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 process also has been a lesson in community for federations themselves in terms of having to share donors. The organization has experienced a few situations doing New Move where federations have been reluctant to give up donors who've moved because they've grown to depend on them. While Galperin says that's understandable, it's also shortsighted.