PEJE Generations New York

Generations New York Impact Report

In the last three years, the schools participating in Generations New York have increasedtheir endowments, embedding endowment giving into their development plans andtransforming the way they fund their budgets.

The UJA-Federation of New York saw the powerful potential of a collaboration withPEJE and The AVI CHAI Foundation to bring Generations, PEJE’s premier, three-yearendowment-building initiative, to New York. The purpose of Generations is tostrengthen Jewish day schools’ capacity to raise endowment dollars, providing long-term sustainability.

UJA-Federation provided a match to the funding provided by PEJE and AVI CHAI,and, by providing leadership in recruiting the schools, enabled the program to kickoff in May of 2012. The participating schools are:

n Hannah Senesh Community Day School n Schechter School of Long Island n Solomon Schechter School of Manhattan n Solomon Schechter School of Westchester n Westchester Day School n Yeshivah of Flatbush

Using three levers of change: training, coaching, and program support, GenerationsNew York school teams have obtained training from national and local experts in endowment building, traveled to national trainings to learn with and from a networkof other Generations schools from across the country, grappled with internal andstructural issues with the guidance of their coaches, and received structured support

Generations New York Impact Report

from both UJA-Federation and PEJE professionals. Generations has provided eachschool with the scaffolding necessary to demonstrate to their donors that investingin day school endowment fulfills their donors’ philanthropic dreams.

Along with the guidance of UJA-Federation and PEJE, the Generations coaches haveenabled the schools to make tremendous changes in their cultures, resulting in impressive increases in many schools’ endowments.

Every single Generations New York school has seen dramatic improvement in usingtheir time more wisely in building out donor relationships, in listening to donors’ needs,and in their endowment results. As of the formal end of the program in Decemberof 2014, the schools collectively raised more than $5,757,000 in endowment funds.

This is just the beginning.The Generations New York schools’ embrace of endowment giving will enable themto continue to raise endowment funds for years to come. We are proud of our worktogether and know that the grandchildren of this year’s kindergarteners will benefitfrom the enduring harvest of Generations New York.

Read on for moving impact stories from UJA-Federation of New York and each Generations New York school.

Jill GoldenbergPEJE Strategy Manager, Endowment & Legacy

Ultimately, the work of Generations New York in creating endowments for Jewish dayschools will ensure affordability, high quality, and stability for our institutions.

UJA FEDERATION OF NEW YORK

What are the benefits of the New York schools’participation in the national program?

Generations New York has provided New York Jewishday schools with the opportunity to connect andlearn from their peers in other major cities acrossthe country. The Endowment and Legacy Institutetrainings brought knowledge and experience fromleading fundraising experts, as well as the opportunityfor development professionals to learn from oneanother. This allowed the schools to broaden theirunderstanding of endowments and bolster theirfundraising skills. As a result, New York schools have become more aware of the critical need for an endowment to create affordable day school education and preserve their long-term stability.

What kind of unexpected benefits haveyou seen from working with your schoolson Generations New York?

Given the size of the New York Jewishcommunity, more Jewish day schools arelocated here than in any other city in thecountry. Despite this, schools often operate in isolation from their peers. TheGenerations program brought a smallgroup of schools together to work asthought partners. Generations not only offered a platform to strengthen fundraisingskills, but also opened the door for dialogueand learning in the future. Program participants now have a network of otherdevelopment professionals working towarda common goal of sustaining a vibrantJewish community for generations to come.

How has Generations strengthened the New York Jewish community?

The Generations New York program had a strong positive impact on Jewish education. As a pilot program, Generations New York helped make the case to major supporters to create a large scaleendowment matching program. As a result of Generations, the community has become more focusedon the critical role that day schools play in the future of the Jewish community. Ultimately, the workin creating endowments for Jewish day schools will ensure affordability, high quality, and stability for these institutions.

HANNAH SENESH COMMUNITY DAY

What will the funds raised through Generationsmake possible at your school?

Senesh’s work with Generations has allowed theschool to raise over $1,000,000 in legacy and bequests. Through Generations, UJA-Federation of NY,PEJE, and AVI CHAI have given the school the chanceto create the Hannah Senesh Legacy Giving Society,where all funds, unless otherwise stated, will be directed toward the school’s burgeoning endowment.Any income that the endowment generates will bedirected specifically toward advancing the school’s financial sustainability.

Our Generations coach gave theSenesh team the tools to lookstrategically at advancement effortsand determine the best ways to incorporate endowment fundraising.

SCHOOL

What skills did your school leaders improve throughyour participation in Generations?

With a clear protocol in place for legacy fundraising,the school has now added endowment fundraising toa panel of giving opportunities presented to a specificdonor. Additionally, Generations has provided Seneshleadership with the necessary tools to speak aboutwhat it means to have an endowment, and the bestways to use that income. Our school leadership alsohad the chance to learn how to raise legacy gifts.

How has Generations strengthened theculture of philanthropy at your school?

Our Generations coach gave the Seneshteam the tools to look strategically at advancement efforts and determine thebest ways to incorporate endowmentfundraising. Our coach also provided theSenesh endowment team with an under-standing of what was possible and what wasaspirational. Our school team came to thecritical realization that the legacy givingcampaign is ongoing and never ending.Very importantly, we gained so much fromthe sharing of high-quality information byother Generations school participants at theGenerations convenings and trainings. Thissharing element was essential to structuringour strong legacy fundraising plan.

SCHECHTER SCHOOL OF LONG ISLAND


With the help of Generations, our Schechter Schoolof Long Island Endowment will help our school alleviate“middle class squeeze” by assuring that a Schechter LIeducation remains within reach of families committedto their children’s Jewish future. Funds raised for ourendowment will assure that tuition assistance will beavailable for those students whose hardworking parentsdesire a Jewish education for their child but who simplycannot afford the full cost of private school tuition,not just today, but also in the future. It is only becauseof Generations that families committed to specificcore programs of the Schechter LI experience havestepped forth to establish named endowment gifts to support their passions, including Arts Education andJewish Life. These early successes give us every reasonto believe that we will be able to attract endowmentgifts for STEM, Israel Engagement, and other specificprograms that make our school so special. In the pastwe had neither the mechanism nor the mentality for“giving that lasts in perpetuity.” Having UJA-Federationas the guardian of our day school’s endowment accountshas given our school the tools and our philanthropicfamilies the confidence to invest in their own valuesand our collective future.

Through Generations, we havelearned how to be better listeners,communicate more effectively, andto offer a broader array of possibili-ties for our donors to realize theirpersonal philanthropic aspirations.


Through Generations, our school’s professional andvolunteer leadership came to understand our ownschool’s story in a broader context of Jewish People-hood so that we could tell that story more effectivelyto current and prospective donors. Prior to our“transformation of thought” that Generations created,our outreach to donors was focused only on “currentdonors.” We now understand the importance of reconnecting with the alumni and parents of alumni,as well as families of future students and members of the community who may not have chosen to sendtheir own children to day school, but who benefit byhaving a thriving, robust day school at the heart of their community. Most importantly, through Generations, we have learned how to be better listeners, communicate more effectively, and to offer a broader array of possibilities for our donors to realize their personal philanthropic aspirations.


Prior to our participation in Generations,our school’s culture of philanthropy was“hand to mouth,” revolving around thepresent, filling this year’s gap, taking care oftoday’s needs. Generations has transformedour landscape as well as our timeline. Giving at Schechter School of Long Islandnow better reflects the scope of JewishPeoplehood: the past, present, and futureof outstanding day school education.

SOLOMON SCHECHTER SCHOOL OF

What have the funds raised through Generationsmade possible at your school?

The benefits of the funds raised through Generationsare both substantive and symbolic. Substantively, thefunds that we have raised and continue to raise forendowment are part of our long-range planning. Asthe Board of Trustees and Administration look ahead,we are confident in the investment into our growingendowment fund. Symbolically, the existence of theendowment fund has reassured parents that the schoolis a growing and thriving member of the Upper WestSide community and that we will be here for years tocome. In addition, the very existence of the fund hashelped to engage families and the community inthinking about what Schechter Manhattan will look like,not just five years from now but 25 years from now.

What skills did your school leaders improve through your participation inGenerations?

Our development professional and Head ofSchool learned from our coach and frompresenters at workshops and institutes howdevelopment, and endowment fundraising,in particular, are done at the highest levels.We have adopted many of these bestpractices in our ongoing work. Our Trusteesimproved their understanding of how endowment giving works. The lay leaderswho were most deeply involved in theprogram learned more about solicitationand made connections with other schoolsin our area. Generations has ensured thatthe Board continues to commit itself toensuring that our fundraising always includes endowment. It was an importantprogram to highlight the communal investment in schools.

Generations has ensured that theBoard continues to commit itself toensuring that our fundraising alwaysincludes endowment.

MANHATTAN


The biggest impact on the culture of philanthropy at Schechter Manhattan is in the widening of understanding aboutdifferent kinds of giving. Annual giving iscritical to every organization, and raisingfunds for endowment begins to open upthat next phase of planning and thinking.

SOLOMON SCHECHTER SCHOOL OF


The sustainability of Schechter Westchester is dependent upon a substantial endowment fund, and we have successfully secured many gifts. Withapproximately 50 percent of our students currentlyreceiving tuition assistance coupled with rising tuitioncosts, a sizeable endowment is vital as a supplementalrevenue stream. As our endowment successfullygrows in years to come, the need to increase tuitionwill be minimized.

What skills did your school leaders improvethrough your participation in Generations?

Generations was instrumental in helpingus balance the immediate needs we meetthrough the Annual Fund with the importanceof keeping an eye on our future, ensuringfinancial security. Through Generations, wecreated a case statement and developedcompelling marketing materials to supportthe Endowment Campaign at SchechterWestchester. Generations taught us thatcultivating, soliciting, and stewarding anendowment donor takes time and greatthought to be successful. Finally, we received terrific coaching that has guidedus through the whole program.

Generations taught us thatcultivating, soliciting, andstewarding an endowmentdonor takes time and greatthought to be successful.

WESTCHESTER

How has Generations strengthened the culture ofphilanthropy at your school?

Building a culture of giving is an ongoing process,both with an annual and an endowment campaign.Generations has helped our Schechter Westchestercommunity understand the importance and necessityof an endowment campaign. To set an example tothe community, every board member was solicitedthrough the Generations program. Additionally, throughGenerations, we have positioned the endowment as a necessary conversation with the SchechterWestchester community and beyond.

WESTCHESTER DAY SCHOOL

What will the funds raised through Generations make possible at your school?

We found that some donors were interested in a general donation to the endowment fund while others were interested in endowing specific programs. The funds raised so far will make possible enhancements to our music and arts program. We are increasing music across the early childhoodgrades, formalizing our drama program with added materials and personnel, and increasing our integration of art into the General and Jewish Studies curriculum. While, on the one hand, steady endowment income lends itself to covering ongoing basic costs, the opportunity to connect the endowment with new programming is, for some, symbolic of a great blend of tradition and innovation.

Generations taught our school leadersthat the experience of asking for a largegift—whether successful or not—has thepotential to empower the asker because of the deep knowledge of andpassion for the school that is requiredto be able to make such an ask.


Our school leaders improved their ability to tell storieswith significant information and inspiration. They alsotelescoped their lenses to imagine and describe along-term vision for the school. Generations taught ourschool leaders that the experience of asking for a largegift—whether successful or not—has the potential toempower the asker because of the deep knowledgeof and passion for the school that is required to beable to make such an ask. In addition, our schoolleaders internalized the ideal role reversal involved ina solicitation: That it is the asker who is doing a favorfor the donor and not the other way around. Thatkind of thinking deepens the connection of theschool leader to the school.


As we expected, the mere mention of anendowment solidified the longevity of theschool in the minds of donors. Our annualdinner raised a record amount due to severalfactors including, significantly, the increasedconfidence of donors who felt secure knowingthat the funds would be spent wisely by aninstitution that is investing for the long term.Because of Generations, the endowment,which has existed for many years, is now a regular part of our development com-munications to our donor base. In addition,it has opened up a logical pathway foralumni and parents of alumni to actualizetheir appreciation of the school. Thesedonors are not paying for current programsthat they will not benefit from but ratherextending the impact and legacy of the institution that had such a lasting effect on their lives.

YESHIVAH OF FLATBUSH


Generations has transformed the Yeshivah of Flatbushby demonstrating how endowment and legacy giftshelp sustain growth and secure the future of the school.We anticipate that the steady stream of revenue allocated annually from endowment giving will soonhelp offset the staggering costs of our Tuition AssistanceProgram, facilitate innovations in instructionaltechnology and teaching methodology, support academic as well as co-curricular and extracurricularprograms, and enable professional development.These benefits, collectively, will enable the Yeshivahto offer more to our students and will provide long-term affordability for current and incoming families.

What skills did your school leaders improve through your participation in Generations?

The training and support offered throughGenerations’ trainings and workshops wasvital to our team; the expertise of ourcoach continues to be invaluable, and weare so fortunate to have developed a closepersonal relationship with her. Meeting thedevelopment teams from other schools atGenerations trainings and workshops,learning together, and sharing challengesand successes created a solid camaraderieand a networking system for the comingyears. Our leaders improved their skills inmarketing, prospect research, segmentinglists, reporting and meeting benchmarks,techniques for the integrated ask, the importance of cultivation and stewardship,and the value of a team effort. The mostessential skill we learned, however, was the importance of listening to donors.

Generations has broadened the focusof our approach to donors and, infact, has broadened our donor base.

How has Generations strengthened the culture ofphilanthropy at your school?

The culture of philanthropy at the Yeshivah is on anupward trajectory. Our committee meets regularly toreview progress and discuss the next steps; understandsthe importance of an integrated ask; is consistentlyreaching out for prospective donors; and appreciatesthe impact of a perpetual return on investment. Ourparticipation in Generations has broadened our approach to donors and, in fact, has broadened our donor base, particularly those donors who arecommitted to the Yeshivah but have multiple obligations, and those who want to give to the schoolbut who are limited in their immediate ability to do so.Generations gave us the impetus to take the first step.To achieve our goal and ensure future sustainability,we have to reach out to every alumnus and alumnaof the Yeshivah.

The success of the Generations New York schools would not have been possible without thetireless efforts of those who have directly managed the program: William Samers, Vice President, Planned Giving and Endowment, UJA-Federation of New York

Miriam Cohen, Strategy Manager, Day School Futures, UJA-Federation of New York

Diane Scherer, former Program Manager, Day School Futures, UJA-Federation of New York

Mark Labadorf, Administrative Assistant, Planned Giving and Endowment, UJA-Federation of New York

Matthew Hillsberg, former Administrative Assistant, Planned Giving and Endowment, UJA-Federation of New York

Suzi Schuller, Senior Program Manager, PEJE

Outstanding outcomes like these are also the direct result of the support, wisdom, and commitment of:Dan Perla, former Program Officer, Day School Finance, AVI CHAI

Deborah Joselow, Managing Director, Commission on Jewish Identity and Renewal, UJA-Federation of New York

Chavie Kahn, Manager, Strategic Partnerships, Day School Challenge, UJA-Federation of New York

Amy Katz, Executive Director, PEJE

Sharon Haselkorn, Strategy Officer, PEJE

Jim Blankstein, Strategy Manager, PEJE

Solomon Flax, Program Assistant, PEJE

Francine Shron, former Program Officer, PEJE

Sherri Greenbach, Generations New York coach

Davida Isaacson, Generations New York coach

Pearl Kane, Generations New York coach

Herb Tobin, Generations New York coach

© PEJE 2015

www.peje.org

Cover art: Cynthia Bell

Documents

PEJE Generations New York