The campaign targets five Jewish communities in New York: Israeli immigrants, Jews who speak Russian, Jews who vote, single Jews, and hassidic Jews.
In the framework of the campaign, organization members issued thousands of leaflets and DVDs. The campaign involves calling people by phone and visiting them at home.
Campaigners use three languages: English, Hebrew and Yidish.
The campaign costs USD 3 million.
Followers of the organization preserve most Jewish traditions but believe that Jesus is the Jewish Messiah.
The organization recruited professional missionaries from Israel to lead the campaign.
The Federation of Jewish Communities and other Jewish bodies prepared a counter campaign.
The Federation issued a leaflet entitles How to Welcome a Missionary in Your Home.
The leaflet warns Jews to avoid engaging in spiritual conversations "because they are experts and will prove to you that the Torah's teachings are manipulative."
The leaflet also advises against exhibiting anger, which is likely to fuel the missionaries' motivation to convince their subjects.
The key to successful resistance is: "No thank you. I am happy with my Judaism."
Jewish leaders turned to Israel's Consul-General in New York, Arye Mekel, asking for assistance.
Mekel was asked to alert Israelis who visit the Consulate of the missionary campaign.