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Ghirardelli Square: Target Your Membership – Create Sweet Success

Ghirardelli Square: Target Your Membership – Create Sweet Success. Sharon K. Benoff – Vice President Rachel Jurisz – Manager Department of Service to Sisterhood and Districts. “Target everyone and you target no one.” - Marketing Mantra. Sisterhood is for everyone!.

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Ghirardelli Square: Target Your Membership – Create Sweet Success

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  1. Ghirardelli Square: Target Your Membership – Create Sweet Success Sharon K. Benoff– Vice President Rachel Jurisz – Manager Department of Service to Sisterhood and Districts

  2. “Target everyone and you target no one.” - Marketing Mantra

  3. Sisterhood is for everyone! • Increases participation in programming and events • Increases financial resources • Increases leadership pool and succession

  4. Goals • To target women with preschool-age children • To engage women with preschool-age children

  5. What do we know about this target group? • What is their age range? • 20s to 50s • What are their personal interests? • Theater, arts, music, sports, fine arts, internet, television • What kind of lifestyle do they lead? • Very busy, technologically savvy

  6. What do we know about this target group? • Where do they spend their time? • Children and family, activities, travel • How do they spend their extra money? • Family, home, travel, philanthropy • What is their Jewish background? • Reform, well educated, some Israel travel

  7. What do we know about this target group? • What temple events interest them? • Preschool, family programs, tot Shabbat , social action • What is their educational level? • Highly educated, Bachelors, Masters, PhDs • What is their employment status? • Full-time, flex/part-time, stay at home

  8. How do you market to this target group? • E-Communication • Green • Less expensive • More immediate • Print Media • Electronic saturation • Widens your audience

  9. E-Communication • E-newsletter • Evites • Websites • Blogs • Text messages • Social networking • Facebook • Twitter • Meetup

  10. How many of these e-communication vehicles should your sisterhood use? ALL!

  11. Print Media • Preschool Newsletter • Parenting Magazines

  12. Are your marketing materials appealing? • Consider design • Words • Images • Fonts • Colors

  13. Personal Touch

  14. Questions to Ponder • Does your sisterhood know why these women have not joined? • Are your sisterhood’s programs appealing to this target audience? • Has your sisterhood asked this target audience what programs they would like to be offered through sisterhood? • How can your sisterhood partner with other temple groups to reach out to and offer programming for this target audience?

  15. Programming Considerations • Partner! Partner! Partner! • Weekday and weekend • Connect with friends/peers • Involve or benefit family • Offer babysitting • Fun, meaningful, and relevant

  16. Program Ideas • New parent gift baskets • Challah blitz package • Mom’s night out • Book group or WRJ/Lilith salon • Spa day • Self-defense class • Jewelry making with wine and cheese

  17. Program Ideas • Sukkah decorating • Sushi or fondue night • Chai tea • Family movie night • Pre-Passover cooking workshop • Preschool fundraiser

  18. Resources • WRJ Website – www.WRJ.org • Membership Matters • Just Ask • Membership Ad Templates • Sisterhood presidents should be signed up for the WRJ listservs that you can continue to share sisterhood ideas with other sisterhoods

  19. “The odds of hitting your target go up dramatically when you aim at it.” -Mal Pancoast

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