive community. They have belonging andmeaning in their lives.How We HelpThe Change We CreateThe Context At The Well Works WithinThe Challenges We Seek To AddressMany women feel disconnected from their spirituality and from themselves.They lack meaningful community or a clear spiritual path. The absence of Jewishspaces to explore spirituality and ritual on their own terms leads to feelings ofisolation, and many remain unaware of the potential for Jewish wisdom, culture,and time awareness to support their personal well-being.SELFFinding alignmentand harmony forgreater personalfulfilment.SPIRITUALITYDevelopingmeaningfulpersonal practice.WOMENCONNECT TO...COMMUNITYBuildingmeaningfulconnections andsense of belongingWomen struggle to balance their spiritual, emotional, and social needswith their busy lives and obligations. Barriers to spiritual practice andcommunity building — such as antisemitism, and modern reliance ontechnology — lead to pervasive feelings of isolation. More and moreidentify as “spiritual, not religious” and seek meaning outside of traditionalinstitutions — and now increasingly within niche, offline communities.By bringing ancient rhythmsinto modern life, weempower individuals toconnect with Jewish timeawareness practicesthrough content, programs,and community building:Moon ManualsWell CirclesGatheringsBlogs ProductsA Rosh Chodesh practice can transform women’s lives —creating empowerment, remedying isolation, and connectingthem to the wisdom within Jewish spiritual tradition.In partnership with the team at For-Purpose Evaluations, we have developed a new theory of change to illustrate both the immediate outcomes of At The Well’s work as well as the long-term impact we make on communities and society. This theory of change, along with a robust measurement, evaluation and learning framework,will allow us to both demonstrate and amplify our impact over the next four years.Theoryof Change13 14

StrategicPrioritiesFour key priorities will guide At The Well’s focus on growth and impact:Sustainability and philanthropic growth are at the core of our overarching strategy,allowing us to meet our programmatic goals, continue to reach a broad audience, anddeepen each individual's affiliation with At The Well.Over the next four years, At The Well will pilot and testprograms, products, and marketing strategies to meetthe needs of our audience, expand the practice of RoshChodesh, generate revenue, and cultivate new donors. .Program & ProductExpand program and product portfoliowith emphasis on deeper learning opportunitiesand intergenerational connections.CommunityFostering belonging within the global At The Wellnetwork and local communities.Customer Acquisition & RetentionGrow and activate our audience.Operational EfficiencyEnhance operational capacity, data collection, and analysis162025-2028

StrategicPrioritiesFour key priorities will guide At The Well’s focus on growth and impact:Sustainability and philanthropic growth are at the core of our overarching strategy,allowing us to meet our programmatic goals, continue to reach a broad audience, anddeepen each individual's affiliation with At The Well.Over the next four years, At The Well will pilot and testprograms, products, and marketing strategies to meetthe needs of our audience, expand the practice of RoshChodesh, generate revenue, and cultivate new donors. .Program & ProductExpand program and product portfoliowith emphasis on deeper learning opportunitiesand intergenerational connections.CommunityFostering belonging within the global At The Wellnetwork and local communities.Customer Acquisition & RetentionGrow and activate our audience.Operational EfficiencyEnhance operational capacity, data collection, and analysis162025-2028

Design and pilot Rosh Chodesh family kit and trainingEstablish a playbook for programs and facilitatorsDesign certification Expand tools for individuals and Well CirclesEvaluate success of family content and assess needsPilot certification programExpand tools for familiesExpand tools for Well CirclesEstablish ongoing goals for certificationEvaluate Individual, Well Circle, and Family portfolios for ongoing agendaAt The Well is a proactive solution to the division andloneliness felt by many, providing a positive andhealing experience with Judaism at a time when it’smost needed. We offer a space to reconcile and healfrom past experiences, teaching individuals andfamilies new ways to express their spirituality. Byguiding people to use their tradition to be present inthis moment and connect with what we need to feeltogether, we foster collective care, joy, and resilience.MEASURES OF SUCCESSProgram and ProductExpand program and product portfolio withan emphasis on deeper learning opportunitiesand intergenerational connectionsStrategic Priority 1KEY STRATEGIES2025-20262026-20272027-20282028-2029First iteration of an ATW certification program pilots,with 25 graduatesMonthly virtual and in-person programs hosted,highlighting diverse voicesFive new tools designed for individual, WellCircle/peer, or family practices15% increase in earned revenue year-over-yearAccessible entry points for individuals, peer groups,and families created to introduce Rosh Chodeshand the rituals to celebrate it18“The Moon Manuals and Rosh Chodeshreally opened my eyes to a new approach toJudaism. It allowed me to relax into myJewishness and allow it to transform my life.” 2025 SURVEY RESPONDENT

Design and pilot Rosh Chodesh family kit and trainingEstablish a playbook for programs and facilitatorsDesign certification Expand tools for individuals and Well CirclesEvaluate success of family content and assess needsPilot certification programExpand tools for familiesExpand tools for Well CirclesEstablish ongoing goals for certificationEvaluate Individual, Well Circle, and Family portfolios for ongoing agendaAt The Well is a proactive solution to the division andloneliness felt by many, providing a positive andhealing experience with Judaism at a time when it’smost needed. We offer a space to reconcile and healfrom past experiences, teaching individuals andfamilies new ways to express their spirituality. Byguiding people to use their tradition to be present inthis moment and connect with what we need to feeltogether, we foster collective care, joy, and resilience.MEASURES OF SUCCESSProgram and ProductExpand program and product portfolio withan emphasis on deeper learning opportunitiesand intergenerational connectionsStrategic Priority 1KEY STRATEGIES2025-20262026-20272027-20282028-2029First iteration of an ATW certification program pilots,with 25 graduatesMonthly virtual and in-person programs hosted,highlighting diverse voicesFive new tools designed for individual, WellCircle/peer, or family practices15% increase in earned revenue year-over-yearAccessible entry points for individuals, peer groups,and families created to introduce Rosh Chodeshand the rituals to celebrate it18“The Moon Manuals and Rosh Chodeshreally opened my eyes to a new approach toJudaism. It allowed me to relax into myJewishness and allow it to transform my life.” 2025 SURVEY RESPONDENT

Rosh Chodesh for FamiliesWe want to be the last generation that did not grow up celebrating Rosh Chodesh in thehome. Over the next four years, we will foster significant intergenerational change bymaking this ancient practice a vibrant part of contemporary Jewish family life.Rosh Chodesh naturally connects families to the power of ritual and remembering ourancestors. A 2024 survey revealed that 71% of our audience desired resources specificallyfor integrating Rosh Chodesh into their family rhythms. By equipping parents andcaregivers with these tools, we can establish a lasting tradition of Jewish spirituality andwholeness that positively impacts the mental health of both parents and children. FAMILIESPEER GROUPSINDIVIDUALSROSH CHODESH IS CELEBRATED BY...Community MembershipCertificationsExpanding Our ProgramsWe envision a world where Rosh Chodesh is practiced monthlyby individuals, peer groups, and families. Our foundationalwork, teaching people how to come together in small groupsfor Rosh Chodesh, serves as a springboard for this expansion.In the years ahead, we will invest in piloting new programs that touch each of these audiences.For individuals, we are creating an online community membership to enhance connectednesseven when belonging to a Well Circle is beyond what’s feasible at her current stage of life. We will also pilot deeper learning opportunities through a new certification program. To support peer groups, we will offer new Well Circle matching technology to connectindividuals to circles they will love, and we’ll pilot AI-supported coaching with the expertise tohelp women to start and sustain their circles.For families, we are creating 12 months of kid-friendly Rosh Chodesh resources, plus an on-demand parent workshop to make this practice simple, doable, and deeply meaningful.19 20Longtime Well Circle participants and enthusiastic learners seek deeper ways to growtheir knowledge and embrace At The Well’s distinctive methodology. Dozens of womenalready utilize our materials for public programs not officially affiliated with At The Well.Now, by creating a cadre of trained facilitators, At The Well will be positioned to offermore in-person programming, while maintaining a consistent, high-quality experience.Strategic Priority 1Month after month, thousands tell us they use our Moon Manual resources alone, ratherthan with family or a Well Circle. The Moon Manuals are supporting their self-care — butwe also want to help these users experience collective care. We know we can bring ourusers closer together, and make this global network visible and accessible to one another.We are making a significant investment in a new online community membership platform,with programming that will foster connection, learning, and encouragement — includingnovel tools to support the creation of more local Well Circles. The membership will alsocreate deeper opportunities for volunteer leadership, while providing a consistentrevenue stream through monthly paid subscriptions.

Rosh Chodesh for FamiliesWe want to be the last generation that did not grow up celebrating Rosh Chodesh in thehome. Over the next four years, we will foster significant intergenerational change bymaking this ancient practice a vibrant part of contemporary Jewish family life.Rosh Chodesh naturally connects families to the power of ritual and remembering ourancestors. A 2024 survey revealed that 71% of our audience desired resources specificallyfor integrating Rosh Chodesh into their family rhythms. By equipping parents andcaregivers with these tools, we can establish a lasting tradition of Jewish spirituality andwholeness that positively impacts the mental health of both parents and children. FAMILIESPEER GROUPSINDIVIDUALSROSH CHODESH IS CELEBRATED BY...Community MembershipCertificationsExpanding Our ProgramsWe envision a world where Rosh Chodesh is practiced monthlyby individuals, peer groups, and families. Our foundationalwork, teaching people how to come together in small groupsfor Rosh Chodesh, serves as a springboard for this expansion.In the years ahead, we will invest in piloting new programs that touch each of these audiences.For individuals, we are creating an online community membership to enhance connectednesseven when belonging to a Well Circle is beyond what’s feasible at her current stage of life. We will also pilot deeper learning opportunities through a new certification program. To support peer groups, we will offer new Well Circle matching technology to connectindividuals to circles they will love, and we’ll pilot AI-supported coaching with the expertise tohelp women to start and sustain their circles.For families, we are creating 12 months of kid-friendly Rosh Chodesh resources, plus an on-demand parent workshop to make this practice simple, doable, and deeply meaningful.19 20Longtime Well Circle participants and enthusiastic learners seek deeper ways to growtheir knowledge and embrace At The Well’s distinctive methodology. Dozens of womenalready utilize our materials for public programs not officially affiliated with At The Well.Now, by creating a cadre of trained facilitators, At The Well will be positioned to offermore in-person programming, while maintaining a consistent, high-quality experience.Strategic Priority 1Month after month, thousands tell us they use our Moon Manual resources alone, ratherthan with family or a Well Circle. The Moon Manuals are supporting their self-care — butwe also want to help these users experience collective care. We know we can bring ourusers closer together, and make this global network visible and accessible to one another.We are making a significant investment in a new online community membership platform,with programming that will foster connection, learning, and encouragement — includingnovel tools to support the creation of more local Well Circles. The membership will alsocreate deeper opportunities for volunteer leadership, while providing a consistentrevenue stream through monthly paid subscriptions.

CommunityLaunch a community membership pilotEstablish and pilot an individual giving strategy Develop and pilot a strategy bridging program attendees to the community membership and Well Circle creation Refine and execute individual giving campaignEvaluate in-person programs and their effectiveness to connect individuals to the community membership and Well Circle creationDecide ongoing goals for individual giving campaignCreate in-person programmatic strategy for next phaseFostering belonging within the global At The Well network and local communitiesJudaism is at the heart of what people come to At TheWell for, and we recognize the profound power of safecommunity spaces in fostering collective care. This isespecially true for our audience, 39% of whom havetold us they need to heal from feeling that they didn’tbelong within the Jewish community.We are committed to building out more spaces withinour work to support this sense of belonging, creatingenvironments where our community can experiencedeeper connections and shared growth.Strategic Priority 2KEY STRATEGIESWomen in Well Circles increases 20% year-over-yearIndividual giving campaigns generate consistent andreliable income, increasing by at least 7% year-over-yearParticipants feel connected to the mission of At The Well,inspired to create Rosh Chodesh practices forthemselves and their communities, and to support theorganization financiallyLaunch of the first iteration of a community membershipfor individuals to deepen their commitment to themission of At The Well and engage with the larger At TheWell communityBecause of participation in our in-person and virtualprograms, individuals feel better equipped to build acommunity around Rosh Chodesh and to start their ownWell Circles. Catalyze the creation of Well Circles bybridging the gap between in-person and virtual eventsMEASURES OF SUCCESS2025-20262026-20272027-20282028-202922“At The Well has supported me by offeringa space that feels both rooted and open —where I can connect to Jewish time, to myself,and to others in a way that feels real.” 2025 SURVEY RESPONDENTResponse comes from 2024 survey of At The Well’s database. n=442.

CommunityLaunch a community membership pilotEstablish and pilot an individual giving strategy Develop and pilot a strategy bridging program attendees to the community membership and Well Circle creation Refine and execute individual giving campaignEvaluate in-person programs and their effectiveness to connect individuals to the community membership and Well Circle creationDecide ongoing goals for individual giving campaignCreate in-person programmatic strategy for next phaseFostering belonging within the global At The Well network and local communitiesJudaism is at the heart of what people come to At TheWell for, and we recognize the profound power of safecommunity spaces in fostering collective care. This isespecially true for our audience, 39% of whom havetold us they need to heal from feeling that they didn’tbelong within the Jewish community.We are committed to building out more spaces withinour work to support this sense of belonging, creatingenvironments where our community can experiencedeeper connections and shared growth.Strategic Priority 2KEY STRATEGIESWomen in Well Circles increases 20% year-over-yearIndividual giving campaigns generate consistent andreliable income, increasing by at least 7% year-over-yearParticipants feel connected to the mission of At The Well,inspired to create Rosh Chodesh practices forthemselves and their communities, and to support theorganization financiallyLaunch of the first iteration of a community membershipfor individuals to deepen their commitment to themission of At The Well and engage with the larger At TheWell communityBecause of participation in our in-person and virtualprograms, individuals feel better equipped to build acommunity around Rosh Chodesh and to start their ownWell Circles. Catalyze the creation of Well Circles bybridging the gap between in-person and virtual eventsMEASURES OF SUCCESS2025-20262026-20272027-20282028-202922“At The Well has supported me by offeringa space that feels both rooted and open —where I can connect to Jewish time, to myself,and to others in a way that feels real.” 2025 SURVEY RESPONDENTResponse comes from 2024 survey of At The Well’s database. n=442.

Customer Acquisition & RetentionGrow email subscribers by 12% annually Invest in growing social media followers by an average of 10% annuallyIntroduce at least 1 new acquisition pathway annuallyCraft storytelling strategy around evaluation dataEvaluate current data and determine additional data needed to elevate storytellingElevate Sarah Waxman’s leadership through speaking engagementsEvaluate storytelling to determine successes and ways to improveEnsure current suite of products and content align with the audience in its current formGrow and activate our audienceTo maintain momentum and achieve lasting success,it's essential that our audience stays engaged andprogresses along their journey with us.Our goal is for every member of the At The Wellnetwork to feel a deep sense of belonging andunderstand their vital role in co-creating ourcommunity. We want individuals to recognize that their involvement—through energy, time, or financialsupport—is crucial to our shared mission.We’re focused on strengthening these relationships,emphasizing that every interaction with At The Wellcontributes to our collective effort.Strategic Priority 3KEY STRATEGIESBroaden our community base by 50%, reaching over56,000 contactsClear data collection plan to support an improvedstorytelling strategy for outreach and fundraising effortsFour new email acquisition pathways/entry points tointroduce more individuals, Well Circles, and families toRosh ChodeshAn increased number of people are interacting with ourprograms and content, resulting in increased earned andphilanthropic revenueBecause of our increased ability to measure and tell thestory of our impact, we successfully expand our supportbase, growing our contributed income by 16% by the endof the grant termMEASURES OF SUCCESS2025-20262026-20272027-20282028-202924“Rather than chit chatting, the women in myWell Circle dive right in to the richness of life'sjoy and pain. It's a connection that doesn't existin every environment, and I'm grateful for theopportunity to go to that level.” 2025 SURVEY RESPONDENT

Customer Acquisition & RetentionGrow email subscribers by 12% annually Invest in growing social media followers by an average of 10% annuallyIntroduce at least 1 new acquisition pathway annuallyCraft storytelling strategy around evaluation dataEvaluate current data and determine additional data needed to elevate storytellingElevate Sarah Waxman’s leadership through speaking engagementsEvaluate storytelling to determine successes and ways to improveEnsure current suite of products and content align with the audience in its current formGrow and activate our audienceTo maintain momentum and achieve lasting success,it's essential that our audience stays engaged andprogresses along their journey with us.Our goal is for every member of the At The Wellnetwork to feel a deep sense of belonging andunderstand their vital role in co-creating ourcommunity. We want individuals to recognize that their involvement—through energy, time, or financialsupport—is crucial to our shared mission.We’re focused on strengthening these relationships,emphasizing that every interaction with At The Wellcontributes to our collective effort.Strategic Priority 3KEY STRATEGIESBroaden our community base by 50%, reaching over56,000 contactsClear data collection plan to support an improvedstorytelling strategy for outreach and fundraising effortsFour new email acquisition pathways/entry points tointroduce more individuals, Well Circles, and families toRosh ChodeshAn increased number of people are interacting with ourprograms and content, resulting in increased earned andphilanthropic revenueBecause of our increased ability to measure and tell thestory of our impact, we successfully expand our supportbase, growing our contributed income by 16% by the endof the grant termMEASURES OF SUCCESS2025-20262026-20272027-20282028-202924“Rather than chit chatting, the women in myWell Circle dive right in to the richness of life'sjoy and pain. It's a connection that doesn't existin every environment, and I'm grateful for theopportunity to go to that level.” 2025 SURVEY RESPONDENT

OperationalEfficiencyUpdate the roles and responsibilities for fundraising across the organizationHire Director of Development Deepen the collaboration between marketing and development teamsBuild a data collection plan and systems map, including the creation of a research and data advisory committeeCreate new fundraising materials and pilot multiple new fundraising strategiesDevelop new employee retention strategiesAssess technology platforms for alignment to current goalsUpdate data collection plan and systems map Administer employee surveys assessing the success of retention strategies and revise as neededEnhance operational capacity, data collection, and analysisCreating a stable financial foundation for our missionrequires strategic upgrades in development, datacollection, technology, and financial management as well as ensuring that we maintain a high-caliber staff of committed individuals. Our fundraising strategy focuses on diversifyingrevenue streams, leveraging existing relationships, and cultivating new individual donor support to ensure long-term financial sustainability. We are also making structural changes to our developmentstaff and functions. Strategic Priority 4KEY STRATEGIESClear data collection plan that outlines all collectionpoints, how often they will be deployed, and what data iscollectedClear Development Team org chart, with new Director ofDevelopment onboarded in 2025Updated fundraising collateral to ensure consistentmessaging and storytellingAn increased ability to tell our story in a way that inspiresnew supporters to give, and existing supporters toincrease their giftsIntroduction of a research and data advisory committeeMEASURES OF SUCCESS2025-20262026-20272027-20282028-202926“My personal Jewish identity and connection to my heritage is part of my core purpose. At The Well has encouraged me to embody this more fully in my life.” 2025 SURVEY RESPONDENT

OperationalEfficiencyUpdate the roles and responsibilities for fundraising across the organizationHire Director of Development Deepen the collaboration between marketing and development teamsBuild a data collection plan and systems map, including the creation of a research and data advisory committeeCreate new fundraising materials and pilot multiple new fundraising strategiesDevelop new employee retention strategiesAssess technology platforms for alignment to current goalsUpdate data collection plan and systems map Administer employee surveys assessing the success of retention strategies and revise as neededEnhance operational capacity, data collection, and analysisCreating a stable financial foundation for our missionrequires strategic upgrades in development, datacollection, technology, and financial management as well as ensuring that we maintain a high-caliber staff of committed individuals. Our fundraising strategy focuses on diversifyingrevenue streams, leveraging existing relationships, and cultivating new individual donor support to ensure long-term financial sustainability. We are also making structural changes to our developmentstaff and functions. Strategic Priority 4KEY STRATEGIESClear data collection plan that outlines all collectionpoints, how often they will be deployed, and what data iscollectedClear Development Team org chart, with new Director ofDevelopment onboarded in 2025Updated fundraising collateral to ensure consistentmessaging and storytellingAn increased ability to tell our story in a way that inspiresnew supporters to give, and existing supporters toincrease their giftsIntroduction of a research and data advisory committeeMEASURES OF SUCCESS2025-20262026-20272027-20282028-202926“My personal Jewish identity and connection to my heritage is part of my core purpose. At The Well has encouraged me to embody this more fully in my life.” 2025 SURVEY RESPONDENT

BudgetThis budget reflects At The Well’s commitmentto sustainability, growth, and deepening our impactin a time when our mission is more vital than everTo achieve the ambitious outcomes outlined in this strategic plan, we will maketargeted investments in infrastructure, programming, and development.28

BudgetThis budget reflects At The Well’s commitmentto sustainability, growth, and deepening our impactin a time when our mission is more vital than everTo achieve the ambitious outcomes outlined in this strategic plan, we will maketargeted investments in infrastructure, programming, and development.28

By December of 2028, we will have:Women in Well Circles increased 20% year-over-year.Individual giving campaigns generating consistent and reliable income, increasing by atleast 7% year-over-year, and total contributed revenue increased by 16% by the end ofthe strategic plan.15% increase in earned revenue year-over-year.Five new tools designed to support individual, Well Circle/peer, or family RoshChodesh practices.Launch of the first iteration of a community membership for individuals to deepen theircommitment to the mission of At The Well and engage with the larger At The Wellcommunity.First iteration of an At The Well certification program pilot, with 25 graduates.Broadened our community base by 50%, reaching over 56,000 contacts.In a world of increasing disconnection, At The Well is providing a vital way forward — ananswer to the longing and languishing we know women are experiencing. Each womanaffiliated with At The Well creates a strong ripple effect in her family and community. Ouraudience is expansive and diverse, and our impact on them is profound, lasting, and life-changing.By ensuring that every woman and family has access to a Rosh Chodesh practice, we arededicated to nurturing a sense of belonging and wholeness that resonates far beyond ourorganization. What greater reason could there be to continue this important work.We have delivered powerful Jewish learnings that reconnect women to themselves, eachother, and their communities. We know our programming delivers life-changing outcomesand we are poised to emphasize deepening this affiliation with programming, products,and network connections over the next four years.ConclusionOur strategic plan positions At The Well to deepen ourimpact, enhance our operational capacity, deepen affiliation,and establish a strong, sustainable position.30“At The Well is a beacon of empowerment andwell-being, beautifully weaving Jewish wisdom intothe fabric of modern life. Their commitment toenhancing women's lives through these practices isa true blessing that knows no cultural bounds.”DARLENE C., RETREAT PARTICIPANT

By December of 2028, we will have:Women in Well Circles increased 20% year-over-year.Individual giving campaigns generating consistent and reliable income, increasing by atleast 7% year-over-year, and total contributed revenue increased by 16% by the end ofthe strategic plan.15% increase in earned revenue year-over-year.Five new tools designed to support individual, Well Circle/peer, or family RoshChodesh practices.Launch of the first iteration of a community membership for individuals to deepen theircommitment to the mission of At The Well and engage with the larger At The Wellcommunity.First iteration of an At The Well certification program pilot, with 25 graduates.Broadened our community base by 50%, reaching over 56,000 contacts.In a world of increasing disconnection, At The Well is providing a vital way forward — ananswer to the longing and languishing we know women are experiencing. Each womanaffiliated with At The Well creates a strong ripple effect in her family and community. Ouraudience is expansive and diverse, and our impact on them is profound, lasting, and life-changing.By ensuring that every woman and family has access to a Rosh Chodesh practice, we arededicated to nurturing a sense of belonging and wholeness that resonates far beyond ourorganization. What greater reason could there be to continue this important work.We have delivered powerful Jewish learnings that reconnect women to themselves, eachother, and their communities. We know our programming delivers life-changing outcomesand we are poised to emphasize deepening this affiliation with programming, products,and network connections over the next four years.ConclusionOur strategic plan positions At The Well to deepen ourimpact, enhance our operational capacity, deepen affiliation,and establish a strong, sustainable position.30“At The Well is a beacon of empowerment andwell-being, beautifully weaving Jewish wisdom intothe fabric of modern life. Their commitment toenhancing women's lives through these practices isa true blessing that knows no cultural bounds.”DARLENE C., RETREAT PARTICIPANT

At The Well is a 501(c)(3) nonprofit on a mission to enhancewomen’s well-being through ancient Jewish practices.Thank youTo all of our financial supporters,and to the global At The Wellnetwork, for uplifting this life-changing mission.atthewellproject.com