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

It doesn't help that unlike other large federated systems like United Way, American Red Cross, YMCA and Boys & Girls Clubs, federation names or logos are inconsistent, which creates confusion. About 90 percent of the 157 dues-paying federations have "Jewish Federation of" and then their geographic locations as their names, but they aren't visually consistent.