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Brandraising Jewishly

  1. 1. Brandraising Jewishly #brandraising <ul><li>@bigducksarah </li></ul>
  2. 4. <ul><li>An approach to nonprofit communications that links organizational strategy with branding and daily communications. </li></ul>What is brandraising?
  3. 11. <ul><li>© Dan Heath </li></ul>
  4. 12. <ul><li>© Dan Heath </li></ul>
  5. 13. <ul><li>© Dan Heath </li></ul>
  6. 14. Reasons Nonprofits Communicate
  7. 15. Brandraising ®
  8. 16. Organizational Level
  9. 17. <ul><li>The big differentiating idea you strive to own in the minds of your target audiences </li></ul>Positioning
  10. 19. What do you want people to associate with your organization?
  11. 20. <ul><li>Interviews </li></ul><ul><li>Surveys </li></ul><ul><li>Internal </li></ul><ul><li>External </li></ul>Determine your organization’s positioning through key stakeholder research
  12. 21. <ul><li>What makes us unique? </li></ul><ul><li>How do we fit in and stand out among peers? </li></ul><ul><li>What do we want people to think of when they think of us? </li></ul>Questions
  13. 22. Your work / shul <ul><li>How do they relate? </li></ul>
  14. 23. <ul><li>Institute for Jewish Spirituality </li></ul>
  15. 24. <ul><li>Revitalizing Judaism through contemplative practices that awaken and integrate the mind, body, heart and soul. </li></ul><ul><li>Institute for Jewish Spirituality- Positioning </li></ul>
  16. 25. <ul><li>The overarching feeling you want people to associate with your organization </li></ul>Personality
  17. 26. Personality
  18. 27. Determine your organization’s personality via leadership interviews: <ul><li>If your organization had a mascot, what would it be? </li></ul><ul><li>What type of vehicle would it be? </li></ul><ul><li>What color? </li></ul><ul><li>Why? </li></ul>
  19. 28. <ul><li>Institute for Jewish Spirituality- Personality </li></ul>
  20. 29. <ul><li>We see a vibrant, transformative Judaism that… </li></ul><ul><li>Is rooted in tradition and attuned to contemporary sensibilities. </li></ul><ul><li>Is invigorated by practices integrating mind, body, heart and soul. </li></ul><ul><li>Inspires Jews to connect meaningfully with each other, with their communities, and with the Divine. </li></ul><ul><li>Creates a more just and compassionate world. </li></ul><ul><li>Institute for Jewish Spirituality- Vision </li></ul>
  21. 30. <ul><li>We seek to transform Jewish life. </li></ul><ul><li>By helping Jewish clergy and leaders embrace contemplative practices such as torah study, prayer, meditation, yoga, and immersive retreats, we provide them with valuable skills for effective leadership while creating opportunities to deepen their spiritual lives and connect meaningfully and authentically with the Divine. </li></ul><ul><li>By strengthening our clergy and leaders in this way, we introduce communities and institutions to new forms of authentic Jewish practice, enrich everyday life with Jewish wisdom, link the search for inner wholeness with tikkun olam, and create a vibrant, enduring Judaism for the next generations. </li></ul><ul><li>Institute for Jewish Spirituality- Mission </li></ul>
  22. 31. <ul><li>Institute for Jewish Spirituality- Values </li></ul>Shiviti Adonai lenegdi tamid
I strive to cultivate an awareness of God in every moment.
 We seek a spiritual practice that wakes us to God’s reality in all aspects 
of our lives (Melo Kol Ha’aretz Kevodo: The whole is full of God’s glory). 

Tzelem Elohim
The Divine Image
 We affirm and strive to reflect the divine and infinite potential in each human being. 

Kehilla Kedosha
Holy Community
 Creating and maintaining a safe, intentional community allows for deep listening to ourselves and to others, and opens us for healing, connection and insight. 

Im eyn ani li mi li?
If I am not for myself, who will be for me? (Pirkei Avot)
 Jewish leaders best serve and inspire their communities when they cultivate and refine their own spiritual lives—you can’t give what you don’t have.
  23. 32. Identity Level
  24. 33. <ul><li>Revitalizing Judaism through contemplative practices that awaken and integrate the mind, body, heart and soul. </li></ul><ul><li>Institute for Jewish Spirituality- Positioning </li></ul>
  25. 34. <ul><li>Institute for Jewish Spirituality- Personality </li></ul>
  26. 35. <ul><li>Institute for Jewish Spirituality </li></ul>
  27. 36. <ul><li>Institute for Jewish Spirituality </li></ul>
  28. 37. <ul><li>Institute for Jewish Spirituality </li></ul>
  29. 38. <ul><li>The Community's Challenge </li></ul><ul><li>As it works to develop and maintain Jewish identity, the Jewish community faces personal, institutional, and leadership challenges, many of which have a spiritual side. </li></ul><ul><li>Our Point of View </li></ul><ul><li>For a vital, expressive, welcoming Jewish life to come into being, we must tend to our inner spiritual lives. This is particularly important for rabbis and cantors. </li></ul><ul><li>Awakening, Healing, Renewing </li></ul><ul><li>The Institute for Jewish Spirituality promotes an immersive, practice-based approach to deepen contemplative Jewish spiritual life for rabbis, cantors, educators and lay-leaders, and we support them in creating and maintaining the rich, meaningful connections to Judaism that are so important for the overall health and continuity of the Jewish community. </li></ul><ul><li>Benefits for Participants and the Community </li></ul><ul><li>Once engaged with the Institute for Jewish Spirituality, participants enrich their communities with ideas and practices that not only serve their own spiritual lives but also serve the spiritual lives of others. </li></ul><ul><li>Institute for Jewish Spirituality- Key Messages </li></ul>
  30. 39. <ul><li>The Institute for Jewish Spirituality offers programs that create opportunities for rabbis, cantors, educators, and lay-leaders to immerse themselves in contemplative practices such as torah study, prayer, meditation, yoga, and spiritual retreats in order to reclaim Jewish wisdom. 

These practices deepen Jewish spiritual life for participants, helping them to become more authentic, inspirational leaders. They can then enrich their communities with ideas and practices that help to create, renew, 
and maintain the personal, meaningful connections to Judaism that are 
so important for the overall health and continuity of the Jewish community and its obligation to tikkun olam.

Visit us online at www.ijs-online.org. </li></ul><ul><li>Institute for Jewish Spirituality- Boilerplate </li></ul>
  31. 40. <ul><li>The Institute for Jewish Spirituality offers immersive, contemplative programs that help clergy and lay leaders reclaim traditional Jewish wisdom and deepen their relationships with God. This helps them become stronger, more effective teachers, preachers, and leaders, which in turn helps build healthier communities and enriches everyday life for all Jews. </li></ul><ul><li>Institute for Jewish Spirituality- Elevator Pitch </li></ul>
  32. 41. <ul><li>Institute for Jewish Spirituality </li></ul>
  33. 42. <ul><li>Institute for Jewish Spirituality </li></ul>
  34. 43. <ul><li>Institute for Jewish Spirituality </li></ul>
  35. 45. Experiential Level
  36. 46. <ul><li>Institute for Jewish Spirituality </li></ul>
  37. 47. <ul><li>Institute for Jewish Spirituality </li></ul>
  38. 49. Organizational Level
  39. 50. <ul><li>Congregation BJ is a nationally influential, vibrant Jewish community in New York that inspires and requires participation. It’s accessible, inclusive, musical, passionate, and socially conscious: a living tapestry reflective of contemporary life and Jewish values. </li></ul><ul><li>Congregation Bnai Jeshurun—Positioning </li></ul>
  40. 51. <ul><li>Congregation Bnai Jeshurun—Personality </li></ul>
  41. 52. <ul><li>Being a synagogue where the centrality of the Divine is present </li></ul><ul><li>Being a synagogue where the membership is engaged and participatory </li></ul><ul><li>Being a synagogue that is inclusive, diverse and egalitarian </li></ul><ul><li>Being a synagogue where Jewish practice creates something new, exciting and unexpected </li></ul><ul><li>Being a synagogue that is a model and inspiration for others to follow </li></ul><ul><li>Congregation Bnai Jeshurun—Vision </li></ul>
  42. 53. <ul><li>B’nai Jeshurun is a passionate Jewish community that inspires spiritual searching, lifts the soul, challenges the mind, and requires social responsibility and action. We strive to experience and express God’s presence as we study, pray, and serve together. We are unified yet diverse and explore the living tension between tradition and progress. We carry out deeds of loving-kindness, foster a meaningful relationship with Israel, and participate in serious dialogue and collaboration with Jewish people and people of other faiths to heal the world. We welcome you to study, pray, serve with us. </li></ul><ul><li>Congregation Bnai Jeshurun—Mission </li></ul>
  43. 54. Identity Level
  44. 55. <ul><li>Our Thoughtful Approach We are a living tapestry reflective of tradition, innovation, contemporary life, and Jewish values. </li></ul><ul><li>Our Expectations of Community We require participation from our members, who make up 
the fabric of life at B’nai Jeshurun, and we all play our part 
in keeping the tapestry strong and vibrant. </li></ul><ul><li>The B’nai Jeshurun Experience We are many individual threads, weaving together to create 
a whole, where the Divine is among us and inside us. </li></ul><ul><li>Congregation Bnai Jeshurun—Key Messages </li></ul>
  45. 56. <ul><li>B’nai Jeshurun is a passionate community that strives to experience and express God’s presence as we study, pray, and serve together. Our prayer services are joyful, spiritual, musical, socially progressive, and informal, weaving together tradition, innovation, contemporary life, and Jewish values in a diverse, inclusive, and egalitarian environment. We foster an individual spiritual experience within a supportive and nurturing community. </li></ul><ul><li>B’nai Jeshurun requires participation from its members, a personal commitment to each other, and a dedication to social justice and action. We strive to create a sacred community—within our congregation, within our neighborhood, within our city, and within our global home—that engages emotionally, intellectually, and spiritually. </li></ul><ul><li>We welcome you to pray, study, and serve with us. </li></ul><ul><li>Congregation Bnai Jeshurun—Boilerplate </li></ul>
  46. 57. <ul><li>Congregation Bnai Jeshurun—Mood boards </li></ul>
  47. 58. <ul><li>Congregation Bnai Jeshurun—Logo Concepts </li></ul>
  48. 59. <ul><li>Congregation Bnai Jeshurun—Logo </li></ul>
  49. 60. <ul><li>Congregation Bnai Jeshurun—Stationary system </li></ul>
  50. 61. Experiential Level
  51. 62. <ul><li>Congregation Bnai Jeshurun—Kol Nidre appeal </li></ul>
  52. 63. The Value of Brandraising <ul><li>Less time spent creating—more time spent reinforcing </li></ul><ul><li>Donors, clients, and other audiences more likely to “get it” </li></ul><ul><li>Clear basis to develop materials, strategies and campaigns upon </li></ul><ul><li>Established way to communicate messages your organization wants to communicate </li></ul>
  53. 64. Effective Branding Involves <ul><li>Communication specific research </li></ul><ul><li>Brand strategy </li></ul><ul><li>Buy-in </li></ul><ul><li>Good creative </li></ul>
  54. 65. What strong brand requires to thrive: <ul><li>Strategic planning </li></ul><ul><li>Identity development </li></ul><ul><li>Institutional memory </li></ul><ul><li>Day-to-day </li></ul>
  55. 66. Resources <ul><li>Brandraising: How Nonprofits Raise Visibility and Money Through Smart Communications , Sarah Durham www.amazon.com </li></ul><ul><li>Duck Call Blog www.bigducknyc.com/blog </li></ul><ul><li>Positioning: A Battle for Your Mind , Al Ries and Jack Trout </li></ul>
  56. 67. Resources <ul><li>bigducknyc.com/brandraising/scorecard </li></ul>
  57. 68. Contact Me [email_address] twitter.com/bigducksarah linkedin.com/in/bigducksarah
  58. 69. Thanks! © Jeremy Crow