Why Running a Jewish Day School is Like Marketing Cat Food to Dogs

5 1/2 Lessons From the Marketing Trenches to the Non-Profit Niche

Did that title get your attention? Great, because running a Jewish day school after a career in marketing and operations for for-profit businesses is a bit like trying to sell cat food to dogs: challenging, unexpected, and occasionally messy. Yet, the lessons I learned in the corporate world have been surprisingly useful in the non-profit sector. Here are 5 1/2 lessons I’ve taken from my for-profit past to make my current role as Executive Director a success.

Lesson 1. Know Your Audience, Even When They’re Six

In marketing, understanding your target demographic is crucial. Whether it was soccer moms, tech geeks, or the elusive millennial market, knowing who I was speaking to was half the battle. Now, my audience ranges from curious kindergartners to discerning parents and generous donors. The key? Tailor the message. A five-year-old might not care about our school's SAT scores, but they love hearing about the fun activities we have planned.?

Lesson 2. Always Have a Plan (and a Backup Plan, and a Backup to the Backup Plan)

Marketing campaigns live and die by their strategies. In operations, if Plan A doesn’t work, you better have Plan B ready to go. Running a school is no different. Snow days, flu outbreaks, or unexpected fire drills – you name it, we’ve planned for it (and the five other things that could go wrong). Flexibility is key, but so is preparedness.

Lesson 3. Marketing is All About Relationships

Building relationships is at the heart of both marketing and school administration. In the corporate world, it's about nurturing client connections. Here, it’s about engaging with parents, students, staff, and the community. The stronger the relationship, the stronger the school.

I remember hosting a series of coffee mornings with parents. Initially, I was skeptical about their impact. But over time, those informal chats built trust and opened lines of communication, leading to increased involvement and support from the parent body.

Lesson 4. The Power of Storytelling

In marketing, storytelling is king. Facts tell, but stories sell. The same goes for non-profits. Whether sharing the success of a student or the vision for the school's future, stories make connections. They humanize our efforts and inspire action.

We had a student who overcame significant challenges to excel academically. Sharing his journey at our annual fundraiser didn’t just tug at heartstrings; it opened wallets. People relate to stories, not statistics.

Lesson 5. Innovation Isn’t Just a Buzzword

In the fast-paced world of marketing, innovation is key to staying ahead. The same goes for education. Embracing new teaching methods, technologies, and even administrative processes keeps the school dynamic and forward-thinking.

Lesson 5 1/2. Never Underestimate the Power of Humor

This half-lesson might seem trivial, but humor can diffuse tension, build rapport, and make even the most daunting tasks enjoyable. Running a school can be stressful, but a little laughter goes a long way.

During a particularly tense board meeting, I cracked a joke about our school's aging copy machine being more temperamental than a toddler on red bull. The laughter that followed didn’t just lighten the mood; it paved the way for more productive discussions.

My journey from the for-profit marketing world to the non-profit education sector has been filled with unexpected parallels and invaluable lessons. If you ever find yourself wondering how to market cat food to dogs, remember: know your audience, plan meticulously, build strong relationships, tell compelling stories, innovate constantly, and never, ever underestimate the power of a good laugh.

About the Author:

Lev R. Stark is an experienced Executive Director with a proven track record of success in strategic planning, financial management, and community engagement. He has extensive experience overseeing the operations of a private school and is skilled in analyzing data, setting goals, and developing action plans to improve the school. Lev's professional experience includes serving as the Executive Director of Katz Hillel Day School, Valley Torah High School and Yavneh Hebrew Academy, where he was responsible for operations, strategic planning, and fundraising efforts. Prior to his work in education, Lev served as the CEO of Omni Media, LLC, and as the Vice President of Marketing/E-Commerce at Twin Med, LLC. He also worked as the Vice President & Content Czar at Edmunds.com, Inc.

Lev is currently a National Board Member of the Executive Directors Share (EDS), a division of the Torah Education Network, and serves as a lecturer and consultant for the Consortium of Jewish Day Schools. Lev is passionate about creating a positive work environment where all staff can succeed and about supporting the mission of Jewish education.