thinking outside the blocks: why it’s critical for your congregation to focus beyond its early...
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Thinking Outside the Blocks: Why It’s Critical for Your Congregation to Focus
Beyond Its Early Childhood Center
Mark I. Rosen, Ph.D.Brandeis University
Cathy RollandURJ Faculty, Early Childhood Education and
Young Family Engagement
Presented at the URJ Biennial 2013
December 12, 2013 - San Diego, California
Thinking Outside the Blocks: Why It’s Critical for Your Congregation to Focus
Beyond Its Early Childhood Center
Mark I. Rosen, Ph.D.Brandeis University
Cathy RollandURJ Faculty, Early Childhood Education and
Young Family Engagement
Presented at the URJ Biennial 2013
December 12, 2013 - San Diego, California
Overview of Today’s Presentation
Part 1: Jewish Early Childhood Education – The Context
Part 2: Parents with Young Children – Who Are They and What Do They Want?
Part 3: Reaching Families Who Are Not Enrolled in Your Early Childhood Center
Mark I. Rosen ▪ Brandeis University 2
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PART 1: Jewish Early Childhood Education – The
Context
Jewish ECE – An Uncertain FutureJewish ECE – An Uncertain Future In his 2013 State of the Union address, President
Obama pledged to provide universal, high-quality pre-K education to our nation’s children
He has proposed spending $75 billion in the next decade to expand access to preschool
At present, less than one in every four Jewish families chooses a Jewish early childhood center
If universal pre-K expands, what percentage of parents in your community will choose your early childhood center for their children?
Mark I. Rosen ▪ Brandeis University 4
The Joys of Jewish ECEThe Joys of Jewish ECE Education:
The high quality educational setting in a Jewish preschool prepares children for a lifetime of learning.
Values: Jewish values and concepts are interwoven throughout the
day and apply to all aspects of a child’s life. Tradition:
Jewish holiday and life cycle celebrations are experienced in a way that is complementary to each family’s practice.
Identity: Children develop long-lasting, positive emotional connections
with Shabbat, Torah, and the Land of Israel, strengthening their Jewish identity.
Mark I. Rosen ▪ Brandeis University 5
The Joys of Jewish ECEThe Joys of Jewish ECE Spirituality:
Children are encouraged to think about, ask questions about, and develop their own relationship with God.
Friendship and Community: Both children and parents make friends and become a
part of the Jewish community locally and worldwide.
Adapted from A Parent's Guide to Choosing A Jewish Early Childhood Program by the Alliance for Jewish Early Education
Mark I. Rosen ▪ Brandeis University 6
Jewish ECE ChallengesJewish ECE Challenges Convenience
Hours and holiday closings are often unworkable for families with two working parents
Parents are increasingly moving to suburbs where there are no nearby Jewish early childhood centers
Costs Jewish early childhood centers can be more costly than secular preschools
Staffing Highly qualified preschool directors and teachers are hard to find
Jewish trends Intermarriage rates are continuing to rise, and interfaith families are
statistically less likely to choose a Jewish early childhood center Fewer Jewish adults are growing up with a strong Jewish identity and there
is a consequently less interest in passing Jewish identity on to children
Mark I. Rosen ▪ Brandeis University 7
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Thinking Outside the Blocks
In the face of these challenges, what can your congregation do to continue attracting families with young children?Answer: Develop family engagement programming
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PART 2: Parents with Young Children – Who Are They
and What Do They Want?
The Critical Role of ParentsThe Critical Role of Parents Parents, rather than educators and institutions, are
the primary influence on their children’s development
Parents make choices for their children Preschool Sunday school Summer camp
Young children imitate their parents If parents don’t make Jewish choices, and don’t
model Judaism at home, children will not grow up with a strong Jewish identity
Mark I. Rosen ▪ Brandeis University 10
Jewish Engagement Begins at BirthJewish Engagement Begins at Birth Preschool starts at two and a half or three, but
Jewish life begins at birth What is your congregation doing for families with
very young children? Reach out to parents when they have their first child Life changes dramatically; normal routines are
disrupted Finances, work, identity, and relationships are all
affected It takes about two years until parents settle into
their new routine and lifestyleMark I. Rosen ▪ Brandeis University 11
Why It is Critical To Reach Parents By The Time Their Oldest Child Is Two
Why It is Critical To Reach Parents By The Time Their Oldest Child Is Two
During this transition period, parents are more open and receptive than they will be later on
When children grow older and the family expands, receptivity among parents gradually lessens
By the time their firstborn is two, parents have: created new routines made new friends developed loyalties with local institutions
Parents have established a “new normal” and have settled into family life
Will the “new normal” include Jewish life?Mark I. Rosen ▪ Brandeis University 12
Parents are Looking for Jewish ConnectionsParents are Looking for Jewish Connections
Parents with young children: are not looking for Jewish learning are not inclined to join congregations are looking for Jewish connections
Mark I. Rosen ▪ Brandeis University 13
Question From a Recent Survey of Chicago-Area Parents
Question From a Recent Survey of Chicago-Area Parents
Are you as connected to the Jewish community as you would like to be?
Mark I. Rosen ▪ Brandeis University 14
Families Who Were Not Synagogue Members Were Much More Likely to Be Looking For Connections
Families Who Were Not Synagogue Members Were Much More Likely to Be Looking For Connections
Percentage Who Answered No to: "Are you as connected to the Jewish comm...-25%
0%
25%
50%
75%
35%
68%
Synagogue Member Not a Synagogue Member
Mark I. Rosen ▪ Brandeis University 15n=1,389
Parents Are Strongly Influenced by PeersParents Are Strongly Influenced by Peers
Most parents learn about programs and institutions from their friends
Secular friendships will lead to secular choices Jewish friendships lead to Jewish choices For those who are not connected to the Jewish
community, connections start with Jewish friendships
Connecting Jewish parents with each other should be a high priority
Mark I. Rosen ▪ Brandeis University 16
Survey QuestionSurvey Question
At this point in your life, are you looking to develop new friendships?
Mark I. Rosen ▪ Brandeis University 17
Three out of Four Chicago-Area Parents WereLooking to Develop New Friendships
Three out of Four Chicago-Area Parents WereLooking to Develop New Friendships
Looking to Develop New Friendships77%
Not Looking
23%
Mark I. Rosen ▪ Brandeis University 18n=1,465
Families with Younger Children Were Even More Likely to Be Looking For New Friendships
Families with Younger Children Were Even More Likely to Be Looking For New Friendships
Oldest ChildUnder 2
Oldest ChildBetween 2 and 5
Oldest Child6 or Older
0%
25%
50%
75%
100%85% 86%
69%
n=1,276
Percentage looking for new friend-ships
Mark I. Rosen ▪ Brandeis University 19
Choosing a Jewish Early Childhood CenterChoosing a Jewish Early Childhood Center
Parents learn about preschools from their friends Peers are an important influence on parents’
preschool decisions. Parents will go where their friends go
For some families, Jewish sponsorship is not a high priority when choosing a preschool – it’s viewed as a nice additional benefit
Schedule, travel time, cost, and quality are all important considerations
Parents carefully consider whether a particular preschool is the right fit for their child and whether it matches their personal educational philosophy
Mark I. Rosen ▪ Brandeis University 20
Cost, Location, Fit, and Scheduling Are The Major Reasons Why Parents Who Considered a Jewish Early
Childhood Center Did Not End Up Choosing One
Cost, Location, Fit, and Scheduling Are The Major Reasons Why Parents Who Considered a Jewish Early
Childhood Center Did Not End Up Choosing One
Did not care for the teachers at the Jewish program
Did not care for the quality of the Jewish program
The Jewish program seemed too religious
The Jewish program didn't have the right schedule
Program that was chosen seemed to be a better fit
The Jewish program was not conveniently located
The Jewish program was too expensive
0% 10% 20% 30% 40% 50%
4%
7%
9%
40%
44%
44%
50%
Percentage Choosing Option
n=258Mark I. Rosen ▪ Brandeis University 21
Parents were instructed: “Choose all that apply.”
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PART 3: Reaching Families Who Are Not Enrolled
In Your Early Childhood Center
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Overview of Best Principles
1. Be choosy about who works with families2. Know your competition3. Design programs with parents in mind4. Relationships should be your main focus5. Be sensitive to newcomers6. Collaborate with community partners7. Gain the support of internal stakeholders8. Get the word out
1. Be Choosy About Who Works with Families Appoint a family engagement coordinator to focus on
families not enrolled in your Jewish early childhood center
Make sure the person has the right qualities: Outreach and social media skills Understands young families Warm, friendly, welcoming, inclusive Does not need to be a Jewish educator Not the early childhood director
Identify experienced program leaders who parents are attracted to
Mark I. Rosen ▪ Brandeis University 24
2. Know Your Competition
Lots of local institutions are offering programs for families with young children
Find out which ones are popular and well attended Businesses that cater to families with young children Nonprofits such libraries and local parenting organizations
Find out how parents learn about these programs Find out what the programs cost Talk with parents at your congregation to learn
about where they go
Mark I. Rosen ▪ Brandeis University 25
3. Design Programs with Parents in Mind Parents want quality Create low barrier, easy access programming so that
everyone feels comfortable regardless of their level of Jewish knowledge Recognize that some parents are self-conscious about their
Jewish knowledge – uphold their sense of dignity Target programs for very specific ages - different types
of programs are effective at different stages of a child’s growth Welcome basket with home visit for parents of newborns Playgroups for parents of infants Tot Shabbat, holiday programs, music programs for parents
of toddlersMark I. Rosen ▪ Brandeis University 26
Design Programs with Parents in Mind Build in lots of informal time for socializing… avoid
filling up all the time with programming Offering food is a good way to accomplish this
Offer programs outside the building for those who are not comfortable coming to a Jewish institution
Mark I. Rosen ▪ Brandeis University 27
4. Relationships Should Be Your Main Focus Between parent and child Between parent and parent Between parent and Jewish role models
Rabbis and cantors Jewish educators Other parents who are living a Jewish life
You don’t just want to provide Jewish experiences, you want to create a community of parents who find a home at your congregation
Mark I. Rosen ▪ Brandeis University 28
5. Be Sensitive to Newcomers
Be alert for new families so that they are welcomed and included in a warm, personal fashion
DO NOT pressure families to join or enroll – let them come to you when they are ready Think of the process as similar to dating… feelings
grow stronger over time after a series of positive experiences… it takes awhile to make a commitment
Mark I. Rosen ▪ Brandeis University 29
6. Collaborate with Community Partners Your congregation may or may not be the best fit
for a particular family If you collaborate with other local congregations,
parents will be exposed to a broader range of options, and the likelihood that they will find a place that appeals to their Jewish sensibilities will be enhanced
The goal is get parents involved in Jewish life wherever they are most comfortable
Put the needs and interests of parents first, and your congregation will benefit in the long-term
Mark I. Rosen ▪ Brandeis University 30
7. Gain the Support of Internal Stakeholders
You will be more likely to succeed if you have support from congregational leadership
Sell the importance of family engagement to clergy, Jewish educators, the president, and the board so that they are all supportive
Mark I. Rosen ▪ Brandeis University 31
8. Get the Word Out Parents won’t come to your programs unless they
know about them. Publicize your programs using the same mechanisms
that local parents use to find out about secular programs
Be sure your publicity always mentions that programs are open to all, not just members, and that interfaith families are welcome
Mark I. Rosen ▪ Brandeis University 32