VOICING THE WIZO IDENTITY
By Tricia Schwitzer - Special Projects, World WIZO Executive
There is no doubt that the most effective way to reinforce commitment to WIZO is to actually visit
Israel and see the fruits of your labour – the projects that benefit from your efforts on their behalf. That
'seeing is believing' experience is one you take back with you to your home country. It is powerful for
its galvanizing influence on your sense of identity with WIZO – that through your efforts, indeed the
efforts of all of us, WIZO is improving lives here in Israel. Take that message and let the facts speak for
themselves.
Each one of us, throughout the world, is a small but vital piece of the jigsaw that comprises the
philosophy of the WIZO movement. When each piece interlocks with the other, the picture emerges;
and the message is clear: Women. International. Zionist. Organization. This is the definition of who
we are. At the very core of our movement is our identity with Israel – and through our endeavours we
share a sense of belonging, a common identity that makes us all proud to brag about it, completely and
totally committed to WIZO. It is that simple. We know who we are, we love what we do, and we do it
with love.
True, we are the reason behind 'the smiles we may never see' but that does not weaken the enthusiasm.
It merely heightens it. Our greatest challenge is, however, to transmit that same message to others, to
prospective members. We need to tap into the emotive perceived value of membership in WIZO, and
the most effective way we can do this is simply to talk about it.
Generally, when we need to find a good hairdresser or reliable decorator we will ask a friend for
recommendations. Similarly, when we have enjoyed a film, read a riveting book or stayed at a great
hotel, we will take great pleasure in recommending that others should try it. We want to share our
pleasure; we want others to experience the satisfaction or delight that we have – and there is no more
powerful tool to convey the message than that which is under our nose. Word of mouth
recommendation is marketing at its most fundamental. Referrals or friend-to-friend advertising works.
It is free, easy and totally trustworthy. Furthermore, listening and talking grabs attention far more than
the written word. The impact is far greater when chaverot share their experiences directly. So go ahead
girls, chat, and gossip and tell. You all have a great gift to share.
Knowle dge is greater when shared, and our sense of identity grows when we are in the company of
those whose mission is the same as ours. Communicating our experiences engages others and arouses
interest. Tell stories, real life success stories how WIZO's intervention has turned lives around. Speak
animatedly about your WIZO experience and appeal to the heart of every woman you meet.
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