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No More Single Issues

A study advises the - United Jewish Appeal to address
needs of the younger generation.

JULIE WIENER STAFF WRITER

escuing Jews from the S o- the funds it raises to UJA, said
viet Union and Ethiopi a. executive vice president Bob
Protecting Israel from i is Aronson. And he says the new
hostile Arab neighbor s. study doesn't reveal anything
Fighting anti-Semitism.
surprising to his office. "The no-
These are some of the Unite d tions are the same as we've
Jewish Appeal's (UJA) hot-bu t- learned through our research —
ton fund-raising issues from the those in that generation need to
past. But according to a rece nt have hands-on involvement and
marketing study commissione d feel like they're making a differ-
by UJA and conducted by Bran - ence -... all of which are things
deis professors Gary Tobin an d we're dealing with in short-term
Joel Streicker, reducing cam - and long-range planning."
paigns to hot-button issues wi 11 Jim Rosenberg coordinates the
not solve the fund-raising cha 1- Federation's Young Adult Divi-
lenges imposed by the "bab y sion, which raised $500,000 from
boomers" and younger gener a- 1,600 donors between ages 21-35
tions of Jews.
in the Federation's 1997 Cam-
`The data show that there are paign. That compares to a total
no 'magic' campaign messages or projected $28 million raised from
strategies," says the report , over 16,000 donors in the overall
which UJA distributed to Jewis h Allied Jewish Campaign, ac-
federation leaders around the no - cording to Michael Gilbert, cam-
bon last week.
paign director.
Instead, the study
According to Mr.
UJA to commu-
Rosenberg, who is 29,
nicate a multi-issue
raising funds from
program and to ap-
young Jews has be-
proach young Jews "in
come increasingly
ways that show re-
challenging in recent
spect and appreciation
years due to a declin-
for these donors' and
ing sense of communal
potential donors' con-
obligation among
tributions. Indeed, younger Jews Jews and a surge of competition
also need to be persuaded that from other philanthropies, both
UJA's interest in them extends Jewish and secular. Tor younger
beyond fund-raising."
people especially, we like to know
According to a memo drafted where our money is going and
by Bernie Moscovitz, UJA chief that it's going to a specific cause,"
operating offiber and vice presi- he said. "As much as we try to ed-
dent of marketing, "Our intent ucate people that it's going to sev-
in conducting this study was eral dozen agencies, younger
clear: to help the WA-federation people have trouble giving to a
system find new ways to raise general pot."
more donors, more dollars and to
The 1998 YAD campaign will
help us better relate to the baby- focus on building a broader base
boomer generation."
of contributors, through an in-
Mr. Moscovitz's memo says creased emphasis on "hands-on
that national changes under way programs and giving opportuni-
include a revised campaign film ties," said Mr. Rosenberg. The
that explains UJA's work "in a YAD Ethiopian project — in
more contemporary style aimed which 25 percent of gifts from
at baby boomers" and the estab- new donors and 25 percent of in-
lishment of a national direct mar- creased gifts from veteran donors
keting center that will provide in the YAD age group go toward
federations with a professional providing health education to
direct-mail program.
Ethiopian immigrants in Israel
Because research indicates — will be a cornerstone of the
that environmental issues res- new approach.
onate with young Jews, the
In addition to the Ethiopian
memo states that UJA's new program, Mr. Rosenberg said
marketing communications ma- that YAD — which sponsors nu-
terials will highlight the work of merous social events throughout
beneficiary agencies in Israel that the year — is working to get
are involved in environmental young people involved before ask-
projects.
ing them for contributions. "I
The Jewish Federation of Met- don't want every single person —
ropolitan Detroit turns over half NO MORE page 26

Con nection
vs.
don ation.

Before Shabbat dinner, the family posed for this picture.

Minnie Broner's family gives her the gift
of a lifetime for her 80th birthday.

I

t must have been a strange sight — 35 people
singing songs, hopping on and off of a bus, tak-
ing pictures at 16 sites — homes, schools and
a former synagogue in Detroit.
But Minnie Broner didn't care. To commemo-
rate her 80th birthday, Ms. Broner and her fam-
ily took a trip down memory lane, visiting
landmarks from her past in a cozy tour bus.
"It was fabulous," said Ms. Broner, whose ac-
tual birthday was June 9. 'We went back many,
many years."
The relatives who flew in from California, Geor-
gia, Florida and New York to celebrate Ms.
Broner's 80th birthday started the weekend fes-
tivities with Shabbat dinner at the West Bloom-
field home of son and daughter-in-law David and
Lil Broner. After a dessert of Sander's hot fudge
cream puffs (Ms. Broner's favorite), relatives were
treated to the unveiling of a scrapbook compiled
by Minnie's daughter, Risha Stern.
Ms. Stern solicited personal remembrances and
photographs. Also included in the book was in-
formation regarding price changes from bygone
eras and headlines from the past.
"It was wonderful, all of the letters and the pic-
tures," said Barney Broner, Ms. Broner's husband
of 61 years. "She treasures it."
Relatives met again late Saturday afternoon to
board a chartered tour bus and set out for the city.
As the bus ride began, family members passed
out lyric sheets and sang songs; some tunes had
their lyrics changed to fit the occasion, and oth-
ers — like Barry Manilow's "Can't Smile With-
out You" — were corny enough to go along with
the mood.
"At one point, my grandma yelled, 'Why are you

Minnie Broner
gets help
blowing out a
candle on her
birthday cake.
Barney Broner
looks on.

singing? None of you can carry a tune,' " said Karen
Gordon Rosenberg.
The first stop on the 2 1/2-hour tour was at the
former Palmer Woods home of Minnie and Bar-
ney Broner.
"I was going to call up the owner and ask if it
would be OK if we came in, but then I realized that
logistically, it would be impossible," said Ms. Rosen-
berg, noting the time constraints of the 16-stop
tour. "Besides, who would want 30-some people
in their house?"
Other stops included Northern High School,
Breitmeyer Elementary School, the former Con-
gregation Shaarey Zedek, the couple's first apart-
ment and Mr. Broner's former glove factory.
"I realize now that I didn't appreciate the beau-
ty of some of the places we lived in. They were so
beautiful, such wonderful neighborhoods," said
Ms. Broner, now a West Bloomfield resident.
One particular site, Ms. Broner's childhood
home on Cameron, evoked surprising memories.
For one, the street used to be so thick with hous-
es the residents of one home could almost hear
what was going on in the next. Now, Ms. Broner's
former home is the only one left on the block.
"A lot of areas I didn't recognize because a lot of

CITY page 26