these groups do business is
clearly appealing to Ameri-
can Jews.
Foremost among the at-
tractions is the sense of per-
sonal stewardship that con-
tributors to these funds feel
over their donations.
People want a sense "of
direct participation in the
process," said Mr. Dekro.
"People giving small sums
are not likely to feel part of
the process because federa-
tions are run by wealthy
people. That means that
people with smaller amounts
to donate do not feel directly
part of the process," he said.
These newer groups "all
represent new forms of giv-
ing, and are attractive
vehicles for people who have
been marginally identified"
because they feel that Jew-
ish community institutions
have excluded them, he add-
ed.
Accountability is greatly
valued by these groups' do-
nors.
We get "a high level of
scrutiny" from contributors,
said Norman Rosenberg, ex-
ecutive director of the New
Israel Fund. "They question
what's in the annual report,
ask for progress reports. The
demand grows as time goes
by."
Other influences — like
the social responsibility
movement and a desire to
connect to and express Jew-
ish values through every act
— are also at work.
Founders of the secular so-
cial responsibility move-
ment were often financially
struggling ideologues when
they began shaping the
meaning of social respon-
sibility more than 15 years
ago.
Today many of those same
people, and others who have
been moved by their ideas,
have resources to allocate to
tzedakah but want to do it in
a way that fits well with
their philosophy of money.
"Many of us were raised in
an age of pursuit of social
justice and having money
was something we condemn-
ed when we were younger,"
said Mr. Dekro.
"Now we know we need
money for our families and
we are finding that more
money is available to us. We
are trying to combine
positive social values and
the resources available to us
for our needs and the larger
needs of society as a whole,"
he said.
But social action is only a
"secondary" motivator, said
Irving Cramer, executive di-
rector of Mazon.
"The principle glue is a
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