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

The pilot program was coordinated by one staff person on Smolyar's team and through a vendor that coordinated collecting the data, running it through NCOA, deduping it and spreading it back to the federations. The strategy of the pilot, Smolyar says, was to get everybody excited about the program and show them the value of it by actually giving them the files of people who'd moved to their federation areas.