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 a success, and Sussman created a map (shown above) to show how many people from the pilot cities moved to other federation areas nationally. With phase two — the spring iteration of New Move — the organization got 69 federations to take part.

"The interest was incredibly high from the beginning," Smolyar says. "It was almost as if there was this pent-up demand. People knew we needed to do something like this, but there was no instance of somebody stepping up and coordinating it."