Earlier this month, a dozen of the leading educational directors from synagogues across Broward County, FL joined in this year’s opening meeting of their network, housed and staffed at Orloff Central Agency for Jewish Education. Joining with us was a representative of Jewish Federation of Broward County, who challenged the group with the following: What is the best way for the community to invest its money to build the reach of synagogues’ educational programs?
It’s a huge enough question, yet it only touches on part of the challenge that we, as a community face. For many in our Jewish community, the question isn’t “where in the Jewish community should I connect?” but “how does connecting with a Jewish community add value to my, and my family’s life?” This question is not unlike the questions raised by the best-selling author, Robert Putnam in his book Bowling Alone, bemoaning the decline of communities and their attraction. We can curse the darkness, blaming this decline on generational factors, synagogue and organizational dues, the online world, financial considerations and more. But, as one of our insightful educators pointed out, we have also failed to recognize that the nature of what a community is (or should be) has changed drastically.
Based on recent writings and research that I’ve perused, I would like to humbly suggest that we, who are invested in Jewish communities, consider the following as part of a plan:
• Stop and listen to the folks that you would like to engage. Do it before jumping into action with marketing and outreach. Can they identify something missing from their lives? What are they asking for that we aren’t providing? What are the causes that do engage them? What are the things they will leave their digital lives for? Are you noticing generational differences in these answers? Once you get answers, identify how you can change your community in ways that meet the needs of today and tomorrow.
• Welcome everybody. We’ve opened the doors to community, but we need to continually open the doors even wider. Are you sure that your organization doesn’t put obstacles or fail to meet the needs of the broadest possible number of participants? Can everyone find programs and a chevra (smaller, more intimate community) within your community: Singles, childless adults, empty nesters, LGBTQ members, Jews of color, non-Jewish members of families in which there is a committed Jew? You don’t need to be everything to everyone, but we do need to work together as a community to identify where everyone has a place and offer opportunities to those who may not find their place in our own chevra.
• Put membership on the back burner. I still remember with astonishment the synagogue welcoming committee that came to my door in one community and handed me membership forms and information about cemetery plots (!) before asking us whether we needed anything in our new home. Create value and relationships first. Do the ask much later.
• Bring resources, people and organizations together. The competition is not between one synagogue or Jewish organization and another. The competition is between Jewish organizations and opting out entirely. Recruiting? Join forces with other synagogues and organizations. The people opting out aren’t interested in the subtle differences between one brand and another. They want to know why they should be engaged at all. Let’s band together and show them what a Jewish community can do for them and for their world.
Community building is not on its face the goal of a Jewish educational organization, but in reality it is what we do. Yes, we offer an incredible variety of educational programs, opportunities to grow and work with other Jewish professionals to expand access to learning in Broward County, but what we really do is make sure there is a place for every learner in our community. For those that are curious about the basic, for those that are looking for something more advanced, for teens who aren’t sure what they are looking for – we are offering them a chance and a place to learn and connect. We are offering them a chance at community.
Let’s band together and show what a Jewish community can do for all Jewish people and for their world.