NCEJ Funds a Mix of Methods to Help Grantees Reach New Audiences
NCEJ grantees are exploring creative ways to publicize their conversion programs. Highlights from some of the programs we have recently funded are featured below. Read advice and lessons from the program coordinators for helpful tips if you are trying to reach potential conversion candidates.
Innovative Outreach – Using Public Radio
“Welcome to Judaism” – Jewish Community Alliance of Southern Maine
Jewish Community Alliance of Southern Maine (JCA) offered an introductory course in Spring 2023 called Welcome to Judaism. It was an overview of Jewish life, culture, holidays, foodways, and history. JCA used a variety of curriculum resources to supplement the textbook (Arthur Green’s “Judaism’s Ten Best Ideas”). Additionally, particular attention was paid to the interests, questions, and concerns of attendees, which included learning about Jewish life in Portland and in Maine, interest in mysticism/Kabbalah, and navigating interfaith family issues.
The course began and ended with sessions at the JCA, with intermediate sessions held out in the community and at local synagogues in order to familiarize participants with all of the local Jewish institutions.
“I really enjoyed that we spent time going to different synagogues and talking with people from outside the course. That helped make those spaces feel a lot more open and it was wonderful to get to ask questions of a range of different rabbis.”
– student participant
Marketing: The program was marketed via social media, the JCA website and newsletter, local synagogue newsletters, and the local public radio station, MPBN.
Lessons Learned/Advice for All
Using Public Radio to Bring In Participants: Public radio advertising/sponsorships can be very effective, depending on your locale. NPR radio stations and podcasts offer many advertising channels, are generally well trusted, and may reach your key demographic. Also, public radio sponsorship is most effective in smaller markets, which are both more affordable, and where the program’s reach matches the geographic reach of the broadcast.
“MPBN was incredibly helpful! Several attendees said they learned about the course on the radio; others saw it on social media or were referred by people who heard about it on the radio!”
– Molly Curren Rowles
For more information contact Molly Curren Rowles, Executive Director.
Innovative Outreach – Serving Small Communities Without Clergy
“Seeking Judaism” – Institute of Southern Jewish Life, Jackson, MS
The Goldring/Woldenberg Institute of Southern Jewish Life (ISJL) is dedicated to serving even the smallest Jewish communities in the South, and welcoming individuals into Jewish life and culture. ISJL employs a staff rabbi who spends much of her time on the road, visiting places too small to have their own local Jewish clergy. NCEJ gave a grant in 2022 to help ISJL expand outreach to potential conversion students.
In 2022 there were 8 completed conversions, significantly more than in prior years. One participant, featured in the photos below, explained she reached out to Rabbi Caroline Sim from ISJL, who guided her through the conversion process.
“One of the most important aspects of our outreach is the ongoing nature of it, how deeply we connect with our interfaith and conversion partners to continue Jewish journeys with them.”
– Beth Kander-Dauphin
Lessons Learned/Advice for All
“We learned…how much of a hunger there is for welcoming, encouraging, supportive introductions to Judaism and the Jewish community.”
– Beth Kander-Dauphin
Here are some of her suggestions:
Personal invitations go a long way. Whether for in-person or on-line events, having someone bring a friend or extend an invitation is one of the surest ways to get someone to attend a program. It’s also often how someone finds ISJL- “my friend told me I should reach out to you.”
Remove barriers to access. It’s intimidating to attend something new, or join a community you don’t yet feel fully “part” of, and any additional barriers to access can be off-putting. Therefore, free programs, easy online sign-ups that don’t require a lot of initial information disclosure, or 1:1 conversations are all easy, barrier-free ways to encourage participation.
Social media isn’t enough (but it is also necessary). Social media is vital to outreach, and is often the easiest and most anonymous way for someone to find the Jewish entities they are seeking. Thus ISJL focuses social media on posts introducing the rabbi and encouraging 1:1 conversations, sharing fun Jewish facts and then linking to events or upcoming programs, etc. It’s not just about posting, it’s also about connecting.
For more information contact Beth Kander-Dauphin, Chief Strategy Officer.
Innovative Outreach – Advertise on Streaming Platforms
“Living Judaism” – Sutton Place Synagogue, New York City
Sutton Place Synagogue, located on Manhattan’s Upper East Side, recently established the Block Center for Jewish Exploration and Education. The Block Center’s 23-session Living Judaism course will start in Fall 2023 and use American Jewish University’s Miller Intro to Judaism curriculum.
Marketing: The congregation plans to publicize the course across all of its existing channels. In addition, the course will be advertised on social media, Hulu, and other digital platforms.
Interesting Ideas
The 23 sessions includes 5 field experiences including a Shabbat dinner, a Jewish ritual item craft making session, a “Kosher in the real world” field trip, and 2 other congregation-wide programs suggested by the facilitators or of the participants choosing.
Participants will receive mentorship from members who were once new to Judaism.
“We aim to grow our Jewish and congregational community and give participants the tools to feel at home as Jews wherever they find themselves.”
– Abby Johnson
For more information contact Abby Johnson, Director of Membership and Development.
Apply Now For Fall Programming!
We accept applications throughout the year. Applicants are generally notified of a decision within 45 days. To download the application go to our Grant Process page. Grantees may receive more than one grant per year.
We are flexible on formats – virtual, in person, or hybrid. For more details on our funding guidelines see our What We Fund page.
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Have an idea for a program but not sure if it’s something we will fund?
We welcome inquiries about our grants process. Reach out to us at 301-802-4254, or contact Ellen Gerecht, Executive Director.
Please tell your colleagues about NCEJ and let them know we accept applications throughout the year.
Top photo courtesy of Jewish Community Alliance of Southern Maine. Participants of their “Welcome to Judaism” class.