In January, Birthright Israel NEXT launched its first iPhoneapplication, Mila-4-Phone. The application (app), a Hebrew-learning program that uses flashcards and includes audio pronunciation, has been downloaded more than 3,000 times so far.
Such success signals the grand potential for Jewish organizations to use apps to reach their constituents in a new way: right in the palm of their hand.
Apps are what websites were to an organization ten years ago, Daniel Brenner, executive director of Birthright Israel NEXT, said. Back then, we used to joke “you are not real until you are virtual.”
Brenner makes a good point. In the web of the 1990s, websites were static and reference-focused. Today, the web is increasingly more fast-paced and social-focused thanks to the ubiquity of user generated content and the rise of social networking sites.
As apps bring the social web to phones and other mobile devices, organizations are pressed to deliver valued-added content that is more than just reference material.
Apps challenge organizations to show how ongoing, updated information from the organization is relevant to users, Brenner said.
For Birthright Israel NEXT, the key to compelling content was listening to its target base, a population that was expressing interest in returning to Israel and learning Hebrew.
We view the iPhone app as having two mission related functions one educational and one community building, Brenner said. One element of our mission is to deepen the connections that young adults have to Israel Hebrew learning certainly does just that.
But the real power of the app is that it is building a community of over three thousand young adults who share an interest in Hebrew language. Since we are involved in promoting ulpanim in ten cities and in holding ‘beit cafe’ events where Americans can meet Israeli peers and work on their Hebrew, the iPhone app serves as a magnet for folks with a shared interest and has encouraged people to meet others who want to learn Hebrew.
While the app may not be for every Birthright Israel alumni, it has attracted a large, focused following with more than 3,000 downloads from 49 countries.
Niche followings are the best type of followings, Brenner said. Knowing that over 3,000 young adults who are for the most part unaffiliated Jews and who did not go to Jewish day school all want to learn Hebrew is a very good thing.
Seeing a Jewish organization invest in a new technology and using it to reach its base in a 21st century model transcending space, time and place is definitely a very good thing.
Will apps be the new websites of the 2010s?Are you or your Jewish organization thinking about creating an app? Sound off in our comments.
To learn more about Mila-4-Phone check it out here.If you dont have an iPhone, or iPod touch, you can still join in on the mobile- Hebrew-learning fun with Birthright Israel NEXTs Hebrew Word-A-Day Text Messaging program. Just text Hebrew to 41411 to get started.