A CUSTOM
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TO BLEND Florida Federation
WITH YOUR Promotes Youth
LIFESTYLE
New York (JTA) - The teen-agers
speak to the camera with the
earnestness of true poster chil-
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122
"V American Heart Association
WE'RE FIGHTING FOR YOUR LIFE
to concerns for local needs rather
than for Jews overseas? And are
American Jewish philanthropists
dren making an appeal in a slick willing and able to pay for en-
riching American Jewish life?
fund-raising video.
In the ongoing debates over
But these poster children don't
hail from Moscow, Marrakech or how to divide the federation pie
Kiryat Malachi, a development between local and overseas needs,
these questions have loomed
town in Israel.
They are all Floridians, and large.
But an increased emphasis on
they are promoting a special
fund- raising campaign at the continuity may be changing the
Jewish Federation of Greater picture. Several recent million-
Fort Lauderdale for "Jewish con- dollar gifts targeted at Israel ex-
tinuity" programs such as youth
trips to Israel and Poland.
Appearing in the video, one of
the girls says that after her recent
trip to Israel, "it's all of a sudden
more important to me to
marry a Jewish man." With these
words, she clearly is touching
the hot button for would-be
donors.
Nationwide, local federations
and national Jewish organiza-
tions are launching programs and
raising money to dramatically perience programs around the
raise the number of Jewish country provide evidence that
continuity sells.
youths traveling to Israel.
The Fort Lauderdale cam-
Trips to Israel are being wide-
ly touted as an important vehicle paign could provide the widest
for enhancing Jewish identity test of this thesis.
At the UJA-Federation of New
among the youth at a time when
intermarriage and assimilation York, the women's division has
have become top communal con- launched its own special cam-
cerns. But Fort Lauderdale has paign to finance Israel youth pro-
dramatically raised the stakes by grams. That campaign, which is
launching what is believed to be seeking to raise $1 million, is
the first "second-line" campaign more modest than the one in Fort
Lauderdale, when compared to
for Jewish continuity.
The campaign asks donors to its total campaign.
The New York women's divi-
make a special gift to its Com-
sion last year raised $20 million
munity Funds for Youth.
According to Kenneth Bier- for the regular campaign. In con-
man, executive director of the trast, Fort Lauderdale's $3 mil-
Fort Lauderdale federation, the lion, three-year goal is a sizable
new campaign reflects the chang- share of its annual campaign,
ing priorities of his and other which last year raised $5.7 mil-
lion.
Jewish federations.
The Fort Lauderdale cam-
`The focus on everyone's mind
today is Jewish continuity and paign is directly comparable to
what we need to do to get our kids its multi- year Operation Exodus
to stay Jewish," Mr. Bierman campaign to resettle Jews from
the former Soviet Union in Israel,
said.
Until now, special campaigns which raised more than $4 mil-
in the Jewish community have lion in Fort Lauderdale.
Noting that his own son Lee is
primarily been launched to help
part of the fund-raising video,
Jews abroad.
The United Jewish Appeal promoting his March of the Liv-
launched its Operation Exodus ing trip to Poland and Israel, Mr.
campaign in 1990 to finance the Bierman, the Fort Lauderdale
resettlement of hundreds of thou- federation's executive director,
sands of Jews pouring into Israel said, "I'm very proud of the fa _ ct
from the former Soviet Union. Be- that my son was able to get so
fore that, its Project Renewal much out of [his trip] and feels so
campaign provided funds to re- strongly about being Jewish."
furbish poor Israeli neighbor- The federation director said that
the idea for the special campaign
hoods.
With its new continuity cam- reflected the coincidence of two
paign, the Fort Lauderdale fed- trends.
Reflecting a general shift in
eration will test two questions
heatedly debated within the phil- American Jewish life, his feder-
anthropic system: Can federa- ation had already targeted Jew-
tions raise money by appealing ish continuity in general, and
The idea for the
special campaign
reflected the
coincidence of two
trends.