1528 Walnut Street, Suite 1414, Philadelphia, PA 19102 Report of Findings: Jewish Identity, Engagement and Education February 9, 2014

1528 Walnut Street, Suite 1414, Philadelphia, PA 19102www.meliorgroup.com

Report of Findings:Jewish Identity, Engagement and Education

February 9, 2014

2

• Background

• Profile

• Conclusions & Implications

• Next Steps

Presentation Overview

Jewish Identity, Engagement, and Education

• Goals – To deepen understanding of the Jewish Community so the Jewish

Federation of Southern New Jersey (JFedSNJ) can respond to changing needs, set strategy for the future

• Last detailed study conducted: 1991

– Provide information to synagogues and other local Jewish organizations that will be helpful to their planning efforts

• Approach– Market research study of tri-county area: Burlington, Camden,

Gloucester counties • Focus: attitudes, practices, needs • Design: 15 minute survey reflecting local interests

3

Background


• Methodology– Major promotional effort by JFedSNJ to raise community awareness,

interest in participating

– Multi-channel design to encourage maximum participation

4

Background

Call Center dial out using community lists, purchased sample

Personal ‘invite’ using community lists [closed link]

Direct call-in to Call Center using special JPOP # 1-855-JPOP-SNJ

Click-on special JPOP survey site myjewishpop.com [open link]

n = 152(5%)

n = 1,124(35%)

n = 60(2%)

n = 1,839(58%)

OUTBOUND

INBOUND

PHONE ONLINE

TOTAL = 3,175

PHONE ONLINE

OUTBOUND

INBOUND


5

Profile: Demographics


Camden County[61%]

Burlington County[28%]

Gloucester County[11%]

Zip codes with large respondent clusters

6

Burlington County Migration Patterns:



Unspecified

Lifelong address

Other States

Other PA

Metro Philadelphia

Other NJ

Burlington County

Camden County

0% 5% 10% 15% 20% 25% 30% 35%

14%

1%

7%

5%

9%

9%

26%

29%

Inflows (%)

35%65%

Outflows (%)

Might move Not likely to move

31%

25%

44%Not sure

Out of area

In Tri-County

7

Camden County Migration Patterns:



Unspecified

Lifelong address

Another country

Other States

New York

Other PA

Metro Philadelphia

Other NJ

Burlington County

Gloucester County

Camden County

0% 5% 10% 15% 20% 25% 30% 35%

9%

3%

1%

6%

6%

2%

18%

7%

16%

1%

31%

Inflows (%)

37%64%

Outflows (%)

Might move Not likely to move

26%

26%

48% Not sure

Out of area

In Tri-County

8

Gloucester County Migration Patterns:



Unspecified

Lifelong address

Other States

Other PA

Philadelphia

Other NJ

Burlington County

Gloucester County

Camden County

0% 5% 10% 15% 20% 25% 30% 35%

5%

3%

10%

5%

12%

19%

7%

15%

24%

Inflows (%)

14%86%

Outflows (%)

Might move Not likely to move11%

36%

53% Not sure

Out of area

In Tri-County


9

Burlington County Camden County Gloucester County

20%

17%

25%23%

16%

27%

20%21% 21%

18%19%

12%13%

16%

6%6%

11%9%

Length of Residence (%)

0-9 yrs. 10-19 yrs. 20-29 yrs. 30-39 yrs. 40-49 yrs. 50+ yrs.



10

15%

42%

14%

19%8%

2%

Household Size: Aggregate (%)

One Two Three Four Five Six or more


11

35%65%

Households with Children Under 18Households Without Children Under 18

16%

45%

35%

One (35%)

Two (45%)

Three (16%)

Four (3%)

Five or more (1%)


Children Under Age 18 in Household (%)Household Structure (%)


12

Marital Status: by Age Segment (%)

Marital Status TotalAge Segment

18-29 yrs.

30-44 yrs.

45-59 yrs.

60-74 yrs.

75-84 yrs.

85+ yrs.

Married/living with a partner 78 44 88 85 79 64 34

Intermarried 19 30 24 21 18 6 --

Single 5 52 6 4 2 1 5

Divorced/separated 9 4 6 9 12 6 5

Widowed 8 -- -- 2 7 29 56



13

Marital Status: by Age Segment (%)

Marital Status TotalAge Segment

18-29 yrs.

30-44 yrs.

45-59 yrs.

60-74 yrs.

75-84 yrs.

85+ yrs.

Married/living with a partner 78 44 88 85 79 64 34

Intermarried 19 30 24 21 18 6 --

Single 5 52 6 4 2 1 5

Divorced/separated 9 4 6 9 12 6 5

Widowed 8 -- -- 2 7 29 56



Profile: Jewish Identity

14

Burlington County Camden County Gloucester County

35%

41%

36%

16%14%

29%

2%

9%

2%4%

2%

7%

42%

33%

25%

1% 1% 1%

Religious Denomination Identification: by County (%)

Conservative Just Jewish Orthodox Reconstructionist Reform Other



• Drill Down: ‘Just Jewish’ [n=514]

– Age. More likely to be under age 30 (25%), but ~15% of all age segments

– County. More likely to reside in Gloucester County than other counties (29% vs. ~15%)

– Income. More likely to earn <$50K (although more likely driven by age)

– Marriage. Significantly more likely to be intermarried (30% vs.12%)

– Connection. Less likely to feel connected • 41% feel ‘not at all connected’ to the Jewish community• 26% are affiliated• ~10% value synagogue membership

15Jewish Identity, Engagement, and Education


• Drill Down: Affiliation– Age. Affiliation follows life stage – peaking in the 45-59 age segment

(53%), then leveling off (~35%)

– County. Gloucester County residents less likely to be affiliated

– Marriage. Affiliateds over twice as likely to be inmarried (52% vs. 19%)

– Connection. Affiliateds more likely to feel ‘very connected’ (61% vs. 17%)

16

Burlington Cty. Camden Cty. Gloucester Cty.

42% 43%25%

3% 3% 4%4% 3% 1%

24%

47%

4%

25%31%

20%

Organizations to which People Belong/Pay Membership Dues (%)

Tri-County Synagogue Other Synagogue HavurahKatz JCC Jewish Social/Political Organization



• Drill Down: Affiliation [con’t.]

– Where are the opportunities for growth?


Synagogue Membership

Affiliated Inmarried

Denomination Children < 18 yrs.

Yes No Yes No Conservative Reform Just Jewish Yes No

I belonged to a synagogue in the past. 69 80 84 67 89 91 61 71 83

I plan to join a synagogue within the next several years. 9 15 20 11 23 14 7 32 10

I never belonged to a synagogue and do not plan to join one. 24 15 10 29 5 6 33 18 15

Synagogue Membership: Past Experience and Future Intention (%)[Base: Respondents who are not current synagogue members]






Affiliated Inmarried

Denomination Children < 18 yrs.

Yes No Yes No Conservative Reform Just Jewish Yes No


I plan to join a synagogue within the next several years. 9 15 20 11 23 14 7 32 10



Likely growth opportunities






County of Residence Age

Burlington Camden Gloucester 18-29 yrs.

30-44 yrs.

45-59 yrs.

60-74 yrs.

75-84 yrs.

85+ yrs.


I plan to join a synagogue within the next several years. 13 16 15 46 44 10 8 5 --



Likely growth opportunities


• Jewish ritual observance varies– High (over 80%): Passover Seder, Chanukah candles, Mezuzah on the door

– Moderate (50-80%): Yahrzeit candles, YK fast, attend High Holiday services

– Low (<35%): Sukkah, Shabbat candles, Shabbat services, Kosher at home

• Observance increasing in ‘trackable’ rituals/practices

20

Fast on Yom Kippur Light Sabbath candles

Attend Shabbat services regularly

Kosher at home0

10203040506070 61%

19% 20%13%

70%

30% 27%19%

Change in Observance: 1991 to 2013 (%)

19912013



• Segment trends/differences clearly evident – Location. Gloucester County residents generally less observant– Age. Different patterns for different rituals – some increase with age,

some stable, some decline– Household. Households with children more likely to observe – except

lighting Yahrzeit candles– Affiliation. Affiliate households significantly more likely to observe

• Question: Does observance fuel affiliation or do people affiliate to expand observance?

– Marriage. • Married people significantly more likely than singles to observe (except in a few areas)• Inmarried households significantly more likely to observe all rituals/activities

– Denomination. ‘Just Jewish’ are significantly less likely to observe


22

Jewish Rituals/Activities Observed: by Segment (%)

TIER Jewish Rituals/ Activities Total

Denomination

Orthodox Conservative Reform Reconstructionist Just Jewish

HIGH

Attend/hold a Passover Seder 91 97 97 93 97 72

Light Chanukah candles 90 96 96 91 92 75

Have a Mezuzah on the door to your home 85 96 92 84 89 65

MODERATE

Light Yahrzeit/memorial candles 71 82 78 67 81 56

Fast on Yom Kippur 70 95 84 66 75 39

Attend High Holiday services 63 91 78 59 85 22

LOW

Put up/visit a Sukkah 32 86 40 21 42 12

Light Sabbath candles 30 86 39 17 33 9

Attend Shabbat services at least monthly 27 83 32 20 41 6

Keep kosher inside the home 19 87 27 3 17 7



Profile: Engagement

• Being Jewish matters…

23

Being Jewish is important to me

It's important future generations of my family are Jewish

68%

61%

30%

35%

1%

3%

1%

1%

Strongly agree Agree Disagree Strongly disagree


Profile: Engagement

• Being Jewish matters… more to some than others

24

Being Jewish is important to me

It's important future generations of my family are Jewish

68%

61%

30%

35%

1%

3%

1%

1%


Inmarried Intermarried Affiliated Not Affiliated Married Single Just

Jewish

68 35 78 47 62 55 37


Inmarried Intermarried Affiliated Not Affiliated Married Single Just

Jewish

75 48 83 56 98 97 44

• Jewish community ‘life’ is valued – although not quite as highly

25

Having a Jewish Day School in the community is important to me

Being a Synagogue member is important to me

Being part of a Jewish community is important to me

0% 20% 40% 60% 80% 100%

29%

35%

46%

49%

26%

45%

17%

31%

8%

5%

13%

1%



Profile: Engagement

• Though respondents value being part of the Jewish community, there are barriers to feeling connected…– Cost is a particular concern; for others, it’s not feeling welcomed

26

Belonging to Jewish organizations in SNJ affordable

I find Jewish organizations in SNJ welcoming

I feel I am part of the Jewish community where I live

Jewish organizations are conveniently located to where I live

0% 20% 40% 60% 80% 100%

11%

25%

33%

45%

33%

53%

41%

36%

37%

16%

17%

12%

19%

6%

9%

5%



Profile: Engagement

• Most (82%) feel personally connected to Israel

27

Profile: Engagement

34%

42%

19%5%

Personal Connection to Israel (%)

Very connected Somewhat connected Not very connected Not at all connected

Birthright trip

College semester/gap year

Bar/Bat mitzvah celebration

Jewish organization trip

Family vacation

7%

8%

20%

48%

57%

Reasons for Visiting Israel (%)

Options Considered for Future Trips to Israel:

for Children Ages 5-29

Currently Planning for Child to Go

Don’t Know Yes No

Organized trip through different org. 39 14 47

Birthright trip 34 26 34

Synagogue trip 25 19 56

Day school trip 14 6 80

Options for Sending Children to Israel in the Future (%)


Profile: Jewish Education

• Adults typically learn with a group

• Young children (0-4 yrs.) typicallyenrolled in pre-school and/or daycare– Two-thirds (65%) are in a Jewish setting– When ready for elementary school, most plan

to enroll their children in a Jewish education program – usually (65%) a synagogue religious school

28

With a group In person, one on one

Online

31%

13% 13%

Adult Participation in Jewish Studies (%)

55%28%

17%

Current Program Enrollment (%)

Preschool Daycare Not enrolled


Profile: Jewish Education

• School-age children (5-17 yrs.) typically attend public school– JDS attracts students from major denominations

(including ‘Just Jewish’ and Reconstructionist)

• Religious/Hebrew school education is important for primary grade children, but declines after bar/bat mitzvah age… informal experiences sought

29

75%

16%9%

Current School Enrollment (%)

Public school JDS Other private school


Religious/Hebrew School [Ages 5-12]

Hebrew High School [Ages 13-17]

Post Confirmation [Ages 13-17]

72%

30%

14%

Day camp Overnight camp

Youth groups Teen tour

66%

22%

45%

24%

67%

45%

62%

Ages 5-12

Ages 13-17

Informal Jewish Experiences (%)Religious/Hebrew School Education (%)

30

1%4% 5% 5% 6%

11%

18%

22%

Needed Assistance to Cope with Used Jewish Ageny

Issues and Sources of Support/Assistance (%)

• Some households struggle…

Profile: Health & Social Services

31

1%4% 5% 5% 6%

11%

18%

22%

15%

8%

36%

19%

16%14%

39%

12%

Needed Assistance to Cope with Used Jewish Ageny

Issues and Sources of Support/Assistance (%)

• Some households struggle…– Jewish organizations most often seen as sources of support/assistance

caring for ill/elderly family and friends, and those experiencing dementia/Alzheimer’s

Profile: Health & Social Services

Profile: Volunteering

• Many are involved in Tikkun Olam (giving back) – typically for Jewish and non-Jewish organizations

32

48%

13%10%

29%

Type of Organization (%)

Jewish & non-Jewish Jewish only Non-Jewish only None


Conclusions & Implications

• Though interconnected, each county has its own distinct profile – demographically, attitudinally, and behaviorally.– Programs/services that understand and tailor to these differences will

improve their likelihood of success.

• Those who are ‘Just Jewish’ are less engaged and less involved but should not be written off.– Informal/cultural Jewish experiences are often valued more than religious

ones by this segment but also for teens. Expanding opportunities to informally connect with others may help to strengthen engagement.

– Expanding and/or increasing awareness of volunteer opportunities may be another avenue for strengthening community engagement.



• Synagogue affiliation follows life stage – peaking among those in the 45-59 age segment. – Opportunities for growth are strongest among inmarried couples and

families with young children; sliced by age, it’s those under age 45.

• Jewish ritual observance varies – low ‘commitment threshold’ rituals are most widely practiced.– Such observance keeps the door open – are there ways for community

institutions to better leverage this interest?

• While being Jewish matters to many, fewer value community ‘life.’ – Local Jewish organizations need to find ways to be less costly, more

welcoming, and (possibly) more convenient. 34Jewish Identity, Engagement, and Education


• Parents are committed to providing their children with a Jewish education… at least through bar/bat mitzvah age.– Past that point, cultural Jewish experiences are often valued more than

formal educational ones for keeping the connection. Expanding opportunities to informally connect with others can strengthen these ties.

• Even though most parents will not send their children to Jewish Day School, they recognize the value of such institutions to the community.– These schools may appeal to a broader array of students than expected –

messaging directed towards these ‘non-traditional’ students and families may yield additional opportunities.



• While many in the community live ‘comfortably,’ others face challenges – disabilities, financial issues, and social/emotional stressors. They are most likely to turn to Jewish agencies for help coping with caregiving for the elderly and dementia.– Increasing awareness of the array of social services offered by local

Jewish agencies could help increase their use for others stressors as well.



• Big Picture– The Jewish population in the tri-County area is estimated to have grown

by 15% since 1991. Although Camden County remains the mainstay, newcomers tend to head to Gloucester and Burlington counties.

• Seniors comprise a large part of the community, most likely increasing over time, with the attendant need for services.

– The tri-County area Jewish community is supportive of more than one dozen Jewish denominations/movements. While those identifying with the Reform and Conservative movements predominate, others are seeing growth – most notably the Orthodox and those who consider themselves ‘Just Jewish.’

• The rise in those who identify as ‘Just Jewish’ may be troubling for the long term sustainability of the community – they tend to be less involved in/supportive of Jewish community entities/organizations, care less about Jewish continuity, follow fewer Jewish rituals and practices.



• Big Picture [con’t.]– Many feel the community is not as welcoming as it could (or should) be.

• For some, cost is an obstacle; for others distance poses a problem.• Perhaps more troubling is the fact that people who are not married are less likely to

feel welcomed or that they belong.

– Even so, educating the children ‘Jewishly’ remains a priority for most parents. For most, the synagogue religious school is the model of choice, with interest in supplementing such programs with ‘informal’ experiences (e.g., day and overnight camp, teen tours, etc.) noted.

• Lack of access prevents some from enrolling their youngest children in daycare or pre-school programs in a Jewish setting.

• Others opt for the Jewish day school experience, and many recognize the value of this type of institution for the community.



• Big Picture [con’t.]– People in the community deal with a wide array of challenges including

mental and physical disabilities, financial issues, and social/emotional stressors.

• Jewish organizations may be sources of support/assistance, but they are not routinely the ‘first line of defense.’

– Each county has its own distinct profile – the goal should not be to simply replicate the success of the Camden County structure, but to tailor offerings to meet the unique needs of each county.



• Big Picture [con’t.]– People in the community deal with a wide array of challenges including

mental and physical disabilities, financial issues, and social/emotional stressors.

• Jewish organizations may be sources of support/assistance, but they are not routinely the ‘first line of defense.’

– Each county has its own distinct profile – the goal should not be to simply replicate the success of the Camden County structure, but to tailor offerings to meet the unique needs of each county.


The data presents a picture of a vibrant Jewish community in Southern New Jersey… where opportunities for change exist that, when properly made, will serve to strengthen and ensure

community continuity for the foreseeable future.

Next Steps

For more results, visit…

www.myjewishpop.com

[Additional information will be available at the conclusion of all presentations at the end of February]


http://www.myjewishpop.com/

42

Burlington County [28%]

08010 (n=7)08015 (n=2)08016 (n=5)08022 (n=10)08036 (n=10)08046 (n=19)08048 (n=6)08052 (n=18)08053 (n=236) Marlton08054 (n=221) Mt. Laurel08055 (n=48)08057 (n=115) Moorestown08060 (n=21)08065 (n=6)08075 (n=37)08077 (n=45)08088 (n=25)08505 (n=14)08515 (n=2)08518 (n=4)08554 (n=1)

Zip codes with large Jewish populations


Religious and Educational Institutions

43

Camden County [61%]

08002 (n=261) Cherry Hill08003 (n=992) Cherry Hill08004 (n=4)08007 (n=3)08009 (n=3)08021 (n=19)08026 (n=3)08029 (n=6)08031 (n=3)08033 (n=53) Haddonfield08034 (n=146) Cherry Hill08035 (n=1)08043 (n=352) Voorhees08083 (n=2)08084 (n=1)08091 (n=4)08102 (n=3)08104 (n=6)08105 (n=3)08106 (n=5)08107 (n=3)08108 (n=29)08109 (n=8)08110 (n=1)

Camden County zip codes servicing Gloucester County

08012 (n=6)08081 (n=13)




44


Gloucester County [11%]

08020 (n=6)08027 (n=4)08028 (n=33) Glassboro08051 (n=15)08056 (n=5)08061 (n=1)08062 (n=32) Mullica Hill08066 (n=1)08071 (n=8)08080 (n=9)08085 (n=91) Swedesboro08086 (n=25) Thorofare08090 (n=15)08093 (n=8)08094 (n=4)08096 (n=34) Woodbury/Hts.08097 (n=42) Woodbury/Hts.08312 (n=5)08344 (n=1)

Camden County zip codes servicing Gloucester County

08012 (n=6)08081 (n=13)



45



County of Residence Age

Burlington Camden Gloucester 18-29 yrs.

30-44 yrs.

45-59 yrs.

60-74 yrs.

75-84

yrs.85+ yrs.

HIGH

Attend/hold a Passover Seder 91 91 94 77 96 96 91 90 89 88

Light Chanukah candles 90 91 90 88 99 97 95 87 82 58

Have a Mezuzah on the door to your home 85 85 88 72 89 86 87 83 86 82

MODERATE

Light Yahrzeit/memorial candles 71 73 71 65 60 44 71 81 83 75

Fast on Yom Kippur 70 66 74 61 86 79 79 65 54 35

Attend High Holiday services 63 62 65 53 57 63 72 59 57 56

LOW

Put up/visit a Sukkah 32 24 36 25 43 42 35 24 29 24

Light Sabbath candles 30 26 33 19 45 39 33 24 24 18

Attend Shabbat services at least monthly 27 27 27 28 36 28 33 23 22 30

Keep kosher inside the home 19 11 24 8 35 23 22 16 16 6



46



Household Affiliated Inmarried Marital Status

With Children

No Children Yes No Yes No Marrie

dNot

Married

HIGH

Attend/hold a Passover Seder 91 96 89 99 85 96 74 92 88

Light Chanukah candles 90 97 87 98 84 94 84 92 83

Have a Mezuzah on the door to your home 85 88 83 95 76 92 58 85 83

MODERATE

Light Yahrzeit/memorial candles 71 55 77 79 64 74 56 70 72

Fast on Yom Kippur 70 80 66 86 57 77 52 72 63

Attend High Holiday services 63 71 59 97 35 72 38 65 54

LOW

Put up/visit a Sukkah 32 47 25 52 14 38 15 33 25

Light Sabbath candles 30 42 25 50 14 37 10 32 21

Attend Shabbat services at least monthly 27 35 24 55 6 32 12 28 23

Keep kosher inside the home 19 26 16 33 8 25 2 21 14



47



Denomination

Orthodox Conservative Reform Reconstructionist Just Jewish

HIGH

Attend/hold a Passover Seder 91 97 97 93 97 72

Light Chanukah candles 90 96 96 91 92 75

Have a Mezuzah on the door to your home 85 96 92 84 89 65

MODERATE

Light Yahrzeit/memorial candles 71 82 78 67 81 56

Fast on Yom Kippur 70 95 84 66 75 39

Attend High Holiday services 63 91 78 59 85 22

LOW

Put up/visit a Sukkah 32 86 40 21 42 12

Light Sabbath candles 30 86 39 17 33 9

Attend Shabbat services at least monthly 27 83 32 20 41 6

Keep kosher inside the home 19 87 27 3 17 7



Documents

1528 Walnut Street, Suite 1414, Philadelphia, PA 19102 Report of Findings: Jewish Identity, Engagement and Education February 9, 2014