Making Israel and Jewish Relevant for Millennials A proud member of the 2014 Upstart Bay Area cohort

Leadership

Bradley Caro Cook, Ed.D. Dr. Cook, a seasoned educator and innovator, is committed to reaffirming Jewish identity and establishing a connection to Israel, specifically focusing on Millennials. In 2012, after dedicating nine years to public education, school innovation, and student international travel, Dr. Cook made Aliyah in order to accomp lish his ultimate goals.

Rabbi Adam Grossman Rabbi Grossman, a recipient of the Slingshot Guide Award for the TI Fellowshi and amember of Clal’s Rabbis Without Borders network, serves as CEO of the University of Florida Hillel. He founded UF Hillel Works and HiveSpace, a sociall responsible business accelerator steeped in Jewish values and time.

Eric Reiner Director

Dynamic Yield

Daniel Garrie Managing Partner

Law & Forensics

Josh Tenenbaum Managing Partner

Hersz Capital

David Galper Partner

Flybridge Capital

Mark Ghermezian CEO Appboy

Board of Directors

American Jews 19-29 are Birthright Alumi

19-29 year old American Jewish with community

involvement

Birthright participants that expressed a “life

changing experience”

50,000+ millennials participate, per year, in short group trips

to Israel

The trip elicits a passion for Israel and a connection to Judaism

Lacking relevance in every day life, the

connection is ultimately lost

Lost Opportunity:

A New Passion that Fades

Project Beyond A culturally immersive trip extension designed to form relationships with Israel’s industry leaders

The Point of Inflection

PERSONALIZED PARTICIPANTS

Tracks

Finance Venture Capital

Arts & Entertainment

Education Startups

Non-Profits

Partnerships

Purpose-Driven Approach

Rutgers Jewish Experience

Rutgers University

Birthright

Internship & cultural immersion helped transform Matt to get involved with on-campus Jewish activity

Matt’s Experience: Summer 2013

University of Miami

Birthright

Ian’s Experience: Summer 2015

Presented with Project Beyond opportunity during Birthright orientation in advance of the trip, signed up before coming

Ian fell in love with Israel and sees that the arts culture falls

in line with his “real life” passion: Opera

U Miami Hillel involvement and applying for 3 year-long Israel

fellowship

Accepted into fellowship program

12% extended for longer programs and internships

24% return to Israel for longer programs

75% become involved in their home community

86% indicate a stronger Jewish identity and connection to Israel

320 Alumni

Return on Investment: Social Impact

How many experiences do you want to fund?

Appendix

Shared Experiences Cultural Immersion Cultural Immersion

Master Chef

Athletes

Locals/Mifgashim Israel Advocacy

Jewish Learning

Rooftop Farming in Tel Aviv

Israel Extension #1

Wednesday TLV

#2 Thursday

J-lem

#3 Friday

TLV

#4 Shabbat

TLV

#5 Sunday

TLV

Kavannah Chessed/ Appreciation Tzedakah Shabbat Loving your

Fellow Man Theme of the Day

Morning

Afternoon

Late afternoon

Evening

Night

Jewish learning & Meet w/ professional prep

Jewish learning & Meet w/ professional prep

Jewish learning & Giving circle

Free morning / Optional Pluralistic Shabbat services in TLV

Jewish learning & Meet w/ professional prep (CA)

First meeting with track professional

Cooking session with Master Chef Josh Steele

Tel Aviv Shuk/ Shabbat Prep

Shabbat lunch w/ host families in Tel Aviv

Meet with track professional

Group activity: TLV Rooftop Gardens

Shuk Shopping w/ Josh Steele

Shabbat prep - White City

Seavenger Hunt in Tel Aviv-on Boardwalk

Bake from Jaffa to Tel Aviv Namal/ Sushi Ban Voyage Dinner

Lacrosse Embassy rooftop gathering

Cooking for Shabbat with Josh Steele

Kaballai Shabbat & Meal w/ local enterpreneurs, artists, lone soldiers

Third meal with Local Israelis Closing circle &

Reflections

Levontin 7 local hip music club

Stand With Us Israel advocacy Event (LA)

Followed by Oneg

Kuli Amla (hip Israeli hangout)

Departure

What Do Millennials Want? Millennials are purpose-driven: valuing intrinsic over extrinsic growth

Travel

78% will pay for exclusive travel experiences (Boston Consulting Group, 2014) 79% want to travel to all 50 states (ibid.) 70% want to travel to all 7 continents (Boston Consulting Group, 2013)

Social Impact

72% want a job where they can do good for society (Net Impact, 2012) 85% want to work for a socially responsible company (Bentley University, 2014) 74% want to “make a difference” in the world (Telefonica Global Millennial Study, 2014)

Career Advancement

72% Want to be their own boss (ibid.) 74% Want flexible work schedules (Intelligence Group, 2014) 81% think they should make their own schedules (ibid.) 88% want a fun social environment (PGi, 2013)