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

In fact, 10 federations are now part of a pilot group to help the organization develop its logo, with plans to implement the newly designed logo within their local federations. Smolyar is hoping the branding initiative prompts the other 10 percent of federations to adopt the "Jewish Federation of" naming structure, and all federations to adopt the logo. For federations that want to keep visual identities they've developed for their local brands, the organization is encouraging them to at least add "Endorsed by Jewish Federation of North America" to their taglines.