by Yoram Samets
If you are like most synagogues, you are unhappy with the number of new members that join every year. And year after year the synagogue is doing the same things to attract new membership -- which in my experience is not very much, because most synagogues are focused on their existing members. As the world has changed, and synagogues and Jewish organizations are no longer the central part of life for Jews in America, the opportunity is to reach out and connect more with non-members.
Two key elements of connection are:
Add Content To Your Site.
If you want your site to generate the opportunity for new members, you need to be adding quality content to your site. With an ever more dispersed Jewish population looking for a synagogue when they need one, your website has to have a depth of engagement that will resonate for the prospective new member.
Content is the price of admission for an effective website strategy. Most synagogue websites are filled with basic information. Your opportunity is to deepen that information and make it more personal. The first step is to determine the two or three key reasons new members should join your synagogue; these are the areas you want to focus more attention to on your site. If you do this right, your efforts will pay off with new members. For example, if most of your new membership is coming from the parents of school-aged children, then concentrate there. Make sure your religious school section of your site is current and robust. This would be a great area for an ongoing blog effort, too. Make every teacher responsible for one blog per month or every other month. This spreads the work out, and provides a great deal of content quickly. Think about your religious school section on your site as a microsite. Most synagogues will supply a list of learning features on their religious school home page, and you have the opportunity to stand out differently when you do not just list children's book library, Jewish holiday rituals, Israel, etc, but actually link those features to a deeper understanding of what you provide. Instead of just saying Israel - take them to Israel.
Building content is hard work. It takes time. Your synagogue should have a content plan for what you wish to build out. Over time, your synagogue will differentiate itself from others. And the drive by synagogue shopper will be able to make the best membership decision.
Increase Your Contacts.
I have noticed that most synagogues have a vibrant communication program focused on their existing members, but the bigger opportunity is to build your database with prospective members. Synagogues need to be reaching out to create membership opportunities. If you have 400 members you should have a prospect database of an additional 400 members. Let’s stop keeping all your good work, your incredible events, and your caring for the community a secret. The email newsletter you work so hard to put together -- why limit its distribution to just your members?
Everyday, your members are connecting to other Jews, connecting to others who could become part of your synagogue. Ask your membership committee to create a referral program. Regular communication with members that asks them to provide names and email addresses for your synagogue to communicate with. This is an opportunity for you to show the benefits of joining the synagogue. This provides you with the opportunity for getting non-members to learn about you -- on their time and over time.
By focusing on your website content and your database, you will be working toward the long term health of your synagogue.
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