JCA appeals to next generation

After a pandemic-stricken couple of years, this year’s theme is Renewal, which Hasson said ties into where the organisation hopes to be in the future.

It’s also about making changes to JCA’s strategy as the organisation looks to appeal to future generations who didn’t necessarily grow up with familial ties to JCA.

“Reflecting on the pandemic, we started thinking about where JCA wants to be in the next five to 15 years time,” Hasson told The AJN.

“That’s what this first phase of the strategy is all about.”

Part of the strategy involves working more collaboratively with JCA’s member organisations and donors with a vision to maintain a world-class Jewish community that is thriving and inclusive.

“In terms of donor recognition and connection, JCA has understood we need to do better on this,” Hasson said.

“As we grow and as the community evolves, needs don’t go away, they are just different. While the organisation is 54 years old, we’re actually a young organisation both in history of community and now in leadership.

“A focus of the strategy is about how we ensure JCA is relevant to the next generation, and the current generation, who didn’t grow up being founding members.

“The stalwarts that built JCA in our community understand the importance of its role in the communal landscape, but it is now our responsibility to maintain that.”

Hasson said JCA has “ambitious” targets of raising $15 million this year and $20 million by 2025, but more importantly is the number of household donors.

After all, every member of the community benefits from the work JCA does and every dollar donated helps JCA’s pledge to always work in the interest of the community.

“We all have a responsibility to contribute,” Hasson said.

“We are all recipients of the services of some of these organisations, even if it’s unbeknown to us, such as CSG, or for example the work the NSW Jewish Board of Deputies recently did to criminalise public displays of the Nazi swastika.

“There are some in our community who feel they can’t necessarily afford a donation, but ultimately it is a pillar of Judaism to give tzedakah and it is definitely not about the amount.

“Every $2 can make a difference and we all view this as important to the sustainability of our community.”