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THE BOARDWALK
ver the last three years, the
Jewish Community Center
of Metropolitan Detroit has
dealt with a
decrease in member-
ship, a decrease in
quality of facilities,
changes in leadership
and annual six-figure
budget deficits.
Despite that track
record, fund-raisers for
the JCC capital cam-
paign are hoping to sell potential
donors with a vision of a promising
future rather than a troubled past.
Over the next several weeks, Execu-
tive Vice President of the Jewish Fed-
eration of Metropolitan Detroit Bob
Aronson will be working specifically to
secure gifts of $1 million or more.
"Assuming it's had perception prob-
lems, the vision of the agency has to
be sold to donors," said Aronson.
The JCC, with the backing of Feder-
ation, has begun to raise $25 million for
a capital and endowment campaign to
renovate the Kahn Building in West
Bloomfield. Between
$15 and $18 million
will go toward capital
improvements such as
new entrances and a
new gym, with the
remaining amount to
go into endowments
for future program-
ming needs. The
Jimmy Prentis Morris Building in Oak
Park is to get a new facade on its older
section to match more recent additions.
For the purpose of the JCC cam-
paign, Aronson says it's important to
find people with a history of associa-
tion with the Center, such as current
leaders, or relatives of past leaders.
As JCC Director of Development
Fund-raisers try
to get donors to
look toward the
JCC's future.
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According to a New York-based
fundraiser with substantial Detroit
experience, the Center would be
wise to let potential donors call the
shots.
Barry Judelman of Innovative
Development Services calls this
"motivation based fund-raising."
"It means taking a potential
donor's interests and tailoring them
to the cause," he said. "The extent
to how successful it is, is based on
how well fund-misers can tap into
the donor's interests."
judelrnan says that a larger menu
of agencies to choose from when
giving money is one of the major
changes in fund-raising in the last
decade.
"Large organizations don't have
as much of a monopoly anymore,"
he said. "The younger generation is
more interested in 'boutique organi-
zations,' that offer a more narrow
focus and is more hands-on."
Judelman has been to Detroit to
work with Temple Emanu-El, Beth
Shalom and Jewish Association for