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

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

3

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?


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.


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


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


8

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

9

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


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


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?


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


Survey QuestionSurvey Question

At this point in your life, are you looking to develop new friendships?


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


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


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


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


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


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


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


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


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


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


Documents

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