See What’s Out There

What the Orthodox Jewish sect can teach us about how to use Facebook, MySpace, YouTube and the emerging social web.

It would seem that the ultra-orthodox Chabad Lubavitch have little in common with your nonprofit. Whether you are a direct service provider, an international relief agency, an advocacy group or a trade association, you probably couldn’t imagine what a bunch of black-suited, black-hatted ultra-religious Jews could teach you about outreach, marketing and fundraising. And it seems far fetched to imagine that they have something to say about social networking and internet strategy, in all of its universalistic narcissistic decadence.

But alas, they have a lot to teach us.

I don’t know what you know, if anything, about the Chabad-Lubavitch, so first, a little background. Here I am going to quote extensively from the Wikipedia article on Lubavitch.

Chabad-Lubavitch (also known as Chabad, Habad or Lubavitch), is one of the largest branches of Hasidic Judaism and one of the largest Jewish movements worldwide, especially in the United States, the Former Soviet Union, Europe and Israel. Chabad (חב”ד ) is a Hebrew acronym for “חכמה Chochmah, בינה Binah, דעת Da’at” (”Wisdom, Understanding, Knowledge“). Lubavitch, taken from the Russian Любавичи, Lyubavichi, is the name of the town that served as the movement’s headquarters for over a century. In 1993 there were over 200,000 adherents to the movement some estimate today that there are over a million.

OK, so we have this Jewish sect with maybe a million members. If you live in New York, or a college town, you have probably seen some Chabaniks around town. They look like this.

(photo by Mordechai Der Yid)

Chabad, unlike other ultra-Orthodox Jewish sects, don’t keep to themselves. They have it in their DNA to go out into the world and, with incredible passion, reach out to every Jew they can.

Rabbi Menachem Mendel Schneerson spurred on the movement to what has become known as shlichus (”being emissaries [performing outreach]”) after becoming Rebbe in 1950-1951. As a result, Chabad shluchim (”emissaries”, sing. shliach) have moved all over the world with the stated mission of helping all Jews, regardless of denomination or affiliation. They assist Jews with all their religious needs, as well as with physical assistance and spiritual guidance and teaching. The ultimate goal is to encourage Jews to learn more about their Jewish heritage and to practice Judaism.

The movement, motivated by Rabbi Schneerson, trained and ordained thousands of rabbis, educators, ritual slaughterers, and ritual circumcisers, who are then accompanied by their spouses to many locations around the world. Typically a young Lubavitch rabbi and his wife, in their early twenties, with one or two children, will move to a new location, and as they settle in will raise a large family who as a family unit, will aim to fulfill their mandate of bringing Jewish people closer to Orthodox Judaism and encouraging gentiles to adhere to the Seven Laws of Noah. They will carefully seek out and search for and recruit Jews they have identified and contact them and start the process of encouraging them to observe Judaism, encourage Jews to strengthen their commitment to Judaism. All over the world Lubavitchers (including those not formally in the position of emissaries) assist and support the religious needs of tens of thousands of Jews.

Chabad Houses

Chabad today has centers around the world. Centers are called a Chabad Houses. They are Jewish community centers providing educational and outreach activities for the Jewish community. Level of observance is irrelevant; no minimal level of observance is a requirement for using facilities. The centers are informal in setup. They primarily serve both educational and observance purposes. Effort is made to provide an atmosphere in which the nonobservant will not feel intimidated by any perceived contrast between their lack of knowledge of Jewish practice and the advanced knowledge of some of the people they meet there.

Mitzvah campaigns

Chabad aims to attract non-Orthodox Jews to become Orthodox, and believes this is part of the process of bringing the Messiah. This practice is called “mivtzoim” - meaning “campaigns” or “endeavors.” At one time, Schneerson issued a call to every Jew: “Even if you are not fully committed to a Torah life, do something. Begin with a mitzvah - any mitzvah - its value will not be diminished by the fact that there are others which you are not prepared to do”. Schneerson also suggested ten specific mitzvot that he believed were ideally suited for the emissaries to introduce to non-observant Jews. These were: lighting candles before Shabbat and the Jewish holidays by Jewish women; putting on tefillin; affixing a mezuzah; regular Torah study; giving charity; purchasing Jewish books; keeping kosher; kindness to others; Jewish education, and keeping the family purity laws.

Camps

Chabad has set up an extensive network of camps around the world, most using the name Gan Israel, a name chosen by Rabbi Schneerson for the first overnight camp. There are 1,200 sites serving 210,000 children—most of whom do not come from Orthodox homes. Of these, 500 camps are in the United States.

Campus

In recent years Chabad has greatly expanded its reach on university and college campuses. Chabad Student Centers are active on over 100 campuses, and Chabad offers varied activities at an additional 150 universities worldwide. Professor Alan Dershowitz has said that “Chabad’s presence on college campuses today is absolutely crucial”, and “We cannot rest until Chabad is on every major college campus in the world”.

So what we have here is a group that is mission driven. They have created a vast network of people able to carry their message out to the world. And they are investing in young kids and college kids.

I must mention that the Chabad are not without controversy. Rav Eliezer Shach, who was the patriarch of some of the largest ultra-orthodox communities around the world acerbically called Chabad the “sect closest to Judaism” because of the movement within Chabad to proclaim their late Rabbi Schnerson the messiah.

In addition Chabad has been active in the right-wing of Israeli politics, while at the same time taking a non-Zionist stance (meaning the modern State of Israel is not a theologically consistent phenomenon and that “the only thing that unites Jews is the Torah, not a secular state that happens to be planted on holy land.”

And while I have a serious problem with both of those issues, there is no arguing with their success in building communities of active supporters all over the world. There is no arguing with their success in getting secular Jews to take on some aspects of Jewish observance (a high priority among those who believe intermarriage and assimilation are the biggest threats to Jewish continuity). There is no arguing with their success in getting high-net-worth individuals to part with their money. And there is no arguing with their success in getting people who don’t even believe in their world view to support them every year with donations large and small.

And don’t think that they have this massive centralized fundraising machine that makes it all happen. More from Wikipedia:

Fundraising

Funds for activities of a Chabad center rely entirely on the local community. Chabad centers do not receive funding from Lubavitch headquarters. For the day to day operations, local emissaries do all the fundraising by themselves. The monies fundraised in the local community is invested in that local community. The emissary takes a minimum salary and seldom goes on vacation. Sue Fishcoff writes, “Emissaries in the field may sink millions of dollars into their center, synagogues and Mikvahs, but their own homes are modest, again patterned after their Rebbe’s lack of personal ostentation.”

So how have they done it? How have they been able to get people who will never adopt their lifestyle or world view to support them financially? How are they able to send ultra-Orthodox rabbis to places like Boise, Idaho and expect – know – that they will make it somehow? How are they able to bring non-religious Jews into their synagogues and to their events when their world view and lifestyle is so foreign? And finally, what can their success teach us about fundraising generally and online social networks specifically?

A Theory of Acceptance – Or At Least Tolerance

If I went into a typical Orthodox synagogue in a t-shirt and jeans during the Sabbath service, I would likely have someone ask me to leave. They would tell me that, while they mean no offense, that my clothes are not appropriate for the day or the place and that I am welcome to return in more appropriate attire. If I walk in to a Chabad synagogue on the Sabbath in a t-shirt and jeans I am likely to be given an Aliah – a special honor when you are called to participate in the Torah service. From the Chabad perspective, the one who doesn’t know enough to wear the right clothes is just the person who needs to be brought in and cultivated, not turned away.

Another example. Most Orthodox synagogues close off their parking lots on the Sabbath. Why? You are not allowed to drive on the Sabbath according to Orthodox rules, so having the parking lot open is an tacit invitation to drive, an invitation to break the Sabbath. Makes sense, no? While the Lubavitch take their Sabbath observance very seriously, their parking lots are open and they won’t tell you not to drive. If you drive, drive. Just come.

When Conservative or Orthodox synagogues have group Friday night meals (the beginning of the Sabbath), the evening will include rubber chicken that you most likely had to pay $35 (in advance) to get in the first place. In a Chabad House, you will often get a more elaborate and home-cooked meal (usually prepared by the Rabbi’s wife) and a side order of rousing singing and flowing alcohol. It’s a lot of fun. In fact, the feelings of camaraderie are infectious. No one will ever be made to feel that they are bad or wrong for not taking the Lubavitch path. And no one will ever be asked to pay!

In these three examples we get the core of Lubavitch success that I will try to distill into a few principles:

· Show acceptance and understanding for where people come from
· Never make people feel bad about what they don’t know
· Make them feel welcome in your space
· Teach them by first by example and only explicitly when they ask
· Give them small, non-threatening steps to advance their connection

The most secular person in the world can have a terrific time at a Lubavitch event or even attend their services on a regular basis. They can enjoy speaking to a rabbi whose life is light-years removed from the secular world. And they routinely go out and tell anyone who will listen about the amazing soul that accepts the visitor and gives of themselves without asking for anything in return. That’s magic. Imagine people talking about your organization like that!

Taking the Lessons to Our Fundraising

The lesson I take away from their success for organizational fundraising is that guilt is a losing long-term strategy. Yes, it can work in the short-term. But instead of making me feel bad about what I haven’t done or what I need to do, make me feel good about what you are doing. Inspire me with your dedication. Allow me to participate in a small way, but don’t treat me like a small person for it. Cultivate those who take the first step as if they can become the biggest donor you have and make them feel important for whatever it is they have chosen to do.

The number of organizations that use guilt is staggering. It’s an easy strategy to implement and we see it a lot in direct mail. I recently received a mailing with a nickel in it. “Don’t let this nickel go to waste” they begged me. The same is true with mailing labels. Here are these things with your name on it and you will surely feel guilty is you use them and don’t pay us. This is not how you create deep connections and long-term supporters. (Here is an article in Fundraising Success Magazine that looked at and ranked emotional motivators for fundraising. Guilt was near the end of the list.)

Another lesson that organizations can take from the Lubavitch is in having people on board who are passionate about what they do. Now I don’t expect that most organizations can get to the level of passion of the Lubavitch. These folks believe that their lives, all of our lives, and the future of the universe is at stake. That’s strong motivation and most people who work at your nonprofit won’t come with that level of dedication. But if you are choosing between two employees and one is deeply passionate about your mission and the other one, though more qualified, is seeing it as just another job, pick for passion. (You can see this dedication at work in many organizations. I am seeing it more and more with environmental group staff who are genuinely scared for our collective future and energized by the change that is possible. You can see this dedication in the staff of the New Israel Fund — those in Israel in particular — where I was once a fundraiser. The Israel staff wants desperately to live in a democratic Israel and so they live the change they want to see every day.)

Lessons for Social Networks

The reason I wrote this post was because of a eureka moment I had in connecting the Lubavitch success with social networking. I had this moment last week when I was in Manhattan and I passed the Chabad Mitzvah Tank in Midtown. I had my handy-dandy video camera with me, so you can see:

(I have to pause thank Beka Economopoulos here for planting the seeds of this idea. Beka works for Greenpeace. I saw her speak at the Yearly Kos conference and then suggested that we at See3 invite her to co-present with us at the Craigslist Foundation Nonprofit Boot Camp in New York a couple weeks ago. Beka runs the Greenpeace online organizing program and has seen some amazing success with it and we are grateful for her participation with us in what turned out to be a terrific and well-attended session.)

The average organization, if they have a social network strategy at all, think of social networks as a way to meet people, with the goal of then convincing those people to give the organization their email address, go to their donation link or otherwise become members/donors/activists of the organization in the same way everyone else is. Meaning, they will get the same emails, see the same website, and take the same path to further activity as other prospects. They are using the social networks to meet people, but only see their outreach as successful if they can get those people to do what everyone else is doing.

Part of the problem here is that organizational management hasn’t yet internalized social networking metrics. For Greenpeace, those 68,000 friends on MySpace are just like 68,000 email addresses. For most organizations that would not be true. You are looking at email opens and average gifts from your online donations and these metrics are not really reflective of the potential you have in social networking. (Allan Benamer, a big believer in these tools, writes about this problem on his blog. You should also be reading Beth Kanter and Ruby Sinreich on these subjects.)

Now think of the Lubavitch philosophy. You are a MySpace person. You are comfortable on MySpace. I build a MySpace page to show you I can speak your language. This is where you live. Acceptance means I have to stop trying to get you to leave. Acceptance means creating things you can do right there on MySpace. Acceptance means treating my ability to message you on MySpace the same as if you are on my email list – without forcing you to change.

When you start to care enough you might come on over to our site. When you are impressed with how we “walk the walk” you might get out of your comfort zone by doing something offline. I am not going to force you to change. I am not going to limit your access or the information you can get because you live this “alternative lifestyle”. I am going to respect you for who you are! (Or at least I am going to pretend to.)

All of this is connected to the permission-based marketing society we are in today. Top down advertising is working less and less. Word-of-mouth is more important than ever.

Showing people what you do and why it matters is critical to capture people’s attention. Getting your supporters to recruit others is becoming a central strategy. Your content and your passion are what will carry the day and bring people to your cause. Social media marketing is not about tricks or techniques as much as it is about finding your authentic voice and inviting people to share in your passion at the level they are most comfortable in the venue of their choosing.

[The irony of all of this is that Chabad-Lubavitch does everything wrong on their own MySpace page, which I assume is run by one person in a decentralized way. They don’t follow their own script for offline engagement, which would also bring them online success. On MySpace they seem insular, political and shrill – everything they don’t seem in person.]

In Sum

Be passionate in your work and be grateful to those who come and take interest – at every level. Meet people where they are without judgment or condescension. Make your programs and your content accessible to those who come from a different place than you do. This philosophy is the core of what you need to be successful in social networking strategy.

Tell me how you do or don’t apply these principles to your own online and offline marketing by leaving a comment.

Jerusalem Rocks! I used to live there and I love it, so I think so. But I am referring to a concert called Jerusalem Rocks being put on by some of my buddies. It will feature the Black Eyed Peas, Arrested Development and The Commitments. These are pretty big names to get to come to Jerusalem, even more so at the same time. So make your reservations now for the show on September 9. From their site:

Jerusalem Rocks! will bring together musicians from all over the world in support of peace and unity. Jerusalem has hundreds of thousands of students and youth, numerous universities and a total population of 725,000. The city, its population and industry strive to show the world that Jerusalem is dedicated to peace and, more, is a growing center of today’s culture and business. However, Jerusalem has not hosted a mega international musical event in many years. Jerusalem Rocks! speaks to all these issues. It is not only a gift to Jerusalem; it is a statement to the world.

You can see more at Jerusalem Rocks’ site.

One of the themes in all of my conversations with nonprofits is the idea of encouraging your supporters to educate and recruit others to your cause. This has always happened, but the web has made it happen so much the more better. People will tell their friends about you if they are excited about what you do. But your job in the nonprofit is to make it easy, to give them the tools to tell the story in the way you want it told, to have compelling photos and media materials that they can use, to easily provide links for others to donate.

I was thinking about this this morning when I received an email from my friend Brian Blum in Israel. Brian is a blogger, among other things, and he just wrote about a hike-a-thon he participated in to benefit an organization called Tsad Kadima, that works with kids with CP.

Not everyone is going to take the time Brian did to write about this, email it to his friends, put it on his blog, etc. He didn’t need any encouragement to do it. But a lot more will do so if you encourage them to, provide them with photos, interviews and quotes, and recognize them as supporters for this kind of work as much as you do for the money they give. Have a look at Brian’s post here.