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

"Sometimes they would send spreadsheets back and forth and say, 'Here are the 10 people that we found when we did our National Change of Address filter,' or, 'We were just informed by our donor that they moved; here is their information,'" says Adam Smolyar, senior vice president of strategic marketing and communications for UJC/The Jewish Federations of North America, who joined the organization about a year ago. "So they would do sharing. But when you have 157 federations and everybody is incredibly busy and focused on fundraising, obviously that's going to slip through the cracks."