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

Participating in the annual campaign reflects the enduring Jewish principle that donating to a communal fund is a central act of community membership.

"We're an organization whose mission is to build community, and the act of participation in an annual campaign — coming together with thousands of other people — is something that has value in and of itself regardless of the amount of money one raises," Galperin stresses.