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Project Beyond
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.
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Project Beyond
- 1. Making Israel andJewish 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 DanielGarrie 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 19-29are 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 culturallyimmersive 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 forlonger 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 experiencesdo you want to fund?
- 11.
- 12. Shared Experiences Cultural ImmersionCultural 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 Lovingyour 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 MillennialsWant? 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)