Facing a declining donor base 20 years in the making, UJC/The Jewish Federations of North America is reframing its brand and the way its community of member federations works together.

By Abny Santicola

Sussman came up with a systematic plan for her federation to implement locally, as well as things that could be done at a continental level to start turning around the trend of attrition. She worked with Smolyar to develop a major direct-marketing initiative that they called New Move, designed to allow and encourage member federations to share information about donors who have moved from one territory to another. The goal was to get the most accurate, up-to-date information into the hands of all the federations and ultimately turn around the trend of the declining donor bases.