Overwhelmed by caring for

an aging family member?

r.

4

We can help

Pam Feinberg-Rivkin

RN, BSN, CCM, CRRN,
ABDA - Interventionist
Founder F. CEO

JCRC broadened participation in Mitzvah Day in recent years with members of
the Muslim community volunteering.

Road Forward from page 8

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Companionship
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Meal Prep for Special Diets
Ongoing Oversight by a
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1935820

As a daughter of Holocaust survivors, my parents instilled in m
the importance of family, strong communities and Tikkun Olam

am an attorney and CPA,
State Representative, I will:

Restore funding to our schools
and advocate to make college
more affordable for all 'MI

Repeal the Senior Retirement
Tax and expand in-home care
for our aging population

Fight to pass equal pay
for equal work legislation

Work to create good
paying jobs to keep
our families and
graduates in
Michigan

for State Representative

are available. "It's part of a dream
I have to create an Israel Resource
Center within JCRC to provide advo-
cacy materials to educate the public,
schools, the media and anyone else
who needs information on the Jewish
state," Cohen said.
Additionally, the agency will fulfill
its role of building community rela-
tions within and outside of the Jewish
community
"We find common ground within
other communities and work on things
that unite us:' Weiner said.
There is a red line the JCRC will not
cross. It will not work with organiza-
tions or individuals that support terror-
ism or deny Israel's right to exist.
The JCRC also has been meeting
with members of local Presbyterian
churches, many who are not happy
with the decision of its general assem-
bly to boycott and divest from Israel.
And it has reached out to the Chaldean
community to ask what the Jewish
community can do to help as Iraqi
Christians are being slaughtered and
displaced.
According to committee member
Eizelman, the role of the JCRC will
evolve as any agency should, to meet
the changing needs of the community.
"The great challenge of the JCRC as
the voice of the community as a whole
is to appropriately represent the com-
munity not only when we are united
on an issue but also when we have dif-
fering opinions:' Eizelman said. "The
JCRC must be a place where all factions
of the community feel comfortable and
where all views can be expressed in a
civil and respectful manner.
"I believe the JCRC is in the unique
position of defining the concept of
Ahavas Yisroel [love of the Jewish
people] by showing the community we
can love and respect every Jew without
necessarily agreeing with each other or
even respecting the actual opinion:'

Marketing/Branding

Another JCRC goal is to effectively and
prominently promote its message and
work throughout Metro Detroit, solidify
its brand, positively transforming its

[DAY, NOVEMBER 4TH

Box 253034, West Bloomfield, MI 48325

1943860

10 September 11 • 2014

JN

JCRC's Beverly Phillips with WDIV-
TV anchor Devin Scillian at the
agency's annual media leaders'
luncheon.

reputation and the community's percep-
tion of its work and accomplishments.
To that end, the agency wants to
develop a comprehensive marketing
plan that includes goals and objectives,
market research, target audiences, key
messages, messaging channels, addi-
tional needed resources, timeline, bud-
get and outcomes measurement. It also
hopes to hire a marketing professional
next year if funding is available.
Social media also will play a big role.
"We need to teach our board mem-
bers to tweet," Krugel said. "I'm joking,
but I'm not. We need to be out there up
front in social media:'
The JCRC does engage in social media
now, "but we need to come up with a
plan and a process to use social media
in a consistently targeted and structured
Cohen said.

Financial Stability

To achieve the goals set out in its stra-
tegic plan, the JCRC wants to increase
its current annual operating budget 33
percent to $600,000 over three years.
The JCRC's allocation from
Federation for the upcoming year is
$321,000, which is the same as last
year.
Over the past few years, Federation's
allocation to JCRC has continued to
shrink. "Dwindling resources means
lack of funds, not lack of respect,"
Weiner said.
"From 2008 until now, the
Federation's priorities have been with

Road Forward on page 12