1

Steps in a “Purchase Decision”

Buyer’s Point of View || Questions for Sellers1. Awareness• Do potential participants learn about BRI?

1. Information search of potential buyer• Is information accessible / proactively pushed?

1. Evaluation of alternatives• Why choose the Israel option from among alternatives? Must be

clear in materials/message. Other TOs

1. Purchase decision• Visiting Israel is a “high involvement” decisions • Going on Birthright Israel is a “low involvement decision too

1. Evaluate decision made• Was this a good choice for me? AwesomeIsrael.com must

harness this to help make steps 1-4 easier for future participants.

2

Organizing Promotional Efforts““4 R” Recruitment Strategy4 R” Recruitment Strategy

•Reach Out (Generating Awareness)

• Promotional Events, Alumni & Referral Programs

• Register (Generating & Qualifying Leads)

• Information Capture (Pre-registration/mailing lists)

• Retain (Converting Leads to Participants)

• Call Centers

• Events, meetings and orientations

• Reward (Converting Alumni to Recruiters)

• Incentive programs

• Events, gifts, trips

3

“4 R” Recruitment StrategyContinuous Growth, Internally ReinforcedContinuous Growth, Internally Reinforced

Reach Out

Register

Retain

Reward

Stage 3Participant /PotentialAmbassador

Stage 4 Alumni/Ambassador

Stage 2PotentialParticipant

Stage 1Potential Lead