Printer Friendly

Email to A Friend

Friday November 9, 2007

Federations must make room for the next generation

With the annual General Assembly of the United Jewish Communities upon us, I have been asked to reflect on the challenge of engaging younger Jewish philanthropists in communal life. As a member of the next generation, I have wrestled with this question for more than a decade.

Approximately five years ago at the Andrea and Charles Bronfman Philanthropies, we created a division called 21/64 (www.2164.net) to focus on this very challenge.

“Engaging the next generation” used to signify the transference of leadership, like passing a baton from one generation to the next. Today, with the average life span increasing from 47 in 1900 to 78 in 2000, there are now four generations above the age of 21 in American society — four generations of adults who want to be engaged in Jewish life. Therefore, “engaging the next generation” actually means engaging multiple generations at once.

In the Jewish community, our institutions are often led by traditionalists — those born between 1925 and 1945 — whose worldviews were imprinted with the experiences of World War II, the Depression and the Holocaust. In giving back, they have built many of the institutions that are pillars of our communities.

Baby boomers, born between 1945 and 1964, outnumber traditionalists and now represent the majority of our communal leadership. Their generational personalities were formed by the founding of the state of Israel; television brought the secular world into their Jewish homes.

Post-World War II economic opportunities led some to the suburbs, where they built synagogues and Jewish Community Centers, while others contributed to the social movements of the ’60s. With these distinct experiences come divergent perspectives on Jewish life.

Add to that picture the different life experiences and styles of philanthropy of Generation X, born between 1965 and 1980, and Generation Y, born between 1981 and 1999. No wonder we are struggling to understand and accommodate additional generations, making our communications and planning even more complex.

Through 21/64, I travel to different communities in North America consulting with families, foundations and federations about multigenerational philanthropy. My experiences across the United States and Canada — and affirmed by research — tell me my peers are self-confident about their Jewish identity yet remain hungry for ways to connect.

I have started to comprehend that the question isn’t whether the next generation is prepared for its communal responsibilities. The question is whether the community is prepared for the next generation.

Some communities are just now realizing it is time to add more seats to their boards and allocation tables for members of Generation X. Those more

forward-thinking communities that already have begun to engage the next generation are realizing the very act of engagement actually changes the shape of those tables.

The post-baby boomer generations in America have grown up with access to opportunities across race, religion, class, sexual orientation and even global boundaries that previous generations did not have. Technology has become more than TV in the living room but a way in which community is formed, connections made and communications conveyed.

The experiences of these 20- and 30-somethings require a shift in the way our federations operate. Are we willing to adapt how we operate for the sake of who we want to engage?

If we endeavor to engage them on their terms and not just change the window dressing on what already exists, we will be planting the seeds of long-term relationships and our Jewish future.

For example, this year I worked with a community that has made the engagement of 20- and 30-somethings a priority. However, when I asked what “engagement” meant to members of the community, I heard four different answers.

To a traditionalist, engagement meant creating an agency for young adults. To a baby boomer, engagement meant creating outreach activities for 20-somethings.

When I asked the Gen-Xers what they hoped engagement meant, they envisioned seats at an allocations table. For a Gen-Yer, engagement signified a meaningful experience of Jewish life having nothing to do with allocating dollars or attending social events.

Eventually this community committed to involving Gen-Xers and Gen-Yers in structuring allocation decisions that affected themselves and their peers. But more important, I would ask us all to consider how members of Gen X and Gen Y can help the whole federation system? In the 21st century, wouldn’t we want experts in 21st century management, technology and communications — those who grew up with it — to help lead?

Today, 20- and 30-something Jews are leading an array of organizations from nonprofits to hedge funds. As responsible managers of those organizations, they have the skills to lead. I believe that if we place our trust in them, they will be responsible stewards of the Jewish future as well.

Adding members of Gen X and Y to our allocation tables is an important first step, but if we can also acknowledge that the kids are now adults who can bring expertise, resources and leadership to the community, we can be less focused on “engagement” and more assured of our future.

It is a rare opportunity in Jewish history to have the resources that we have as a community. Even more exceptional is our opportunity to allocate those philanthropic resources with four generations around our communal tables.

Although multigenerational philanthropy requires us to hold the tension between our traditions and the innovation of the next generations, it seems well worth it to achieve continuity. Are we up to the challenge?

Sharna Goldseker is vice president of the Andrea and Charles Bronfman Philanthropies and director of its 21/64 division.

Did you find this article interesting? Subscribe to our FREE newsletter and you'll be notified each week when "J." goes online. We'll tell you about the most important stories of the week and give you a link to each one.

This page contains a BETA version of Amazon contextual links. They are marked by the dashed underline.  Your purchases support our site. At times they point to items which are not related to the actual link. Please alert us by email if you discover objectionable links.