1. 1
Steps in a “Purchase
Decision”
Buyer’s Point of View || Questions for Sellers
1. Awareness
• Do potential participants learn about BRI?
1. Information search of potential buyer
• Is information accessible / proactively pushed?
1. Evaluation of alternatives
• Why choose the Israel option from among alternatives? Must be
clear in materials/message. Other TOs
1. Purchase decision
• Visiting Israel is a “high involvement” decisions
• Going on Birthright Israel is a “low involvement decision too
1. Evaluate decision made
• Was this a good choice for me? AwesomeIsrael.com must
harness this to help make steps 1-4 easier for future participants.
2. 2
Organizing Promotional
Efforts““4 R” Recruitment Strategy4 R” Recruitment Strategy
•Reach Out (Generating Awareness)
• Promotional Events, Alumni & Referral Programs
• Register (Generating & Qualifying Leads)
• Information Capture (Pre-registration/mailing lists)
• Retain (Converting Leads to Participants)
• Call Centers
• Events, meetings and orientations
• Reward (Converting Alumni to Recruiters)
• Incentive programs
• Events, gifts, trips
Add here text of the balfour dec
Even though they tried to stop immigration to Mandatry Pal which meant death by Nazi, the Brits understood Jewish connection to the land
What is the fence?
Why is it errected? When – 3 years after Arafat chose war – and the atacks started
Land grab? Hardly, we rule the land as it. What good is few more yards of land next to a fence?
Apartheid ? Israeli arab citizens of Israel vote, fully participate. They (and the druze, and abu ghosh) are not behind a fence, because they aren’t strapping bombs to themsleves and killing us.
To keep terrorist out.
