In 2007 I wrote a post titled Kiruv Models for beyondbt.com. In it used Starbucks as a model and today I find myself doing the same. At locations across North America Starubucks revealed their new “Blond Roast”, a light roasted coffee being introduced to attract those who are buying coffee at donut chains and fast food joints. “We know we’re not serving those customers now. We’re going to bring in new customers,” Andrew Linnemann, director of coffee quality at Starbucks, said of Blonde, in an article today in the Chicago Tribune.
- The success of The Mussar Institute, popularity of Dr. Alan Morinis’ books, and the introduction of “Mussar” as a buzzword among non-Orthodox branches of Judaism prompted Aish’s Jewish Pathways (self-contained distance/online learning) to get Dr. Morinis to author a “Mussar Program” offering.
- Popularity of the Maccabeats’ pop music parody vidoes have spawned (time and time again) private individuals and kiruv organizations to put out their own “Jewish” versions of music videos (of course Shlock Rock originally and skillfully did this eons ago).
- NCSY, the most successful Orthodox youth group, has cornered the market of teen outreach since its’ inception. In the two years Chabad has begun massive outreach in the form of CTeen,. “CTeen is a social club where teens learn about themselves and their heritage through giving to others and participating in interactive, hands-on activites. With over 85 chatpers, CT is the fastest growing network for Jewish teens.” They even are hosting a massive shabbaton in NYC next month.
Opening up your doors to a new market is always a risk. As is changing the way you make your signature product. We do, however, have an amazing an unique product to offer…Hashem’s Torah.