From Salesy to Savvy: How the Jewish Grandparents Network Builds Community Online

What happens when you turn the camera onto a very specific portion of your community, and create something special just for them? More and more Jewish organizations are seeing the benefit of this focused approach. It’s even given rise to some exciting initiatives, like TW clients The Jewish Grandparents Network (JGN)- the only national organization that engages, educates, and celebrates grandparents as an essential influence in Jewish family life.

Jewish grandparents across the country have so much to offer one another, and all of us. JGN knew that part of the key to unlocking this opportunity would be to connect those grandparents to one another. They already had a Facebook group set up to make that happen; it just needed a little TLC from TW. So Terry Kaye, JGN’s Director of Creative Partnerships, worked with Miriam Brosseau on a relatively short Communications for Community-Building coaching engagement.

TW’s Zoey Fleisher interviewed Terry to get the full story of the transformation and find out what’s yet to come.

Tell me about the Jewish Grandparents Network (JGN). What is your mission and what kinds of programs are at the heart of what you do?

The Jewish Grandparents Network engages, educates, and celebrates grandparents as an essential influence in Jewish family life. JGN is the only organization in the United States solely devoted to bringing grandparents and their grandchildren closer to one another and closer to Jewish life. We hold the most reliable data on the role of grandparents in Jewish family life. 

Our flagship initiative is the Family Room, funded by the Marcus Foundation, a virtual space on the JGN website in which grandparents can find experiences, resources, and activities to share with their grandchildren, bringing Jewish culture, values, and traditions to their relationship.

The Famly Room

We also host Family Room Live, a monthly webinar series featuring experts on topics of general and Jewish interest to grandparents — from creating family portraits to helping to raise resilient grandchildren.

In addition, we consult to hundreds of organizations and community groups on the role of grandparents in families and ways to attract grandparents as active participants in community life. 

What prompted you to reach out to Tiny Window Consulting (TW), and what did you end up doing together?

In September 2021 I took on the role of moderator of JGN’s Facebook group. The group lacked energy, posts were salesy, and membership was growing in fits and starts. I was nervous; I’d had lots of Jewish education experience and zero social media experience. JGN had previously consulted with Miriam Brosseau and thought she was wonderful. I too knew Miriam from my career at Behrman House Publishers — when she and Alan Sufrin were Stereo Sinai. 

Miriam and I met once a week for an hour-long session over five weeks. She taught me Everything Anyone Needs to Know About Facebook. We started with broad concepts such as how to: think broadly about the culture of the group and its role in JGN’s mission, define Facebook success, and map a JGN member’s journey. Then we moved into practical steps such as how to: write a group welcome message and community guidelines, develop a reliable content calendar (#MarketplaceMonday, #FamilyRoomExperience, welcoming new members, #Shabbatshalom, etc.), personalize invitations to friends, and create and boost FB events. 

We’ve since had several follow-up sessions, for example, for our team to better understand and use Google Analytics.

What’s the biggest change you’ve noticed in yourself since working with TW? What’s the biggest change you’ve noticed in the JGN community since TW?

JGN’s Facebook Group Growth: 9/21 - 3/22

Let’s start with the community change even though you asked the question the other way round. My own change is directly related to the group’s. 

Change in the community: We’ve seen a dramatic increase in FB membership and engagement. In the 6 months since I took over as moderator, our membership has grown 72%; we’re now at 1,700 members with new members joining every day. 

In addition, Google Analytics shows us that FB is an outstanding source of visitors to the Family Room. People who come from FB stay on our website twice as long as all other sources and the bounce rate is half of other sources. So it’s a pre-qualified audience.

Changes in myself: Better at social media (though I’m no guru) and way more confident (“hey, I can do this!”).

The most important thing I learned: Social media (at least for our grandparent community) is a high-touch endeavor. Our members respond to personal invitations to join, reactions and comments to their posts, PM’s, loving support and encouragement, kvelling over their grandchildren’s pics. I guess we all want personal attention and appreciation, right? 

Still, I wish more members actually posted. Just a tiny percentage do.

What advice would you have for other organizations seeking consulting from TW in order to make the most of their experience?

Hmm, come prepared. Do your homework (yes, Miriam assigns it). Keep meticulous notes about what you discuss. Get your team on board from the start, for example, with establishing clear-cut goals for the initiative or project (I’m lucky that the JGN team put their trust in me). Meet TW on a regular schedule (that may mean requiring speedy answers from your team). Put TW ideas into practice immediately to see what works and to gain confidence. Explore the multitude of ideas they offer which I have not fully done yet.

Any other reflections that you would like to share?

Miriam is our go-to person for anything to do with digital and social media. Did I say she is a mensch of the first order? It’s joyful being in her presence. I’m crazy about her. (Does this count as a reflection?)

Terry Kaye, JGN’s Director of Creative Partnerships

Terry Kaye is Director of Creative Partnerships at the Jewish Grandparents Network, working with individuals and organizations to co-create and source outstanding content and original Jewish family experiences. Terry has worked in the field of Jewish education for 35 years, much of that time at Behrman House Publishers where she worked closely with educators nation-wide in her role as Director of Educational Services. Terry has also written, edited, or project-managed over seventy Jewish education publications for children and adults. Terry is Gran to five grandchildren.

How can your communications build community for your Jewish organization? TW is here to help you turn your good instincts into engaging digital strategies and irresistible programs! Reach out here to learn more, or book a time to chat with Miriam.