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

True community
Though they're operating as separate initiatives, Smolyar sees the rebranding and sharing of information as intimately related.

"It's about leveraging the power of the collective here, whether through sharing of information and coordinated direct marketing or through representation of our mission and values on the branding side," he says. "To really leverage the scale that we obviously have from being one of the largest charities in the world."