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

To date, the effort has generated more than 65,000 new prospective donors by uncovering past donor information, expanding contact information and increasing information-sharing among member organizations. But probably the most amazing aspect of the whole project is that it's not a creation of one central database, but rather a standardized contribution where data is collectively shared, filtered and then reported back to federations so they can update their files.