Your Posts Aren’t Updates. They’re Chapters.
- Rochie Popack
- Dec 5
- 3 min read
A Smarter Way for Jewish Schools & Organizations to Tell Their Story
Something happened when I posted a pre-Chanukah reel this week.
It wasn’t the kind of reel you share because “we should post something.” It was the kind you share because there was a feeling in the room, a glow, something unfolding that I could feel wasn’t just about that moment but more of an invitation to what was about to unfold.
Families were laughing, kids were running around, friends were reconnecting, and there was this unmistakable sense of community warmth at a Pre-Chanukah family event.
Most people would caption it: “Beautiful pre-Hanukkah event!” and move on. But the overlay I chose said: “If this is the pre-Chanukah glow…just wait for what’s coming.”
That one sentence shifted the post's purpose, transforming it from a recap into a chapter. From “look what happened” to “look where we’re going.” And in that moment, I realized something that I think every school leader and organization head needs to hear:
You’re not posting events. You’re building a story.
Every post is a chapter in the bigger book of your community.
Why This Matters for Leaders (More Than Ever)
Today, Instagram isn’t “just social media.” It’s the place parents, donors, and community members go to understand your values, warmth, priorities, and mission. Every time you post, you’re teaching your community who you are.
The Quiet Problem Most Organizations Don’t Realize They Have
Take a look at the typical community Instagram feed, and you’ll see a pattern:
Preschool baking one day, a Women’s Circle the next.
A Torah class on Tuesday, a teen outing on Thursday.
A challah bake, a fundraiser moment, holiday prep, a Charidy campaign…
All beautiful. All meaningful, but to someone viewing from the outside, it feels like flipping through a stack of postcards.
People don’t know: Which events are for them, which are for their kids, whether something repeats, what the rhythm of your community is, and why these moments matter beyond the moment.
So they scroll past; not because they don’t care, but because they can’t see the bigger picture you’re trying so hard to build.
A Better, Simpler Way to Think About Posting
Your feed is not a scrapbook of individual moments. It’s a book with chapters, each a window into who you are and what you stand for.
And the good news? This doesn’t make posting harder.
It actually makes it easier, because you stop trying to say everything and start saying the one thing that matters.
The Community Storytelling Checklist
(For Leaders Who Want Every Post to Build Connection)
Before you post, ask yourself:
What’s the context? Which program does this belong to?
What’s the next step? Does this moment lead naturally into something coming up?
What’s the core value or emotion that makes this event important? Joy, belonging, gratitude, pride, warmth, community, Jewish identity, continuity…
What’s the deeper story here? Not just what they did but why it matters.
What should a first-time viewer understand about us? Every post is a front door. What do they learn when they walk in?
This is the heart of clear, meaningful, connected communication.
But now let’s take it even further.
Knowing what to include is one thing…Putting it into words is another. (This is precisely where AI can help)
Why This Simple Shift Helps Organizations Grow
When your posts follow a narrative, people finally see the heart of your community. Families feel more connected. Donors understand what you’re building. Your mission and values become unmistakable.
And the impact doesn’t stop there.
When posts feel connected, engagement naturally increases. People start anticipating what’s coming. They understand which programs speak to them, and which to recommend to their friends. Your feed stops being a scroll of moments and becomes a roadmap of belonging.
Final Takeaway for Leaders
If you do nothing else, do this: Give every post context, continuity, and one clear value, and let AI help you express it without losing your voice.
Design your story with purpose, and your community will feel that purpose in every post — because they’ll understand it to be Exclusively Yours.
Rochie
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