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

Branding issues
UJC also looked into branding as a possible cause of its difficulty in keeping and acquiring new donors. To get an understanding of where its brand stands, the organization conducted its first-ever branding research in the fall of last year, looking into what people think it stands for, who is familiar with it and how it stacks up against other nonprofits.