Imagined Commnuity
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This document discusses strategies for strengthening and sustaining Judaism over the next 100 years. It outlines a framework for evaluating alternative strategies based on McKinsey models. It also discusses targeting individual needs through experiential programming and positioning to increase engagement, commitment, and participation in Jewish organizations and traditions. The goal is to make Judaism more relevant and ensure it remains a thriving community long-term.
Imagined Commnuity
- 1. An Imagined Community: A “McKinsey Framework” for Evaluating Alternative Strategies
- 2. Where Will Judaism Be 100 Years From Now? Relevant, Sustaining and Thriving… Or Limited and nearly extinct?
- 3. Imagined Community Overall Strategy What are we trying to achieve? What are our success measurements? How do we create sustainable organizations? How do we best fund and support these organizations? How do we best select which initiatives to fund? How if any do these organizations work together? Marketing How can we identify and choose the right market segment(s) to serve? How can we differentiate our offering from competitive offerings How far can we go in customizing our offering for each customer? What are the major ways in which we can grow our organizations? How can we build stronger nonprofits? How can we reduce the cost of customer acquisition? How can we keep our members loyal for a longer period? How do we retain through evolving needs of individuals and groups? Core Questions
- 4. Transforming Judaism Participant Experience Actual Potential Minimize gap between Actual and Potential Experience Shift focus to participant’s needs and expectations Determine market messaging and positioning based on needs Design content which self-motivates and propels Leverage and brand existing material to foster collective consciousness Intent: Goals:
- 5. Addressing Individual Needs Maslow’s Hierarchy of Needs Physiological needs Hunger, thirst Safety needs Security, protection Social needs Sense of belonging, love Esteem needs Self-esteem, recognition, status Self- actualization needs Self-development and realization
- 6. The Experience Cycle Activation Awareness Initial Experience Initial Assessment Continued Experience Social Context Overall Assessment What is it? Why do I care? What do I do? What do I get out of it? What need does it serve? Who else is doing this? What will people think of me?
- 7. Experiential Positioning Evangelist (Totally Engaged) Unengaged Initial Advanced Experience Individual Acceptance Applicable Experiences Environment Awareness Music Diet /Exercise Personal Development Political Movement Judaism
- 8. Engagement & Commitment Unaffiliated Members Maturing Members Influencers Community Crowd Congregation Committed Core Attendees What are individual benefits at each stage? What are individual responsibility at each stage? Objective is to achieve deepest involvement with least effort and greatest reward.
- 9. Evaluation Framework Initiative Weight Watchers Red Hat Society Political Party Media Enterprise Religious Organization Amazon Personal Experience Awareness/ Attitude/ Behavior Maslow’s Needs Addressed Problem(s) Solved Perception Engagement Requirements/ Benefits Service Attributes Core Elements Personalization Social Aspect Advanced Involvement Terms, Price and Value Proposition Customer Service Strategy Target Market(s) Reach/Freq Investment Ongoing Cost CPU /CPA Breakeven Level Sustainability Framework Strategy
- 10. Key Components For Sustainable Programs Structure Logic Adaptability Relevancy Lifestyle Application Marketing & Retention Approach Business Plan Longevity Expertise and Credibility Anticipation
- 11. Where is the Opportunity? (Inform) Relevant Content Individual Initiative Seeking Current or Contextual Personal Development (Live) Personal Action Online & Real World Aspirational Platform Sample & Experience Tikkun Olam Personal Actualization Collective Action (Connect) SOCIAL NETWORKING Individual & group empowerment Trendsetting Influencers Expert Access Continuity Aspect
- 12. Inventive, but useful Original, but not abstract Stylish, but accessible Bold, but not offensive Breezy, but still meaningful Forward-looking, but rooted in the present Smart, but not academic Confident, without bragging Sexy, but not vulgar Open-minded, but still opinionated Inviting, but not ordinary SOURCE: "Think Bravo," Bravo network Bravo defines the "guardrails" of its "brand personality" as: Bravo: Bravo Think
- 13. Initiative Results What it means to be Jewish? Awareness Attitude Behavior (Social, Cultural, Religious) Identity Sense of belonging Family Historical Perspective Collective Consciousness Community Involvement Social Action Jewish Organization Participation Synagogue Attendance Philanthropic Options Affinity to Israel Prayer Torah Study Mitzvot
- 14. Outreach Opportunities Life and Calendar Events Serve as Touch Points Birth Hebrew Education Bar/ Bat Mitzvah Attending College Graduating College Dating Marriage Conversion Child Birth Volunteerism Infertility Growth Cycle for Children Divorce Illness Death Emotional Issues World Events Holidays Trip to Israel Retirement These Touch points afford the opportunity to connect to market segments