Jewish Engagement from Birth: A Blueprint for Outreach to New
Jewish FamiliesMark I. Rosen, Ph.D.
Cohen Center for Modern Jewish Studies,Brandeis University
Prepared for CAJESt. Louis, Missouri
August 7, 2007
Photo Courtesy of Stroum JCC
Baby Demographics
• Across the country, approximately 50,000 babies are born each year to families with two Jewish parents figure represents approximately 1% of
the Jewish population
• The number of babies born to intermarried couples is impossible to estimate
The Jewish Future
• How many of these families will end up being connected to community institutions?
• How many of these children will attend Jewish preschools, congregational schools, or day schools?
• How many of these children will grow up with a Jewish identity?
The Challenge
•What can the organized Jewish community do to:provide support to these parents?encourage them to raise their
children with a Jewish identity?connect them to Jewish institutions?
National Study• Funded by:
Helen Bader Foundation Charles and Lynn Schusterman Family Foundation
• Two basic questions: Regarding parents: What do Jewish parents with
young children want? Regarding programs: What are the best programs
around the country?
• Answered through: site visits to ten communities focus groups interviews with Jewish professionals, experts, and
businesses/nonprofits that cater to parents with young children
What Do Parents Want?• Information about how to be a better parent• A value system to raise their children• Friendships with other parents• A place to go outside of the house• A place where they can have fun with their
infants and toddlers• Unengaged Jewish parents are very similar to
other parents• The secret to engagement is to give them
what they want in a Jewish setting
A Window of Opportunity• Life changes dramatically when a couple has
their first baby; normal routines are disrupted• Finances, work, identity, and relationships are
all affected • It takes about two years until parents are
comfortable in their new routine and lifestyle• During this time, parents are very receptive• The Jewish community has a window of
opportunity to reach parents who have not previously been interested in Judaism
• The window tends to close around the time their child turns two
Where Do Parents Go For Information About Parenting?
• Many sources: The Internet, classes/workshops, friends,
the baby’s grandparents, books, parenting magazines
• Most are secular• If Jewish organizations provide
parenting information, parents will: develop a positive view of the community make Jewish friends learn about Jewish tradition
Parents Want to Make Friends With Other Parents
• Many parents have relocated and do not have extended family in the communities where they now live
• The desire to make friends is often the biggest motivation to attend programs
• If parents attend Jewish programs, they will make Jewish friends instead of non-Jewish friends
• Jewish friends lead to Jewish choices
Peers Can Influence Educational Choices
“[When we] moved to Seattle a year and a half ago… we randomly met this woman… and she said you have to [send your children to] the JCC preschool… that’s actually how we met our community of Jewish friends.”
- Seattle parent
When Parents Select a Preschool It Is Their First
Opportunity to Make a Jewish Educational Choice
Choice Choice Availability
of Openings Availability
of Openings Preschool
Cost Preschool
Cost Hours and
Location Hours and
Location Preschool
Quality Preschool
Quality Friends’Advice
Friends’Advice
What Are the Most Important Considerations When Choosing
a Preschool?
•Location, hours, and quality are primary
• Jewish sponsorship and cost are usually secondary
•Parents rely mainly on peers to assess quality
Peers Can Influence Choice of a Religion for Children of
Mixed Marriages
“I think the issue with mixed marriages is that people don’t know how they are going to raise their kids until they start going to preschool and they start meeting other families…”
- Boston parent
Influencing the Intermarried• Many intermarried couples avoid discussions
about their child’s religion• The issue becomes harder to avoid as
children grow older and start asking questions Mommy, am I Christmas or Chanukah?
• If non-Jewish spouses have positive Jewish experiences, they will be more inclined to agree to raise a Jewish child
• Jewish peers can influence this decision• Jewish mothers appear to be more likely to
make this choice than Jewish fathers
What Are Communities Currently Doing for Parents?
• Four major types of programs Prenatal education programs Shalom Baby gift basket programs Jewish education programs for parents Infant/toddler programs and parenting
centers in JCCs and synagogues
• Sponsored by Federation, JCC, Jewish Family Services,
Board of Jewish Education, Synagogues, Chabad
Prenatal Education Programs• Content
Judaism, pregnancy, and childbirth Often co-taught by rabbis/Jewish educators and
childbirth experts
• Groups often continue to stay in touch after babies are born
• Primarily attracts the already affiliated• Hard to find a large enough group of
expectant parents in the same trimester of pregnancy
• Model program: Rose Community Hospital - Denver
Shalom Baby Programs
• Gift basket for new parents from JCC or Federation
• Programs in 30 communities• Goals
Find unengaged parents Provide a warm personal welcome Inform them about follow-up programs Invite them to join Jewish playgroups
• Model programs: Lawrence Family JCC - San Diego St. Louis JCC Robert Loup JCC - Denver
Keys to Success
• Find a funder who “gets it”• Hire a devoted, passionate, charismatic
staff person to do it full-time• Create a comprehensive baby-finding
infrastructure utilize obstetricians and pediatricians develop a network of “informants”
consisting of parents and Jewish professionals
Involve all of the Jewish organizations in the community
Keys to Success (continued)
• Make extensive use of peer volunteers to welcome parents and provide community information
• Enter information about parents into a database
• Send regular follow-up emails about events: sponsored by the JCC, Jewish Family
Services, synagogues, Chabad the more options parents have, the better
• No solicitations for two years
Jewish Education Programs
• Variety of multi-session programs for parents or families
• Offered by a variety of institutions• Difficult to get unengaged parents,
especially those with young children, to sign up for a multi-session adult education course
• Child care is a must• Model program:
Ikkarim - Boston
Infant/Toddler Programs• Attended by both parent/nanny and child• Offer:
Speakers on issues of concern to parents Support groups and mentoring Tot Shabbat/Jewish holiday programs Activities (music, crafts, baby massage)
• Main draws Information about how to be a better parent Friendships with other parents A place to go outside of the house A place to have fun with infants and toddlers
Parenting Centers• “One-stop shopping” for a variety of
infant/toddler programs• About 25 in JCCs around the country• About 15 in synagogues• Many have drop-in facilities• Some programs attract hundreds• Model programs:
Harry and Rose Samson JCC - Milwaukee Stroum JCC Parenting Center –Seattle Manhattan JCC
What Should We Be Doing to Engage More Parents?
• Plan as a community and involve all relevant community institutions Work to overcome institutional barriers Recognize that the real competition is with
secular institutions, not other Jewish institutions
• Make sure there are programs for each stage of parenthood: Prenatal programs prior to birth Shalom Baby visits at birth Infant/toddler programs/Jewish education after
birth
Recommendations
• Make sure parents have lots of options Offer a variety of programs – no single
program will have universal appeal Offer a range of Jewish content – some
want rich Jewish learning, while others are not interested in learning about Judaism
Offer programs in a variety of venues – some will prefer synagogues while others will be more comfortable at the JCC or a parent’s home
Recommendations
• Do a better job of finding the babies• Partner with secular experts so that:
programs are cutting edge program reach is expanded
• Make sure that those who work with parents are carefully selected and trained
• Utilize the Internet To connect parents with each other To provide information about programs,
local resources, and Jewish tradition
Recommendations• Emphasize relationships
between parents and Jewish professionals between parents and peers
• Parents should have lots of opportunities to connect with peers Create multiple opportunities to meet and
socialize Most mothers join playgroups – facilitate
the creation of Jewish playgroups Identify, cultivate, and develop mommies
with leadership potential in each neighborhood
Recommendations• Be sensitive to non-traditional families
parents who adopt single parents
• Hire a “Birth to Three” community coordinator to facilitate cooperation across institutions and agencies
• Make parents a greater community priority The Jewish future is at risk if children don’t
grow up with a Jewish identity
For More Information…
Jewish Engagement from Birth: A Blueprint for Outreach to First-Time Parents
can be downloaded at: www.cmjs.org/parents Dr. Rosen can be reached at: [email protected]