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

"These are people who are used to participated giving," Galperin says. "The basic ingredients are people have to be interested and committed to the cause, and they need to be asked. So the New Move [has given] us an opportunity to do the ask."

Top down
The organization's leadership will be put to the test this year, as new CEO Jerry Silverman recently took the helm. Silverman has worked for the past five years as CEO of the Foundation for Jewish Camp, where he has been credited with substantially raising the organization's profile and revenues.