{"id":28942,"date":"2024-12-17T08:46:50","date_gmt":"2024-12-17T08:46:50","guid":{"rendered":"https:\/\/jewishaction.com\/?p=28942"},"modified":"2025-01-10T17:33:49","modified_gmt":"2025-01-10T17:33:49","slug":"getting-more-jewish-kids-into-jewish-schools","status":"publish","type":"post","link":"https:\/\/jewishaction.com\/cover-story\/getting-more-jewish-kids-into-jewish-schools\/","title":{"rendered":"Getting More Jewish Kids into Jewish Schools"},"content":{"rendered":"

\"\"<\/a><\/p>\n

 <\/p>\n

Roughly 12,000 Jews live in Indianapolis, says Rabbi Aryeh Birnhack, Judaic studies principal of Hasten Hebrew Academy in Indianapolis, Indiana. \u201cMany of them have simply never heard of our school.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

Thanks to a new initiative, Rabbi Birnhack is hoping that will change. Launched this fall by the Consortium of Jewish Day Schools (CoJDS), the initiative is an integrated marketing campaign encouraging Jews to send their children to Jewish schools. The campaign is dubbed \u201cComing Home\u201d because, as Rabbi Heshy Glass, founding national chairman of CoJDS, explains, \u201cThis is about Jewish schools for Jewish students.\u201d<\/span>\u00a0<\/span><\/p>\n

\u201cAs unaffiliated Jews move farther away from any Jewish connection, it\u2019s even more important to get in front of them now,\u201d says Rabbi Birnhack. \u201cIf we get just one more student in our school as a result of this campaign, that\u2019s success. We will be saving one Jewish <\/span>neshamah<\/span><\/i>.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

Every conversation in the broader Jewish world has changed in the aftermath of October 7, says Rabbi Glass. \u201cFor the past few years, we\u2019ve been hearing stories of Jewish families feeling less comfortable in public schools, as alternative identities are celebrated and woke culture seeps in,\u201d he explains. \u201cNow, after October 7, there\u2019s also antisemitism added to the mix. It can become very difficult for a child to navigate.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cWith growing feelings of discomfort post-October 7, we saw the opportunity to actively promote Jewish schools,\u201d says Rabbi Glass. \u201cOur goal is to help schools be successful, across the board,\u201d explains Rabbi Glass. \u201cYes, they need training. Yes, they need staff. But they also need students.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

The New York\u2013based CoJDS is dedicated to the development and improvement of Jewish day schools, working with about 250 schools across North America and throughout the world.<\/span>\u00a0<\/span><\/p>\n

CoJDS engaged ColdSpark, an agency that has run high-profile political campaigns, to create the campaign, which is leveraging social media, earned media and direct mail to reach Jewish families. This marketing campaign is building on previous efforts to grow enrollment including providing workshops to parents and scholarships for families \u201con the fence.\u201d<\/span>\u00a0<\/span><\/p>\n

For starters, the project is focused around five day schools in smaller communities across the country: Plainview, Long Island; Indianapolis, Indiana; Huntington Beach, California; Portland, Oregon; and Richmond, Virginia.\u00a0<\/span>\u00a0<\/span><\/p>\n

The choice of schools was strategic, Rabbi Glass explains. \u201cWe picked communities where the school has capacity to absorb more children and is sophisticated enough to accept families with limited Jewish backgrounds,\u201d he says. The schools in these communities are what CoJDS refers to as \u201canchor schools.\u201d The continued health of Jewish life in these communities hinges on the strength of the local day school.<\/span>\u00a0<\/span><\/p>\n

Each school is contributing a small amount toward the campaign, but the majority of the funding is being raised by CoJDS. \u201cPhilanthropy is truly fueling this effort,\u201d adds Rabbi Glass.\u00a0\u00a0<\/span>\u00a0<\/span><\/p>\n

While the current climate of growing antisemitism will hopefully open people\u2019s minds to consider Jewish schools for their children, Rabbi Glass says, securing funding for efforts like this to foster Jewish education in the US has become a much bigger challenge in the post\u2013October 7 world.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cSince October 7, federations have been sending money to Israel,\u201d he says. \u201cIt\u2019s important, and Israel needs the funds. But most donors aren\u2019t focused on Jewish education right now.\u201d<\/span>\u00a0<\/span><\/p>\n

The same challenge has faced Hadassa Halpern, executive director of the Ronald S. Lauder Impact Initiative in North America. She is overseeing a similar campaign that is promoting enrollment of Jewish children in Jewish day schools in cities with large Jewish populations.\u00a0<\/span>\u00a0<\/span><\/p>\n

If we get just one more student in our school as a result of this campaign, that\u2019s success. We will be saving one Jewish <\/span><\/b>neshamah<\/span><\/i><\/b>.<\/span><\/b>\u00a0<\/span><\/p><\/blockquote>\n

Though the Lauder campaign was conceived prior to October 7, it launched its pilot effort this year. It is focused on five pluralistic Jewish schools across four cities: Boca Raton, Florida; Detroit, Michigan; Boston, Massachusetts; and the Washington, DC area\u2014with hopes to expand to more schools across North America each year.<\/span>\u00a0<\/span><\/p>\n

\u201cThe funding landscape is completely different\u201d since October 7, says Halpern. \u201cFunders are giving money to causes in Israel and toward fighting antisemitism. It is not necessarily strategic to divert support from strengthening Jewish identity and knowledge in the Diaspora, but that\u2019s the reality. There are still 7 million Jews in the US who are looking for opportunities to engage\u2014now more the ever.\u201d<\/span>\u00a0<\/span><\/p>\n

Halpern notes that although the two campaigns focus on different types of schools in different locations, the fundamental goal of both efforts are aligned: \u201cIt\u2019s about how to get more Jewish kids into Jewish schools,\u201d she says.\u00a0<\/span>\u00a0<\/span><\/p>\n

 <\/p>\n

\"\"<\/a>

An ad currently being run by the Consortium of Jewish Day Schools (CoJDS) as part of its \u201cComing Home\u201d initiative, an integrated marketing campaign encouraging Jews to send their kids to Jewish schools. Courtesy of CoJDS<\/p><\/div>\n

 <\/p>\n

Thus far, neither campaign can measure its success, as both got into full swing after the current school year had begun. Both Rabbi Glass and Halpern are hoping to plant seeds that will germinate as parents think about the future.<\/span>\u00a0<\/span><\/p>\n

In the months following October 7, there was a reported uptick in interest in Jewish day schools from families that suddenly felt uncomfortable sending to public or non-Jewish private schools, but the interest hasn\u2019t yet translated into enrollment, says Halpern.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cI think it\u2019s because people in the US believe things will blow over,\u201d notes Halpern, who is originally British. \u201cIn Europe, we know that\u2019s false. We\u2019ve seen that once there\u2019s antisemitism, it doesn\u2019t simply go away. Americans believe it will pass\u2014though that might change this year. One thing is clear: Everyone is more open to having these conversations now.\u201d<\/span>\u00a0<\/span><\/p>\n

Although people may be feeling more uncomfortable as Jews since the events of October 7, Rabbi Birnhack stresses that the campaign isn\u2019t about capitalizing on fear. \u201cWe want to give over the message, in a positive way, that people should consider our school,\u201d he says. \u201cWe\u2019re not pushing urgency. We want to cultivate the idea in people\u2019s minds, so when they\u2019re thinking about enrolling their kids in school for the coming year, they\u2019ll have us in mind.\u201d\u00a0<\/span>\u00a0<\/span><\/p>\n

For his part, Rabbi Glass hopes that the Coming Home campaign will be a success, and the data will encourage major funders and philanthropic foundations to invest in the cause.\u00a0<\/span>\u00a0<\/span><\/p>\n

\u201cThe <\/span>kiruv<\/span><\/i> organizations are worried about Jews living in Florida and Las Vegas,\u201d he says. \u201cBut who is worried about those living in Indianapolis or Richmond? We need to lead the charge.\u201d<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span><\/p>\n

Rachel Schwartzberg is a writer and editor who lives with her family in Memphis, Tennessee.<\/span><\/i>\u00a0<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

In this section:<\/span><\/b>\u00a0<\/span><\/h3>\n

Welcoming October 8th Jews Home: A Symposium<\/a><\/strong><\/p>\n

What Jews Really Want <\/strong>by Leil Leibovitz<\/em><\/a><\/p>\n

Leave No Neshamah Behind <\/strong>by Rebbetzin Gevura Davis, as told to Merri Ukraincik<\/em><\/a><\/p>\n

Ten-Year Goal to Save Am Yisrael: One million new Jewish families on the path to keeping Shabbat <\/a><\/strong>by Rabbi Dr. Warren Goldstein<\/a><\/em><\/p>\n

Cultivating Jewish Pride <\/strong>by Rabbi Judah Mischel<\/em><\/a><\/p>\n

Responding to the Call <\/strong>by Rabbi Efraim Mintz<\/em><\/a><\/p>\n

Welcoming October 8th Jews Home: A Symposium, Part 2\u00a0<\/strong><\/a><\/p>\n

Welcoming October 8th Jews Home: A Symposium, Part 3<\/strong><\/a><\/p>\n

\u00a0<\/span><\/p>\n

Doorways to Jewish Life:<\/span><\/b>\u00a0<\/span><\/h3>\n

Start-Up Shul: How to build a welcoming kehillah<\/em><\/strong> by Avital Chizhik-Goldschmidt and Rabbi Binyamin Goldschmidt<\/em><\/a><\/p>\n

Reaching Across the Gap <\/strong>by Toby Klein Greenwald<\/em><\/a><\/p>\n

The American Israeli Post-October 7 <\/strong>by Sandy Eller<\/em><\/a><\/p>\n

How a Gap Year in Israel Can Change a Life <\/strong>by Kylie Ora Lobell<\/em><\/a><\/p>\n

Getting More Jewish Kids into Jewish Schools <\/strong>by Rachel Schwartzberg<\/em><\/a><\/p>\n

It All Starts with a Mom <\/strong>by Ahuva Reich<\/em><\/a><\/p>\n

Just Ahavas Yisrael <\/em><\/strong>by JA Staff<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

\u201cIf we get just one more student in our school as a result of this campaign, that\u2019s success. We will be saving one Jewish neshamah.\u201d\u00a0\u00a0<\/p>\n","protected":false},"author":262,"featured_media":29160,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"ep_exclude_from_search":false,"_cloudinary_featured_overwrite":false,"footnotes":""},"categories":[199,76,563,77,571],"tags":[],"class_list":["post-28942","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cover-story","category-education","category-jewish-society","category-outreach","category-welcoming-october-8th-jews-home","issues-winter-2024-5785"],"acf":[],"yoast_head":"\nGetting More Jewish Kids into Jewish Schools - Jewish Action<\/title>\n<meta name=\"description\" content=\"\u201cIf we get just one more student in our school as a result of this campaign, that\u2019s success. 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