TORONTO — Despite challenges posed by last year’s economic
downturn, organizers of this year’s UJA Federation of Greater Toronto
campaign are aiming to raise more than they did last year to meet
increased needs, according to Ken Tanenbaum, co-chair for campaign 2010.
UJA Campaign 2010 Chairs Ken Tanenbaum and Debbie Kimel with keynote
speaker Brian Burke, centre, president and general manager of the
Toronto Maple Leafs.
“Many lives in our community have been turned upside down by the economic challenges of the past year, but at the same time, we’re blessed that most people in the community are still able to give generously,” he said at last week’s campaign launch.
“UJA has tightened its own belt to ensure that as many dollars as possible go to those in need,” Tanenbaum told more than 400 launch participants.
The event, emceed by Elliotte Friedman of CBC’s Hockey Night in Canada, was held on the practice court of the Toronto Raptors at the Air Canada Centre, in keeping with the evening’s theme of “team.”
This year’s launch was the first in several years that was open exclusively to canvassers and key volunteers.
“Certainly the financial efficiency and cost was a factor,” said federation spokesperson Howard English. But, he added, “the primary motivation was to inform and educate those on the front line of fundraising… in order for them to be as enthusiastic and excited as possible about raising the funds.”
A public event will be held later in the campaign, he said.
Cost savings from the launch were “significant,” but impossible to compare directly to last year because other events were included both years and were part of different budgets, he said.
Keynote speaker Brian Burke, vice-president and general manager of the Toronto Maple Leafs, said that when he puts a team together, he includes three components – excitement, running it like a business, and community service.”
He focused on similarities between “the profit and non-profit side,” and said he believes there’s a right way and a wrong way to ask for money. He recommended research, and knowing which goals will resonate with decision makers.
The average professional sports team expects attrition in its revenue base of 15 to 35 per cent in hard times, Burke said, but noted that that is not the case with UJA.
Last year, UJA Federation raised $65 million for Jewish community needs in Toronto, Israel and internationally. Local beneficiaries include agencies like Jewish Family & Child, Parnossah Works Canada – a partner of JVS, Circle of Care, and Jewish Immigrant Aid Services.
As of last week, the 2010 campaign had raised more than $16 million from over 1,600 donors, said Tanenbaum, whose co-chair is Debbie Kimel.
Amir Gissin, Israel’s consul-general for Ontario and western Canada, said that what happens in Toronto with regard to Israel, has “huge significance” elsewhere.
“It puts a huge responsibility on us, because the eyes of the world, the eyes of the Jewish community, and the eyes of Israel are on us.
“What you do together as a team enables Israel… to achieve its goals in areas from PR to education, and from Eilat to Metulla. The world of UJA Federation of Greater Toronto touches the lives of millions, and this is no exaggeration.”
The program also included guest speaker Arna Poupko Fisher, president of the Jewish Community Relations Council of the Jewish Federation of Cinncinati and faculty member of the University of Cincinnati’s Jewish studies department.
As well, Alex Iscoe, 29, who was involved in creating a camp scholarship through UJA Federation in memory of his friend Jordan Propas, spoke of his experiences climbing the highest mountains on each of the seven continents (five to date) to raise money for UJA.
UJA’s annual Super Sunday telethon will be held Sept. 13.
