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

Buy-in
To get buy-in for New Move from other federations within the system, Sussman and Galperin attacked key decision-making levels: Sussman worked her marketing colleagues at other federations, while Galperin worked to get leadership buy-in at federations across the nation. They quickly realized that a key to getting federations on board with the idea was demonstrating its value, so they set up a pilot program to test it with the Washington, D.C., federation and seven other of the larger federations last fall.