1. 4 “R’s” of Effective Recruitment
A Recruitment Framework
2. Steps in a “Purchase Decision”
4 Buyer Actions & Related Questions
1. Need Awareness & Search for Information
• How do potential participants learn about Birthright & does it then
generate in them a desire to experience it themselves?
• Is accurate and informative information about Birthright readily
available?
1. Evaluate Alternatives
• Why choose the your campus trip from among the alternatives? Must
be clear in materials/message.
• What are your trip’s (and trip organizer’s) Unique Selling
Propositions (USP’s)? Are you leveraging them?
• Another “alternative” is to opt not to attend!
1. Make Purchase Decision
• Visiting Israel is a “high involvement” decision
• Going on Birthright Israel is a “lower involvement” decision too
• Lowering “anxiety” about going is key. Use info, alumni, photos, etc,
1. Evaluate Decision Made
• Was this a good choice for me? Your trip must harness positive
energy to help make steps 1-4 easier for future participants.
3. Organizing Promotional Efforts
““4 R” Recruitment Strategy4 R” Recruitment Strategy
• Reach Out - Awareness, Info Search, Evaluate Alts / Build Interest
• Promotional Events, Referral Programs, Tabling, Highlight USPs
• Register - First Step in Purchase Decision / Generate Leads
• Information Capture (Pre-registration/mailing lists)
• Completing the Official Application
• Retain - Supports Buyer Decision / Convert Leads into Participants
• Call Centers, emails, one-on-ones
• Orientations and trip preparation
• Reward - Evaluate Decision Made / Turn Alumni into Recruiters
• Incentive programs
• Events, gifts, trips
