No-frills CJA campaign emphasizes ‘the new poor’

MONTREAL — In keeping with the sombre economic times, this year’s Combined Jewish Appeal (CJA) will be unusually austere. There will be no big-name speakers, fewer cocktail parties, and a consolidation of some events among the divisions.

Ian Karper and Sandy Martz




General chair Ian Karper and women’s chair Sandy Martz said the campaign will focus on explaining to donors and potential new contributors how seriously the slump is affecting many in the Montreal Jewish community.

They refer to “the new poor,” previously middle class families, who are finding it hard to make their mortgage payments or keep their children in Jewish day schools because of a job loss.

Agence Ometz, a social service agency of Federation CJA, has observed a significant increase in clients who have lost middle management positions, who are in the 35 to 55 age range.

There’s also an increased demand for tuition assistance at the Jewish schools, much of it coming from people who never asked for help before, Martz said.

This past year, the federation for the first time begun offering free meals twice a week to anyone who says they need it, and also sponsored several no cost Passover seders in different locations around the city, including its own Gelber Centre.

Although the official launch of the 2009 CJA is not until Aug. 20, Karper said the canvassing of cards is beginning this month. The campaign winds up, as usual, in November.

No monetary goal is being announced, but the campaign slogan is “Now More Than Ever, Please Say Yes,” with the ‘more’ suggesting both greater demand for services and the need for people to make more generous donations.

The 2008 campaign proceeds fell below expectations. At the close last November, it was announced that when all pledges were collected a total $40.3 million would be raised, but in fact the final tally was down by $1.3 million.

The federation allocated $32.5 million in the 2009-2010 budget, with 68 per cent being spent at a home, including a small portion for national Jewish organizations, and the rest going to Israel and elsewhere abroad.

Campaign director Yair Szlak said he could not forecast if there will be any change next year in that distribution, but “there is a strong commitment by the leadership to local needs.”

Due to the campaign shortfall and lower earnings from capital last year, the federation is belt tightening. The federation reduced its allocation to itself by $875,000, and to its agencies by $1.125 million, after what Marc Gold called a painful budgeting process.

In view of this reality, Karper said, it is imperative that the CJA set an example and keep the campaign expenses as low as possible. Martz calls it being “fiscally conservative.”

Karper and Martz realize that many in the community have taken a financial hit lately, and may be re-evaluating how much they can give to CJA.

“We have to make people realize that there are people a lot worse off than them in the community,” Karper said. The campaign leaders will also be explaining how the money that is raised is spent.

The message is that CJA is the central campaign of the Montreal Jewish community, and the federation is in the best position to address its needs.

The women’s division will be organizing “Missions to Montreal,” tours of the federation’s various agencies to see first-hand the work that is being done, said Martz.

“These have proved to be hugely successful, turning on people who never canvassed a card before,” she said. Martz is a pediatric physiotherapist, who retired last year from the Mackay Centre. She has been involved with CJA for about 14 years, “ever since a friend dragged me through the front door. Because of the fact that I am a Jew, and a privileged Jew, I feel I have to give something back.”

She has served as chair of outreach and education of Women’s Federation, trying to find ways to attract new people to its cause through programming that also suits their interests. She also sat on the special needs work group of the federation’s planning and allocations committee.

“From this experience, I am confident in asking people to give because I know the money is used responsibly.”

Her husband David Martz is the incoming chair of that committee. They have three adult sons, and are expecting their first grandchild in July.

Karper, the president of Adorable Junior, a ladies’ outerwear manufacturer, has been associated with the leadership of the YM-YWHA for some 25 years, including serving as its president, and also of the Y Country Camp.

“Having been involved with an agency for so long, I understand both sides,” said Karper, whose earliest years were spent on de Bullion Street, in the heart of the Jewish immigrant neighbourhood.

He’s also a longtime canvasser for CJA and a past chair of its apparel industry division. He is still active in his business, and likes to put in 15- to 17-hour days, he says, between his work and community commitments.

His wife Phyllis Karper is co-president of the Jewish General Hospital Auxiliary. They were founding members of Congregation Beth Tikvah in Dollard des Ormeaux.

Their two daughters, Jodi Fellner and Sari Sachs, who have four children between them, will co-chair Super Sunday, CJA’s telephone blitz, set for Sept. 13.

The Karpers also had a son Mitchell, who was killed in a mountaineering accident in Nepal in 1995.

“My son is my inspiration,; he’s part of the reason I am so driven. I know a lot of people will honour me by being there for me,” Karper said.