SETTING THE NEXT COURSE 2022-2025 STRATEGIC PLAN
Updated October 27, 2022
OneTable’s strategic plan, “Setting the Next Course,” grows from a love of iteration and delight in the rich Jewish tradition of table metaphors! The 16th Century Sephardic scholar, Rabbi Joseph Caro, derived a code of Jewish law from the Talmud in a collection called the Shulchan Aruch, literally “Set Table.” Rabbi Caro’s colleague, Ashkenazi Talmud scholar, Rabbi Moshe Isserlis, added his own interpretation of the Shulchan Aruch and named it, aptly, Ha-Mapah, literally “The Tablecloth.” Each layer invites a deeper understanding and personal connection to our tradition and guiding principles.
I love OneTable and I get such joy out of attending my friends' gatherings and seeing them flourish in their own spaces. OneTable enables that. – Source: OneTable Impact Survey Response 12/2021
DID YOU KNOW?
81% of hosts and 70% of guests report that they found new ways to celebrate Shabbat because of OneTable. ONETABLE.ORG/RESEARCH
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TABLE OF CONTENTS 3
OVERVIEW 4 Introduction 6 The OneTable Story 8 The Impact of OneTable So Far
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2022 - 2025 ASPIRATIONAL GOALS + EXPANSION 13 14 15 16 18
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KEY INVESTMENTS + FINANCIAL PROJECTIONS 20 21 22 24
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Aspirational Goals Expanded Family of Offerings Unique Value Proposition How We Will Measure Our Impact How We Plan to Get There
Growing Efficiently Key Investments Financial Projections Fundraising Plan
APPENDICES 1 Financial Projections by Offering OneTable Core 2 Theory of Change 3 Annual Target Milestones 4 Key Partnerships Powered By OneTable 5 Target Milestones 6 Clients Together @OneTable 7 Strategic Questions 8 Market Research
DID YOU KNOW?
All of the photos in this document are from OneTable Shabbat dinners!
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Overview
INTRODUCTION Just as Shabbat anchors us in time, creating an opportunity for weekly rest and renewal, the planning process to further develop and sharpen our strategy is anchored in reflection. Leaning into our entrepreneurial roots and taking note of the shifting needs in the American Jewish landscape, we have leveraged our expertise by white labeling our technology for other organizations, leading to meaning and connection for tens of thousands more. We are at the forefront of making Jewish rituals and gatherings accessible and welcoming. And, our expertise in grassroots community-building, stellar customer service, and human-centered design are sought after. We lead the field technologically, offering a platform and set of rich Jewish resources that provide structure to people without being prescriptive, while also unlocking the potential of other organizations in the ecosystem. We are thought leaders in our research, regularly learning from our participants via qualitative and quantitative measures.
Since 2014, more than 180,000 people have made indelible connections at over 80,000 OneTable Shabbat dinners.
We are now faced with the question: how might we shift to a longer-term strategy that builds on our strengths and enables us to grow sustainably to meet ever-evolving challenges? This plan lays out the strategies to set the next course.
Aliza Kline, President and CEO
Kari Alterman, Board Member, Strategic Planning Retreat Chair
Sara Bloom, Board Co-Chair Steven Boal, Board Member, Strategic Planning Retreat Chair Rob Orley, Board Co-Chair
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WHY WE ARE SHABBAT CENTRIC "More than the Jews have kept Shabbat, Shabbat has kept the Jews." - Ahad Ha'am
In Jewish tradition, the world is created in an evolution of seven days: six days of work that culminate in the seventh day, Shabbat, a day of rest. Shabbat is not a postscript, it is as important a part of bringing the world into being as any of the days of active creativity. Judaism teaches that we, human beings, are responsible for continuing the work of creation to make the world a better place, day after day, week after week. The essence of Shabbat isn’t about that one day, it’s about what we can do on the other six if we take the time to end our week with intention on Friday night. And at OneTable, everything we do is rooted in the ancient and powerful wisdom of Shabbat. Shabbat dinner is an essential invitation into Jewish life.
Our Mission: OneTable encourages Jewish young adults to explore the celebration and enduring practice of Friday night Shabbat dinner as an opening to Jewish meaning, joy, and connection.
Our Values: These three values, essential to Shabbat, inform everything we do:
עונג
Oneg
JOY הכנסת אורחים
Hachnasat Orchim
WELCOMING קדושה
Kedushah
ELEVATION
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THE ONETABLE STORY In just eight years, OneTable has grown from a small startup into one of the largest, most successful interventions for young Jewish adults in the United States.
OUR HISTORY More OneTable Shabbat Dinners Every Year NATIONAL SHABBAT DINNERS
In 2014, The Paul E. Singer Foundation and the Steinhardt Foundation for Jewish Life combined efforts to launch a new organization designed to engage a generation of Jewish young adults through the practice of Shabbat. The OneTable brand launched in 2015, followed by the social dining platform in 2016 and an iOS app in 2017.
25,000
20,000
15,000
10,000
5,000
Following a period of rapid growth, it became clear that our model of peer 0 2015 2016 engagement, unique resources, and market-leading digital platform was working and catching on.
2017
2018
2019
2020
2021
In March 2020, OneTable understood how vital Shabbat could be in helping young adults feel grounded and connected, especially in a global pandemic. We introduced new ways to participate in Shabbat, including solo and virtual Shabbat dinners. As a result, our dinner numbers doubled, from 200 to more than 400 dinners per week. In 2021, we nourished 30,000 Shabbat dinners alone. The launch of OneTable Live and our PAUSE video series generated over 700,000 views. Finally, shifting communal needs during the pandemic allowed us to test out a few possible expansions of our technology and programs (Seder2020, HereFor.com) and to meet the needs of people beyond our core demographic.
THE CHALLENGES THAT CONTINUE TO DRIVE US Growing dissociation from Judaism
Epidemic of loneliness, isolation, and addiction to technology
41% of those under the age of 30 say they are Jews of “no religion." 1
More than half of Millennials viewed 2 themselves as lonely even before COVID-19.
1. Pew Study 2014 and 2020. 2. UCLA Loneliness Study.
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DID YOU KNOW?
More than half of OneTable participants say they met somebody new at their dinner and 80% of participants became closer with people. ONETABLE.ORG/RESEARCH
I host Shabbat dinners with OneTable because I want to create new relationships with folks in my Jewish community, welcoming people who are new to my city, just as I was once welcomed. I also want to continue to feel connected to my Jewish practice. OneTable provides so much flexibility...which makes it easy for me to plan a Shabbat with candles, blessings, and chicken soup, and another with Moscow mules, sushi, and loud music. – OneTable participant who has both attended dinners as a guest and hosted their own Source: OneTable Impact Survey Response, 12/2021 7
THE IMPACT OF ONETABLE SO FAR Between 2014-2022:
20,000 hosts
160,000 guests
invited their peers to Shabbat dinners.
attended meaningful Friday night dinners.
of participants said that because of OneTable, they are celebrating Shabbat when they wouldn't have otherwise.
80,000
600,000
Shabbat dinners hosted on onetable.org
Total Engagements i.e. seats at the table
On average, OneTable participants engage with us
3-4 TIMES PER YEAR.
600+ U.S. CITIES
OneTable has given me the opportunity to explore what Shabbat means to me and has forever created a positive impact by opening my world to endless possibilities of connecting to Shabbat in a spirited, social, and religious way. – ONETABLE HOST
CURIOUS ABOUT OUR IMPACT? onetable.org/research
8 DRAFT | ONETABLE
OneTable is built to scale –
OUR IMPACT GOES SO MUCH FARTHER. "Craving Connection," a recent study of 3,000 young adults by Benenson Strategy Group (BSG), validates the intention and success behind the OneTable model: merging Jewish experiences with deep and fulfilling 1,2 social connections. OneTable is effectively enabling participants to deepen Jewish learning and practice, while forming strong social connections, and we're doing this at scale.
1-in-3 PARTICIPANTS
seek new Jewish 3 rituals, organizations, or communities.
1-in-4 PARTICIPANTS
have already integrated a new Jewish ritual into their life.
While there are many ways to engage with Jewish community, this research confirms the outsized role that Shabbat plays in determining healthy and successful Jewish outcomes. In addition to effectively helping young adults develop and deepen Jewish practice, OneTable participation also translates into greater social connection – an essential component of our impact.
45% OF HOSTS
have celebrated other Jewish holidays more often since their first OneTable dinner.
OneTable participants are
3X less likely to experience feelings of emotional loneliness
when compared to Jewish young adults who have never attended a OneTable dinner.
1. OneTable 2021 Impact Survey conducted by Benenson Strategy Group. 2. Craving Connection: Researching OneTable's Impact by OneTable. 3. See Key Partnerships, appendix, page 5.
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I always see lighting the candles as a way to bring light into the home, and I think OneTable is another way to bring more light into the world by bringing people together to enjoy Shabbat. – OneTable Impact Survey Response, 12/2021
DID YOU KNOW? 74% of guests who rarely celebrated Shabbat before OneTable said their Shabbat experience made them feel less lonely. ONETABLE.ORG/RESEARCH
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Community is the human expression of Divine love. It is where I am valued simply for who I am, how I live and what I give to others. It is the place where they know my name. – Rabbi Lord Jonathan Sacks z"l
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2022 - 2025
ASPIRATIONAL GOALS Rising disassociation from Judaism, and a dearth of meaningful social connection, makes Rabbi Sacks's vision of community and belonging even more compelling and drives us toward these aspirational goals:
BUILD A MOVEMENT The OneTable family of offerings will be ubiquitous and strongly associated with Shabbat and community-building through peer engagement.
ENRICH THE EXPERIENCE We will drive a significant and positive shift in the way Jewish adults and their communities experience and embrace the ritual of Shabbat.
GROW OUR INTERNAL CAPACITY We will have the resources (financial, technical, and professional) required to sustain this growth making OneTable a trusted investment for Jewish engagement.
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EXPANDED FAMILY OF OFFERINGS To achieve our goals, we are growing to three distinct offerings.
GROW EXPONENTIALLY
OneTable "Core" OneTable Core – our "challah and butter" – is designed to enable Jewish adults, 21 to 39ish, to gather with one another for Shabbat dinner and Seder.
GO-TOMARKET
Powered By OneTable Powered By OneTable customizes and licenses OneTable's technology platform and peer engagement strategy for other organizations who share our commitment to social connectedness.
*Working Title, Formerly referred to as OneTable Plus
DESIGN + TEST
Together @OneTable* Together @OneTable will allow us to test the OneTable.org platform (i.e. Shabbat dinners) with other populations who need ways to connect just as much as young adults.
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WHAT MAKES OUR OFFERINGS
UNIQUE OneTable's unique value proposition is the interconnection of these essential ways of being:
HUMAN-CENTERED We use a data-driven approach to center the ever-evolving needs of participants. We make ongoing adaptations to our technology platform so that it is delightful for frontend and backend users.
INTENTIONAL
D.I.Y.
We believe intention is a prerequisite for meaningmaking, and invite people to engage their peers through practices that are personally meaningful to them.
We empower individuals to step up and design their own gatherings, engaging their peers through easy-to-use structures without being prescriptive.
Our Jewish learning resources and technology platform are designed to enable participants to be thoughtful about their reason for engaging.
Peer engagement enables organic, efficient growth, allowing for impact and scale.
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TO BUILD A MOVEMENT, WE AIM TO: 1
Engage 10% of Jewish young adults in America (~140,000) – annually – to build meaningful social connections and become producers of their own authentic Jewish practice over their lifetimes (at least 75% of whom would not otherwise engage with Shabbat).2 Engage at least 50,000 Jewish adults beyond our core demographic – annually – through new offerings that leverage our peer engagement model and technology platform. Enable client organizations to grow annual engagements by at least 20% through our peer engagement model and technology platform.
TO ENRICH THE EXPERIENCE, WE AIM TO: Inspire at least 50% of hosts to feel more confident in creating a sacred Shabbat space, leading ritual, and inviting others through accessible Jewish learning resources and amplification of peer-to-peer modeling. Ensure at least 80% of guests deepen their social connections. 3
Complete rigorous research into the practice of Shabbat as a means for human flourishing, identifying key elements that elevate the experience, and adding new, valuable measures for Jewish engagement to the field at large.
TO GROW OUR INTERNAL CAPACITY, WE AIM TO: Develop an organizational structure that is is best suited to achieve our growth goals, e.g. identify missing skill sets, recruit, retain, and provide a framework for accountability and pathways for growth for a stellar professional team. Ensure a top-notch technology platform, measured through user-feedback (e.g. Net Promoter Score), that enables connections and generates income through licensing fees and philanthropic investments, contributing meaningfully to both our capabilities and financial resources. Build relationships with dedicated investors, successfully secure multi-year, multi-million dollar investments, and grow our support from individuals by 25%.
1. Grounded in the Theory of Critical Mass, a behavioral tipping point is the threshold at which a behavior is well on its way to becoming a social norm (Centola et al. 2018). The threshold varies based on the behavior (it's estimated to start at 10-40%). – Psychology Today, June 11, 2020. 2. The findings from the OneTable 2021 Impact Survey serve as a baseline for enrichment and engagement goals. 3. OneTable and CASJE have been awarded a 3-year research grant from the Templeton World Charity Foundation to study the connection between Shabbat dinner and human flourishing through social connectedness.
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WHAT EXPONENTIALLY INCREASED ENGAGEMENT LOOKS LIKE Over the next 3.5 years, OneTable's combined efforts will generate a total of 1,500,000 engagements by growing aggressively year over year. Through our unique combination of human-centered design, intentionality, and DIY approach, you can see the enormous potential of our impact and growth in the years to come.
FAMILY OF OFFERINGS ANNUAL ENGAGEMENTS* OneTable Core
600,000
Powered By OneTable
ANNUAL ENGAGEMENTS
Together @OneTable
400,000
200,000
0 2014 - 2021 ACTUALS 640,000 ENGAGEMENTS
2022 - 2025 PROJECTIONS 1,500,000 ENGAGEMENTS
Engagements are measured in reservations on the platforms, i.e. seats at Shabbat dinners or Seders, attendance at events sponsored by Powered By clients, like Hillel International, Haggadot.com and The Great Big Jewish Food Festival.
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HOW WE PLAN TO GET THERE To get started, we asked why people are not yet participating in OneTable. 1
We learned that, had respondents known about OneTable, most (70%) would participate. Helping people discover OneTable is critical to reaching our goals.
1. Amplify our brand Drawing on our start-up mentality, we will reinvest in go-to-market strategies, through social channels, brand partnerships, earned and paid media, Jewish learning videos, podcasts and more.
2. Optimize our network Deploying our staff, advisors, faculty, super-users and partners strategically to maximize our presence in large and small markets, so that there's always a face to OneTable regardless of where you live, or how you are engaging with OneTable.
3. Remove barriers to participation When asked, the 30% of the comparison group who were not interested in participating shared concerns about the pandemic, being too busy, or they were not interested in spending time with strangers. Add this to the inherent challenges in adopting new ritual habits. We will use this (and more) data to design new features to address these and unforeseen barriers.
1. 2021 OneTable Impact Survey conducted by Benenson Strategy Group collected data from 2021and Impact Survey by Benenson Strategy Group 2,000 OneTable OneTable participants 800 otherconducted Jewish young adults in a comparison group.
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Key Investments + Financial Projections
GROWING EFFICIENTLY As we successfully engage more people each year, our cost per participant dramatically decreases: Cost per Participant
140,000
130
120,000
120
DOLLARS
UNIQUE PARTICIPANTS
Unique Participants
100,000
110
80,000
100
60,000
90
2022
2023
2024
2025
80
2022
2023
2024
2025
UNIQUE PARTICIPANTS: 30-45% Increase YOY We aim to engage at least 50,000 individuals in 2022 and close to 140,000 in 2025. COST PER PARTICIPANT: 32% Decrease YOY Calculation based on total CORE projected costs divided by total participants. FIELD STAFF: 29% Increase YOY Given efficiencies in our technology platform, we plan to grow our local field professionals at a gradual rate, even while significantly increasing the number of people engaged each year.
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KEY INVESTMENTS In order to accomplish our goals, we will invest in these areas:
PEOPLE
LEARNING + NOURISHMENT
Increase the capacity of our team to scale OneTable Core, build out Powered By OneTable, launch Together @OneTable and right-size infrastructure as we grow (e.g., finance, HR)
Deliver high-quality Jewish learning resources to a rapidly growing base of participants and partners
Generate new opportunities for internal leadership growth and succession planning
Push our research efforts to uncover new learnings and opportunities
Ensure org-wide collaboration across our various efforts and departments to function in a highly nimble, efficient, and innovative way
Continue to provide Nourishment (financial and other support) that goes directly to OneTable Core participants to address barriers to Jewish engagement
Evolve and level-up our governance to match our growing needs
TECHNOLOGY + COMMUNICATIONS Continually improve and streamline our platform and UX/UI Grow and diversify our audiences through expanded marketing and communications strategies Leverage technology to drive efficiencies as we scale our offerings
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FINANCIAL PROJECTIONS INCOME
2022
2023
2024
2025
Committed (as of 7/31/22)
$6,420,000
$2,442,922
$1,621,250
$35,000
Anticipated Renewals
$1,200,000
$4,000,000
$5,000,000
$6,000,000
Projected Funding $580,000 $3,657,078 $5,408,750 $7,695,000 *OneTable expects to secure $5M - $7M annually in renewals from existing supporters. Gap Total Income
EXPENSES BY INVESTMENT
$8,200,000
2022
$10,100,000
2023
$12,030,000
2024
$13,730,000
2025
People
$5,090,000
$6,450,000
$7,937,500
$9,100,000
Learning + Nourishment
$2,390,000
$2,530,000
$3,057,500
$3,700,000
Technology + Communication
$720,000
$1,120,000
$1,035,000
$930,000
Total Expenses
$8,200,000
$10,100,000
$12,030,000
$13,730,000
261,500
351,000
447,000
Engagements
Engagements
Engagements
44.4
54.4
66.1
Total Target Engagements Full Time Equivalents (FTEs)
553,000 Engagements
74.6 22
FUNCTIONAL EXPENSES
FINANCIAL PROJECTIONS Expense by Offering
2022
2023
2024
2025
Core
$7,130,000
$8,720,000
$10,330,000
$11,820,000
Powered By
$700,000
$970,000
$1,220,000
$1,350,000
Together
$370,000
$410,000
$480,000
$560,000
Total
$8,200,000
$10,100,000
$12,030,000
$13,730,000
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Institutional giving, including Jewish Federations across North America, accounts for 85% of OneTable's support with the remaining 15% committed from individual donors. As we grow, we will sustain our critical institutional support and diversify our revenue stream to include more individual donors – encouraging all members of the Jewish community to be part of OneTable's impact. Additionally, we will implement grassroots fundraising efforts to engage our OneTable participants in the act of paying forward the gift of OneTable they received.
1. Institutional Support Deepen foundation support from current and new institutional funders
2. Federation Partnerships Increase support from Federations beyond allocation process
3. Individual Giving Program Build upon the major donor program at all levels, standardizing communications and stewardship, and establishing giving levels at five, six, and seven figures
4. Powered By OneTable Revenue In addition to generating meaningful income from licensing fees, cultivate existing and prospective philanthropists excited about this expansion
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WITH THANKS The growing impact of OneTable is only possible because of your ongoing support. We invite you to join us in this work to support and inspire current generations of Jewish adults. This strategic plan was made possible by generous support from the Charles and Lynn Schusterman Family Philanthropies, Crown Family Philanthropies, and the support of OneTable’s Board of Directors. Finally, we thank our strategic planning staff team and Third Plateau for a remarkable job in leading us through this process.
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1
Financial Projections By Offering OneTable Core
2 3 4
Theory of Change Annual Target Milestones Key Partnerships
Powered By OneTable 5 6
Target Milestones Clients
Together @OneTable 7 Strategic Questions 8 Market Research
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CORE
FINANCIAL PROJECTIONS BY OFFERING
Target Milestones
2022
2023
2024
2025
People
45,000 - 55,000
65,000 - 75,000
90,000 – 100,000
120,000 – 140,000
Dinners
28,000 - 30,000
32,000 – 34,000
34,000 – 36,000
36,000 – 38,000
Engagements
160,000-180,000
200,000 – 220,000
240,000 – 260,000
290,000 – 310,000
TOGETHER
POWERED BY
Total Expense
$8,720,000
$10,330,000
$11,820,000
Target Milestones
2022
2023
2024
2025
Clients
16
25
36
51
Engagements
60,000 – 80,000
95,000 – 125,000
150,000 – 175,000
200,000 – 225,000
Total Expense
$700,000
$970,000
$1,220,000
$1,350,000
Target Milestones
2022
2023
2024
2025
People
500
2,500
4,500
6,000
Dinners
250
1,000
2,000
3,000
Engagements
1,500
6,000
12,000
18,000
Total Expense
TOTAL
$7,130,000
Total Annual Expense
$370,000
2022 $8,200,000
$410,000
$480,000
$560,000
2023
2024
2025
$10,100,000
$12,030,000
$13,730,000
ONETABLE | 1
ONETABLE CORE
THEORY OF CHANGE
WHAT OneTable is designed to encourage Jewish young adults to explore the celebration and enduring practice of Shabbat dinner as an opening to Jewish meaning, joy, and connection, becoming active producers of Jewish life.
HOW HUMAN-CENTERED Using data-driven, humancentered approach to help elevate Shabbat dinners.
INTENTIONAL
DIY
Inviting people to be thoughtful about each element of hosting.
Providing an online platform for young adults to connect with others and design their own Shabbat dinners.
SO THAT... Young adults develop the confidence and agency to craft their own Shabbat dinners and to shape an enduring Shabbat practice. Through Shabbat, young adults are more connected to people, rituals, and resources that are meaningful to them.
THE CHANGE WE SEEK A new and capable generation, nourished by the wisdom of Shabbat*, is more prepared to lead the future of Jewish life and community. *By the "wisdom of Shabbat" we are referring to the benefits of pause, a sense of connection, humility, radical rest, links to ancestors, and a taste of the world to come.
ONETABLE | 2
ONETABLE CORE
ANNUAL TARGET MILESTONES
36,000 (Actual)
2021
PEOPLE
SEATS
138,600 (Actual) 45,000 55,000
2022
160,000 - 180,000
65,000– 75,000
2023
200,000–220,000
90,000–100,000
2024 240,000–260,000
120,000–140,000*
2025 290,000–310,000
0
100,000
200,000
300,000
400,000
*10% of young adults market according to data from Brandeis University (assumes repeat participation three times/year).
ONETABLE | 3
ONETABLE
KEY PARTNERSHIPS
Our partner network is critical in supporting the 33% of our participants who are seeking new Jewish rituals, organizations, and communities. We play an active role in the Jewish young adult eco-system by engaging key partners to activate their communities around Shabbat dinner and introducing them to OneTable participants. The partners included below are a snapshot of our work. Throughout a year, we connect with more than 100 national organizations and more than 250 local partners.
ONETABLE | 4
POWERED BY ONETABLE
TARGET MILESTONES
Powered By OneTable's engagement milestones are measured in increased reservations made through each client's platform. Powered By OneTable will help clients grow by at least 20% annually in engagements E.g. 2021 Hillel Clients = 50,000 engagements (reservations) grew to 60,000 in 2022 Income generated from client fees will offset at least 60% of Powered By OneTable costs, and targeted philanthropic support will cover the remaining costs
Powered By OneTable Value Proposition Powered By OneTable allows engagement-oriented organizations and businesses to grow organically and maximize retention by leveraging peer networks to facilitate successful online and in-person gatherings.
EFFECTIVE PEER ENGAGEMENT MODEL Expand reach Deepen engagement Strengthen ties
SUCCESSFUL TECHNOLOGY PLATFORM Web-based software Immersive user interface Managed platform access for clients ONETABLE | 5
POWERED BY ONETABLE
CLIENTS
National Jewish nonprofits, secular organizations supporting young adults, and businesses focusing on employee retention have sought out the Powered By OneTable solution. Getting it right with early customers is critical to build reputation and secure future customers.
Hillel International has launched a new centralized platform. Powered By OneTable is working with thirteen Hillels that cover thirty-one campuses. The following Hillels have signed as of August 2022: Brandeis Hillel Cleveland Hillel Baldwin Wallace University Case Western Reserve University Cleveland State University John Carroll University Oberlin College Cornell Hillel Hillel Jewish University Center of Pittsburgh Carnegie Mellon University Chatham University Duquesne University University of Pittsburgh Hillels of Westchester Manhattanville College Pace University- Pleasantville Sarah Lawrence College SUNY Purchase College Westchester Community College Hofstra Hillel Illini Hillel (University of Illinois at Urbana-Champaign) Minnesota Hillel North Carolina Hillel Link Appalachian State University East Carolina University North Carolina State University Hillel University of North Carolina - Asheville University of North Carolina - Chapel Hill University of North Carolina - Charlotte University of North Carolina - Greensboro University of North Carolina - Wilmington Northwestern Hillel Queens College Hillel Stony Brook Hillel University of Arizona Hillel ONETABLE | 6
TOGETHER @ONETABLE*
STRATEGIC QUESTIONS
As we test the Together @OneTable concept, some of the key questions we will explore are: What have we learned from OneTable Core that is applicable to people in other age groups and life stages?
What type of field-level support will our new Together @OneTable users want and need?
How can we be of service to older age groups in a way that enhances – rather than confuses – OneTable's brand?
Could Together @OneTable generate revenue, from individual users as well as targeted grants?
What is holding older generations back from building the Shabbat practice they want, and how can we help them leverage our tools and resources to best meet their needs? *Working Title, Formerly referred to as OneTable Plus
Why is our initial test of Together @OneTable focused on older adults? There is a growing awareness of the needs of the actively aging population whose institutional affiliation is waning even while their interest in building new skills and forging new ties is 1 increasing. A recent study of the Los Angeles Jewish community revealed: 25% of Jewish adults ages 55-64 are minimally involved in the Jewish community Only 23% mark Shabbat weekly or almost weekly 1. 2021 Study of Jewish LA
TOGETHER @ONETABLE
MARKET RESEARCH
I am confident OneTable's model can be applied to this demographic without much change. The key is reaching older adults and engaging some early adopters to test it out. — STUART HIMMELFARB CEO and Co-Founder, B3 The Jewish Boomer Platform Together Design Sprint attendee
This person [who would participate in Together @OneTable] looks like me – I just moved to a new community. It’s so wonderful to live near my grandkids but they aren’t my whole life. I’ve just met a few leaders of the Jewish community and am looking to expand my community. A OneTable supported experience sounds right for me! — TOBY RUBIN Founder and former CEO, UpStart Together Design Sprint attendee
I love OneTable, I have hosted in Birmingham and Oahu. The idea of Together @OneTable is cool. It would not change my experience with OneTable, because what matters to me is who's around my table. If I found out that my parents were using it, I'd be impressed with their tech savvy! — BEN WEINBERG, 26 Founder, Momento Grew up in Baltimore, currently living in Hawaii
ONETABLE | 8
OneTable has given me the opportunity to explore what Shabbat means to me and has forever created a positive impact by opening my world to endless possibilities of connecting to Shabbat in a spirited, social, and religious way. – OneTable Impact Survey Response, 12/2021
I am forever grateful for the resources and support that OneTable has afforded me to gather with friends across the US and share in Shabbat rituals wherever I am. – OneTable Host, San Francisco
ONETABLE 195 MONTAGUE STREET, 14TH FLOOR BROOKLYN, NY 11201 ONETABLE.ORG | @ONETABLESHABBAT