By Leyna Krow, Assistant Editor, JTNews
Jerry Silverman knows he has his work cut out for him. But having worked for 25 years in both the private sector and the Jewish non-profit world, the opportunity to head one of the largest philanthropic bodies in the United States was too great to pass up. In September, Silverman accepted the position as the new CEO of The Jewish Federations of North America, the umbrella group for Jewish federations across the country formerly known as United Jewish Communities.
Since taking on his new job, Silverman has spent the past two and half months traveling around the country to meet with federation staffs in different communities. While in Seattle last month, he talked with JTNews about his hopes for the federation movement, the challenges facing fundraising organizations during a recession, and his vision for attracting the next generation of Jewish philanthropists.
JTNews: What brings you to Seattle?
Jerry Silverman: I believe that you learn more out with your constituency and with your colleagues than you do sitting at your desk. So I have made it a point of my tenure early on, and will continue to do so, to spend time out in the communities. This is, I think, my 15th community in 10 weeks.
JT: How does the state of the Jewish Federation here in Seattle compare to those in other communities you have visited?
Silverman: I’m not a big person to compare because I find that most communities are really very unique. And having lived in nine different communities myself, I know that each one has its own personality. What I can say is the resiliency of this community and of this Federation, especially considering the tragedy that took place a few years ago, is extraordinary. And the leadership here is really thinking about the future and understanding what got them here and they’re really doing some serious thinking here. I’m listening to some of this discussion and they’re asking the right questions.
JT: You were selected as one of the Forward 50 this year. In their write-up on you, they describe your new position as “a job…that was once expected to become the most influential in American Jewish organizational life but wound up being merely the most thankless.” Do you feel like that’s true?
Silverman: I don’t believe this is a thankless job. I believe this job has an inordinate amount of responsibility, and I really feel privileged and fortunate to have this position. After 10 weeks and two days, I can tell you that I love this job. I am coming in contact with the most amazing people. It’s a fantastic opportunity.
JT: In addition to the challenges facing federations due to the current economic situation, what are some of the other major challenges that you see these organizations dealing with right now?
Silverman: In terms of the challenges that we face, you could list 26 pages. But I think there’s both real challenges the communities are facing and some real opportunities that they’re taking hold of. So from a sense of challenge, I think we really need to look at how we’re mining the talent pool, both professionally and volunteer-wise, and how we are training them and valuing them and retaining them. A critical piece of the puzzle at the end of the day is about people and thinking in terms of positioning the federations for the future and really enhancing the federations from a point of image, communication, and portals of entry for people to be invited in from across the community.
JT: Do you feel like the fundraising techniques that have been used and have been successful for federations in previous decades are going to continue to work in the future? Or are we reaching a place where some re-thinking is necessary?
Silverman: I’m a believer that you always have to reinvent. You can’t stay the same. You can’t stay stagnant. I think that there are certain principles in fundraising that will never go away. Number one being building a trust model in your investors and building relationships that are really valued. And extending those relationships beyond generations. But you always have to stay current. You always have to think of innovative ways to reach the community and to engage the community and to make them feel a part of something that’s important and significant. We have to do this constantly.
JT: You mentioned making connections across generations. Could you talk a little about strategies for getting younger donors connected to the Federation.
Silverstein: I was taught once that the greatest connection any organization, mission, or brand can ever make with anyone is one that has an emotional tie. It’s one of the few things that marketing people agree on. So what we need to think about is, as we move from generation to generation, and as we think of the 18-30 year-olds, how do we create an emotional connection in their language that really enables them to see and to understand and to feel the work that’s being done in the community.
JT: Can you give specific examples of ways that emotional connection can be made?
Silverman: There are many examples out there of organizations, certain missions, that have really connected with young people. We can’t create it without sitting down at the table together with young people, because it needs to be their creation. It needs to be something they are feeling empowered by and something they own. And it may be something completely different, something that may be uncomfortable for us. But that’s okay. Because that’s what we have to think about as we reinvent.