How have you communicated with young Jews interested in the program during the pandemic knowing that things such as travel plans can change daily? We’ve known throughout the pandemic how important it is to effectively communicate changes and updates to protocol so that potential participants have the most up-to-date information available. That’s how you give them confidence to travel when possible and that’s why we’ve bolstered our social media teams and platforms and continued to meet potential participants where they are. We were the leaders in the market with new updates and announcements of updated entry restrictions and we also kept our Q&A page up to date at all times and created media informative ads that included up to date info about our COVID protocols. Lastly, we leveraged the traditional media, with stories in popular travel publications like Travel + Leisure and Jewish community publications including The Forward and JNS helping us get our message out. The fact that this pandemic is global, and we are all in the same boat, made it easier for people to understand the constant change and be more accepting, being authentic is key. 8
What else do you want to say about how Birthright Israel navigated the COVID -19 situation? One of the biggest things we learned during the pandemic is that you can never take anything for granted. 2020 was set to be a celebration of Birthright Israel’s 20th anniversary year. We had grand plans for celebrations and recognition of the wonderful work of our staff and the invaluable support of our donors over the years. Then, basically overnight, everything came to a halt. We were not sure when trips would resume or frankly, what our future held. COVID allowed us to reflect and reconnect with our cherished donors. It allowed us to get back in touch with Birthright Israel alumni, who have not only gone on to do amazing things professionally, but many of who founded organizations that were specifically designed to help those suffering from the impact of COVID-19. This pause also allowed us to check in with our guides, who have shown so many young people the wonders of Israel and strengthen our relationships with our trip organizers through this rough time. As trips slowly resume, we look forward with optimism but also remember those participants, staff and donors from our past who are the foundation upon which our success is built.
