— ECPhiladelphia (@ECPhiladelphia1) May 16, 2016
Category Archives: Outreach
We are witnessing the highly valued currency of connection in many organizations, especially non-profits. This is so because non-profit organizations have the most to gain from a consistent and loyal donor/customer (hereafter named d/c) base. When resources are thin, the value of customer retention is at a premium. Yet, despite the rash of open positions titled “Engagement Coordinator”, “Director of Donor Outreach”, or “Membership Concierge” there is more to reaching out to current and potential donors/customers than a newly crafted position.
Beyond having hundreds, if not thousands of d/c “like’ you, “follow” you, “pin” you or develop an association with you is the hope that they will, over time, build a relationship with you. In time, that connection will hopefully culminate into the continual donation/purchase of goods and services, ensuring a secure future for your organization. For non-profits, that culture of connection translates to donations made freely and frequently.
So what’s wrong with creating new positions in order to focus on connections? Simply developing a new area of focus in d/c engagement doesn’t assure success. As compelling as the organizational mission might be, to be really successful at the above endeavors requires internal change as well.
For instance, organizational staff will need to comprehend a change in focus. What plan is in place to bring them on board? How will this new spirit of engagement translate to the folks in the Marketing, IT departments or even those at the front desk? In what ways will their work change? What specific strategies will support the new emphasis on d/c relationships?
Why should you expend the effort? For the sake of organizational integrity which long-term, translates to sustainable success. Think of the most effective organizations you know. They seem to have a top-down, bottom-up consistency to messaging. A solid measure of how effective an organization is, is how well their message to the outside world mirrors the one to its own employees and staff. It’s the sweet spot where the external mission and the internal operation coalesce into a unified whole.
Why is this important? Because today, success is not just about sales/donations. It’s about being upstanding and upright. So, no matter how many positions are created with this new engagement focus, if they are not reflective of a cultural shift in the organization confusion will follow. Being an organization without integrity is like being a parent who says one thing but does another. It won’t take long for a bright consumer to figure things out, and then there could be very serious consequences and perhaps even irreparable damage, with heavy work to be done in order to restore confidence.
So, what are three quick questions to ask to know if your non-profit has organizational integrity?
- Compare the way your organization treats its best donors with the way it regards the most valued employees. Are there disparities? Repair them. Perhaps your organization is filled with itself on the inside but unable to articulate that same message to potential or current donors/buyers? If either case is so, you’ll need to fix it.
- Compare the frequency and tone of external newsletters with communication with internal staff. Does the message match? Is there equal attention to the content for both? Make sure your message works for you, in all ways possible. If not, work on creating better tools.
- What is the follow-up system for problems that occur? How are issues handled for d/c or for internal staff? If issues fester and go unresolved, that can poison any outreach/inreach efforts you might want to undertake.
Achieving organizational integrity is a process I can help you with. I am interested in your responses and hope you might connect to discuss your experience with me, here or at Ruth Schapira Consulting.
This season, when so many emotions surge through us, it is comforting to be within a community. That’s part of the grand design, for Jews to be together to usher in the New Year. We collectively hear the shofar’s urgency of now and decide that this year, things will be different….we’ll be different. But one thing is stubbornly the same and I need to write about it.
For those who were not part of a synagogue community last year, has their situation changed? I’ve spoken with many people who don’t connect to the formalized Jewish community and miss the experience of belonging. They were once members, somewhere.
Yet they haven’t received any personal communication to return to the synagogue. Not a letter, not a phone call. I wonder what their experience is of Klal Yisrael and what our obligation is to them? (For the most part, these issues don’t arise for those who identify as Orthodox, as their entire experience of community is different).
Their feelings of being separate must hurt and are in total opposition to the goal of feeling close to G-d and community. The pain they share with me is palpable, but often buried.
Most synagogues don’t have the volunteer power to do outreach. Yet for years, as a communal educator, I have listened to stories of exclusion peppered with harsh memories and I feel helpless. The problem is so overwhelming.
Programs like ‘public space’ Judaism, online workshops, concierge services or outreach spiritual leaders are part of innovative responses to this growing problem of disconnected Jews. But for those who are searching specifically for a re-connection to their synagogue, personal outreach is required. We need to initiate teshuvah by encouraging them to return.
Sometimes the reasons for leaving a community have to do with finances so we need to change the dues structure paradigm by thinking beyond the synagogue. Ultimately, it might cost more to exclude those we are not reaching. If we want individuals to belong to a community, then we need to offer wider access to that community. Right now, our definition of belonging is defined exclusively by which congregation someone belongs to.
For example, my experience is that even if a synagogue event is open to the public, people from neighboring synagogues don’t attend. I’ve witnessed this phenomena multiple times, though I don’t understand the behavior at all. So, how can we make others feel welcome in any synagogue in a given community….without feeling that they don’t belong? Because every Jew in a Jewish community belongs.
A community could establish a communal membership fee, whatever amount works for them, on whatever scale, which would be a way to say ‘you belong’. A person would then be a member of all synagogues in the area. This manageable fee could be an option for people who are new to an area and want to ‘synagogue shop’ for a year or two. Or it could be for those who would like access to a wider range of social programming.since prayer may not be the way they connect to the Jewish community. The fee would also work for those who are already a member of one synagogue but elect to additionally support the Jewish community in this way. There also might be levels of giving to reflect these different needs.
Just imagine, everyone could feel part of the community, with no artificial borders and boundaries.
If some of these discussions occur, then next year, when it comes time for us to think about Teshuvah, we might just agree that the return to an old paradigm is worth a change.
Scoop, beat, pour, and mix—then knead, fold, knead, fold. It’s the methodical way that you’d make a dough for challah, and the process itself seems quite mechanical, if you were doing it alone in your own kitchen.
But making challah with 20 people in someone’s home is quite a different experience, and creating challah with people who are doing it for the first time is exhilarating. I participated in the event as a member of the Advisory Council of InterfaithFamily (IFF-Philadelphia) and it attracted a demographic that would be the envy of any Jewish outreach movement.
Four young millennial-aged couples attended, with a smattering of some young singles, older folks, and a mom with her two kids – their common interest was in ‘doing Jewish’. That was the foundation upon which people built connections and shared Shabbat stories along with flour and measuring cups that were set aside at stations, like in some amazing challah bake-off on a Jewish Food Network show.
The event was called “Challah and Conversation” and by the end of the night, there was plenty of both. The environment was open, accepting and casual which allowed participants to feel comfortable asking about the many beautiful and significant rituals surrounding Shabbat. There was curiosity about egg-checking (for kosher reasons), traditions for candle-lighting, the custom some choose to follow for ‘taking challah‘, and questions like: Why do some people tear the challah and not slice it with a knife? Why is salt sprinkled on it? Why is the challah covered? What is the ‘Parent’s Prayer’?
The most outstanding experience from the evening was not the beautifully braided specimens in personal aluminum baking dishes that everyone was taking home, ready to be baked. Nor was it that everyone would get to savor the experience all over again when that unmistakable luscious challah smell would fill their homes before the Sabbath began. What was undeniably special was that people came together, in the true spirit of learning and community, and shared an experience that brought them that much closer to Judaism, and that much closer to each other.
So, as educators, what can we take away from this experience? Besides taking away a great recipe for challah (click here) the event had all the ingredients for successful outreach:
- Experiences that are hands-on work
- Interactive learning components so people walk away with something new
- Welcoming atmosphere (IFF staff can help with this)
- Hosting the event in a person’s home
- The ‘doing Jewish’ part is as non-threatening as possible
- Casual but intentional follow-up