The Changing Marketplace for Jewish Education: Understanding Our Customers

Lisa Colton, Darim OnlinePam Edelman, Yerusha

THE AGE OF THE

EMPOWERED

CONSUMER

We Can’t Assume…

+ =

• Born mid-60s to 1981. (30-45 yrs old)• End of Cold War• Latchkey kids• Age of the personal computer• Highest rates of education• Accepting of diversity• Pragmatic• Independent • Entrepreneurial

GEN X

• Born 1982-2001. (10-29 yrs old)• Rise of communication technologies, mobile• Very peer-oriented• Age of Napster• Change jobs frequently• “Trophy Kids”• Feel empowered• Very diverse• Birthright Israel

MILLENNIALS

• % of families who don’t live near grandparents• Frequent relocation for jobs• 2 working parent families, long commutes• “Empowered Consumers”• Rates of intermarried families in the Jewish

community• Different goals and relationship to Judaism within

2 Jewish parent families

FUNDAMENTAL DIFFERENCES IN OUR “CONSUMERS” MEANS

FUNDAMENTAL CHANGE IN THE MARKETPLACE

FOR JEWISH EDUCATION

Industry Overhaul

Where’s the tipping point?

How will you get there?

How do calculate

risk?

Pam Edelmanpam@yerusha.org

January 25, 2011

The Empowered Family

Be Open

Feel the Love

The Opposite of Spiritual is

IrreverantIrreligious

Wrestle withBig Questions

“If I had to change something, just ONE thing, it would have to be this:

Every congregation has gifted kids in their midst. If we are supposedly “People of the Book,” a Hebrew school is morally and ethically obligated to teach the kids at their ability level. Let the bright kids go as far as they can, and don't hold them back because others "might be embarrassed" or it "makes others look bad". Teach UP to the kids' level, and don't water the curriculum down…. If a kid excels at discussions, let the kid do some Talmudic argumentation…”

Address the Needs of Families

If you don’t

They will do it themselves

Partner with your families.

Join them to create a new

Culture of Innovation and Collaboration.

Tonight