Not sure why I hadn’t thought of sharing this yet, but we wrote this article on marketing Jewish day schools to interfaith families for RAVSAK, the Jewish Community Day School Network. It will be published in their issue coming out in December, I believe. It’s specifically targeted to the boards and administrators of Jewish community day schools, so forgive the somewhat-dry language.
How to market community day schools to interfaith families
By Micah Sachs and Edmund Case
Of the estimated 500,000 children in intermarried households, only 5,400 (Kotler-Berkowitz, 2005), or barely more than 1 percent, attend Jewish day school. So clearly there is growth potential in the intermarried market.
When thinking about marketing to interfaith families, the most important thing to keep in mind is that interfaith families who are considering a Jewish day school education are probably not very different from inmarried families considering a Jewish day school. As Jennifer Rudin-Sable, the former Jewish life coordinator at the Rashi School in Boston has said, “Inter-faith and intra-faith families are much more similar than they are different and… the key to bringing them into our community is not identifying ‘who or what’ they are but rather identifying ‘where’ they are and ‘what they need’ to take the next step in their journey.” There is no magic bullet to reaching this diverse market; the best advice we can offer is to make sure your advertising and marketing materials emphasize your acceptance of the children of interfaith families.
My Yom Kippur experience was especially meaningful this year–I hope yours was too. It’s a wonderful opportunity to reflect on and evaluate my life, and consider what I can do better. I feel I have an entire clean slate of a New Year to fill, and the prospect is very exciting.
I think my main motivation in founding InterfaithFamily.com, Inc. was my belief, based on my own experience and that of many friends, that participating in Jewish life can be a great source of meaning and fulfillment, not just for Jews, but in particular for interfaith couples. The Yom Kippur opportunity to reflect and evaluate is one example of that. Coincidentally or not, a wonderful article in Sunday’s New York Times Magazine is another great example.
Before I went to Salt Lake City for the RNA conference, I was urged by my publisher, Ed Case, to take a tour of Temple Square, the world headquarters of the Church of Latter-day Saints and the site of the original Mormon Temple. Since I always do everything my boss tells me, I snuck out on Friday afternoon to take the tour. It was a fascinating experience, and it has some interesting ramifications for the Jewish community, I think.
The tour begins unlike any tour you’ve ever been on. After you pass the fleet of young couples being photographed after their wedding at the Temple (which apparently can happen any time of day, any day of the week), as soon as you enter the Temple Square grounds, two missionaries approach you. They introduce themselves, ask your name and ask if you’d like to go on a tour. There are no tickets, no lines, no wait. Even if they only have three people–as my group had–they happily lead you on a tour through the grounds.