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

"It's right there, crystal clear; it says that one of our goals is that we need to figure out how to build our donor base," Sussman says.

"When you have that support," she adds, "especially with something that's a little bit more of an abstract concept — it's not as tangible as money that you see that comes in that you're allocating out — when you have that support and when you have a really strong leader behind you, it really makes a big difference." FS