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

Thanks to Galperin's and Sussman's efforts, the attrition trend has been reversed at the Jewish Federation of Greater Washington, and the federation is increasing its donor base.

"It's sort of a truism — it's much easier to retain a customer than to get a new one. So we've always looked to the database that we have and the people that were contributors to us who may have contributed this year and didn't contribute the previous year to see if we can re-engage them, reactivate them, reinvolve them," Galperin says.