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

The organization plans to unveil the third prong of the rebranding effort — an online awareness campaign using banner ads — at its general assembly meeting in November in Washington, D.C. The core purpose of the campaign is to raise awareness of what Jewish federations do and invite people to connect. Smolyar says that between those three elements — aligning its name, getting key federations from across the system to adopt the name and logo locally, and having an awareness campaign — he thinks there will be enough incentives for local initiatives to join the rebranding movement.