Alex Cristall

Community planning critical

Alex Cristall, chair of the board of directors of the Jewish Federation of Greater Vancouver. (photo from JFGV)

Long active in the Jewish community, Alex Cristall started his current volunteer position as chair of the board of directors of the Jewish Federation of Greater Vancouver in June 2019. He spoke to the Jewish Independent about the role, and where he sees the organization as it enters a new decade.

JI: Could you go over your professional background and your work with Jewish organizations?

AC: I grew up in this community and was always surrounded by a culture of volunteerism. My professional background is in real estate investment, and my family’s values always drove our approach to business and to community involvement. From my grandparents to my parents to the way my wife Jodi and I are raising our children, giving back and getting involved with community has always been a priority, both in and out of the office. I started volunteering as a young adult and it’s grown from there.

JI: How did you become chair of Federation?

AC: Before taking on the role of board chair, I held a number of other leadership positions with Jewish Federation and with other organizations. At Federation, I served as chair of the 2016 and 2017 Federation annual campaigns, as chair of major donors, chair of men’s philanthropy and as a member of the board.

Anyone who knows me knows my love of sports, so my previous involvement with the JCC Maccabi Games and with Maccabi Canada came about very naturally. I also chaired the JCC Sports Dinner.

Serving as vice-president and then president of the JCC [Jewish Community Centre of Greater Vancouver] was instrumental in giving me a unique perspective that has been indispensable as chair of Jewish Federation. I got to see firsthand how important the partnerships between the organizations are, and how much partners rely on the community planning and fundraising expertise that Jewish Federation brings. At the time, Jewish Federation organized local missions, where we visited various partners, including the Jewish Food Bank and Tikva Housing Society, and learned about the range of needs in our community – and the range of responses.

It was very eye-opening, and that was when I got involved in men’s philanthropy at Jewish Federation and decided to learn more about the community. That ultimately led to a role on Jewish Federation’s allocations committee, where we were fully immersed in the entire breadth and depth of need – and opportunity for impact – in our community.

In my mid-30s, I was fortunate to travel to Ethiopia with members of Jewish Federation’s National Young Leadership Cabinet to see the work we were doing there with two of our international partners, the Joint Distribution Committee and the Jewish Agency for Israel. That was where I really began to understand the big picture of what we can accomplish for world Jewry in need.

More recently, I was able to visit our partnership region in Israel and learn about the particular challenges of living in the north, and the impact we’ve been able to make there as the result of a long-term strategic focus.

I’ve been in Israel many times, but, in terms of our partnership region and Beit Vancouver, this past spring was my first visit. It’s such a successful country overall, but I really saw the inequity that exists in the periphery. To see the contributions of our community and the future development plans of the region was inspiring, as was seeing what our Israel and overseas affairs committee, through annual campaign funds, and many local families are doing there with their investments…. It was very rewarding.

We need to continue to raise up that entire region…. Every mayor of our region came to greet us and that’s how you know how important our dollars are for youth. So many different things going on. When you see the respect that the different mayors have for the work we do and the people involved, it’s clear that our impact matters.

JI: What are your goals looking ahead?

AC: Our community is growing and changing all the time. As a Federation, we have been changing alongside it, which is positioning us to effect positive change in ways that can make an impact now and into the future.

We have a unique role in the community in terms of our planning function, and it’s a critically important piece that we bring to the table. We are focused on planning strategically to identify and prioritize needs locally, as well as in our partnership region in Israel. Our donors and fund-holders at the Jewish Community Foundation help us meet these needs. The partnerships we have developed over the decades are key to being able to get the work done in ways that are going to create lasting change.

We have made progress on every one of the areas of opportunity we identified in the strategic priorities, from affordability and accessibility, to seniors, engagement and, of course, community security. With big picture issues like these, the outlook is for the long term and so the work is ongoing.

At the end of the day, I would like people in our community to say that we made it easier for them to live Jewishly – whether that’s because we helped make a Jewish program more affordable, because we reached out to them where they live, because their aging parents were able to access a seniors’ program, or what have you.

JI: What challenges do you see before you?

AC: Our community is growing and its needs are constantly evolving, so there is always a lot of work to do, and that makes it exciting. I love a good challenge, and there are challenges everywhere we turn.

This community looks so different from when I was a child here. Even in the last decade it’s changed considerably. We’re more spread out and we’re more diverse.

More than half of our community is comprised of children, youth and young families, many of whom are really crunched by the high cost of living, and many of whom see their Jewish community engagement in ways that are very different from previous generations. At the same time, we have a growing population of Jewish seniors who need to stay connected and supported as they age. These are two of the big challenges facing our community right now. We also need to continue to meet our community’s needs through diverse revenue sources.

And last, of course, is the upcoming redevelopment of the JCC site into a true community hub. It’s still in the early stages, but Jewish Federation is poised to play an important role in this when the time comes. We’re proud to have entered into a memorandum of agreement with the JCC. [See jewishindependent.ca/historic-jcc-fed-agreement.]

JI: What excites you about the role?

AC: I feel very fortunate to work with an incredible group of volunteer leaders and professional staff, all of whom genuinely care about this community and about Israel.

From a personal perspective, some of the best lessons I’ve learned have come from volunteering with different community members and working with the Federation staff…. It’s very rewarding to meet with people in the community and see the reach and the impact of the good work we’re doing.

JI: What accomplishments are you most proud of thus far?

AC: One thing I am very proud of is how our donors have come to rely on Jewish Federation for our breadth of knowledge of community needs, our strategic approach and the strong relationships we’ve developed. Many of them trust us with all of their Jewish community philanthropy, and they come to us first when they have questions about where and how they want to make an impact.

I think we can be very proud of how we have taken a very strategic approach to growing the financial resources we generate, whether that’s through the annual campaign, through special project funding, or through legacy giving at the Jewish Community Foundation. As a result, our partners have more ways to access funding for the vital programs and services that align with high-priority community needs.

Community security is an area where we wish we didn’t have to focus our attention, but the reality is that we do. It was the first thing I really championed as chair of the annual campaign in 2016, and it was one of the first areas of strategic investment that we addressed from our 2020 Strategic Priorities [ourcommunity2020.jewishvancouver.com]. Since then, our community security advisory committee has taken an active role in addressing needs in this area and, on their advice, we hired a director of community security. Together, they are creating a culture of security consciousness.

Sam Margolis has written for the Globe and Mail, the National Post, UPI and MSNBC.

Historic JCC-Fed agreement

A rendering of the development that is planned to replace the current Jewish Community Centre of Greater Vancouver. (image from JCCGV)

A recently signed agreement is a significant next step in the largest infrastructure project in the history of British Columbia’s Jewish community. The deal is expected to create a new Jewish community centre, as well as at least 300 rental housing units and larger, renewed facilities for many communal institutions, replacing the existing, almost 60-year-old community centre.

A memorandum of understanding between the Jewish Community Centre of Greater Vancouver (JCC) and the Jewish Federation of Greater Vancouver was signed last month. The agreement will likely see the land owned by the JCC transferred to a new community-wide agency. According to a joint statement by the two organizations, the proposed new 200,000-square-foot “recreational, cultural and community centre [will include] new childcare spaces, more services for seniors, an expanded space for the Vancouver Holocaust Education Centre, a new theatre and more.” At least 15 not-for-profit community organizations are anticipated to be housed there, as well as updated and enlarged facilities for arts and culture, aquatics, and fitness programs. Mixed-use rental housing units included in the plan are expected to be offered at or below market value and be open to everyone.

The project will advance based on a collaborative fundraising initiative. A campaign goal has not been announced.

“This agreement is an important initial step toward acting upon the community’s vision for a revitalized JCC that would become a legacy for the Jewish community and the city,” Salomon Casseres, president of the JCC board, said in the statement. “Our board is excited to partner with Jewish Federation. We believe that this collaboration puts the project on a strong foundation for success, from a community, financial and governance perspective.”

“An opportunity like this comes along perhaps once in a generation, so we are very proud to be working closely with the JCC on this historic project,” Alex Cristall, Jewish Federation’s board chair, said in the statement. “Jewish Federation takes a broad, long-term view of the sustainability, growth and evolution of the local Jewish community, and we believe that this project will create a strong core that will ultimately allow us to increase our reach and our impact.”

Ezra Shanken, chief executive officer of the Jewish Federation, told the Independent that the collaboration is a “big win” for the community.

“Federation has always been a proponent for the concept of working together on projects that have an impact that’s beyond the reach of one agency and we are thrilled that the JCC agrees with us that this is one of those projects,” he said. “It absolutely should be common in all cities.… For me, it’s best practice.”

The new JCC will strengthen the entire community, he said, adding that the impacts will reach far beyond the Oakridge neighbourhood.

“We are not just creating a strong future for that 41st and Oak corridor, the Vancouver Jewish community, but I believe we’re creating a strong future for the community across the Lower Mainland as a whole,” Shanken said, expressing his gratitude to the JCC and its leadership.

“I think the JCC has shown immense foresight and courage in coming together with us, to have the openness to work through the challenges and opportunities that exist in partnership, and I believe that this partnership will glean really great results for the Jewish community as a whole,” he said.

Eldad Goldfarb, executive director of the JCC, said working together hand in hand is the best way forward and the partnership is a natural one. The collaboration between the JCC and Federation is the largest partnership, but is part of a broader engagement process, he added.

“The master planning process of this legacy community project has involved an extensive engagement effort by the JCC, reaching out and having conversations with more than 30 Jewish community organizations, many stakeholders, donors and community members,” said Goldfarb. “The JCC, as we know it today, is home to 15 different Jewish community organizations and the new redevelopment might increase these collaborations opportunities.”

Discussions about the partnership between the two organizations have always been very collaborative, open and in good faith, Goldfarb said.

“This project is about creating a JCC for the future of the community, with more and better childcare, seniors, wellness, arts, culture and education state-of-the-art spaces, but is not limited to only that,” he said. “Our vision is to create an innovative community site which will include a brand new J, as well as a welcoming and collaborative home for many other community organizations and, of course, the much-needed large rental affordable housing towers.”

Vancouver City Council unanimously approved the JCC site redevelopment plan in September 2018. Several major steps remain in the design and planning process, as well as the raising of the millions of dollars required to complete it.

Record-breaking Federation campaign

Alex Cristall, chair of the 2017 Jewish Federation of Greater Vancouver annual campaign, with Federation board chair Karen James, centre, and Megan Laskin, women’s philanthropy chair. (photo from JFGV)

The Jewish Federation of Greater Vancouver annual campaign surpassed its 2017 goal and generated $8.7 million to meet community needs, including $850,000 in targeted funding. An additional $1.1 million in funding was generated outside the campaign for specific projects. Nearly 500 new or lapsed donors were inspired to give for the first time or to renew their giving, which is a record.

As the local community’s primary fundraising initiative, the annual campaign supports programs and services delivered by 35 partners locally and globally, reaching thousands of community members who rely on them.

Targeted funding supports specific programs that address particular community priorities. Many steadfast supporters of the campaign have the capacity and motivation to fund such projects or programs and Federation works with these donors to connect them to the priorities that align with their philanthropic interests.

Exceeding the campaign goal and growing the donor base positions Federation and its partners to continue to address the many needs identified in Federation’s 2020 Strategic Priorities. It’s a clear indication that partner agencies can continue to rely on the campaign as a consistent source of ongoing funding.

“The strong campaign achievement means we can make an impact on the issues of affordability and accessibility of Jewish life, which affect people across our community,” said Alex Cristall, chair of the 2017 Federation annual campaign.

In the emerging Jewish communities outside of Vancouver, Federation is focused on extending its reach and that of its partners to develop grassroots Jewish programming, such as its Connect Me In initiative. In Vancouver, with its very high cost of living, the focus is on keeping the cost of Jewish programs and services low, and on funding more robust subsidies for those who need additional help.

“At its heart, Jewish life is about community, and this year’s campaign reflected that. We could not have achieved this incredible result without the support of our nearly 3,000 donors. I would like to extend a huge thank you to everyone who donated,” said Cristall.

Overall, Federation generated an unprecedented $18.5 million this year. This includes a record $8.7 million in contributions to endowment funds at the Jewish Community Foundation, along with the $8.7 million campaign total and the additional $1.1 million in targeted funding.

“Diversifying the ways in which Jewish Federation generates funds is a key factor in being able to address growing and evolving community needs,” said Karen James, Federation’s board chair. “Jewish Federation is adapting to changing philanthropic trends and working proactively with donors to meet these needs. At the same time, we continue to deliver a strong annual campaign that benefits thousands of people, and that is great news for our community.”

A widening community

Alex Cristall, general chair of the Jewish Federation of Greater Vancouver’s annual campaign, has pledged $250 for every new donation this year or donation from someone who didn’t donate last year. (photo from JFGV)

The hashtag for this year’s Jewish Federation of Greater Vancouver annual campaign is #WeCan’tAffordToLoseThem. “We want to make everybody feel needed and part of the community. For the health of our community, we need everybody,” explained Alex Cristall, general chair of the campaign.

“Last year, due to the times, we focused on security. This year, it’s about affordability and connectedness,” he said. “If you live in the core, where we have a lot of infrastructure, it is extremely expensive, even people of means struggle. When you add being Jewish on top of that – sending your kids to Jewish day school, going to summer camp – it’s costly. It’s also very expensive for seniors. People are making decisions that it’s too expensive to be Jewish. That’s a big issue. We want to make it easy to live a meaningful Jewish life.”

For this year’s campaign, Cristall has pledged $250 for every new donation or donation from someone who didn’t donate last year, a fact he’s eager to get out to the community. “The last couple of years, we’ve had some real success with the growth of our campaigns, but we’ve also had a number of donors that we’ve lost,” he said. “We want people to know that every donor counts, no matter what the dollar value is, because when people get involved and give, that’s how you grow community.”

Federation has been working to expand its reach to the Jewish communities developing in regions outside of the city. “This is the first time that half of our growing population lives outside of Vancouver,” said Cristall. “We have to figure out a way to get services out to Surrey, Burnaby, Langley, the Tri-Cities, North Vancouver. We’re going to see continued Jewish growth in the suburbs. The big push is to help our partners reach these people and connect them to the community.

“To that end,” he said, “the Federation has had events in Port Moody, [and supported] a camp out in the Tri-Cities, with kids coming in from Langley. We’re increasing our subsidies to schools, camps, the JFSA [Jewish Family Service Agency], so that everyone who wants to participate can find a way to participate. If you live in the city, we want to make it affordable and accessible and, if you live out in the suburbs, to make them feel part of the community and to embrace them.”

This is the second year of Cristall’s time as campaign chair. “I have a great cabinet with me,” he said. “We’re all equals but, for these two years, I’m the voice of the campaign. The core message we’re trying to convey is ‘building community,’ helping people to live meaningful Jewish lives.”

Despite the centrality of fundraising to the Jewish Federation’s activities, giving money is not the only way to help Federation serve the Jewish community.

“Volunteering, reaching out to more donors, canvassing, boards, different agencies, coming to events – our job is to fundraise for these agencies, give up some time. There is a spot for everybody to help,” said Cristall.

Asked how he got involved serving the community, Cristall pointed to his parents, Lorne and Sylvia Cristall, decades-long philanthropists and volunteers in the Jewish and general communities.

“As a kid,” he added, “I also went to Jewish day school, to summer camp. I was always very involved in the community. I’ve benefited from being part of the community and it feels good to give back.”

For more information about the campaign and to donate, visit jewishvancouver.com.

Matthew Gindin is a freelance journalist, writer and lecturer. He writes regularly for the Forward and All That Is Interesting, and has been published in Religion Dispatches, Situate Magazine, Tikkun and elsewhere. He can be found on Medium and Twitter.