By Susan R. Miller
Palm Beach Post Staff Writer
Sunday, May 14, 2006
Five years ago, when William Bernstein was executive vice president of the Jewish Federation of Los Angeles, he decided to break with tradition and come up with new ways to raise money.
Although the federation's annual unrestricted fund-raising drive had been consistently lucrative, Bernstein believed that a new generation of donors — Baby Boomers — were being overlooked. Sure, they were giving to the federation just as their parents and grandparents before them, but more and more they were expressing interest in being able to follow their dollars, rather than just sending money to an umbrella fund and allowing the federation to decide where it should best be spent."