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 researching the attrition happening in its donor ranks, the organization found a key cause to be donors moving out of federations they had donated to but then not connecting with federations in their new locales. Sharing information and best practices among the federations historically happened on an ad hoc basis, at best. So, if a donor moved from one city to another and staff at that federation knew someone in the federation area the individual moved to, that person would let it know of the move. Otherwise, poof … the donor was gone.