A New Look
Federation system tries to reinvent itself under new leadership.
RACHEL POMERANCE
Jewish Telegraphic Agency
Cleveland
nder the banner "Imagine," the United
Jewish Communities worked on its image
this week at the 2004 General Assembly,
held in Cleveland.
The UJC created a committee to envision a new
G.A. that would focus on grooming Jewish lead-
ers.
Keynote speeches mainly were from business
gurus and focused on how to retool federations.
Except for a post-election analysis with James
Carville and William Kristol, this G.A. lacked the
slew of luminaries — such as senior U.S. officials
or Israeli leaders — that have, in the past, helped
to draw participants who like to hobnob with pol-
icymakers or feel they know the inside scoop.
That may account for the fact that this was the
smallest G.A. in years. UJC officials estimate fewer
than 3,000 people attended. Participation ranged
from 3,250 to 6,000 over the past six years.
Still, many felt this year's G.A., coming five
years after the UJC was formed from the merger
of three national Jewish organizations, was right
on target. "It's time to focus" on strengthening
federations to raise more money, said Steve Rakitt,
CEO of the Jewish Federation of Greater Atlanta.
"We're talking about more relevant things,"
agreed Fred Zimmerman, president of the Jewish
Federation of Nashville. "I think they're making
great strides" in areas such as reaching younger
activists and interfaith families.
The challenge is refurbishing the image of the
federation system, which many see as closed to
new and younger voices, Zimmerman said. But, he
added, "this can be a place where great things hap-
pen, and it is."
But some in attendance felt the G.A.'s inward
focus meant that some of the broader communal
issues and ideas weren't given as much attention.
John Ruskay, executive vice president and CEO
of the UJA-Federation of New York, hoped future
G.A.s would become the meeting ground "where
major issues in Jewish life are debated and dis-
cussed.
"Over many years we've moved away from that,"
he said, suggesting that issues such as Jewish conti-
nuity or the Israel-diaspora relationship amid the
intifada should take center stage.
"I think the sessions are fabulous, but I think
the real reason to come is what happens in the
halls," said Jennifer Laszlo Mizrahi, president of
the Israel Project, which aims to bolster Israel's
public image in America. The opportunity to con-
nect with so many colleagues allows Mizrahi to
create partnerships and do business.
Additionally, it's "good for me to see young peo-
U
ple who are given real responsibility,"
said Mizrahi, 40, who chairs her local
federation campaign in Annapolis,
Md.
Yosef Abramowitz, CEO of Jewish
Family & Life!, an online provider of
Jewish material, said the G.A. shows
that the UJC is "doing a better job of
listening to their constituent federa-
tions" by providing tachlis, or basic,
"trade association kinds of things."
But that is "still no substitute for a
vision," he said. "I think people here
want clarity and courage," and they
expect it to come from the UJC's new
president, Howard Rieger, Abramowitz
said.
Philanthropist Lynn Schusterman
stressed the challenge for the federa-
tion system to attract younger donors.
"Instead of expecting the next genera-
tion to come to us, we have to go to
them," she said.
Take Jessica Risch, a sophomore who
co-chairs the student-led American
Movement for Israel at the University
of Michigan in Ann Arbor, who
enjoyed the feel of her first G.A.
"I like the feeling of the Jewish com-
munity coming together to take action
to better our Jewish community, our
nation and the world. I am proud to
be part of such a people," said Risch.
She especially liked meeting Gal
Friedman, the Israeli windsurfer who
won Israel's first Olympic gold medal
last summer in Greece, at an
Organization for Rehabilitation
g&v.
Joshua Nelso n, a third generation African American Jew, performed
through Training (ORT) reception.
gospel at the G.A. opening plenary.
"Everyone just stood and applauded
before he even had a chance to say
anything," she said. "It was a great feeling."
"What is on your 'stop doing' list?" Collins
"The G.A. is really a great way to get re-ener-
asked. "Put your `stop doing' list on your to do'
gized about Jewish life," agreed U-M junior Adina
list," he said, urging the federation system to focus
Schoem, who was also at her first G.A.
on finding the things it does best. Put the most
But some other young participants weren't as
passionate people in key positions before deter-
mining direction, he said.
captivated. Some of the 300 Hillel students in
attendance said they felt spoken to, not spoken
Meanwhile, "Keep the values. Change the tradi-
with, said Avraham Infeld, president of Hillel: The tions. This is the secret. This is your challenge."
Foundation for Jewish Campus Life.
UJC's Rieger asked, "Why is the UJC not seen
Infeld recommended that the G.A. be held only
as a great organization when federations in their
every two years. It would increase the excitement
own communities are seen as really setting the
for the G.A. and would allow an opportunity for
standard for others to follow?"
participants at the G.A. to deal with real organiza-
One reason may be poor communication, Rieger
tional issues on a regular basis," he said.
said. But he also emphasized the need for the
Other advice for the federation system came in a orG.A.nization to narrow its focus. We can't be
keynote speech from Jim Collins, author of the
all things to all people,' he said.
New York Times bestseller, Good to Great: Why
Some Companies Make the Leap and Others Don't.