BUILDING A MORE FULLY REALIZED BBYO:

BUILDING A MORE FULLY REALIZED BBYO:

Utilizing Business Strategies and Educational

Practices to Create Lasting Impact

Shayna A. Kreisler

AGENDA1. Abstract2. Overview3. Methodology4. BBYO Consumer Segments5. Purchase Criteria6. Involvement , Impact , and

Adolescent Development7. Recommendations

BUILDING A MORE FULLY REALIZED BBYO 2


ABSTRACTKEY QUESTIONS:1. How do teens make decisions regarding which experiences to

participate in throughout their time in BBYO? How do these decisions affect their involvement?

2. Who are BBYO’s consumer segments and how does the organization respond to their needs?

3. How can BBYO make the connection between involvement, impact, and outcomes to build intentional program pathways that will maximize involvement and achieve stated impact goals?

BUILDING A MORE FULLY REALIZED BBYO

OVERVIEW THIS PROJECT AIMS TO:• Advance the internal conversation around involvement

and impact• Shift focus to “More Meaningful Jewish Experiences”• Review the Involvement Matrix• Recommend how to intentionally connect involvement to

impact and outcomes

“By clearly articulating the connection between involvement in our programs and the resulting impact we currently assume our programs to have, BBYO will not only gain a far better understanding of our strengths and the challenges we face; we will also be able to more accurately see the holes in our program, and how we can amend or append our offerings in order to shore up BBYO as the premiere Jewish experience for Middle and High School aged teens.”


METHODOLOGY• Quantitative Data Collection:• 185 individual program histories sampled from BBYO’s intranet (Dashboard) on

three groups of graduating seniors Leadership teens/ The Executive Body Travel teens Four-year members

• Each individual program history was correlated to the proposed involvement matrix and assigned to one of the four involvement categories

• Qualitative Data Collection:• Institutional surveys


BBYO CONSUMER SEGMENTS

PROPOSED INVOLVEMENT MATRIXEDUCATIONAL FOCUS AREAS PROGRAM CATEGORY PTS INVOLVEMENT CATEGORY IMPACT

BBYO programs will share the following with participants:

• Being a part of the Jewish people offers unique ways to find meaning and connection.

• Jewish values expose the richness that can be found in giving of oneself, respecting others and serving one’s community.

• Judaism provides a guide for everyday decisions and a blueprint for addressing life’s milestones

• Appreciating pluralism enables a greater understanding of the vibrant diversity inherent in the Jewish community.

• By virtue of their involvement in BBYO they are part of a world-wide Jewish family with roles and responsibilities for maintaining that family.

• Israel is the Jewish homeland and historical/spiritual center of the Jewish people.

AZA/BBG

Chapter Mtg./Program 4

Transformational InvolvementAbove 400 pointsParticipant has played a leadership role amongst their peers in a range of programs and “lived” in a Jewish environment during their high school years.

These teens become passionate leaders of their peers and are focused on making the world a better place for and on behalf of the Jewish people. Their lives are guided by a deep understanding of Jewish practice and values.

Chapter Stand Up! 10

AZA/BBG Shabbat 10

Convention – Social 50

Convention – Judaic 70

Convention – Service 70

Convention – Leadership 70

Chapter Leader Position 50

Deep Involvement61-400 pointsTeen’s fondest memories will be of their BBYO experiences, the friends they made, the events to which they traveled and the leadership roles that they played.

These teens are most comfortable in a Jewish setting, desire relationships with other Jews and integrate Jewish practice and behavior into their lives. They know how to be a leader and understand how that leadership is directed by Jewish values.

Regional Leader Position 200

Int’l Leader Position 400

COMMUNITY- WIDE

Leadership and Values Series 100

Teen Connection Program 4

Israel Fair 10

Athletic League 4

J-Serve 15

Moderate Involvement5 to 60 pointsTeens have attended multiple programs, but no immersive experiences. Many of their friends are Jewish and they know there is a place for them.

These teens see importance in being part of a people and engage in activities to ensure that that happens. They seek out Jewish relationships. They have an appreciation for Jewish teaching and rituals but don’t understand them in a deep way.

Community Ed/Culture 10

Family/Comm. Shabbat 15

Stand Up! Program 15

Social Program 4

Comm. Leader Position 25

IMMERSIVE

General Travel 75

Initial InvolvementLess than 5 pointsParticipant have been exposed to a peer group of teens and will be offered many opportunities to engage in Jewish activities.

This teen has been exposed to Jewish activities and has an awareness that they have a right to be a part of something they don’t necessarily yet understand.

Panim El Panim Seminar 150

Jewish Learning (Kallah) 250

Service (Impact) 200

Leadership (CLTC, ILTC) 200

Israel Travel (P2I, MOTL) 200

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LEADERSHIP SEGMENT• Type-A personality• Positive relationships with adults• Begins experience through the chapter

Event Points/ Event

Typical Teen Leader

Chp meeting/program 4 68Chap SU 10 0AZA/BBG Shabbat 10 50Social Convention 50 300Judaic Convention 70 70Service Convention 70 0

Leadership Convention 70 700Chp leader 50 150Reg Leader 200 200Int'l Leader 400 0L/V Series 100 0TC Program 4 4Israel Fair 10 0Atheltic League 4 0

EventPoints/ Event Typical Teen Leader

J-Serve 15 15Community Ed 10 0Family Shabbat 15 0SU Program 15 30Social Program 4 90

Comm Leader Position 25 0General Travel 75 0PeP Seminar 150 0Kallah 250 250Impact 200 0CLTC 200 200ILTC 200 200ILSI 200 0MOTL 200 0P2I 200 0

TOTAL 2811 2327

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TRAVEL SEGMENT• Is specifically looking for a travel experience and perhaps nothing more• Begins experience through travel• Tries BBYO after returning home, often not for any sustaining period of time

Event Points/ Event

Typical Travel Teen

Chp meeting/program 4 20Chap SU 10 0AZA/BBG Shabbat 10 0Social Convention 50 100Judaic Convention 70 0Service Convention 70 0

Leadership Convention 70 140Chp leader 50 0Reg Leader 200 0Int'l Leader 400 0L/V Series 100 0TC Program 4 0Israel Fair 10 0Atheltic League 4 0

EventPoints/ Event Typical Travel Teen

J-Serve 15 0Comm Ed 10 0Family Shabbat 15 0SU Program 15 30Social Program 4 40

Comm Leader Position 25 0General Travel 75 0PeP Seminar 150 0Kallah 250 0Impact 200 0CLTC 200 0ILTC 200 0ILSI 200 0MOTL 200 0P2I 200 200

TOTAL 2811 530

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SERVICE-LEARNING SEGMENTIn FY 2011:• 34% of teen leaders participated in service-learning programs• 9% of travel teens participated in service-learning programs • 2% of four-year members participated in service-learning programs

Event PointsLeadership

Travel 4 year

Chap meeting/program 4 8 16 4Chap SU 10 30 0 0AZA/BBG Shabbat 10 0 30 0Social Convention 50 350 250 200Judaic Convention 70 210 0 0

Service Convention 70 70 0 210

Leadership Convention 70 350 70 0Chapter leader 50 150 0 100Regional Leader 200 200 0 0Int'l Leader 400 0 0 0L/V Series 100 0 100 0TC Program 4 12 0 0Israel Fair 10 0 0 0Athletic League 4 0 4 0

Event PointsLeadership

Travel 4 year

J-Serve 15 75 15 15Community Ed 10 0 0 0Family Shabbat 15 0 0 15SU Program 15 45 60 0Social Program 4 28 32 24

Comm. Leader Position 25 0 0 0General Travel 75 0 0 0PeP Seminar 150 0 0 0Kallah 250 0 0 0Impact 200 200 0 0CLTC 200 200 0 0ILTC 200 200 0 0ILSI 200 0 0 0MOTL 200 0 200 0P2I 200 0 0 0

TOTAL 2811 2128 777 568

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PURCHASE CRITERIA“People think at different levels of abstraction, and therefore, consumers do not always think about products in terms of physical attributes…[rather] consumers think about purchase choices at more abstract levels such as the consequences (benefits or risks) that the product provides. In some cases consumers might even consider the personal values the product could help them achieve.”

INTERNATIONAL CONVENTIONCost 80%To experience Int’l BBYO w/teens from all over the world

45%

To see friends 30%To Meet new people 10%“Other” (typical response: a combination of all of the above)

8%

Time away from school 8%Location 3%To gain leadership skills 2%To vote in elections 2%To have a “Jewish experience” 1%

IMPACT: DC and BostonTo participate in Community Service

63%

To have fun 16%To gain leadership skills 10%To meet other Jewish teens 8%To live in the host city 3%


THE INTERSECTION OF INVOLVEMENT, IMPACT & ADOLESCENT DEVELOPMENTChallenges presented by the Involvement Matrix:• Marrying the dashboard to the matrix:

No standardized or recognized naming system for categorizing programs No clear way to categorize layered programming Chapter programming: more than just meetings and socials Utilization of the Dashboard as a tool

• Determining the appropriate point value assigned to each program Social convention vs. service-learning program Family Shabbat vs. AZA/BBG Shabbat

• Point spreads may not accurately reflect a teen’s actual experience• The matrix does not connect the dots between the point system

and the resulting impact statements aligned with each level of involvement

“There is no real way to feasibly discern through the matrix whether or not these impact statements, or ideals, are being fulfilled through BBYO programming. If BBYO is serious about proving its impact, then the organization must understand youth development at a deeper level, and must use that understanding to build out the matrix to include realistic outcomes for everything it is attempting to measure.”


THE INTERSECTION OF INVOLVEMENT, IMPACT & ADOLESCENT DEVELOPMENTThe Importance of Adolescent Development:“The three most important predictors in whether adolescents [are] forming a strong relationship to the Jewish People, past and present, [are] (1) the [youth’s] engagement in learning and their motivation to achieve, (2) their tendency to seek adult guidance, which is one manifestation of high-quality relationships between educators and young people, and (3) their parents’ being their partners in education. A central theme unites all three of these factors, it’s all about relationships.”

Why Should BBYO Care About Adolescent Development?• Adult quality of life• A lasting relationship with the Jewish people• Help focus on measuring only what we care about• Help focus on linking involvement with its desired impact utilizing the six developmental

pathways: physical, cognitive, psychological, language, social, ethical


RECOMMENDATIONS• Further research is needed to determine the purchase criteria for each program

offered• Utilize a framework of Adolescent Development to turn the “involvement matrix” into

the “Impact Matrix”• Develop a sub matrix, focused on adolescent development that allows for the

alignment of programming with overall impact statements• Use the six developmental pathways to determine outcomes for each program listed

on the current matrix

“In order for BBYO to understand the impact the organization is having on teens, their families and the Jewish Community at large (both immediately and in the future), there needs to be an understanding of how involvement connects to impact; how impact connects to adolescent development, and how BBYO can utilize the concept of consumer segmentation to develop more full thought out program pathways that can lead to more teens being involved in BBYO in a transformational way.”

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BUILDING A MORE FULLY REALIZED BBYO: