Growing up in Israel, I felt a deep connection to my country’s history, values, and the struggles we faced as a nation. That connection wasn’t just about geography or politics—it was about identity. Moving to the United States in my 30s gave me a new perspective on how Jewish identity evolves outside of Israel, especially among younger generations. One thing became clear to me: Jewish non-profits play a crucial role in preserving this identity, but they need to adapt to engage the next generation more effectively.

At the core of this engagement lies Israeli advocacy. We often think of advocacy as a tool for influencing policy or combating anti-Israel sentiment. But its potential goes beyond politics. When wielded strategically, Israeli advocacy can be a powerful way to foster a sense of Jewish identity, instill a commitment to philanthropy, and inspire the next generation to take action in ways that align with their values.

A Shifting Sense of Jewish Identity

For many young Jews, especially those in the Diaspora, their connection to Judaism is no longer shaped solely by religious practices or family traditions. The world is becoming increasingly globalized, and young people are influenced by a wide variety of cultures, values, and experiences. Jewish identity is evolving, becoming more fluid and personal. Many young Jews don’t feel as tethered to the religious aspects of Judaism as their parents or grandparents did, but that doesn’t mean they don’t want to be connected to their heritage.

This shift means that Jewish non-profits must rethink how they approach engagement. Young Jews are driven by values like social justice, community, and the desire to make a positive impact. They care about causes that resonate with their worldview, and they are eager to support efforts that align with their sense of identity. This is where Israeli advocacy can play a key role.

Israeli Advocacy as a Tool for Identity Building

When I talk about Israeli advocacy, I don’t just mean defending Israel on college campuses or pushing back against political criticism. While those efforts are important, there is another side to advocacy that is often overlooked—celebrating Israel’s contributions to the world, sharing stories of resilience and innovation, and showcasing how Israeli values align with broader global causes.

Many young Jews feel disconnected from the traditional narratives about Israel, which often focus on conflict and defense. What if, instead, we introduced them to the Israel that’s leading the way in tech innovation, sustainability, and human rights advocacy? What if we showed them how Israeli values of tikkun olam (repairing the world) are being applied to solve global challenges like poverty, climate change, and healthcare disparities? By framing Israel as a beacon of progress and social good, we can help young Jews see how their heritage aligns with their personal values.

This type of advocacy is more about education and inspiration than debate. It’s about helping young people see that their Jewish identity is something to be proud of—and that their connection to Israel can be a source of empowerment, not just obligation.

Philanthropy as an Expression of Identity

Philanthropy has always been a cornerstone of Jewish life, but for the next generation, it needs to be more than just writing a check. Young Jews want to feel personally connected to the causes they support. They want to see the tangible impact of their contributions and be involved in meaningful ways.

Israeli advocacy can help bridge this gap by providing young Jews with opportunities to support causes that resonate with both their Jewish identity and their global consciousness. For example, many young people are passionate about environmental sustainability. Israel, known as the “Start-Up Nation,” has been at the forefront of developing technologies to combat climate change, from water conservation to renewable energy. By connecting young Jews with Israeli-led environmental initiatives, Jewish non-profits can offer a way for them to support their heritage while contributing to a cause they care about.

Similarly, advocacy for human rights and social justice can be a powerful way to engage young Jews. Israel is home to countless organizations working on issues like refugee rights, LGBTQ+ advocacy, and providing healthcare to underserved communities. These are causes that resonate with the younger generation, and by highlighting how Israeli organizations are making a difference, we can inspire a new wave of philanthropy.

Building Personal Connections

At its core, engaging the next generation is about building personal connections. It’s about helping young people feel like they are part of something bigger than themselves, something that’s rooted in their identity but also relevant to the world they live in today.

Israeli advocacy can foster these connections in a way that is meaningful and lasting. By providing opportunities for young Jews to visit Israel, meet with innovators and changemakers, and see firsthand how Israeli values align with their own, Jewish non-profits can create experiences that go beyond education and advocacy—they create a personal investment in Jewish identity.

Programs like Birthright Israel and Masa have done a great job of introducing young Jews to Israel, but the next step is to ensure that these connections are deepened and sustained. That means offering opportunities for ongoing involvement, whether through volunteering, philanthropy, or continued education. By showing young Jews that their connection to Israel can be an integral part of their identity, we can help them develop a sense of pride and purpose that will last a lifetime.

The Future of Jewish Philanthropy

As Jewish non-profits look to the future, it’s clear that engaging the next generation will require new approaches. Israeli advocacy is a powerful tool in this effort—not just as a way to defend Israel, but as a way to inspire young Jews and connect them with their heritage in a meaningful way.

By framing Israel as a force for good in the world and showing how Israeli values align with the causes young people care about, Jewish non-profits can create a deeper sense of connection and purpose. This, in turn, will inspire the next generation to take up the mantle of Jewish philanthropy and continue the tradition of giving that has defined our community for generations.