Cover Story: All for One

The process also has been a lesson in community for federations themselves in terms of having to share donors. The organization has experienced a few situations doing New Move where federations have been reluctant to give up donors who've moved because they've grown to depend on them. While Galperin says that's understandable, it's also shortsighted.

"I think that with the population being as mobile as it is, unless we do this together, we'll have a very hard time really surviving the system," he says.

New Move has given federations a source of prequalified prospects — people who were giving to another federation in another community who already are familiar with the organization's mission and approach.

"These are people who are used to participated giving," Galperin says. "The basic ingredients are people have to be interested and committed to the cause, and they need to be asked. So the New Move [has given] us an opportunity to do the ask."

Top down
The organization's leadership will be put to the test this year, as new CEO Jerry Silverman recently took the helm. Silverman has worked for the past five years as CEO of the Foundation for Jewish Camp, where he has been credited with substantially raising the organization's profile and revenues.

Under his leadership, the Foundation for Jewish Camp increased its assets to nearly $20 million from $4 million by the end of FY 2007, the most recent year for which tax filings are publicly available.

Sussman stresses that New Move wouldn't be successful without the support from real senior management, namely Galperin. Having the leaders of the organization — and local federations — incorporate donor growth into their goals and objectives has set it on a path for success.

"It's right there, crystal clear; it says that one of our goals is that we need to figure out how to build our donor base," Sussman says.