Matthew Berger, executive director of the Jewish Federations of North America's communications project "Project Halo," Recommended during the group's annual youth leadership retreat in Minneapolis that young leaders avoid using the word "Zionism" When messaging about Israel.
A slide presented by Berger on "effective messages about Israel" Advised to "avoid 'Zionism,'" According to an image shared with JNS. The slide used a Star of David to emphasize the point, alongside other recommendations to "showcase diversity" And "focus on the common enemy."
An audience member who attended the session expressed surprise at the recommendation. "My jaw kind of hit the floor for a second," The attendee said anonymously. "Where does it end if we're not even using 'Zionism' in our conversations? Should we stop using the word 'antisemitism?' Should we stop using the word 'Jewish?'"
The Federation responded by clarifying its position. "Jewish Federations of North America are proudly Zionist, and unapologetically shout our Zionist views and the incredible work we do to support Israel from the rooftops every single day," Said Niv Elis, associate vice president for external communications. Elis stated that "this slide was part of a discussion about what data shows to be effective messaging in today's polarized political environment and should not be taken to imply anything else."
The invite-only retreat cost $5,000 to attend and was aimed at the Federation's National Young Leadership Cabinet, described as its "premier five-year leadership program for volunteer leaders aged 30-45." About 70 attendees participated in Berger's breakout session out of approximately 1,500 at the overall retreat.
Berger also serves as president and CEO of Mashber Strategies, which counts organizations including the Anti-Defamation League, American Jewish Committee, and Hillel International among its clients. He previously led the Foundation to Combat Antisemitism and directed the "Blue Square emoji" Campaign.
The Federation previously published polling data in February indicating that 37% of respondents identified as "Zionist," Despite majorities of American Jews supporting Israel's right to exist and expressing emotional attachment to the country.
The attendee expressed concern about the messaging approach. "It made me very sad," The source said, advocating instead for equipping leaders "with facts and stories and how to handle people with aggression, as opposed to just being the empathetic people."
