Your shul is an organization. This means that it needs to be organized in order to be successful. Over years of working with synagogues and Jewish community organizations, we've identified seven foundational pillars that every successful shul needs to master. When these pillars are strong and well-maintained, your community will thrive.
Let's explore each pillar in detail and provide actionable steps for strengthening your organization.
Pillar 1: Purpose
"Purpose" is the foundational pillar of any organization—and also the pillar that is most often overlooked. It might sound redundant to discuss why your synagogue exists, but this couldn't be further from the truth. When an organization has a clearly defined Purpose, all other aspects of the organization become easier to operate.
Purpose is composed of four essential parts:
Vision — Your community's Vision is a statement that summarizes why the community was started and what the long-term goal is. You may mention how your community center is different from others in the area. This becomes your North Star for all decisions.
Values — This is a list of core values that your community stands for. Each organization is different because the values might vary. For example, one community might prioritize "Dedicated to daily Torah study," attracting people who want to learn daily. Another community's value might be "Connecting our community with family-focused events," attracting families seeking meaningful gatherings.
Premise — To develop your Premise, answer this question: What pain or problem does our community solve? To answer this effectively, you need to understand your ideal community members. Consider: What are the popular age groups? What is their financial and work status? What is their observance level? When you understand the people in your community's area, you can identify what topics interest them and what challenges your community can help address.
Promise — The Promise is what your community center commits to delivering as an outcome when people interact with your organization. What specific results and changes will community members and visitors experience as a result of being part of the community?
Action Steps for Purpose:
1.Organize a meeting with key people in your community center to develop your Purpose statements. Include board members, rabbis, and top volunteers. Allocate 1-2 hours for this meeting and brainstorm all four areas.
2.Create a document called "Our Community Purpose" with sections for Vision, Values, Premise, and Promise. Display this document in your community center and post it on your website.
3.Remember that it's okay to refine this over time. As you continue to learn about your community, you may improve and polish these statements.
Pillar 2: People
Every community organization exists for the purpose of serving people. Hence, people are the core of any community. Understanding the different groups within your community and how they interact is essential for success.
Every community has a mix of different people:
Board of Directors — These are the strategic leaders who guide the organization's direction, ensure financial stability, and provide governance oversight. A well-functioning board is essential for long-term success.
Staff — Whether full-time, part-time, or volunteer, your staff members are the daily operators who keep the community running. Investing in their training and wellbeing pays dividends.
Members — The heart of your community. Understanding their needs, preferences, and challenges helps you serve them better. Regular surveys and conversations can provide valuable insights.
Volunteers — These dedicated individuals give their time and talents to support your mission. Recognizing their contributions and providing meaningful volunteer experiences keeps them engaged.
Donors — Financial supporters who believe in your mission. Building genuine relationships with donors—beyond just asking for money—creates lasting partnerships.
Visitors — Potential future members who are exploring your community. First impressions matter enormously. How you welcome and follow up with visitors can determine whether they return.
Create a successful dynamic between all people involved by applying better User Experience principles within your organization. Consider how each interaction—from the first website visit to attending a program—shapes people's perception of your community.
Pillar 3: Programs
Programs include the various services and products offered at your community center. How your programs are structured and offered has a significant impact on your User Experience and overall success.
Creating Programs with UX in Mind:
Every program should be designed thinking about the participant's entire journey—from first hearing about it, to registration, to attendance, to follow-up. Ask yourself: What friction points exist? Where do people get confused or frustrated? How can we make this experience delightful?
Types of Programs You Can Offer:
Religious services and prayer experiences
Educational classes and lecture series
Youth and family programming
Social and community-building events
Holiday celebrations and seasonal programs
Lifecycle event support (B'nai Mitzvah, weddings, funerals)
Social action and community service initiatives
Support groups and pastoral care
The key is diversifying your offerings while maintaining quality. Not every program needs to appeal to everyone—but every member should find programs that resonate with them.
Pillar 4: Promotions
Promotions include all activities to promote programs and attract new and existing users. For most community centers, this is an area of low organization—yet it's crucial for success.
One powerful way to think about Promotions is to treat each program event as though it were a wedding:
Weddings are planned months in advance — plan your programs with similar foresight
Invitations are sent to all guests — promote your events systematically
Follow-up calls confirm attendance — reach out personally to encourage participation
A venue is prepared well in advance — ensure your space is ready and welcoming
Food, decor, and details are thoughtfully planned — attention to detail matters
Photos and videos capture the celebration — document your events for future promotion
Thank-you messages are sent afterward — follow up with gratitude
Imagine if this structure was applied to each program your community offers. Would it be worth the effort if you knew more people would enjoy the experience, resulting in higher attendance and increased donations?
Effective Promotion Strategies:
1.Networking — Attend community events to promote your center and programs
2.Publicity — Utilize local newspapers, radio, and television
3.Free Events — Host low-cost events to let people experience your community
4.Referral Programs — Encourage members to bring friends and family
5.Online Presence — Maintain an informative, engaging website
6.Collaboration — Partner with other organizations on joint events
7.Volunteer Recruitment — Engage volunteers in promotion efforts
8.Newsletters — Keep your community informed regularly
9.Community Outreach — Connect with local schools, businesses, and organizations
10.Social Media — Use Facebook, Instagram, and other platforms strategically
Remember: expecting great results after one promotion is unrealistic. It takes time to build attendance. The best approach is to plan several promotions in advance—a 90-day planning cycle often works well.
Pillar 5: Places
Places include all the spaces where people interact with your community. Each location is a "point of experience" that shapes how people feel about your organization.
Main Location — Your primary community center, which may include prayer halls, activity rooms, banquet halls, restrooms, offices, and other spaces. Each area contributes to the overall experience.
External Locations — Venues, homes, parks, and other locations where members and staff gather. These off-site experiences are extensions of your community.
Website — In today's digital environment, your website might be the key place where people first interact with your community. It deserves the same attention as your physical spaces.
Social Media — Your profiles on Instagram, Facebook, LinkedIn, and other platforms are places where people interact with your organization. Treat them as important community spaces.
Pay Attention to Every Space:
A community may have excellent prayer services, but if the restrooms are dirty or lack supplies, it creates negative feelings that affect the entire experience. Over time, these negative impressions influence critical decisions—like attending more often, donating, or volunteering.
Walk through your spaces with fresh eyes. What does a first-time visitor experience? Are signs clear? Is everything clean and welcoming? Do your spaces reflect your values and purpose?
Pillar 6: Procedures
Procedures help organizations become organized. Also known as SOPs (Standard Operating Procedures), they establish a consistent way of doing things.
Defining procedures is especially important for community organizations because communities depend on volunteers and temporary helpers. When processes are documented, new volunteers can quickly get up to speed, and quality remains consistent even when personnel changes.
How to Establish Procedures:
1.Identify recurring tasks and processes in your organization
2.Document each step clearly and simply
3.Include photos or videos when helpful
4.Store procedures in an accessible location
5.Train people on using the procedures
6.Review and update procedures regularly
How to Ensure Procedures Are Used:
Make them easy to find and follow
Include them in volunteer and staff onboarding
Reference them when questions arise
Celebrate when procedures lead to good outcomes
Update them based on feedback and experience
Well-documented procedures also make delegation easier. Leaders can confidently hand off tasks knowing they'll be completed consistently.
Pillar 7: Profits
Most community organizations are "non-profit" entities—and that might be the biggest reason why many struggle financially. "Non-profit" doesn't mean the organization shouldn't strive to be profitable.
The most successful non-profit organizations have solid practices for ensuring their finances are healthy. Hence, it's important to set up tools and programs that stimulate healthy cash flow.
Cash Flow Sources:
Donors — The backbone of most synagogue finances
Corporate donations from local businesses
Major donors and matching gift programs
Regular donations from members
Membership Dues — Predictable revenue from committed members
Program Fees — Income from classes, events, and services
Fundraising Events — Galas, auctions, and special campaigns
Grants — Foundation and government funding for specific programs
Building a Sustainable Financial Model:
1.Diversify your revenue streams so you're not dependent on any single source
2.Create recurring giving programs for predictable monthly income
3.Make donating easy through your website and mobile devices
4.Communicate impact clearly so donors see the value of their gifts
5.Thank donors promptly and meaningfully
6.Budget carefully and review finances regularly
7.Build reserves for unexpected challenges
Bringing the 7 Pillars Together
These seven pillars don't exist in isolation—they support and strengthen each other. A clear Purpose helps you recruit the right People. Good People create excellent Programs. Effective Promotions fill your Places with engaged participants. Documented Procedures ensure consistent quality. And healthy Profits sustain everything else.
Start by assessing where your organization is strong and where improvement is needed. You don't have to perfect all seven pillars at once. Choose one or two to focus on initially, make meaningful progress, then move to the next.
Remember: building a successful shul is a marathon, not a sprint. Consistent attention to these fundamentals over time will create a thriving, sustainable community that serves its members for generations to come.