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 short-term goal is to grow the donor base with the expectation that in the long run the revenue will follow," Sussman says. "But one of our other goals for our community is to build our community, so therefore we're also looking for participation and people to feel like they're part of our community."