Local News
Jeff Lieberman discusses how, after years of serving as chair of major organizations, he’s actually going to be CEO of one: The Jewish Federation
By BERNIE BELLAN Longtime volunteer – and successful businessman Jeff Lieberman was the surprise choice to be the next CEO of the Jewish Federation of Winnipeg.
I say surprise because, after years of serving on numerous quasi-public boards – often as chair of those boards, one would not have thought that Jeff Lieberman was actually interested in becoming the full-time CEO of one of those organizations. But, that he’ll soon be.
Recently I chatted with Jeff about how he came to throw his hat into the ring for the position of Federation CEO.
I’ve known Jeff for many years now – and, along with Avrom Charach, I can’t think of anyone in our Jewish community who has committed themselves longer to serving our community in so many different capacities.
Among various volunteer positions Jeff has held, he’s been the President of Folklorama, Chair of the University of Manitoba Board of Governors, President of the Rady JCC, President of the University of Manitoba Alumni Association. He currently serves as a Board Member of the Jewish Foundation of Manitoba and the Jewish Federation of Winnipeg.
Jeff, now 63, is married to Robyn (née Buchwald), who is the Membership Manager of the Rady JCC. Jeff and Robyn have three children: Amy, 31, who is a teacher at Gray Academy (and who just had a baby December 31, making Jeff and Robyn grandparents for the first time); Josh, 28, who is a lawyer; and Noah, 24, who has now written two books – among other things (and who was profiled in our last edition – before we ever knew about Jeff’s becoming CEO).
I was curious to find out from where Jeff derives an abiding sense of service to the community, but we began our conversation by my asking Jeff about his long-time ownership of his company, “Great Canadian Promotional Products.”
Jeff said he started the company in 1989. “We sold clothing for local companies and organizations,” he said. Eventually, “people started asking for different promotional products…and I’ve been selling promotional products since then.”
“Around 18 years ago I associated my company with a really large promotional products company – Talbot Marketing… and it’s been really great – lots of staff and support, and it’s really made my business life simple.”
Jeff explained that he thought he would stay in business, eventually work less, then retire, “but the last couple of months (in which he began to think about applying for the CEO position) really changed that.”
His goal before was to sell the company in about a year’s time, he said, but not retire from marketing. With everything that’s now happened, however, he’s had to move much quicker to sell his company.
He said that he’s “spoken to a couple of people in the past couple of weeks” and he’s “hoping to sell it” before he steps into his new role on August 14.
At that point I turned the conversation to the process that led Jeff “to throw his hat into the ring.” I said to him: “I’m guessing you were approached to put your name forward. Is that correct?”
Jeff said that he had been the Jewish Foundation of Manitoba’s representative on the Jewish Federation Board the past couple of years and had been aware for quite some time that Elaine Goldstine was planning on retiring as Federation CEO.
“But, to be honest,” Jeff noted, “I had no interest in putting my name forward. I was happy with what I was doing – and had never even considered it (applying for the CEO position.”
He went on to say that he’s not sure exactly what led to his being approached, but “a few people in the community had approached me and asked whether I’d be interested. They thought I’d be a really good person for the position,” he said, “and I was really complimented. When the first person asked I was kind of surprised because I had never really thought of myself that way, but a few months ago two or three other people came up to me and said the same thing, so it gets you thinking a little bit. I knew that the search was still on and eventually I decided to put my name forward.
“I guess there were a number of people that they were interviewing and I was put in the interview process at the same time – and, amazingly, I was told that the search committee had decided that they’d like me to be the CEO. I certainly didn’t expect it and, as a matter of fact, when I did the interview I said: ‘I hope I’m not wasting your time.’
While Jeff has served – and headed, various boards of organizations in the quasi-public sector – as I noted at the beginning of this article, I suggested to him that he would be the first CEO of the Jewish Federation coming from the private sector, and I wondered how different it would be becoming “the CEO of a quasi-public sector organization as opposed to being the owner of a business?”
“It will certainly be different,” Jeff answered. “What I said in my job interview is that if you’re looking for someone who’s there to build relationships and be a good people person, honest, hardworking – that’s what I am – a person of integrity…and a humble person – that’s what I really am. That’s what I think I bring. I know a lot of people in our community and they know me. I think I’ve got a good reputation.
“I may not bring the most amount of management skills, but I think what the Federation – and other organizations, need, are people to build relationships and build upon a future, because it’s all about the next generation. I think I can relate to younger people. I’m 63, but I feel like I’m 43…I’ve got lots of energy.
“They asked me in the interview how long I thought do I think I could work in this position? and I said, ‘Yah, I think I could work five – ten years.’’’
I asked whether there is a term attached to the CEO position?
Jeff said, “not really,” so I said “sort of like Vladimir Putin – you could just continue on as long as you want.”
I said though that, while I would want to discuss where Jeff thought changes were needed most at the Federation, I would give him a chance to “get his feet wet” before I’d ask him to start answering those types of questions.
What I wondered about though, is from where Jeff derived his strong sense of volunteerism? Was it something he grew up with? I asked.
“Not really,” Jeff responded. “My parents were hard working and they didn’t do a whole lot of volunteering. My mum (Dora, who died in 2011) did a little bit of that. My father (Aron, who died in 2022) was born in Poland. His family was all killed (in the Holocaust). When he had a chance to come to Canada, he came – on a boat. He was sick the whole way. When he got to Montreal he was told to come to Winnipeg. He was put on a train – didn’t speak a word of English. He worked in a factory all his life, worked hard. It was all about providing for my brother (Garry) and me – providing an education.” There was nothing specific in Jeff’s upbringing that led him to want to give back so much to the community, he added.
But, when he was much younger, he “was invited to go on a Federation mission – I think it was in 1988, and really after that I got the bug to volunteer. I started off at the Rady JCC – which then was the Y – and was on the board.
“Certainly I put in lots of hours volunteering, but I get so much out of it. I’ve met so many great people and experienced so many fantastic things.”
I said to Jeff that he’s such a nice guy, I wondered how it was going to be for him when he had to start saying “no” to a lot of people and organizations when they would be coming to the Federation with requests – especially for money. I noted that Bob Freedman, who had been CEO for 28 years, had a reputation for toughness – and wasn’t afraid to be confrontational at times. (I don’t recall hearing that Elaine Goldstine could be tough in the same way that Bob was tough but, on the other hand, the Goldstine reign is not quite over – and just like retired presidents, maybe the dirt will surface once Elaine has fully retired. Anyone who’s familiar with this newspaper knows that I like nothing more than to trade in gossip and innuendo, so watch out Elaine: We’re coming for you!)
I also mentioned to Jeff that I go back long enough to remember when the late Izzy Peltz basically ran what was then the Winnipeg Jewish Community Council as a one-man show.
Jeff recalled that “in those days, Robyn’s grandfather, Ralph Hamovich (whose daughter is Mira Buchwald, Robyn’s mother), was the other member of the team with Izzy (Peltz). I think Izzy ran the office, while Ralph ran the Combined Jewish Appeal part of it.”
“Yah,” I suggested, “it was really a small organization back then. You could have a two-man show.” (Boy, from a small seedling, mighty organizations with large staffs grow.)
And, speaking of staff, I noted that there have been many changes at the Federation recently, including two recent changes that were announced in our last issue: Sharon Graham as Community Planning and Allocations Lead (a position that had been vacant since the retirement of Faye Rosenberg-Cohen in December); and Graciela Najenson, as Interim Chief Development Officer (taking over from the recently departed Rebecca Brask).
Those are two hugely important positions in our community and, although both previous occupants of those positions may not have commanded a lot of attention outside of the Jewish organizational level, both Faye Rosenberg-Cohen and Rebecca Brask played key roles in determining how much money was available for the 12 beneficiary organizations of the Federation and how that money was distributed.
I said to Jeff though that I thought Elaine Goldstine’s last day as Federation CEO was going to be August 31. He said it was, “but that we’re going to have a few days together. Elaine and I have known each other forever. She has been so helpful. We’ve spoken every day and she said to me, ‘Jeff, I’m a phone call away and if you have any questions after that, just ask.’ I really appreciate that.”
On an end note, I said to Jeff that I thought his being hired was a refreshing change for the Federation and, while the piece I was going to write was going to be all “flowery,” (which this has been), “the muckraking was yet to come.”
Local News
Beneficiary agencies of the Jewish Federation have received $210,000 less this year than last year as of September 1
By BERNIE BELLAN
For the first time in at least 10 years the Jewish Federation of Winnipeg has reduced the amount distributed to its 12 beneficiary agencies from what had been distributed the previous year. The funds were distributed September 1 for 2023-24.
The total amount distributed this year was $210,000 less than what was distributed in both 2022 and 2021 and is actually $500,000 less than the total that was requested by the beneficiary agencies. (The amount distributed last year was $216,000 less than what the beneficiary agencies had requested.)
In explaining why allocations are being reduced this year, the Federation reported that “Over the past few years, the Federation and community have collectively faced significant challenges, placing a strain on our financial resources. In response to these challenges, the Federation stepped in during our community’s time of need, dedicating over $200,000 from our reserves to sustain our beneficiary agencies.” (In a later explanation it was clarified that $100,000 was taken from Federation reserves in each of 2022 and 2021.)
It was further noted that the decrease in funds to be allocated to agencies represents a 7% decrease over the previous year. Dipping into reserves was described as an “unsustainable practice.” It was also noted that the Federation “notified our beneficiaries of a probable reduction in the amount of funding available well ahead of the allocation request deadline.
In describing the pressures that the Federation’s Allocations Committee faced this year in coming up with its allocations, committee chair Brent Schacter said that “We knew after the budget process last year we were going to be in a bind.” Schacter further elaborated that the two whammies that hit this year were the ongoing repercussions of Covid along with the rapid increase in inflation.
In discussing the pressures that the Allocations committee faced this year, it should also be noted that although the amount raised by the Combined Jewish Appeal – while not much more than the previous year ($6.3 million as opposed to $6.25 million), the negative effects of the drop in allocations are somewhat mitigated by two things:. A good portion of the amount raised by the CJA is in the form of “designated funds,” given by large donors and, while those funds are not available to the B & A committee to distribute, many of the beneficiary agencies did receive large distributions from those “designated funds.”
As well, the Jewish Foundation of Manitoba increased its total distributions this year by $1.3 million over the previous year. While the Foundation’s gifts were spread among a very wide number of recipients, a number of the Federation’s beneficiary agencies did benefit from the increase in Foundation distributions.
Still, the challenges facing the Federation in meeting the needs of the community are leading to a major reassessment of how Federation planners are implementing budgetary planning.
A number of new innovations have now been adopted by the B & A committee, including:
- New application forms – one for agencies requesting more than $250,000 and one for agencies requesting less
- Beneficiaries were asked to state the anticipated outcomes of projects/programs that receive Federation funding, and to develop indicators so that they can measure those outcomes.
- Site visits took place along with periodic meetings with agencies as a whole throughout the year to ensure that the committee gets a more complete picture of beneficiaries’ activities, challenges, and plans.
In describing the process that the Federation undertook to “streamline” the budget allocation process, Federation President Gustavo Zentner said “Lay leadership and management had a responsibility to look at the business model.”
It was determined that the Federation needed “a more effective way of managing the allocations process,” Zentner stated, including “more meaningful communication with the agencies to bring to light their projects.”
Not only does the Federation want to improve its own fundraising process, Zentner continued, “We also want to help agencies to raise funds on their own.”
Despite the reductions in allocations available to agencies this year, Zentner stressed that “we wanted to address the needs of those members of the community who are most in need.”
Brent Schacter added: “We want to see people dig a little bit deeper” when it comes to giving. The Combined Jewish Appeal is now into its fundraising campaign for the 2023-24 fiscal year.
A total of 17 lawyers were appointed King’s Counsel by Order in Council on August 29. Six members of our Jewish community were among those appointed. Although appointments as King’s Counsel are usually accompanied by biographical information about those appointed, there was no press release issued by the Manitoba Government announcing the appointments. When we contacted the Manitoba Government news room to ask why there was no biographical information available, the response we received referred to KC appointments announced in February (no surprise there – these are bureaucrats we’re dealing with). When we asked again why there was no biographical information available about the most recent batch of KC appointments we were told “the Province of Manitoba is in the middle of an election blackout and department communications are limited as a result. News Room has nothing further to add.”
As a result, we present here photos of Jewish recipients of KC appointments, but without any further information.
Myron Love It was in the summer of 1984 when Kayla Gordon was appearing in the Rainbow Stage production of “Kismet,” that the long time actor/director/producer/photographer found herself doing her make-up sitting next to Nia Vardalos, the writer and star of “My Big Fat Greek Wedding” fame, who was also appearing in the production.
“We both were playing opposite each other in the comic roles as the Ayahs to the Wazir (the main lead), and we began talking about our plans for the future,” Gordon recalls. “Nia was talking about moving to Toronto and joining the Second City company. As for me, I was in a comedy troupe in Winnipeg and just found out I was pregnant with my first child. My plan was to stay in Winnipeg, even though I was a bit jealous that she was going off to pursue her dream and I was staying put. That was my ‘Kismet’ and I never looked back.”
Rainbow Stage is where Gordon began her career in musical theatre at the age of 17 in a production of “Fiddler on the Roof.” After a career of more than 40 years, both on stage and behind the scenes – it is fitting that one of the leading lights of community theatre in our city has been recognized for her contributions by Winnipeg’s longest-running theatre company. On Wednesday, August 17, Gordon was one of the five inductees to Rainbow Stage’s Wall of Fame under the “Builder” category. The award is given to someone who has been part of nurturing and building our theatre community.
“It was a wonderful surprise,” says the honoree. “It brings my career full circle.” Previous honours for Gordon include the Leadership Award from the Canadian Friends of the Hebrew University of Jerusalem and the Theatre Educator’s Award from the Winnipeg Theatre Awards for her long-time leadership within the arts community.
Gordon reports that the induction ceremony, attended by about 100 friends and family members of the inductees and Rainbow Stage staff, was held just prior to the opening night performance of “The Little Mermaid,”,the second of three shows the company is putting on this summer and early fall.
“It was also special to have one of my grandchildren, my husband Art Maister, my mom Ethel, and my aunt Evelyn Hecht at the induction ceremony,” she adds. (Evelyn also performed at Rainbow Stage in the 1950s.)
Gordon notes that while she appeared onstage in seven Rainbow Stage productions – from 1977 to 1993, she was honoured not for her acting, but for her role as a nurturer of talent through teaching acting and musical theatre at the University of Winnipeg for 18 years, as well as teaching at the University of Manitoba, Prairie Theatre Exchange and The Manitoba Theatre for Young People – also, later as the Artistic Director of Winnipeg Jewish Theatre for over 10 years and Winnipeg Studio Theatre, which she founded in 2006.
“I get a lot of satisfaction watching actors I’ve directed and students I have taught and nurtured performing at Rainbow Stage and other venues in the city,” Gordon notes. Many of them have gone on to work professionally and have appeared across Canada, as well as in Broadway productions. Some of them include: Alexandra Frohlinger (Soul Doctor/Broadway), Samantha Hill (Phantom of the Opera/Broadway), Jaz Sealey (Aladdin/Broadway), Andrea Macasaet (Six/Broadway), and Nyk Bielak (Book of Mormon/Broadway).
Gordon was an actor and high school drama teacher at West Kildonan Collegiate for the first 15 years of her career. By the mid-1990s she found herself becoming more interested in working behind the scenes as a director/producer. In 1994, she became the Winnipeg Jewish Theatre’s second artistic director – succeeding WJT founder Bev Aronovitch – a role she played until 2006. Following her time at WJT Gordon observed that local theatres were not hiring many female theatre directors.
“I realized that if I wanted to work as a director, I would have to create my own projects,” she recalls. So, she started Winnipeg Studio Theatre (WST) in 2006. Soon after forming the company, she invited her longtime theatre associate Brenda Gorlick to run the StudioWorks Academy, a program for emerging artists.
In 2021 she stepped down from her position at WST. “I am still interested in directing – but without the added pressures of being a producer or the full-time responsibility of running a professional theatre company,” she observes. “I like having the freedom to pick and choose the projects I want to work on.” I still plan to work on independent contracts directing theatre and creating entertainment for special events or fundraising activities in the community.”.Last year she produced and directed the Jewish Federation of Winnipeg’s Negev Gala tribute honouring Gail Asper and Michael Paterson. As well, stepping down from her responsibilities with WST has also allowed Gordon to devote more time to her other passion – photography. “I have been interested in photography since I was 15,” she recounts. “My father Ralph had a dark room in our basement.”
Over the past couple of years, she has achieved accreditation with the Professional Photographers of Canada in four different areas of photography: street photography (her favourite), portraiture, performing artists, and figure study. And, last year, she co-authored a coffee table book – “The Murals of Winnipeg,” with fellow photographer Keith Levit as a fundraiser for Take Pride Winnipeg, with 80 pages of photos, which sold out in two weeks and the funds will go to emerging mural artists. (That story can be found on the jewishpostandnews.ca website.)
Kayla is grateful to have stayed in Winnipeg and she sums up her career, and how and why she managed to work in theatre all these years with a quote from Henry Winkler (aka ‘The Fonz’) “I live by tenacity and gratitude. Tenacity gets you where you want to be, and gratitude allows you not to be frustrated along the way”.
