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

"We have 157 entities that show their different faces to the public from a branding perspective, whether visual logos and messaging and so on and from a media overlap perspective," Smolyar says. "Obviously the media markets don't recognize the 157 [federations] that we have.

"Branding's primary job is to actually clearly communicate who you are, how you're connected and what you're about."