This document describes Project Beyond, a program aimed at strengthening Jewish identity and connection to Israel among American millennial Birthright alumni. It offers a culturally immersive trip extension in Israel that forms relationships between participants and Israeli industry leaders in various tracks like finance, arts, education, and non-profits. The goal is to transform the impact of Birthright trips from a passion that fades into greater long-term involvement in Jewish community. It highlights success stories and cites data showing Project Beyond alumni have stronger Jewish identities and are more engaged in Jewish life.

1. Making Israel and Jewish Relevant for Millennials
A proud member of the 2014 Upstart Bay Area cohort

2. Leadership
Bradley Caro Cook, Ed.D.
Dr. Cook, a seasoned educator and innovator, is committed to
reaffirming Jewish identity and establishing a connection to
Israel, specifically focusing on Millennials. In 2012, after dedicating
nine years to public education, school innovation, and student
international travel, Dr. Cook made Aliyah in order to accomp
lish his ultimate goals.
Rabbi Adam Grossman
Rabbi Grossman, a recipient of the Slingshot Guide Award for the TI Fellowshi
and amember of Clal’s Rabbis Without Borders network, serves as CEO of the
University of Florida Hillel. He founded UF Hillel Works and HiveSpace, a sociall
responsible business accelerator steeped in Jewish values and time.

3. Eric Reiner
Director
Dynamic Yield
Daniel Garrie
Managing Partner
Law & Forensics
Josh Tenenbaum
Managing Partner
Hersz Capital
David Galper
Partner
Flybridge Capital
Mark
Ghermezian
CEO Appboy
Board of Directors

4. American Jews 19-29 are
Birthright Alumi
19-29 year old American
Jewish with community
involvement
Birthright participants that
expressed a “life
changing experience”
50,000+ millennials participate,
per year, in short group trips
to Israel
The trip elicits a
passion for Israel and a
connection to Judaism
Lacking relevance in
every day life, the
connection is ultimately lost
Lost Opportunity:
A New Passion that Fades

5. Project Beyond
A culturally immersive trip
extension designed to form
relationships with Israel’s industry
leaders
The Point of Inflection

6. PERSONALIZEDPARTICIPANTS
Tracks
Finance Venture Capital
Arts & Entertainment
Education Startups
Non-Profits
Partnerships
Purpose-Driven Approach

7. Rutgers Jewish
Experience
Rutgers
University
Birthright
Internship & cultural immersion
helped transform Matt to get
involved with on-campus
Jewish activity
Matt’s Experience: Summer 2013

8. University
of Miami
Birthright
Ian’s Experience: Summer 2015
Presented with Project Beyond
opportunity during Birthright
orientation in advance of the
trip, signed up before coming
Ian fell in love with Israel and
sees that the arts culture falls
in line with his “real life”
passion: Opera
U Miami Hillel involvement and
applying for 3 year-long Israel
fellowship
Accepted into fellowship
program

9. 12% extended for longer
programs and internships
24% return to Israel for
longer programs
75% become involved in
their home community
86% indicate a stronger
Jewish identity and
connection to Israel
320 Alumni
Return on Investment: Social Impact

10. How many experiences do you want to fund?

11. Appendix

12. Shared Experiences
Cultural Immersion Cultural Immersion
Master Chef
Athletes
Locals/Mifgashim Israel Advocacy
Jewish Learning
Rooftop Farming in Tel Aviv

13. Israel Extension
#1
Wednesday
TLV
#2
Thursday
J-lem
#3
Friday
TLV
#4
Shabbat
TLV
#5
Sunday
TLV
Kavannah
Chessed/
Appreciation
Tzedakah Shabbat
Loving your
Fellow Man
Theme of
the Day
Morning
Afternoon
Late afternoon
Evening
Night
Jewish learning
& Meet w/
professional prep
Jewish learning
& Meet w/
professional prep
Jewish learning
& Giving circle
Free morning /
Optional Pluralistic
Shabbat services
in TLV
Jewish learning &
Meet w/ professional
prep (CA)
First meeting
with track
professional
Cooking session
with Master Chef
Josh Steele
Tel Aviv Shuk/
Shabbat Prep
Shabbat lunch
w/ host families
in Tel Aviv
Meet with track
professional
Group activity:
TLV Rooftop
Gardens
Shuk Shopping
w/ Josh Steele
Shabbat prep
- White City
Seavenger Hunt
in Tel Aviv-on
Boardwalk
Bake from Jaffa to
Tel Aviv Namal/ Sushi Ban
Voyage Dinner
Lacrosse Embassy
rooftop gathering
Cooking for
Shabbat with
Josh Steele
Kaballai Shabbat &
Meal w/ local
enterpreneurs, artists,
lone soldiers
Third meal with
Local Israelis
Closing circle &
Reflections
Levontin 7
local hip
music club
Stand With Us
Israel advocacy
Event (LA)
Followed by
Oneg
Kuli Amla
(hip Israeli
hangout)
Departure

14. What Do Millennials Want?
Millennials are purpose-driven: valuing intrinsic over extrinsic growth
Travel
78% will pay for exclusive travel experiences (Boston Consulting Group, 2014)
79% want to travel to all 50 states (ibid.)
70% want to travel to all 7 continents (Boston Consulting Group, 2013)
Social Impact
72% want a job where they can do good for society (Net Impact, 2012)
85% want to work for a socially responsible company (Bentley University, 2014)
74% want to “make a difference” in the world (Telefonica Global Millennial Study, 2014)
Career Advancement
72% Want to be their own boss (ibid.)
74% Want flexible work schedules (Intelligence Group, 2014)
81% think they should make their own schedules (ibid.)
88% want a fun social environment (PGi, 2013)