The latest initiative from NJOP (National Jewish Outreach Project) is a Hebrew literacy initiative, with Twitter and social media as its hook.

The project is an outgrowth of NJOP’s popular Read Hebrew America program, said NJOP publicist Ilya Welfeld, founded with the idea of reaching people who aren’t inclined to join a community class – the Jewish Tweets social media brand was a perfect background, providing a little kitsch and allowing people to learn Hebrew in “bite-sized pieces.”

“Right away, almost 200 people officially registered,” Welfeld said, noting that these are just the people who proactively want to be receiving everything directly to them. But on a daily basis, several hundred people are participating however they want. The intent was to create learning that was “at your own pace, in your own space.”

Twebrew School provides three free learning options: Tweetups, video lessons, and newsletter signup; and if you already know Hebrew, you can sign up to be a Twebrew School teacher .  Check out your Twebrew twoptions at this twebsite http://www.twebrewschool.org.

Have you joined the ranks of Twebrew School teachers? Do you know someone who’s using NJOP’s Twebrew School program in their local community? Share your experiences and feedback with us here.

Haven’t seen the Twebrew School videos yet? Begin your education with Lessons 1 & 2.

This post is an expanded version of the original, which appeared on Esther’s blog, My Urban Kvetch.

1) The Puget Sound Blood Center launched a social media campaign to engage new donors in their blood drives.   As reported in the Seattle PI,  they are now holding Tweet Up Blood Drives which are promoted entirely through social media.

The online campaign launched earlier this summer, and already the blood center has about 400 fans on Facebook and 1,200 followers on Twitter.  And the blood center has a YouTube site for its online generation donators.

Many new donors walked in the door after learning about the campaign, or hearing from their own friends on Twitter or Facebook about critically low levels of Type O. Furthermore, the social media savvy donors are passing on the word, and energizing the campaign, retweeting (even if they don’t donate themselves!) and sharing their experience, even by making a video of giving blood and posting it on YouTube. From the PI again:

“They take the initiative because we’ve given them the tools,” Young said about the blood center’s online followers. “You don’t find a better group of people. To be a blood donor, you have to be a fairly altruistic person in the first place.”

From 5 to 33 percent of donors at blood drives over the last three months said they scheduled their appointments because of social media, and DeButts said he expects that number to skyrocket as school starts up and students organize drives through Facebook.

What makes this so successful?  Perhaps donating blood is not as commonly talked about in this demographic, and by putting it online they are energizing the conversation, which leads to more education about both the need and the process, which results in lower (psychological) barriers, and more people walk in the door.  Maybe they didn’t know it only takes a few minutes, and it’s near their office.  Why do you think a third of their recent donors were inspired through social media?

2) The Obama Presidential Campaign relied heavily on volunteers to make calls and go door to door through neighborhoods.  Why did so many first-time volunteers pitch in?  Partially because of the candidate, but largely because the campaign lowered barriers to participation.  Many prospective volunteers were nervous about walking into an office, weary of trying to represent details of policies they didn’t know.  Many local offices made short, casual videos to help people understand what the culture of the office was like, and the sorts of tasks volunteers could do. Check out this one:

Avid users of social media are not looking to hide behind their computer screens.  In fact we’re eager to connect with fascinating people and valuable organizations in our local communities.    We seek value, social capital, and meaning.  As you consider your social media strategy, think about who you are trying to reach, and how you can add value and meaning to their lives.  You might be surprised what comes back to you.

How have you been inspired through social media to show up in person?  What have you done in your work to connect, lower barriers, and energize people?  We’d love to hear your story.

Develop a media library for your congregation. This library should include video, photos, and audio. It is important to organize and annotate materials so that they can be reused and repurposed into many different pieces.

• Determine what to collect for your media library. As previously suggested, review your program calendar with an eye toward collecting material. Document interesting and important things your institution does; capture what it means to be a member of your community. Collect video, photos, and audio.
• Ask videographers for the raw footage as well as the edited product. When you hire a vendor, stipulate in the contract that your organizaiton owns the footage.
• Invest time in watching video footage and logging what is on the tapes. This is a good project for a volunteer or intern.
• Be aware of privacy issues and implement policies. Ask people for their permission to be included in any video or photographs. Institutions are increasingly including photography/video releases into their membership forms. Allow people to opt out/ opt in. Parents need to provide permission for the filming of children. Be sure to have your legal ducks in a row.

For additional resources, see See3’s Guide to Online Video, especially this segment on “Building a Media Library:”

3. Building A Media Library from See3 Communications on Vimeo.

A huge thank you to Michael Hoffman and to the synagogues who participated in these webinars!

Does your synagogue have a media library? What are other tips and techniques do you have to share?

Archives of the recent webinars, “The Age of YouTube: An Introduction to Online Video for Congregations,” as well as previous webinars are available to members of the Darim Online Learning Network. Access to the archives and other webinar-related material can be found on the Darim Online website in Dirah, under “Learning Network Info.”

Not yet a member of the Darim Online Learning Network? Click here for membership information for your organization and to register.

Think of your organization’s online presence as your “channel.” As such, consider how to integrate online video into your overall organizational strategy. Online video can be an effective means to strengthen connections among your community’s members. Remember, people relate best to other people, less so to institutions. As you think about this, determine where your community members – and potential members – “reside” online and meet them there.

• Be strategic when program planning. Think in terms of telling your community’s story and use your organization’s program calendar as a guide. Determine: what do we need to capture? What do we need have professionally filmed and what can be documented by staff and or volunteers? What types of footage would be good for recruitment, for community building, for fundraising?
• Go deep rather than wide. Effective marketing involves repetition, creating conversation, portraying real human relationships, and providing real engagement.
• Meet the parents. And congregants. And staff. And lay leadership. Ask community members who they are, what they do, and why they care about the community – on video. This is a terrific way of creating transparency with the community at large, by showing them “who are the people in your neighborhood.” These types of videos also foster people-people connections which in turn create connections to your institution.
• Map your community online. Focus on places your community and potential community live online – social networks, Facebook, discussion lists, etc. Conduct a survey to see what online spaces your people inhabit. This is a great marketing exercise in general!
• Capitalize on influencers and supporters. Tap into the people who are already your constituents and empower them to share videos and other resources with their friends; be “viral” to the right audiences.
• Grab attention outside of your current membership. Reach out to potential members by alerting them to special activities in which your community is engaged. For example, a program on Judaism and the environment could be marketed to groups outside of your immediate membership… bring your community to them.
• Push and pull. For example, send out an email to your congregation’s discussion list that includes a note from the Rabbi with a link to a video clip on your website. Highlight special clips in your newsletter. Share “how to videos” on Jewish life on your website – and ask members for recommendations for additional resources.
• Reach your peeps. Use Groundswell’s social profile technology profile tool to help determine how to prioritize efforts. Who and where is your target audience and what kinds of relationships do you want to build with them?
• And… “Action.” Provide video training sessions for staff and volunteers. Invest in a good video camera with an external microphone. People are more likely to watch bad quality video with good sound, than good quality video with bad sound. A low-cost video camera, like the Flip, is good to have handy. It does not, however, take the place of a better quality camera. In general, the Flip does well at close range, with someone speaking directly to the camera in a quiet place, but it is not great for covering large events.

What are some of your strategies? Do you have a few tips to share? What is your favorite use of online video to promote your community? Post your ideas and links in the comments below!

Take a look at See3’s Guide to Online Video for more tips and techniques.

Additional Resources:

Educause: 7 Things You Should Know About Flip Camcorders

Synagogue Examples:

Chizuk Amuno Congregation, Torah Dedication, Baltimore, Maryland
Chizuk Amuno Congregation – Rosenbloom Religious School, Baltimore, Maryland (see YouTube links)
Congregation Beth Elohim, Brooklyn, New York
North Shore Congregation Israel, Glencoe, Illinois (see link to Building for the Generations campaign video on home page)
Temple Beth El of Northern Westchester, Chappaqua, New York (capital campaign video)

Archives of the recent webinars, “The Age of YouTube: An Introduction to Online Video for Congregations,” as well as previous webinars are available to members of the Darim Online Learning Network. Access to the archives and other webinar-related material can be found on the Darim Online website in Dirah, under “Learning Network Info.”

Not yet a member of the Darim Online Learning Network? Click here for membership information for your organization and to register.

Coming up… Developing a Media Library

We had the pleasure of hosting Michael Hoffman, CEO, of See3 Communications for a series of excitng webinars with the Darim Online Learning Network for Synagogues. Nearly 40 participants from 28 organizations participated in “The Age of YouTube: An Introduction to Online Video.”

What We’ve Been Hearing
Synagogues are expressing an increased interest in using online videos in various aspects of their work, including fundraising, community building, documenting community moments, and project-based learning. Some of our organizations are just beginning to explore the potential of video, others are in the midst of experimenting, while several congregations are already actively integrating video into their community’s strategic plans.

• There is a growing awareness of the power of the medium to communicate community values and events.
• Video can be used to tell a synagogue’s story in a powerful, visual style.
• Synagogues are interested in employing multiple media to connect with members and potential members.

What We’ve Been Learning
Congregations are looking at more comprehensive strategies for communicating and fostering community online. There are many reasons for including online video in your organization’s work and strategic plan. These include, but are not limited to the following:

• Video is portable – it’s online, downloadable, shareable; members can help market your community by sharing with their other social networks.
• It can help broaden a community’s reach and audience.
• Video delivers your community’s message and helps build relationships.
• Video captures significant moments in your community’s history.
• Online video makes your community accessible by bringing community to members who can access activities, events, and services that they might not otherwise be able to attend
• Video can be used to augment synagogue websites and blogs
• Video can highlight targeted campaigns
• Learners – students, youth groups, adults – can develop video projects to showcase their work

Be sure to check out See3’s Guide to Online Video for more tips and techniques.

Additional resources:

Beth Kanter’s Blog post: A Look at Nonprofits and Vlogging
Mashable’s 150+ Online Video Tools and Resources
Video in the Classroom: Digital Storytelling

Examples of Video Hosting Sites:

BlipTV hosting service for online video
TeacherTube video hosting service for teachers and students
UStreamTV hosting service for livestreaming
Vimeo hosting service
YouTube
YouTube: Nonprofit Program

Darim Online Resources: How Do I Add Video to My Site? for Darim Online members

Archives of the recent webinars, “The Age of YouTube: An Introduction to Online Video for Congregations,” as well as previous webinars are available to members of the Darim Online Learning Network. Access to the archives and other webinar-related material can be found on the Darim Online website in Dirah, under “Learning Network Info.”

Not yet a member of the Darim Online Learning Network? Click here for membership information for your organization and to register.

Coming up… Community Strategies for Integrating Online Video

Common Craft, a great little firm from Seattle has produced a fun, short video to help us understand RSS:

I use Google Reader. There are many good readers out there, but I’ll use this as an example. Down the left side are all the “feeds” I subscribe to. When I run across a blog that I like, and want to keep up with, I click the “subscribe” button — commonly shown as this orange icon. That blog is then added to my reader.

Each morning when I sit down at my computer, I open my Google Reader. It shows me all my feeds down the left. I’ve organized them into folders by topic. The bold titles are the feeds with new posts. I can then scan the posts in the main part of the window, and click on any headline to open a new window to go directly to the blog. This way, I don’t have to remember all my favorite blogs, and remember to go to my “favorites” and take the time to check on each one, or waste time if there is no new content. It all comes to me.

I scan my feeds — I don’t read every single post of every single feed. And if over the course of time I find I’m skipping more than I’m reading, I can unsubscribe in one click and remove that feed from my reader.

This is a very useful way of organizing your own reading to keep up with the most amount of high quality and useful information in the least amount of time. It is also useful to know that this is how an increasingly large percentage of your constituents are aggregating and consuming content online. By RSS enabling your content, your readers will be alerted every time you post something new.

I add new feeds to my reader regularly, as I’m turned on to a new blog, or a trusted friend makes a recommendation. By pulling all of the greatest content together, it makes catching up on my reading a real treat — sometimes even a reward after I’ve completed a big task. What’s on your RSS reader?

My Ah-Ha Moment: Sarah Lefton showing a small crowd a new project she’s been working on: G-dcast. A short animated online video that captures the story, the lessons and the larger questions of the Torah portion. Wow. Fun, entertaining, insightful, thought provoking. Accessible. Really accessible. I was impressed.

Fast forward approximately one year. Sarah’s attracted funding, support and a lot of energy as she’s produced a series of G-dcast.com films, which launch today. The narrators include Lawrence Kushner, Esther Kustanowitz and many other hip, household names. Some episodes are straightforward storytelling, while other parshiot are told as country songs, hip-hop tracks or mystical discourses on the nature of the universe.

G-dcast’s goal is to raise basic Jewish literacy among youth and young adults in an accessible and fun way. In order to affect as wide an audience as possible, G-dcast is delivered online for free, and they offer a downloadable curriculum guide for each episode (great for teachers as well as parents). The series will also be available as a video podcast, so the cartoons can be watched and collected on ipods and mobile phones. Each episode offers embed code so you can easily add it to your web site or blog (see below). While Lefton and her colleagues imagine the animations targeted to a relatively youthful audience, I happen to think the wit, insightful nature and creative style will appeal to a very wide audience, both online and in a live gathering, such as a classroom. What do you think?

Check it out: G-dcast.com.

copyright 2008, g-dcast llc

Update:  The New York Times raves about G-dcast.com!

The 7-part entertaining, informative and inspiring Guide is your best introduction to the WHY and HOW of online video for publicizing your organization, increasing momentum for a campaign, and spreading your message virally. Michael serves as your docent through the series of short 1-3 minute videos, each with complementary links and resources. Non-technical and very accessible, Michael teaches you how to be an online storyteller.

Check out the first part in the series below. Then proceed to the full Guide to Online Video on the See 3 site.

1. The World We Live In from See3 Communications on Vimeo.

Google is introducing a new web browser, Chrome.

Knowing that people seek, access and absorb information in many different ways, they have offered many different points of entry for learning about the browser. The most important part of their campaign is how they are inviting us inside to understand the process, not just selling their product.

Through cartoons, video, and text (blogging), they are telling the story of why and how they developed a revolutionary new offering. And it’s powerful. As a user/reader/watcher you are invited inside the process and the story — and invited to become part of the story by actually using Chrome.

In addition to these storytelling offerings, Google also has produced videos to introduce you to the features of the browser – a “how to” guide.

So… What can we learn from this?

First, “how to” may be necessary but it is not sufficient. Logistics are only part of the story, and the personal connection (even to a developer in another state from another generation who is using words that sound Greek to you) is critically important to feeling engaged. American Jewish World Service has done a great job of this with their videos developed with See3 to show the real experience of real people who are involved with AJWS. Donors, volunteers, staff all have powerful and important stories to tell.

Megillat Esther, by JT Waldman

Second, visuals, and especially video, offers more momentum than plain text. While I would be hard pressed to READ the whole story, I’m delighted to watch a few minutes of video.  JT Waldman transformed Megillat Esther into a comic book (it’s kosher!) which has engaged young (and old) in a text that they otherwise might not have ever studied. (BTW, he’s now working on the Tagged Tanakh project — way cool.)

There are many circumstances when we have a hard time capturing the attention of our audiences for important things. The congregational meeting, for example. Introducing a new staff person or board chair. Showing the added value of the new classrooms that are under construction to fuel the final stages of a capital campaign. Sharing the impact of participating in a mitzvah day. Orienting new families to the traditions and customs of your congregation.

What do you learn from these various approaches? How do you see it applying to you work? Got something to share? Tell us!

See below to hear the Chrome Story for yourself: