While many people think the word “marketing” refers to trying to sell something, it’s really much more beautiful than that. We can look at the Jewish community in 2 different ways. Commonly, we see institutions which are trying to get people to become members, attend events, and make donations. Through a different lens we see groups of people with common interests, needs and locations coming together to form communities. And as these communities grow, they need some structure to support their activities.
The mistake we make in thinking about marketing and communications is that we put the institution first, when we should be putting the individual, and the community needs first. It is a subtle but important difference. The exciting thing about “web 2.0” — both the technology tools and the culture evolving with it– is that it brings us back to the centrality of the community over the institution.
Our Learning Network session tomorrow for Darim member congregations is a first step in examining this shift. “Communications” are more than a standard issue bulletin and the phone tree. Communications today is about weaving together the community. It’s as much about listening and responding as it is about hawking your wares. If you are a member can can’t attend our session you can find useful resources and an archive of the webinar in Dirah. If you’re not yet a member of Darim you can learn more on our website.
Coming soon – some reading recommendations for rethinking your assumptions about marketing and communications. Stay tuned.