Archive for September, 2011

 

Make your sermon like a shofar blast

Posted on: September 22nd, 2011 by Hayim Herring
Shofar Blowing

From Joe King on flickr

Rosh Hashanah is less than a week away.  Synagogues are in crunch mode.  Rabbis are putting the finishing touches on their sermons. Congregational leaders will be working extra hard during the next several weeks and more congregants will engage with the synagogue than at any other time during the year.

People will be looking for a meaningful message that they can take away from their yamim noraim (High Holy Day) experience, and rabbis, other synagogue professionals and volunteer leaders should consider both the content of their messages and the most impactful way to communicate them. They need to think strategically about how they are communicating with their audiences—during the coming High Holy Days and in the long-term.

Strategic communication is not just about trying to get people more involved in your synagogue’s programming.  Everybody will be doing that in one way or another.  It is about being more intentional in how you share your synagogue’s message with others.

Strategic communication is also not the same as “marketing.”  Marketing focuses on getting different demographics of congregants interested in a specific program or service. Strategic communication, on the other hand, relates programs and projects to the overall mission and goals of the congregation.

Strategic communication does not happen overnight, of course.  Many organizations go through the process of creating a “strategic communications plan,” which is developed and used by all levels of the organization.

In other words, ideally your communications are not limited to your congregational newsletter or information on your website, but in every interaction that your staff and lay leadership have with congregants, potential members, or local media outlets.  It represents a consistency in your organizational message, driven by your mission. It is about telling your story in an effective way.  (The SPIN Project offers a free online template for creating a strategic communications plan that you may find useful, though it is targeted to organizations engaged in advocacy work.)

Even though this process does not happen overnight, you can use the High Holidays as an opportunity to begin thinking more strategically and proactively about how you communicate with your various audiences.  Once you start engaging in these critical conversations around communications, you will begin to see a meaningful transformation in the way your congregation’s message is communicated and how it is perceived.

The blast of the shofar during the High Holy Days calls us out of our complacency and inspires us to return.  With a little bit of planning, your communications can have a similar impact on your audience in the new year.

Please contact us to learn how we can help take your organization through a unique, engaging process of creating your own strategic communications plan.

L’shanah Tovah,

Rabbi Hayim Herring

 

From Courageous Conversations to Daring Decisions: More Thoughts on Collaboration

Posted on: September 14th, 2011 by Hayim Herring
Collaboration

From blogging4jobs.com

I hope that more leaders will spark the kinds of courageous conversations that Rabbi Bisno has started in his recent opinion piece, “Let the Courageous Conversation Continue” in eJewishphilanthropy.com on September 7th.  Such conversations seed the ground for potential collaborations on the local level. In following up on Rabbi Bisno’s call to action, I want to suggest a few ways that we can move from courageous conversations about collaboration to daring decisions that foster creative group and organizational partnerships that will enrich the Jewish community.

But first, let us remember just how long various leaders have been calling for greater collaboration. For example, in 1976, the late Rabbi Samuel Dresner wrote an essay called, From Jewish Inadequacy to a Sacred Community, that appeared in a book, Federation and Synagogue: Toward a New Partnership. Since that time, aside from a handful of communities, there are few synagogue-federation partnerships that we can point to. Why, we ask, are collaborations so difficult to create and sustain?

In one community, I interviewed fifteen volunteer leaders, professionals and philanthropists about their understanding of collaboration. They confirmed what I suspected: potential stakeholders in a collaborative effort have different understandings of the implications of collaboration. For funders, it can be a code word for a merger. For a program officer, it can mean more work with ambiguous benefit. For a lay leader, it may mean efficiency. A lack of shared understanding at the beginning of discussions about collaboration sets the stage for misunderstanding and distrust, and often stops partnerships in their tracks.

Here is a definition of collaboration that I have developed based on other experts who have spent a lifetime of work building collaborations and my own experience of over twenty-five years doing so:

At least two organizations working together, while retaining their identity and autonomy, provide a higher level of service to an agreed upon constituency than they can provide individually. Participants in a collaboration share jointly in the costs and benefits of working together.

Notice that cost savings are not in this definition. In fact, collaborations may not save money, at least initially. If community leaders seek to reduce costs, there are better organizational arrangements for doing so, including mergers, joint programming corporations and management services corporations. While saving resources is a legitimate concern, collaboration is fundamentally about raising the quality of experience for participants in a program. Collaborations can make individuals deepen their involvement in the Jewish community and increase their positive feelings about it.

If funders want to see more collaboration they will have to align incentives with that goal. Here are a few ways they can do so:

When organizations collaborate with one another, they make a conscious decision to cultivate a trusting, transparent relationship. Have you ever seen any healthy relationship come into being spontaneously? Collaborations, like all relationships, require ongoing work and support. But they are worth it, because when they happen, they present better ways for more individuals to find personal meaning in the Jewish community and, in turn, contribute their talents to making it richer.

A version of this article originally appeared on the eJewish Philanthropy blog on September 15, 2011.

Free Social Media Tools for Your Organization

Posted on: September 6th, 2011 by Hayim Herring
Social Media Logos

Image courtesy of prlog.org

This summer, Facebook surpassed 750 million users worldwide. In the past year alone, the average number of tweets per day nearly tripled from 50 million to 140 million.[1] Simply put: if your organization is not yet engaging with social media, you are missing out.  But chances are you know that social media are valuable, and that the real looming question is how your organization can maximize the benefits of social media while minimizing the time needed to devote to these platforms.

The short answer is that with a little more time invested up front, your organization can have a social media presence that will add value to the organization and its stakeholders.  And the best part—most social media are free for individuals and organizations alike!

HCN advocates creating a social media strategy before jumping into the social media game.  Having a clear strategy will help keep you focused on why you are using social media in the first place and keep you from getting distracted by the chaotic environment of the World Wide Web.

In order to help you in the process, we have posted a free guide for creating your social media strategy.  You can also download our social media glossary (in case you still don’t know what an “RSS Feed” is…).  Please click here to access these free resources.

By spending the time now to create a social media strategy for your organization, you will hopefully begin seeing real results in the near future, such as driving more traffic to your website, attracting new event attendees or enhancing relationships with your existing constituency.[2]  Social media will never obviate the need for meaningful face-to-face interactions.  Yet in today’s digital environment, can your organization really afford not to make this small yet critical investment?


[1] As of March 14, 2011 (http://blog.twitter.com/2011/03/numbers.html).

[2] See a recent survey by Idealware on the impact of Facebook on non-profit organizations: http://idealware.org/sites/idealware.org/files/Facebook_survey_2011_v2.pdf.