Do You Own Your Digital Marketing?

by Florence Broder

Most companies or organizations consider their website a top marketing priority. Yet, according to a study commissioned by Jvillage Network, it appears that U.S. synagogues are not using either their website, or other social media tools, to market effectively or engage their members.

Despite the ease of both launching and maintaining a robust website, most synagogues apparently lack the internal infrastructure, and possibly interest, to carry through on this very important task. So it’s no surprise that the study found that most have websites that are lagging behind others in the Jewish communal world.

Here are some of the key study findings:

1. Synagogues (49%) redid their website within the past two years;
2. Respondents (54%) only posted the most basic information and were lacking in interactive content;
3. Respondents (67%) didn’t know if their members were satisfied with the website;
4. Websites (43%) were updated at least once a week.
   
   

Given the significant investment in putting together a website not only from the perspective of content, but also the lay/professional process, it seems that synagogues are missing a critical first step – the needs assessment.

Before launching such an ambitious endeavor it is important to first identify your audience/stakeholders and the various needs they might have. Instead of lumping together all congregants, divide them between empty-nesters and parents with young families. These distinct groups have different information needs which can only be garnered through a survey mechanism or focus groups, or both. It not only ensures that the website is designed with the desired features but community ownership as well. Members can feel that they too participated in the process. For instance, if a synagogue serves an aging population the site should be designed with features for the visually impaired and with audio enhancements. Beyond the external assessment, it is equally important to assess staff needs. What resources should be on the website to help them do their jobs more effectively?

As mentioned earlier, one of the biggest challenges for synagogues is the lack of infrastructure. They are all lacking in some way, shape, or form in their technology capacity. It begs the question: what is the role of the movements in strengthening synagogues under their umbrella? To their credit, a number of the Reform synagogues that responded took advantage of the URJ’s website template. That resource is a critical step in the right direction. It also ensures consistent branding along the movements. For example, Jewish Federations of North America has the FedWeb content management system with modular features and templates. Their staff also provides Federation with training about how to use it as well and recently created a LinkedIn Group for peer sharing in this area. However, without an assessment and a consultant to facilitate the process, the work is for naught. If an organization has the tools, it doesn’t mean they necessarily know or understand how use them optimally. Someone external needs to be the convener to optimize success.

Of course these days a website is no longer enough to connect with your audience. An organization needs a complete Internet presence which includes Web 2.0 or in some case mobile. Most respondents self-reported that the their website were not truly interactive. Only 21% have blogs but on a positive note 66% had some Facebook presence. What is unclear from Jvillage study is how synagogues are using Facebook. Did they simply open an account? Are they posting the weekly Torah portion? Therefore, it’s a bit difficult to evaluate the information. What was a shocking result is that 54% of the respondents did not plan to open Twitter account. The number one reason for not opening a social media account was staffing. However, it would appear based on the other responses that they also do not utilize the technology.

What is impressive is that a majority of the respondents understood the need for fresh content and updated their sites regularly. This is definitely a step in the right direction. However, what did not go along with that is the reviewing of analytics. Most of the respondents (66%), never checked their website statistics. Most organizations need to review not only their site analytics but also do an analysis of key words for search engine optimization. A popular tool to do that is Google Trends, which provides long-term data.
Synagogue 3000 was created it to attract members and reinvent synagogue life overall through innovative activities. Along with that programming initiative, it is vital for synagogues to own their digital marketing to attract and connect with their members. As new web technologies emerge, we as a community cannot afford for them to be left behind.
Florence Broder manages social media for the Jewish Agency for Israel.

This piece originally appeared at eJewish Philanthropy on October 14, 2010.

Does Your Website Push Information or Facilitate Community Building?

by Beth Frank Backman

Social media is much more than technology. It challenges us to rethink the nature and purpose of organizations and the reasons why we meet face to face. In doing so it will eventually force us to rethink the nature and role of the synagogue.

Will the synagogue of the future continue to be a coordination hub for Jewish education, bar and bat mitzvah preparation, Jewish identity activities, and prayer? Or will most of these functions move elsewhere, making the synagogue little more that a “meet-up” for ritually required prayer and life cycle events? Will it even be needed for those purposes?

In the future, even Hebrew school and bar/bat mitzvahs may no longer be a driving force in synagogue membership. Why cart kids half way across town to go to Hebrew school if the same learning can be had one-on-one via Skype? Imagine a world where bar and bat mitzvah tutors from Israel, Venezuela, San Diego and New York can be found in an on-line directory and are only a Skype call away. Imagine a world where one can find on the web free lance rabbis and cantors to lead private Shachrit and Mincha services in the Catskills, Rockies or Israel.

Imagine a world where kids form Jewish identity via summer camp and on-line networking with their camp friends throughout the year. Imagine a world where Jewish kids across the city keep in touch via Twitter and meet up at the movie theater or mall on Saturday night. What then happens to the traditional synagogue youth group? Why pay exorbitant synagogue dues just for Hebrew school training or the opportunity to participate in a youth group?
Much depends on how quickly synagogues see the opportunities of social media and incorporate them into their mission. Social media is allowing the traditional functions of the synagogue to be deconstructed and moved out of the synagogue. Many of these “imagined” services are already here and are beginning to generate loyalty.
This presents severe challenges for synagogues. The upcoming generation of 20 somethings sees on-line and off-line relationships as complements of each other. They expect communities where on and off line life create synergy with one another. Technology is fundamentally social and creates the infrastructure needed to maintain social relationships.

The current membership of many synagogues grew up in a world where real community is face to face. Technology is little more than a tool for delivering information. As a result of these differences, it sometimes hard for current membership to understand the need for a new type of on-line presence. When budgets are short there is little incentive to create a website for the Jewish community who has not yet shown up in the synagogue door. But if nothing is done, it is quite possible that the 20-something crowd may never show up.

Despite the challenges, at first glance it looks like synagogues are beginning to bite into social media. According to a study released by Jvillage Network, 66% of synagogues responding had a Facebook page. But a closer look at the data paints a very different picture.

Social media is much more than Facebook and Twitter. Even these classic social media tools can be used in ways that essentially ignore social media. Rather social media is an approach to technology that sees technology primarily as a way to create rich personalized two-way and multi-way connections criss-crossing a group of people.

To really grasp how a synagogue understands and uses social media we need to dig deeper and look at how and what kind of information is being shared on a website, Facebook page or twitter account. How does it build relationships? Is the information being pushed outward at people or are there genuine and personalized exchanges that create strong social bonds between members? When we look at how these tools are used, it is clear that synagogues have barely caught onto the idea of social media:

• It appears that none of the synagogues surveyed had primarily community generated content and only 21% have blogs where community members can comment. In general, website updates are centralized in the hands of staff people or a dedicated volunteer. Content is being pushed from the synagogue to the members and occasionally from member to synagogue, but almost never from member to member.
• Furthermore content pushed from the synagogue to members tends to be impersonal. While 49% of congregations updated their website with Jewish themed content and most had synagogue calendars, only 7% let members view their membership balances on line and only 4% use their website to help parents monitor their child’s progress in Hebrew school.
• Personalized information moving from member to congregation tends to be limited to administrative matters: membership application, Hebrew school registration, RSVPs and payment for synagogue events. Even then less than 30% of congregations had one or more of those services. Only 14% had volunteer sign-up tools and only 2% could make changes to their membership accounts.
• The impersonal nature of the websites is further underscored by the limited opportunities that members have to personalize their interaction with the website. Only 3% provide members a customized home page. Only 14% let users download the synagogue calendar into their personal calendars. 40% lack search functions making it impossible for users to go directly to the content most important to them.
• Even support of off-line community building is weak. Only 15% provided their membership directory on line. Only 3% stream religious services for house-bound community members.
• On the other hand, 40% accept on line donations. One has to wonder what message is being sent to members when donation features are more prevalent than features that support personalized member to synagogue communication.
• The sense that websites are being primarily used to push information to members rather than to facilitate community building is also reinforced by an apparent lack of interest in even passive sources of community feedback such as website analytics.  66% of synagogues either are not or do not know how to use analytic tools to monitor website usage.
  
  

Beth Frank Backman is CEO of Inverbrio.
This piece originally appeared at eJewish Philanthropy on October 20, 2010.

Welcome to Shabbat Morning

Imagine entering your synagogue for Shabbat services the first time--or even the 101st time. It can be intimidating joining in what can often be a close group of regulars: members who know the drill, have “their seats,” sometimes “their prayer book,” and when the rabbi mumbles something, they actually know what was said. It’s easy to feel like an outsider. Herein lies your next opportunity to engage your community. Put yourself in the shoes of an outsider and take the journey from the street or the parking lot outside your synagogue into the sanctuary, where you will sit in an empty seat on Shabbat morning. Consider each step of the way.

Here are some basic welcoming ideas that you could consider:

• Have a welcoming sign.

• Provide directional signs and arrows leading people to the coat room, showing them where to pick up books if necessary, what door to use for going into the sanctuary and whether there are multiple service options (if so, what are they?).  

• Have an usher greet people and provide page numbers for folks to quickly “get up to speed.”

• Have a general handout for Shabbat services.

   - Outline each section of the service and provide a one-to-two sentence explanation of each section.
   - Include your website address with resources for more information (and be certain to actually provide those resources online!).
        - Provide the page numbers and verses for the Torah reading.
   - Make sure there is an accessible transliteration of the services available (one should not have to ask the usher for this).
   - Provide additional songs that are customary during your service.

• Offer a detailed guide of your Shabbat service on your website.

     - This will assist the out-of-town and interfaith family guests as well as local prospectives and members who want to get more involved.
     - Regularly inform your members that this information is available on your website.

• Offer a class on Shabbat services, or on observing the Sabbath.

     - Include the elements of the service.     
    - Provide CDs and audio files on your website with the melodies so they will feel more comfortable joining in during services, and maybe even carry over the ritual to their homes.
       - Discuss the meaning and context so that members understand the observance of Shabbat and will be more active participants.

• The rabbi or lay leader should welcome new-comers and invite them to the Kiddush.

     - Be ready to share another upcoming event that may be of interest.
     - Try to connect them with like-minded folks.

• Have a study group following the Kiddush on the Torah portion or the rabbi’s sermon.

     - Make sure to publicize this study group so that everyone feels welcome.

Education is the key to increasing one’s comfort level. And we know that people gravitate toward the people and places where they feel best. So make walking in your front door that place; create an environment of learning and fill it with opportunities to grow and expand, and provide the tools to feel comfortable. Make it the place where people want to go on Shabbat. You can do this by making the experience more accessible and enjoyable, and a part of their practice. Encourage the questioning, education and community that Shabbat brings every week. This is an iterative process. What can you do differently this Shabbat, this e-newsletter, on your website? Spread the word.

Welcome

What does it mean to welcome someone?  Does your synagogue have a “new member welcome program?” How about a welcome program for all members? Is “welcoming” an environment, an activity or a one-size-fits-all program? As we struggle to understand the world we are living in today, we need to re-examine what “welcome” means. After all, we work very hard to create experiences and opportunities that will enhance our Jewish communities and deepen engagement; imagine if our efforts were lost due to hidden barriers to entry?

Steven M. Cohen, a sociologist who studies American Jews, recently conducted a survey commissioned by the Foundation for Jewish Camp. In an article on eJewish Philanthropy, I really saw the hidden barrier to welcoming interfaith couples.

“It’s not a question of open arms, it’s a question of a helping hand,” says Professor Cohen. Exactly. If it were your friend joining the synagogue, can’t you hear your friend telling you about the experience, saying, “They were welcoming, but...”

Give a helping a hand. We are stewards, not just greeters. Think of the buddy system and how effective that is for acclimating, promoting a sense of responsibility for others and learning together. The same is true for adults as for kids.

“Mommy, I see all these toys but I don’t know how to act,” a three-year-old named Noah, says, upon entering a gymnastics birthday party for the first time. This is something you may have seen your kids experience, or remember experiencing yourself.

Let’s say you invited your new neighbor to a dinner party at your home. How would you handle the welcome? I am sure that you would not just greet them at the door and then let them handle the rest of the evening on their own. As a good host, you would introduce your new neighbor to other guests, make sure they are seated with people that will be of interest to them. You would do everything you could to inject them into that scene and make sure that they engaged with others, in hopes that they will create a connection. Beyond just the smiles and pleasantries, and directions to the restrooms and exit doors, you would work to make personal connections and relationships with that new neighbor that could extend beyond that evening. Just like in membership engagement, we work to make personal connections and spiritual (dare I say religious) experiences extend beyond the synagogue walls.

What are the gateways into our communities? Is it like an exclusive velvet roped club? Welcoming doesn’t begin and end with overly zealous smiling ushers and handouts. Rather, we need to be a helping hand and offer a guide to navigate the room, the opportunities, the ways to participate and be heard. We need to create new gateways into our community through various learning opportunities, relationship-building activities and programs that respond to the needs and hopes of the community. And there are no dead ends in this path; each experience, or encounter with you or your organization leads to the next step. And each step has a welcoming foundation to it.

Creating engagement is not only an interfaith issue. This is an issue every Jewish organization (especially synagogues) has to come to terms with for every demographic. We all want to belong. The question is: What are we each going to do to create entryways into our community?

Giving During a Recession

Whether we call it a recession or a depression, does it really matter? These are tough times to raise money for the needs of our congregations. And yet, we in synagogue life can feel optimistic since most philanthropic money goes to religious organizations. OK--now what?!

My biggest tip for this year’s dues cycle? THINK DIFFERENTLY. Here are some ideas for how to go about this year’s fundraising.

• Year-long fundraiser. Approach this year’s dues-raising period as you would a fundraiser. Develop a “dues task group.”  

• Divide your congregation up by potential giving capability. Assign key people to ask your key contributors. Divvy up the other calls in terms of relationship building opportunities for like-mind, same life stage, already connected people.

• Regard each dues paying member as a philanthropist. The donor-driven approach to fundraising. This is a community-driven model, where members are interested in their ROI.

• Make a time to visit. Schedule times to meet or call each of your major dues contributors before you send them their annual bill. Talk with them about the tangible programs you are planning to do this year; go in knowing their interests. Ask them to increase their dues. People will give more when they know what they are supporting and how their money will be used.

• Set up a phone bank. Enlist board members and other outgoing (not always outspoken) volunteers to make the calls to all members. First thank them for their contribution from last year, and ask them questions that help the board to understand if the synagogue is meeting the needs of its members. Talk about current events that bind the community together and one’s own involvement in them. Then close by reminding members how important their contribution is. If appropriate, suggest members increase dues (have a set goal for each member). And thank them in advance for their membership involvement. Then let them know about an upcoming event when they can see each other again.

• Just ask. Many times people do not give more because they were not asked for more. This is an opportunity to listen and raise the bar for all included.

We are in the worst economic times since the depression. And yet loyal donors keep on giving. This year take an approach of being transparent and tighten your case for giving. And most important, don’t just send a bill in the mail, or an email; this is a time for a personal connection. Stay positive, create passion, ask for support and THINK DIFFERENTLY.

Why Blog?

Imagine standing on an old wooden crate on one of busiest corners of town and shouting out your distinct point of view. People walking by will probably give you a very wide berth, and if anything, you may notice that they are walking faster to get by you. Say you begin to do this every day at the same time. Those who walk the corner with regularity may begin to tilt their head and give an ear to what you have to say, perhaps even noticing others lingering by your soapbox, as they pass by. And yes, over time if you have something to say that is new, a fresh perspective, the promise of more to come, a few more may even stop and listen. Welcome to blogging, a modern form of the soapbox, where millions of people are expressing, sharing, selling and informing those who will stop to listen.

So what can your synagogue, or more specifically, your rabbi, expect from jumping into this chaos? And why do it???

• Synagogue connections. A synagogue has a ready-built audience that is actively searching for Jewish connectedness. Reach out and make positive connections with the congregation on subjects that matter to your community. Talk and Listen.
  
  
• Rabbi engagement. Increase engagement with a regular blog from the rabbi. Encourage your rabbi to share his/her particular point of view, and to stimulate discussion in your immediate community and beyond.
  
  
• Reputation building. A synagogue is a volunteer membership organization that needs to create value for membership. Blogging is a good opportunity to continue to build on the reputation of the synagogue by establishing the voice of the rabbi or other leadership, and creates an engagement opportunity.
  
  
• Differentiate your synagogue. A blog in itself says the synagogue values outreach.
  
  
• Set yourself up as a resource. Let others get to know you, and that you are there to assist and engage.
  
  
• A teaching touch point. The type of content that the rabbi may be blogging about could be very diverse and deep. Create discussion pockets for learners on varying topics. Follow up on discussions, debate, comments, and make the most out of each post. Share highlights in your e-newsletters and bulletins.
  
  
• Promote and embed. This is a great opportunity to link to other blogs whose content will both support and enrich your blog. Also spend time each day to find forums and other outlets for communication and collaboration that correspond with your niche. Comment on others’ blogs and link back to your blog, enticing the community to hear what you have to say.
  
  

Blogging can feel like shouting on an empty street corner, but give it time and listen to your community. What questions are they asking? What concerns do they have? How can you position yourself today as the resource you want to be? You will see the numbers of blog visitors increase, the quality of the comments improve and you will feel the rush of the community surrounding you.

Hebrew School: Not Just for the Kids!

We recently conducted a series of focus groups to better understand how synagogues' websites can improve in connecting parents, kids and teachers. Our groups were comprised of parents with children under the age of ten from multiple types of Jewish backgrounds. The top take-away was that parents want to be better involved in what their kids are doing in Hebrew school. They often see themselves as “fallen as a Jew,” and face discomfort and anxiety about their engagement starting and ending when they drop-off/pick-up their child at Hebrew school.

Parents are looking to be more in touch with Judaism and the synagogue. It can start in the classroom. Remove any barriers that may leave the parents on the outside of the classroom wall. Create “Parent Tools”-- easy to understand, applicable information that will keep them up-to-date and connected with what their child is learning in class and help them to extend it outward -- to continue the learning at home and as a family.

Based on our research, here are some easy things you can provide to the parents in your congregation:

• Introductory kit to your Hebrew school. This can be a printed document or a page on your website. Include your educational mission, how you work with students, a basic understanding of the curriculum approach based on grade level. And the basics–identify the principal and how to contact her/him, list your teachers with bios, suggest reference tools for the home. The more information you can supply to parents, the more comfortable they will feel.
• Weekly overview of what will be learned in class for the coming week. Identify and describe key concepts and provide age-appropriate language to help parents engage in conversations with their kids prior to and post-class. Think about providing questions that can be used at the Shabbat dinner table.
• School-year calendar with all the important dates. Including times when parents are invited into the classroom.
• Online holiday resources. Provide an appropriate guide for how parents can find more information on holidays. Make this available on your website.
• E-newsletter with the weekly Torah portion and additional links from children's stories to family learning opportunities.
• Online games and fun links on your site from which kids can learn and explore safely.
• Jewish alphabet. Add a great looking digital version to your website; make it easy to learn and easy to find and print.
• Lastly, tell your congregation about the learning opportunities that are available on your website. And then tell them again. And again. And again.
  
  

Families know that the old model is not working anymore: “Jewish education happens in Hebrew School only.” Parents want Jewish education to happen at home, where they can connect and educate, even when they don’t have all the information. Let the search for more information happen on your website; don't just rely on them "Googling it." Be the resource parents need and want you to be. Help parents teach their children. What are you doing today to foster a community of teachers and learners?

5 Key Ideas for a Welcoming Homepage

Your Website is the front door for prospective members. They may have heard about your synagogue from their real estate agent when they were shopping for a new home, from new friends at a party or from a colleague at work. And where do they go to check out your synagogue? Chances are the first interaction they will have with you is through your website. Is your website ready to welcome them?

Your homepage is the first stop; it is like opening the front door of the synagogue and immediately understanding the community’s soul. Think about the last time you walked into a new friend’s home: Within 15 seconds you knew more about this new friend than hours of conversation with her/him would have revealed. Opening that front door, whether online or off-line, tells the story about your community.
Here are 5 key ideas to increase the vibrancy of your homepage:

• Create a featured slide show or video of compelling images from your community that creates a vibrant header on your home page. Think of this area as the trailer for a fabulous movie. A trailer that draws viewers in to see more.

• Invest in high quality photography. When you walk into your synagogue, are you welcomed with a plywood floor and concrete walls, or do you have a marble walkway that leads you to a warm and welcoming entry? A great deal of thought and money went into your entry area; your website should have the same quality feel. And that requires high quality photography.

• Start telling your story right away. In words and imagery, show and tell the story of your synagogue.  

• Make navigation easy for first time visitors. Holidays, education, your calendar and staff should not be hidden from the first time visitor. Understand what a first time visitor is looking for from your synagogue and then make it easy for them to find it.

• Use Google Analytics. Review how your home page is being used. Review where people are coming from. Understand what is most interesting for people. Where are they most often going? Once you understand what is most important to your website visitors, you can then deepen the content you are providing. Having Google Analytics is like having a snap shot of everyone who walks into your synagogue ... and understanding whether they are headed for the sanctuary, the school or the office.
  
  

Go to your homepage, what 3 attributes would you give it? Is it welcoming? If so, what makes it that way? Your homepage is the welcoming area for prospective members. Invest in it and it will pay dividends.

Making Your Website Committee Work Productively

There is a great deal of discussion happening today with regard to all the social media choices available for a synagogue. Should the Rabbi have a blog? How often should we send our e-newsletter? Should we be tweeting? And on and on. All these discussions and tools are important. But just like your own home, you wouldn't add a new porch to a house in disrepair. And in the land of Synagogue social media, your home is your website.  

And just like your home, any renovations you might be making to your website need a plan before you jump in and start building. Here are 3 foundational steps that your website committee cannot overlook:

1.  Establish clear goals for your site.
Designing and building a website through a committee is a challenging process. Your committee should begin by establishing 3 clear goals. Having 5 or 7 goals is like having no goals; the fewer goals the more effective your group will be. The primary purpose of this goal-setting exercise is to have a clear understanding of priorities. Your goals will come in handy as you get into various discussions that could have you headed down a rabbit hole. Clear, simple, direct objectives provide the foundation for your website road map. They will become the guide posts for all the work you do. Simply put—goals help keep you on track.

2.  Look at other websites to establish what you want.
One of the first things your committee should do is look at other synagogue websites. What do they like? What don’t they like? And don’t stop at just synagogue websites. Do a thorough job of reviewing multiple websites in the Jewish community and your favorite non-Jewish sites as well. The more time you spend looking at websites, especially community-based websites, the clearer you will become around what you want and what you don’t want for your website.

3.  Create the roadmap.          
You are one step away from turning this assignment over to a website designer.  And you will find that providing the website designer with an outline of your needs will create a more  efficient and effective process for the design and build phase. The designer needs to know everything you want on your website, what engagement tools you want to feature, and most importantly, your priorities. This is work that the committee should do before it engages a designer. What is more important, the Rabbi’s page or your education program? How are you going to handle holidays? What are you looking for from a calendar? Will your Judaica shop be online? The clearer you are before you meet with the website designer, the more efficient the process will be.

In the land of synagogue social media, your home is your website. Do you use it to engage, inform and entertain? If not now, when?

Increasing Traffic to Your Website

Your newly interactive synagogue website is a portal to Jewish living and connections. But in order to increase site traffic and maximize the potential to engage more members, you must first step out with innovative programming and other ways of capturing members’ interest and involvement.

Here are several ideas to help you get more visits to your site:

• Increase your usage of social media tools. Get your Rabbi to blog. Get your lay leadership to blog. There is no lack of what to blog about in our Jewish lives; it’s just a matter of getting started. With a built-in congregational audience, blogging is an opportunity to create a social network around the synagogue.

• Shorten your weekly email newsletters, and instead rely more heavily on content links back to your new site. Use your e-newsletter to attract interest in your content, and then get the reader to take one more step to the website. For example, the announcement of your Passover family dinner links to your website for full information, as well as the ability to RSVP and pre-pay for the reservation.

• Encourage your committees to communicate using your website’s online forums. Task group efforts, committee discussions, and online committee meetings can all occur online, making it easier and more convenient for members to meet no matter how busy their schedules, how horrid the weather, etc.  

• Make sure that everything you mail out has an online connection.  Your goal should be that all communications have no dead-ends. See everything as an opportunity to drive traffic to your website.  

• Give your religious school a robust presence on your website. Connect parents, teachers and students--and watch your website traffic skyrocket.

Confront your biggest challenge--seeing the brick and mortar of your synagogue through website and social media filters--and you will soon be amazed and pleased at how quickly you are able to increase membership engagement through digital tools.