Trading competition for community

From left: Carla Goldberg, Director of Early Childhood and Admissions at Akiba-Schechter; Rebecca Frazin-Chan, Director of Admissions at Bernard Zell; and Cortney Stark Cope, Director of Admissions at CJDS welcome attendees of “Shine Together: A Chanukah Celebration with PJ Library & Jewish Day Schools” this past December. (Photo credit: Lynn Renee Photography)

In the high-stakes world of private school admissions, the prevailing atmosphere can often be one of competition. For decades, a zero-sum game has dictated the concept of recruitment: Every student enrolled in School A was seen as a loss for School B. Consequently, admission directors guarded their lead lists and marketing plans like state secrets. 

Now, Akiba-Schechter Jewish Day School, Bernard Zell Anshe Emet Day School, and Chicago Jewish Day School (CJDS) have dismantled this competition mindset. Their new philosophy is simple: “Find the Jewish day school in Chicago that’s right for you.” 

The collaboration didn’t begin in a boardroom with a formal agreement of understanding. It began, as many great ideas do, over coffee: It was then that the schools realized they were far more likely to succeed if they joined forces. After all, when a family chooses Jewish day school, the entire community wins. And thus, their new motto became: A high tide raises all ships. 

They moved from three separate tables at school fairs to a unified front. By removing the perceived competition, the schools lowered the barrier for families. Parents no longer felt like they were being sold a product. Instead, they were invited to explore their options and discover the tremendous value that Jewish day school education has to offer. The new, three-school collaborative also gave families who had never considered Jewish day school an accessible and welcoming way to understand why this kind of education is so meaningful.  

While the schools found initial success with this model, it quickly became evident that they needed a bigger stage. The turning point came through a formal partnership with PJ Library and the Prizmah Engage Grant. 

The collaborative hosted a series of five community events designed for families with young children, meeting them where they were, literally. The first event was held not inside any of the three school buildings, but in an easily accessible, family-friendly venue. By choosing a neutral, welcoming community space, the schools removed the intimidation factor of walking onto a campus and, instead, presented a united message. 

The turnout exceeded all expectations. Despite the event falling in the dead of a snowy Chicago winter, registration filled up quickly and had to be closed. The key to driving families through the door was a simple but strategic one: an email from PJ Library, a familiar and trusted organization in the Jewish community. That familiar touchpoint opened the door to conversations about Jewish education that felt natural rather than transactional. 

All three schools have seen a measurable increase in applications. By encouraging families to explore all their Jewish school options, the collaborative has grown the total pool of prospective parents, and brought more families to the table than any one school could have done alone. 

Families are encouraged to explore all three schools and find the one that feels right for their children and family. There is a genuine confidence that, if families take the time to get to know the three schools, one of them will be the right fit. 

The Chicago model offers a vital lesson for Jewish communities worldwide: Competition is a scarcity mindset; collaboration is an abundance mindset. 

Akiba-Schechter Jewish Day School, Bernard Zell Anshe Emet Day School, Chicago Jewish Day School, Solomon Schechter Day School, and Hillel Torah North Suburban Day School are part of the TAP Fund, powered by Crown Family Philanthropies, which helps families access the high quality education and supportive community that parents are attracted to at Jewish day schools. The TAP Fund’s alternative tuition model for JK-8 current and prospective families at these five day schools caps an eligible family’s total tuition payment at 12% of a household’s annual gross income (AGI). Learn more at tapfundchicago.org. 

Rebecca Frazin-Chan is Director of Admissions at Bernard Zell, Carla Goldberg is Director of Early Childhood and Admissions at Akiba-Schechter, and Cortney Stark Cope is Director of Admissions at CJDS.