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 right this, the organization is in the process of changing its name from United Jewish Communities to The Jewish Federations of North America to correspond to the names of most of its federations.

It's also developing a new logo. While it's not requiring the federations to change their logos, Smolyar says a lot of federations are interested in adopting it.