More often than not, I hear Jewish organizations, such as synagogues and charities, kvetching about how they have no money, can’t get donations or are losing members or can’t grow membership. Solutions can be found to these problems if they will embrace the new technologies available.
Today I as at the Blog World Expo in Los Angeles. No, this is not a Jewish event, although there are a lot of Jews in attendance. I even saw a kippah or two, and at least two of the keynote presenters were Jewish. But that’s not the point…The whole idea of blogging has relevance for Jewish organizations. Let me tell you what I heard.
Tom Webster, author of BrandSavant, a blog about making sense of the social web from the perspective of a professional researcher and 20-year veteran of opinion, media and marketing research, mentioned how he stopped a particular charity from sending out a coffee table book—an expensive venture—and instead helped them build their on line presence. This, in turn, increased the donations they received by something like 35 percent. A synagogue could do the same with membership with a relevant blog or website. A charity or Jewish cause could also do the same with a site that offers great content and is easily searchable via a great blog that supports that charity and cause.
Liz Strauss, who blogs at www.successful-blog.com, talked about connecting and building lasting relationships. Her blog has tens of thousands of comments. A social web strategist and community builder, Strauss understands how people perceive a blog, a product, and an experience (or a synagogue, charity or cause)—how the head and heart engage to make a fiercely loyal customer. If a Jewish organization can connect with those people in its community—the people who might or already do support its cause, who are members or prospective members of the synagogue who might donate to its charity—via a blog, over time support, membership, donations, etc., are likely to increase.
The reason is simple. People gain trust in your organization. Through consistent providing of information and content, rather than marketing, they become part of your “tribe.” No, not the Jewish tribe, but the tribe that follows you, your cause, your synagogue, your charity, or whatever you ask them to follow or support.
That’s the beauty of a blog or a website with great content provided consistently over time.
So stop kvetching and embrace the technology available to you. Try blogging and see if you can’t create the change your Jewish organization needs to thrive.
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