Know Who You Are Talking To

I was recently talking to a community leader who is doing incredible work. They’ve built a warm, vibrant hub, but they reached out to take the next step: to reach those who are still standing on the outside.

When we looked at their upcoming event flyers, they said, "Our marketing works well for the people who come to us."

And they are completely right.

When someone already knows your warmth, a simple flyer that says "Shabbat Dinner" is all they need. It's a logistical green light for the family you've already built.

But when you want to pick up the phone to reach someone new, the strategy has to evolve. You have to move from deciding who to call to deeply understanding what to say.

The person who is disconnected or hesitant isn’t looking for an event schedule. They are usually navigating a completely invisible struggle—fear of the unknown, uncertainty about whether they will fit in, or a search for an authentic place to belong.

When we shift our messaging to speak directly to their unspoken feeling, we aren’t changing our mission. We are just making sure the person on the other end of the line finally hears us.

Let's talk about how to evolve your community's message to reach the people who need you most and Make It Matter.