Case Study: Montreal


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Mike Savatovsky presents: Outreach & Youth Engagement, CJA

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  • Characterized by political unrest, NAFTA and economic instability
  • Saw major waves of Anglophones, and for our purposes, Jewish young adults heading West to Toronto and South to the US chasing opportunity and stability
  • It’s estimated that since the early 80s the population of Jews living in Montreal has decreased from approximately 105,000 at its peak to it’s current day total near 89,000.
  • Operation Montreal launched early 90s – Capital Campaign raised $14M – flagship Program was ProMontreal. Today live off that interest. In the late 90s Federation CJA launched ProMontreal – an initiative under the auspices of the Combined Jewish Appeal Campaign Department created to retain young adults in Montreal.
  • The mission was two-fold – to do ProMontreal-led Outreach work by creating social, business and leadership opportunities for young Jews. The idea to creating networking opportunities and provide opportunities to participate in Community life; and to fundraise from that group to ensure the long-term viability of the Montreal Jewish Community
  • But as we saw, the mix of Outreach and Campaigning was ineffective. As studies have shown, Young Adults are leery of Jewish organizations on the one-hand engaging them in fun, while ultimately asking them for money. It meant that one’s Jewish experience tied donating to every form of engagement.
  • The word Jewish turns-off many young adults. There’s a perception that all Community wants from them is their money. The synagogue is no longer (for the most part) a relevant place for gathering.
  • Connecting our youth to one another Creating relevant and meaningful experiences for youth Inspiring the next generation to engage in Jewish life Innovative experiences and Jewish connections
  • One of the three Gen J pillars focuses on Young Adult Engagement – a partnership between FCJA and CSBFF - $1M over 3-5 years.
  • The basic operating principle: do Venture Social Capital incubation of innovative and engaging Jewish experiences as defined by young adults themselves. A Bottom-Up approach.
  • Outreach and Engagement created for long-term Community Engagement through Grassroots initiatives. About creating a Jewish Renaissance!!!
  • Staffed by one person!!! By supporting Jewish programs that are initiated and defined by the users themselves By bringing these new ideas to the public and connecting some of the inner-CJA types to them (also, btw, creating a two-way street, relationship building I’ll speak of soon) By keeping track of who is interested in what, we offer them not only information about where things are at, but who is doing something they like so they can connect and enlarge their network
  • Given this continuum, the O & E Initiative will actively concentrate most of its efforts on strategies that address the Unaffiliated, the Aware and the Active. The thrust of the Initiative is to move people to a higher level of Jewish engagement (as they define it). The act of creating personalized involvement can resonate with peer groups drawing-in friends and acquaintances into the excitement of the Jewish experiences sprouting up all around town.
  • Energy generated from projects will flow from the participants to those with even the most minimal expressed interest in Jewish life slowly moving them from Unaffiliated to Engaged over time.
  • Attract and retain young adults, new streams of less-affiliated local Jewish populations, and strengthen their sense of Jewish pride; and, as a consequence, strengthen the involvement of those already active in Jewish life by: Developing and initiating new inspirational and community-wide programs that engage target population Providing seed money as venture social capital while acting as an incubator in support of grassroots initiatives Partnering with established organizations to support new programs and strategies while strengthening their current offerings Connect various individuals and groups to Jewish opportunity by: Creating a guide to services and products sought by community (portal, connector) Building personal relationships with young adults and know their needs Developing educational programs and tools on using social networking strategies (both online and in-person) and delivering them as added-value to our partners
  • Blog and Facebook and Twitter In-progress: Have collected information on just under 400 people from multiple events and personal meetings Among those about 25 are interested and involved in creating projects JCN – connecting to orgs working with young adults Working with Miguel to see if this is a factor even, will respond to stats on Mike’s blog (organic process)
  • One-to-one meetings Referrals
  • Teva – contacts, little cost, niche #s, annual recurrent, community building, top issue Writers – very niche, intimate, recurring, long-term Sukkah in the City – pilot, outreach, reframing Jewish experience, partners, grassroots Shtetl – debate, niche, support grassroots community, inspire mainstream, support connectors Music Fest – community partners, leveraged dollars (JCF, corporate, private) inspire masses, infuse energy
  • Sold Out in one day Different part of city Dialogue on Ritual
  • Also a writers workshop and tour where 22 people in total attended. 13 people were unknown to FCJA. The group will continue. We’re in progress with the Music Festival now and stats are being compiled. The initial estimate is that 2,000 people participated in the free outdoor launch concert at outdoor park and 400 people attended a sold-out Sala Rossa for SoCalled.
  • Case Study: Montreal

    1. 1. Montreal, Quebec, Canada.
    2. 2. 1980 s & 1990 s
    3. 3. Roads to Opportunity
    4. 4. The Big Drain 105,000 Jews 89,000 Jews
    5. 5. Wait !Stay ! PROMontreal
    6. 6. Strategy ?
    7. 7. In theory a good idea
    8. 8. 21 C
    9. 9. WHAT’S THE WHAT ? <ul><li>North American Trend </li></ul><ul><li>Young people (23-35) tell us they want to negotiate their religious, cultural and ethnic identity * </li></ul><ul><li>See themselves as people of the world </li></ul><ul><li>Majority hunger for episodic experiences fitting into their frantic lifestyle </li></ul><ul><li>Many prefer informal and expressive rather than ritualistic and institutional experiences </li></ul>Reboot study: OMG! How Generation Y is redefining Faith in the iPod Era
    10. 10. Montreal Landscape <ul><li>Feh. Jewish, shmewish! </li></ul><ul><li>Uch. Go away, CJA. </li></ul><ul><li>Oy. Too cool for shul! </li></ul>
    11. 11. High Concept
    12. 12. Collaborative Mission
    13. 13. MAKE YOUR MOVE ! <ul><li>What we need to be doing </li></ul><ul><li>Increase entry points to Jewish life and experiences </li></ul><ul><li>Track and connect young adults to people, opportunities and organizations </li></ul><ul><li>Long-term, provide transition points to philanthropic and volunteer involvement opportunities with FCJA, its family of agencies and the Community-at-large </li></ul>
    14. 14. With a Jewish Twist
    15. 15. Outreach & Engagement
    16. 16. REPRESENT ! <ul><li>The result of our efforts… </li></ul><ul><li>THE OUTREACH & ENGAGEMENT INITIATIVE </li></ul><ul><li>A unique, centralized, systematically implemented and community-wide movement </li></ul><ul><ul><li>Deepening the Jewish experience of the less affiliated </li></ul></ul><ul><ul><li>Infusing new Jewish energy into the mainstream </li></ul></ul><ul><ul><li>Connecting young Jews to Jewish experiences </li></ul></ul>
    17. 17. WHERE THEY AT ?
    18. 18. IT’S ABOUT FLOW !
    19. 19. END GAME !
    20. 20. HE SHOOTS HE SCORES ! <ul><li>The Goals </li></ul><ul><li>Reach-out to and identify (new) young Jews </li></ul><ul><li>Seed 20 grassroots initiatives </li></ul><ul><li>Develop 5 partnership projects with existing organizations </li></ul><ul><li>Initiate at least 2 community-wide and inspirational projects/initiatives </li></ul><ul><li>Track participants and their interests and funnel into personalized social and philanthropic engagement </li></ul>
    21. 21. HE SHOOTS HE SCORES ! <ul><li>The Tools </li></ul><ul><li>PHASE I </li></ul><ul><li>Incubation funding </li></ul><ul><li>Social networking </li></ul><ul><li>strategy for O & E </li></ul><ul><li>to reach-out to target </li></ul><ul><li>JCN competency building </li></ul><ul><li> </li></ul>
    22. 22. HE SHOOTS HE SCORES ! <ul><li>The Players </li></ul><ul><li>PHASE I </li></ul><ul><li>Connectors </li></ul><ul><li>Entrepreneurs </li></ul>
    23. 23. HE SHOOTS HE SCORES ! <ul><li>The Tools </li></ul><ul><li>PHASE II </li></ul><ul><li>Educational programs on: </li></ul><ul><ul><li>social networking tools (to build tribes); and, </li></ul></ul><ul><ul><li>event planning techniques programs/events </li></ul></ul><ul><li>Internet-based content aggregate for Montreal Jewish activities aimed at target age </li></ul><ul><li>Social Activism Network </li></ul>
    24. 24. ADD VENTURE ! <ul><li>Some projects currently on our Venture radar </li></ul>Holiday parties Shtetl on the Shortwave Jewish Comedy Club Salon Hidden Faith Iron Chef Holiday Cooking ZYN Pinkrubi Digital Museum Contest Palestinian Camper Poetry Jewish Yoga Summer Literary Seminars Writer's Workshop Jewish World Service Jewish Film Club A Taste of the Old Country Kosher Sex Talk Improv Everywhere Nomad Festival GA’AVA Jerusalem Drummer's Circle Sukkah City JALOM High Holidays Torah study groups Shoreline Clean-Up Climate Project Tennis Tournament Hummentashen bake-off Chulent contest Tech Circle Hazon training Mile-End Chavurah Social Activism Network
    25. 25. Snip !
    26. 26. Sukkah in the City !
    27. 27. Writer’s Workshop !
    28. 28. UPLOAD LOW DOWN <ul><li>Sample from top six grassroots initiatives </li></ul><ul><li>550+ young adults register </li></ul><ul><li> - more than half unknown to FCJA </li></ul><ul><li>150 community connectors met </li></ul><ul><ul><li>- 30+ projects potentially entering venture pipeline </li></ul></ul>