The Shmooze

Young Philanthropists Text for UJA-Federation

By Masha Leon

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Outside it felt like the Arctic tundra, but on January 23, inside Tribeca’s Capitale, it was hot, hot, hot and festive as some 700 young 20’-30’ish Jewish philanthropists sipped Generositinis — the evening’s signature drink.

They mobbed the sushi bar, and made repeat trips to the decadent “I’ll –start-my- diet-tomorrow”candy table groaning under the weight of mounds of Kit-Kats, Snickers and other cavity-causing goodies.

The evening’s lure was the Instagram. Signs throughout the cavernous space proclaimed: “Capture your generosity!” Any guest who included @ujafeny and #Generosity/2014 on their Instagram photo, had a chance to see him/herself on a big screen and have the photo printed as a keepsake. To augment the party mood, UJA-Federation supplied sunglasses and other fun props.

Karen Leon

Defining the evening as “magical,” Generosity Leadership Board vice chair Jackie Brogadir described the evening as “a great first encounter for many to meet UJA/Federation.” Generosity Leadership Board chair Lee Brodsky, added, “It’s so important to relate to the generation [we’re] trying to target… and UJA does a great job in being relevant.” He explained “events like this are a great entry point to the community. Event chair Benjamin Okin concurred: “Nights like this show what one person can accomplish.”

The Text-to-Pledge — the evening’s dramatic raison d’etre — enabled attendees to text message their gifts and broadcast the results in real time on multiple screens within Capitale’s echoing setting.

It was inspiring to be in the midst of a chatting and texting, sipping and texting, noshing and texting group of future philanthropists involved in helping to create meaningful and lasting changes in the lives of those most in need.


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