Baby Steps:Practical Strategies for Attracting
Families with Young Children
Mark I. Rosen, Brandeis University
Jodi Jarvis, Combined Jewish Philanthropies of Greater Boston
Vivien Dean, North County San Diego PJ Library/Shalom Baby
Presented at the URJ Biennial
December 13, 2013
San Diego, California
Overview of Today’s Presentation
Part 1: What Can We Learn From Research?- Mark Rosen
Part 2: Best Principles for Reaching and Engaging Families with Young Children
- Jodi Jarvis
Part 3: Success in North County San Diego- Vivien Dean
Mark I. Rosen ▪ Brandeis University 2
3
PART 1: What Can We Learn From Research?
Two Essential Questions What are the characteristics of Jewish families
with young children, especially those who are not connected to the Jewish community?
What are they looking for, and what might attract them?
Mark I. Rosen ▪ Brandeis University 4
Are Parents Even Looking for Jewish Connections?
Parents with young children attending focus groups generally say that: they are not looking for Jewish learning they are not inclined to join congregations
However, they do say that they are looking for Jewish connections
Mark I. Rosen ▪ Brandeis University 5
Question From a Recent Survey of Chicago-Area Parents
Are you as connected to the Jewish community as you would like to be?
Mark I. Rosen ▪ Brandeis University 6
Families Who Were Not Synagogue Members Were Much More Likely to Be Looking For Connections
Percentage Who Answered No to: "Are you as connected to the Jewish comm...-25%
0%
25%
50%
75%
35%
68%
Synagogue Member Not a Synagogue Member
Mark I. Rosen ▪ Brandeis University 7n=1,389
Families in Which the Oldest Child Is Under Two Were More Likely to Be Looking for Connections
Would Like to Be More Connected to the Jewish Community0%
25%
50%
75%
51%
71%
All Families Age of Oldest Child Under 2
n=1,386 Mark I. Rosen ▪ Brandeis University 8
Jewish Friendships Matter
Parents are strongly influenced by peers Most parents learn about programs and institutions
from their friends Secular friendships will lead to secular choices Jewish friendships lead to Jewish choices For those who are not connected to the Jewish
community, connections start with Jewish friendships
Connecting Jewish parents with each other should be a high priority
Mark I. Rosen ▪ Brandeis University 9
Survey Question
At this point in your life, are you looking to develop new friendships?
Mark I. Rosen ▪ Brandeis University 10
Three Out of Four Chicago-Area Parents WereLooking to Develop New Friendships
Looking to Develop New Friendships77%
Not Looking
23%
Mark I. Rosen ▪ Brandeis University 11n=1,465
Families with Younger Children Were Even More Likely to Be Looking For New Friendships
Oldest ChildUnder 2
Oldest ChildBetween 2 and 5
Oldest Child6 or Older
0%
25%
50%
75%
100%85% 86%
69%
n=1,276
Percentage looking for new friend-ships
Mark I. Rosen ▪ Brandeis University 12
Getting Families Connected:Some Practical Questions
To what extent are less-connected parents interested in attending Jewish programs rather than secular programs?
To what extent are less-connected parents comfortable attending programs at a synagogue?
Mark I. Rosen ▪ Brandeis University 13
Survey Question
If two programs were similar in content and offered at the same time, which would you prefer?
The program offered by a Jewish organization The program offered by a secular organization No preference
Mark I. Rosen ▪ Brandeis University 14
Sponsorship Preferences
0%
100%
68%44%
21%
30%51%
72%
2% 5% 7%
Prefers Secular Program No Preference Prefers Jewish Program
Mark I. Rosen ▪ Brandeis University 15
Survey Question
If you could choose between attending a Jewish program at a public library or a synagogue, which would you prefer?
A public library A synagogue No preference
Mark I. Rosen ▪ Brandeis University 16
Venue Preferences
0%
100%
22% 15% 7%
57%59% 67%
11% 26% 26%
Public Library No Preference Synagogue
Mark I. Rosen ▪ Brandeis University 17
Getting Families Connected: The Challenge for Synagogues
For families who live within a reasonable drive, synagogues are a logical place to make new friends and connect to the community.
Families connect when there is reasonable fit between a particular family and a synagogue’s membership, clergy, programming, and denomination.
Fit is less likely to exist when a synagogue has mostly older members, or when it doesn’t have programs for young families that help them to connect with each other. “Our synagogue does not have a ton of active families with young
children.” “At my synagogue there are not a lot of parents close in age to me. It
would be nice to find more young families.” “I think it would help if our synagogue had a moms and tots program so I
could meet more of the people in our synagogue.”
Mark I. Rosen ▪ Brandeis University 18
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PART 2: Best Principles for Reaching and
Engaging Families with Young Children
Overview of Best Principles Awareness Who are the parents/ families in your
community? What do they want? What is the competition? Get the word out!
Be Welcoming and Inclusive People, spaces, places, program content, marketing, mission versus membership
Making Connections Relationships, building community, the right staff person, support of professional and lay leaders
Engagement Efforts Programming experiences – Who, What, When, and Where?
Strengthen Collaborate and evaluate – Who? What? How?
Jodi Jarvis – Combined Jewish Philanthropies 20
Awareness Who are the parents/ families in your community? What do they want?
Meet people, high quality, easy-access, low-cost experiences What is the competition?
Find out which local institutions offers local programs that are popular and well attended
Businesses that cater to families with young children Nonprofits such libraries and local parenting organizations Music, yoga, art, sports, etc.
What do local programs cost? Get the word out!
How do local parents learn about programs? Peers, internet, websites, social media, etc.
Be sure your lay leaders and professional staff are aware of and supporting your efforts
Jodi Jarvis - Combined Jewish Philanthropies 21
Be Welcoming and Inclusive Understand the diverse range of families
Interfaith, GLBTQ, single, working, multi-cultural, bi-racial, all abilities, ages and stages, food allergies
Be sure that staff and lay leaders know about your experiences, who they are geared for, and that everyone is welcome
Do your online and print materials reflect a welcome and inclusive experience?
Do you offer easy access and low barrier content, without certain Jewish knowledge expectations, opportunities to learn and/or reinforce?
Jodi Jarvis – Combined Jewish Philanthropies 22
Be Welcoming and Inclusive Are your spaces and places accessible, age-appropriate, safe,
comfortable? Playspace, baby and toddler zone, toys and materials, food
sensitivities Include/invite staff, lay leaders, teens to help Mission versus Membership
Invest in families engaging Jewish life and our Jewish community first
Think of the process as similar to dating… feelings grow stronger over time after a series of positive experiences… it takes awhile to make a commitment
If you build it (community) they will come (and join, eventually)Jodi Jarvis – Combined Jewish Philanthropies 23
Making Connections It’s all about RELATIONSHIPS!
Parents, families and children (parents first!) Jewish role models – use them in your experiences
Rabbis and cantors Jewish educators Other parents who are living a Jewish life
The RIGHT Staff person – FwYC outreach and engagement coordinator Warm, friendly, welcoming, inclusive Understands families (parents, families and children) Outreach and social media skills Does not need to be a Jewish educator since programming is low barrier,
easy access Works well with and complements other staff (clergy, educators) NOT the early childhood director
Jodi Jarvis, Combined Jewish Philanthropies 24
Making Connections Identify experienced program leaders in the
community for special events, but not all (otherwise you create a following for them, not your program or organization)
You don’t just want to provide Jewish experiences, you want to create a community of families who find a home at your congregation
Connect with your lay leaders and other programs and arms to align and gain support
Jodi Jarvis, Combined Jewish Philanthropies 25
Engagement Efforts Create low-barrier, easy-access, low or no cost experiences so
that everyone feels comfortable regardless of their level of Jewish knowledge Recognize that some parents are self-conscious about their
Jewish knowledge – uphold their sense of dignity Opportunities to learn and to reinforce
Consider timing of events to meet families needs Work, bedtime, naptime, meals, etc. Reality check – they will be doing secular activities on Shabbat
Activities are easy, do not require complete parental support (they want to talk with each other), teens are an option
Jodi Jarvis – Combined Jewish Philanthropies 26
Engagement Efforts Target experiences for very specific ages - different types are
effective at different stages of a child’s growth Welcome Baby! – free gift and home visit for parents of newborns Playgroups for parents of infants Tot Shabbat, holiday, music, social action, Torah stories programs for
parents of toddlers Parents alone, families, children alone, combined experiences Offer experiences in and out of your synagogue walls for those
who may not be comfortable at first in a Jewish setting, remember Judaism can be celebrated everywhere!
Offer opportunities to socialize, schmooze, good food! Offer volunteer opportunities that are easy, realistic and
manageable Collaborate with other events to integrate FwYC, not just in
isolation Jodi Jarvis – Combined Jewish Philanthropies 27
Strengthen – Collaborate, Evaluate If you collaborate with other local congregations or
organizations (preschools, JCC, etc.) , parents will be exposed to a broader range of options, and it will be more likely that they will find a place that appeals to their Jewish sensibilities and needs
The goal is get families involved in Jewish life … wherever they are most comfortable; the right fit is important to both parties
Learn, Design, Observe, Evaluate Learn more, Redesign, Observe, Re-evaluate
Jodi Jarvis – Combined Jewish Philanthropies 28
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PART 3: Success In North County San Diego
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Shalom Baby and PJ Library Practicesin North County San Diego
Outreach – collaborating with secular and Jewish partners
Utilizing resources that families use: Facebook, Twitter, etc. Work with community partners to advertise in
newsletters or websites Programming – think out of the box! Use of appealing public spaces:
Bookstores, community centers, theatres, supermarkets, public libraries, coffee houses, etc.
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Shalom Baby and PJ Library: The Facts
Established in January 2001 Welcomed over 3,000 babies born to Jewish and
interfaith families Six new playgroups formed each year
Groups formed among parents who have had a new baby within two month period
Concierge services Approximately 60 contacts per day
Currently over 2,100 PJ Library subscriptions
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Shalom Baby and PJ Library: Best Efforts Shalom Baby playgroups PJ Library story time at local libraries Community celebration for Jewish holidays Collaboration with other Jewish agencies Concierge services
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Opportunities and Challenges
Questions, thoughts, comments, your story… Resources:
Powerpoint will be available for participants Engaging Families with Young Children in Jewish Life: A Gui
de for Synagogues (2013, CJP)
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