metro

Senior Services from page 10

new players.
"It's refreshing to know we're competing
well — we're a bargain:' he said.
According to Lester, the financial
strength of the organization is a source of
pride, including a balanced annual bud-
get of $23 million. During the 2014-15
fiscal year, JSL received $474,203 from
Federation, with additional funding com-
ing from various other funds, grants and
donations from community benefactors.
In the coming years, fundraising and
increased philanthropic support will be
even more important.
"We're able to do it because of our
tremendously generous Jewish commu-
nity:' Rosenberg said. "Old people are not
sexy— they're old and wrinkled — but we
have people who understand that:'

Looking Forward

"Our community is aging rapidly, and we
believe this trend will continue Upfal
said.
She and her team have been making
long-range plans to meet this challenge,
including increasing or augmenting the
current facilities, establishing an Aging
Services Committee, expanding the adult
day program at the Brown Center loca-

Recently renovated commons area and dining hall at Prentis Apartments in Oak Park

tions in West Bloomfield and Southfield,
recruiting para-chaplains to visit Jewish
men and women living in non-Jewish
facilities, and finding new ways to use
technology to help seniors stay safe and
feel connected.
Moving into revenue-producing
endeavors, such as for-profit housing
and home health care, has also been dis-
cussed.
JSL is looking toward creating more
programs such as Village in the Woods,
a community-based organization in the

Huntington Woods area that supports
people wishing to age at home by provid-
ing concierge services, health, wellness
and social programs, in addition to vol-
unteer opportunities and neighbor-to-
neighbor connections.
"More [grown] children are moving out
of town:' Upfal said. "It's essential to help
people have community:'
Stepped-up marketing programs such
as open houses, tours, incentives to cur-
rent and future residents, and outreach
to hospital social workers and discharge

planners is also part of JSL's plan to coun-
teract competition and the effects of an
economy that is still less than booming.
"Our goal is to keep people
independent for as long as possible
Rosenberg said. "A community that
doesn't take care of its Jewish elderly is
no community at all:'

❑

For more information on JSL residences,
services and programs, go to www.jslmi.org
or call (248) 661-1836.

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