Prospects told us they wanted to read about life at the school: our community, who we are - including profiles of faculty/staff, current families, students, and alumni. Specifically, they were curious about the school’s curriculum and curricular choices. Finally, they were looking for advice on parenting for school-aged children.

Alumni told us that they wanted stories about teachers they once had and programs they once participated in: major school-wide projects, social justice, STEM, etc. They also hoped to reconnect with their fellow classmates and learn what everyone has been up to.

Donors are interested in seeing their dollars at work - namely, strong academics and Jewish values. Content for donors is aimed to motivate them to give, feel confident about their donation, and be moved to give again.

From focus groups and surveys, we learned that grandparents were interested in learning more about the School’s brand (whether or not their grandchildren are receiving a good education) and seeing their own grandchildren at work.

Our professional contacts told us they sought content that reflected their own organization’s mission; highlighted our connection with their community: their kids, families and lay leaders; provided opportunities for personal or professional development; and better explained our program to increase their comfort with making referrals to us. This would include student profiles, the distinction of our program, who makes an ideal fit for our community, and finally, examples of their own kids who are current students or alumni.