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BUILDING A MORE FULLY REALIZED BBYO:

BUILDING A MORE FULLY REALIZED BBYO: Utilizing Business S trategies and Educational Practices to Create L asting Impact Shayna A. Kreisler. AGENDA Abstract Overview Methodology BBYO Consumer Segments Purchase Criteria Involvement , Impact , and Adolescent Development Recommendations.

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BUILDING A MORE FULLY REALIZED BBYO:

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  1. BUILDING A MORE FULLY REALIZED BBYO: Utilizing Business Strategies and Educational Practices to Create Lasting Impact Shayna A. Kreisler

  2. AGENDA Abstract Overview Methodology BBYO Consumer Segments Purchase Criteria Involvement , Impact , and Adolescent Development Recommendations BUILDING A MORE FULLY REALIZED BBYO 2

  3. ABSTRACT KEY QUESTIONS: How do teens make decisions regarding which experiences to participate in throughout their time in BBYO? How do these decisions affect their involvement? Who are BBYO’s consumer segments and how does the organization respond to their needs? 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 3

  4. 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.” BUILDING A MORE FULLY REALIZED BBYO

  5. 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 BUILDING A MORE FULLY REALIZED BBYO 5

  6. BBYO CONSUMER SEGMENTS BUILDING A MORE FULLY REALIZED BBYO 6

  7. PROPOSED INVOLVEMENT MATRIX T D M I

  8. LEADERSHIP SEGMENT • Type-A personality • Positive relationships with adults • Begins experience through the chapter BUILDING A MORE FULLY REALIZED BBYO 8 BUILDING A MORE FULLY REALIZED BBYO 5

  9. 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 BUILDING A MORE FULLY REALIZED BBYO 9 BUILDING A MORE FULLY REALIZED BBYO 5

  10. SERVICE-LEARNING SEGMENT • In 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 BUILDING A MORE FULLY REALIZED BBYO BUILDING A MORE FULLY REALIZED BBYO 10

  11. 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.” 11

  12. THE INTERSECTION OF INVOLVEMENT, IMPACT & ADOLESCENT DEVELOPMENT • Challenges 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.” BUILDING A MORE FULLY REALIZED BBYO 12

  13. THE INTERSECTION OF INVOLVEMENT, IMPACT & ADOLESCENT DEVELOPMENT • The 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 BUILDING A MORE FULLY REALIZED BBYO 13

  14. 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.” BUILDING A MORE FULLY REALIZED BBYO 14

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