April 2012
Global Resume Building
Experiences in Israel
for BRI Returnees
Objectives &
Methodology
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Objectives
Our research will help JAFI understand the potential market and provide insights for:
• Targeting Strategy
– Who is the ideal consumer, why, and how to reach them?
• Program Development
– What’s the right program length, timing, structure, and price of the program that
would appeal to potential participants?
• Marketing and Communications
– What to say to consumers and how to say it?
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Some questions
1. What’s more appealing to BR Alumni...an Internship or
Academic program?
2. How much should the program cost? How long should it
be?
3. Is Israel competing against other countries? If so, which
ones?
4. What are the key drivers that would make people more
likely to not just say they will go… but actually go?
5. How should the programs be marketed? Should we
communicate a lot of detail about it? What detail? What is
the most important thing we can say to get their attention?
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Methodology
To achieve the goals of the project, our study was designed as follows:
Research Immersion
Qualitative
In-depth Interviews
EXPLORE NUANCES
UNDERSTAND FEASIBILITY AND
QUANTIFY AND VALIDATE
HYPOTHESES
To understand what potential
consumers may want from this
program, we talked to them! We
explored perceived barriers to
returning to Israel, as well as
what they would want out of a
program like this
We got a precise picture of your
target consumer, uncovered
underlying drivers and barriers of
returning to Israel, and statistically
ranked specific program elements
and messages
DEVELOP HYPOTHESES
You’ve got the goods. We
saw it and caught up to
understand your brand vision,
parameters, and most
importantly, your consumers.
Quantitative Survey
We spoke to:
Age
Male
Female
18-21
N=2
N=2
22-26
N=1
N=2
TOTALS
7 In-Depth Interviews
Most responses were gathered
though Hillel and Jewish Federation
mailing lists, and were therefore a
more “Jewishly engaged” sample of
recent Birthright alums
We surveyed*:
Age
18-21
22-26
TOTALS
Male
Female
N=85
N=148
N=88
N=146
N=467 Respondents
*Survey fielded by JAFI These findings are in no way
representative of the general birthright graduate population.
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Sample Validation
The sample used in this study is similar to that of recent Birthright Alum (from recent studies)
along key relevant characteristics, and as a whole tends to represent the profile of recent
Birthright alum.
While comparisons with other recent studies are not always apples to apples, we see the
following similarities in three key dimensions.
• Hillel involvement: A recent study that gauged level of Hillel involvement with an engagement scale
shows that 65% of recent Birthright alums have engaged with Hillel in the last year. Our sample was
asked of their Hillel involvement in a binary form, with 59% expressing involvement in Hillel. Although
we don’t know the frequency of involvement within our sample, they suggest comparable statistics
• Religious behavior: As with Hillel, recent studies asked about the frequency with which respondents
attend religious services as a scale while we asked in binary form. While other studies found that 61%
have not attended services in the last month, we found that 70% do not regularly attend services. It’s
reasonable to assume that if a college student attends services once a month or more they are likely
to say that constitutes “regularly”
• Religious affiliation: As a whole, religious affiliations are similar to those in recent studies. Previous
studies reported Birthright Alums to be 3.5% Orthodox, 16% Conservative, 24% Reform, 17% “Just
Jewish” and 27% secular/culturally Jewish. While in our study we have 9% Orthodox, 27%
Conservative, 34% Reform, and 24% “Just Jewish”. Our Study did not have a “secular/Culturally
Jewish” which may explain the 10% increase in Reform and slight increase in some of the other
categories in our study. T
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Roadmap to the report
Ideal Product
Target Audience
Marketing and Communications
Implications
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Ideal Product
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There is a great deal of interest in mid-length
organized trips to Israel
It is clear that the majority of surveyed Birthright alums have a strong connection to Israel,
and a strong intent to return. For most, the question isn’t if they will return, but when and in
what form.
58%
already intend
to travel to Israel in
the next few years
Likely hood to attend each program:
Internship in Israel
Academic Program in Israel
Volunteer/Service
Learning in Israel
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The Internship program has the broadest appeal
There is most interest in the internship program, and all those interested in the volunteer
and academic programs are also interested in an internship
Internship
58%
Volunteer
Academic
23%
23%
73%
of Volunteers are
also interested in
academic
programs
72%
of Academics are
also interested in
volunteering
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More than anything, they care about spending
quality time with Israelis
Top 3 most critical elements of an organized
program in Israel
1.
Working together with Israelis
2.
Spending quality time with Israelis
3.
Getting an unmediated view of the real Israel
I loved Birthright, I just
wish there was more time
with the locals. I want to
go back and teach so I
can have that connection.
–Joe, 21
Program participants want the “unmediated” experience of working and
interacting with Israelis, and not just as a tourist
Bottom 3 most critical elements of an organized
program in Israel
1.
Living with an Israeli family
2.
Learning Arabic
3.
Being set up with an Israeli family,
but not living with them
Abstract notions of “working with Israelis” (as above) are more compelling
than concrete images of living with an Israeli family, local community, etc.
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Key program elements: Internship
Top 2 most critical
elements
Length
• Hands on experience in their field,
even if it’s at a small company
• 6-8 weeks if in the summer
(46%)
(59%)
• Interning in their specific field
of study (35%)
• 2-3 weeks if in the winter
(56%)
It is most critical that the internship is
specifically tailored to the participants
specific area of study
Additional elements
Bottom 2 least critical
elements
• Internships should be specific
to their major/area of interest
• Could have elements of
volunteer rolled into it since all
volunteers are also interested
in internship programs
• Getting credit at their home
university (13%)
Interest drops off when the
internship becomes too
general
• Interning at a large,
internationally
recognized company (7%)
% based on those interested in the internship program
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Key program elements: Academics
Top 2 most critical
elements
Length
• Hands on learning they couldn’t
get at home (46%)
• 6-8 weeks if in the summer
(47%)
• 2-3 weeks if in the winter
• Courses in English (44%)
(51%)
Getting hands on experience
that is in a language they
understand is most critical
Additional elements
Bottom 2 least critical
elements
• Expert professors would provide
a unique draw for participants
looking to get learning they
couldn’t get at home
• There could be an internship
component as well since all
those interested in study are also
interested in an internship
The university itself
doesn’t matter as much
as the courses offered
• Academic program that
focuses on country-specific
issues (23%)
• Study at a well known
university (17%)
% based on those interested in the internship program
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Key program elements: Volunteers
Top 2 most critical
elements
Length
• Bringing benefit to others through
their service (72%)
• 4-5 weeks if in the summer
(37%)
• Seeing various parts of the country
• 2-3 if in the winter
(68%)
(51%)
Benefiting others while seeing
a new country is most critical
for volunteers
Additional elements
Bottom 2 least critical
elements
• Focus should be around working
with community members and
getting a full, authentic,
immersion into the local society
• Could also be combined with an
internship in a similar field
• Volunteering in a specific
foreign country (39%)
The country is not as
important as the
program itself
• Working with minority
populations (35%)
% based on those interested in the internship program
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Target Audience
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The majority of respondents were on Birthright in
the last two years and are eager to return
Recent Birthright alums should be the leading focus for organized programs to Israel, as the
novelty and excitement of their trip hasn’t worn off yet
Their interest spans all program options. It’s important to catch them before their attention
shifts away from the Birthright experience
Recommendations:
• All programs should be presented to participants while they are on Birthright in
order to capture their attention when they are most focused on Israel
-
Programs should be presented as independent of Birthright, they are
not “Birthright 2”, but rather a professional development program
• Communications should begin at the beginning of their Junior year to give
them time to plan before employment, and focus on how these programs
build the next stage of their professional career
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You don’t need to sell Israel as a destination, they
already want to go back
The interest in a return trip to Israel is there, most want to travel to Israel again, and it’s at
the top of their list
• Potential participants see these programs being in Israel as a motivation, not a barrier for participation
Top 3 places they intend to travel to in the next few years
1. Israel
2. England
3. France
Top 3 ideal locations for a
professional internship
abroad
1. Israel
2. Other
3. Australia
Top 3 ideal locations for an
academic program abroad
Top 3 ideal locations for a
volunteer program abroad
1. Israel
1. Israel
2. Australia
2. Africa
3. Other
3. South America
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The Interns are more self focused, while the
Volunteers are more focused on helping others
More self focused
Interns are more self focused
than those not interested in
organized programs abroad.
Their primary motive is to
enhance career
opportunities and build their
resume. They are more
confident in their career
path, and that
they can find a great job
More focused on others
Academics fall between interns
and volunteers. They are
interested in furthering
themselves and their career
goals, but the are confident they
will find a good job and
interested in traveling and
learning about other cultures
Volunteers are the most
externally focused and open
to travel. They want to
effect change and make a
difference while learning
about and interacting with
new cultures
I’d be very interested in the internship but only if
it was in my field (law), it could be great work
experience. Plus, international work experience
would look great [on my resume].
–Zach, 22
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We know that just because they’re interested
doesn’t mean they’ll actually come
To determine how many of those who showed interest in traveling to Israel would likely
participate, we took a closer look at those who expressed that price was not a concern
• By looking at price, we are able to balance the attitudinal interest with a more concrete
behavioral measure
SIZE IN THE AUDIENCE
Prime Targets
(very likely to go at any
price)
Secondary Targets
(very likely to go but not at
any price)
Combined Prime +
Secondary
Interns
Academics
Volunteers
23%
13%
13%
35%
58%
10%
23%
10%
23%
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Prime targets are looking for the same program
specifics as everyone else
Their top priorities and criteria for organized trips to Israel are the same as the secondary
target’s. In addition, they are more passionate about the program fundamentals.
A higher percentage of primary targets want to:
• Work together with Israelis
• Spend quality time with Israelis
• Get an unmediated view of the real Israel
Recommendations:
• Emphasize the close connection they will have with Israelis in
their everyday life
• Stress that they will be getting an even more authentic and
unmediated view of Israel then they got on Birthright
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Furthermore, they are more internationally
focused then the secondary targets
Compared to those with price concerns, your primary target is notably
more open to international travel and more likely to seek it out
Prime targets are more likely to:
• Want to travel before they settle into a job
• Want to work abroad
• Be interested in learning about other lifestyles, even if it
makes them uncomfortable
• Be willing to move somewhere new for a new job
Recommendations:
• Underscore that this is a powerful resume builder and a high quality international
professional experience
• Emphasize the authentic international experience they will get
• Stress that this is the ideal time to live abroad since they haven’t settled into a
job and aren’t tied down yet
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They’re also more driven and responsible
Your prime targets are a bit more serious and responsible than the secondary targets, and
are more focused on their future
Prime targets are more likely to:
• Be the responsible one out of their friends
• Be the person others come to for advice
• Be a take-charge kind of person
• Feel that building their resume is of the utmost
importance right now
How to market and communicate to them:
• They are very organized and like to plan in advance, communications should
start at least 6 months in advance
• Signup for summer programs should begin in late fall/early winter
• Signup for winter programs should begin in the summer
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Marketing and
Communications
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Teleport them: Participants want the basics
to be taken care of
Get them the right program
Get them the right program
about
50%
expect program
placement and structure
to be included
Find them housing
More than
And get them a flight
Close to
¾
expect airfare
to be included
(¾ of volunteers to 67% of interns)
And cover their living costs
¾
50%
Of people
expect housing
placement
interested in programs
expect their housing
costs to be covered
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They’re willing to pay more to have their airfare
included, making it easier to pick up and go
The ideal program includes the cost of travel and housing, with the participant paying “all in”
so that all logistical aspects of the trip are taken care of
The amount they are willing to pay for this package deal varies a bit depending on the
program, but findings suggest $1,800 as an ideal price range
$1,500
$1,800
If the program offered structured content, housing and
airfare, and cost you $1,800, how likely would you be to go?
$2,500
51% of interns and volunteers, and
61% of academics indicated that their
parents are at least somewhat
likely to pay for them to participate
I’ve only gone on organized trips to Israel because
it’s easier to get funding if it’s an organized trip and I
couldn’t afford to go on my own
–Lauren, 21
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Barriers still exist, but they tend to be more
physical than psychological
Time and Money are the leading barriers for respondents
• The majority of respondents are concerned that the program is too expensive for them
• For those with a job, many feel they can’t take “that much time off” for this type of trip
– There seems to be a window of opportunity before they get full-time jobs when they would be
able to participate
The internship would have been
great 4 years ago, but I have a
paying job now so I don’t need it.
But 4 years ago, definitely.
I can’t go for long, I need to start
my real life here and make money
–Lauren, 21
–Aram, 24
Recommendations:
• There is a window of opportunity before they get full-time jobs when they would be able to participate
• Contact them before they graduate college and start a fulltime job
• Stress the affordability of the program and that it is subsidized
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Summary & Implications
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The findings have identified a target audience
receptive to returning to Israel for programs after
Birthright
Secondary
Target:
Primary Target:
Birthright alum with
aspirations of international
explorations who actively
want to go abroad.
They tend to be more
organized leaders with a
stronger connection to
Jewish life.
They are passionate
about doing programs in
Israel, and it’s not about
the price- it’s about
making sure it’s the right
fit for them
Periphery
Secondary Target
Birthright alum who are
looking to advance their
career and are open to
opportunities local or
international that may help
them progress their
career.
Programs in Israel are
highly appealing, but with
greater price sensitivity
Primary
Target
Periphery:
While still open to
programs in Israel, it is
not a priority but a
possibility
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There are two Primary Drivers for the decision to
join the program:
1. How well it fits with their particular professional goals
–
The more focused the program is in their specific field, the more relevant and appealing it is
–
It is critical that the program seems tailor-made for the participant
2. The general notion of coming to Israel and working
with Israelis in an unmediated fashion that feels like
you are “one with Israelis”
–
Birthright gave them just a taste of Israeli life, they now want to connect more directly
–
This broad abstract notion of “being with and working with Israelis” is more compelling than
specifics about how it gets played out in practice
–
It’s not necessary (or even possible) to create genuine relationships for them, nevertheless it is
important to promote how Israeli culture fits into each of the various programs
They need to know that JAFI will deliver on the specific program that
makes it worthwhile to go on an organized trip rather then leisure travel
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PROGRAM DETAILS
Some enabling factors can facilitate the process
of joining the program
• Timing is critical
– College seniors are most interested in the internship program, but interest drops off once they get
a fulltime job
– It’s critical to catch them when they’re still trying to decide what to do after they graduate
• Ease of participation
– They want a package deal that includes housing, airfare, and an identified program, and they want
to pay for it all together
– They need to feel like they get “teleported” with all functional matters taken care of (housing,
flights, etc)
• A package deal at and affordable price
– $1800 is a recommended price, and the acceptable range spans $1,500-$2,500
• Speak English
– Since the language barrier can deter people from living and working in Israel, we recommend that
all internships and courses are in English
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PROGRAM MESSAGING
Overall, marketing should focus on the big picture
For all programs
 Marketing should reflect the overall idea of the program more than
the logistics
 Reassure participants that they will have full access to Israel,
Israelis, and all that they have to offer
 Market the program as a package deal with housing, airfare, and
placement included in the advertised price
 Don’t address details such as who they live with, and day to day
life as, they could compromise the perceived ease of the program
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Internship is the sweet spot offering
We recommend JAFI focus its resources primarily on an internship program since
it attracts the widest audience
• More than twice as many Birthright alums chose the internship over other
programs
• Those who wanted a volunteer or academic program also wanted an internship
• It is essential that the internship is in the participants’ specific area of interest
It could be advantageous to offer optional academic or volunteer add-ons to the
internship program for those who are interested in multiple programs
Funding allowed, it is also valuable to offer academic and volunteer programs
• Volunteers overall are more passionate and are more likely to travel through an
organized program
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In sum… target, size, and program characteristics
Internship
Academic
Volunteer
Size of prime target
23%
13%
13%
Size of secondary
target
35%
10%
10%
How to contact them During Birthright, post-Birthright During Birthright, post-Birthright
emails, university career services emails, university study abroad
offices, Hillel, and Google
offices, Hillel, and Google
during Birthright, post-Birthright
emails, university study abroad
offices, Hillel and Google
Broad
characteristics for
all programs
• Working and spending time
with Israelis
• Getting an authentic view of
Israel
• Working in English, Learning
Hebrew
• $1,800 range
• Working and spending time
with Israelis
• Getting an authentic view of
Israel
• Courses in English while
Learning Hebrew
• $1,800 range
• Working and spending time
with Israelis
• Getting an authentic view of
Israel
• Learning Hebrew
• $1,800 range
Unique program
characteristics
• Interning in their specific field
(e.g, Sports Management,
Journalism, etc)
• Hands on experience, even if
it’s at a small Israeli company
• 6-8 weeks in the summer or
2-3 weeks in the winter
• Hands on learning they
couldn’t get at home
• Courses in English
• Courses that fulfill
requirements at their home
university
• Focus on their exact field of
study
• 6-8 weeks in the summer or
2-3 weeks in the winter
• Major city preferred but not
essential
• Having a Israeli mentor
• Benefiting others through
service
• Seeing various parts of the
country
• learning about local and
global issues
• 4-5 weeks in the summer or
2-3 weeks in the summer
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In sum… What to say
Internship
What to say
• High level concepts around an
internship in Israel tailored to their
specific field (e.g., Tell us your
field and we will set you up with
an internship)
• Highlight that this is a powerful
resume builder and a high quality
international experience.
• Emphasize that they will get an
authentic, unmediated view of the
real Israel working with Israelis
hand in hand
• Communicate simplicity,
seamlessness, “We will “teleport
you there and set you up
(airfare/program/housing)
• Stress program affordability and
the fact that it’s subsidized
Academic
• High level concepts around
academic programs in English
within their specific major that
fulfills requirements (e.g., Tell us
your major and we will help you
fulfill your requirements)
• Highlight that this is a powerful
resume builder and a high
quality international experience
• Emphasize that they will get an
authentic, unmediated view of
the real Israel working with
Israelis hand in hand
• Communicate simplicity,
seamlessness, “We will “teleport
you there and set you up
(airfare/program/housing)
• Stress program affordability and
the fact that it’s subsidized
Volunteer
• High level concepts around an
authentic volunteer experience
that will help others and effect
change (e.g., Come see the real
Israel and help make a
difference)
• Highlight that this is a powerful
resume builder and a high quality
international experience
• Emphasize that they will get an
authentic, unmediated view of the
real Israel working with Israelis
hand in hand
• Communicate simplicity,
seamlessness, “We will “teleport
you there and set you up
(airfare/program/housing)
• Stress program affordability and
the fact that it’s subsidized
• Stress that this is the ideal time to
live abroad, before they have a
job and responsibilities
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In sum… When to say it
Internship
When to say it
Academic
Volunteer
• Start talking about it during
• Start talking about it during
• Start talking about it during
Birthright and send out
Birthright and send out
Birthright and send out
communications at least 6
communications at least 6
communications at least 6
months before the program start months before the program
months before the program
date for prime targets
start date for prime targets
start date for prime targets
• Programs should be presented • Programs should be presented • Programs should be
not as “Birthright 2” but as a
not as “Birthright 2” but as a
presented not as “Birthright 2”
professional development
professional development
but as a professional
program to help them build the
program to help them build the
development program to help
next stage of their career
next stage of their career
them build the next stage of
• Contact them in the beginning • Contact them towards the
their career
of Junior year, before they
middle of the semester when
• Contact them in the beginning
graduate college and start a full- they might be thinking about
of Junior year, before they
time job
course registration
graduate college and start a
full-time job
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