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Since taking the helm of the umbrella organization for Jewish federations last September, Jerry Silverman has changed the organization's name, strategy -- and most recently its upper-level management.

On Feb. 17, the Jewish Federations of North America (JFNA) announced that three members of its senior management team would be leaving as part of the organization's restructuring. Those members are Rob Hyman, senior vice-president, organizational development and stakeholder relations; Eric Levine, senior vice-president, development and the Center for Jewish Philanthropy; and Barry Swartz, senior vice-president, continental community development and capacity building.

This staff shakeup, JFNA communications director Joe Berkofsky explained, is part of the organization's efforts to be "a source of innovation that brings in the best and newest methods and tools to help federations raise funds."

The JFNA's development apparatus must be "cutting edge," he added.

The Jewish Federations of North America represents 157 Jewish federations and 400 independent network Jewish communities across North America, making it by far the largest Jewish non-profit. "Our goal overall is not only to be the leading non-profit in the Jewish community, but to be the leading non-profit in North America," he said.

"Decisions about the structure of the senior management team have been very difficult ones, because we have an experienced senior staff comprised of talented, committed, and passionate professionals," Silverman said in a statement. "In my tenure to date, I have learned to both respect and appreciate the individuals who have contributed so much, but will not be part of the go-forward structure."

"Each of these fine professionals has served our movement well and deserve our deepest respect and gratitude," he added. "I am confident that these changes, while difficult, will help our organization continue to evolve and focus on delivering the greatest impact for Federations, and for the Jewish People."

Howard Gases, executive director of the Jewish Federation of Greater Monmouth County, said that while it's sad to see colleagues with whom he has worked for many years lose their jobs, Silverman needs to be given the opportunity to make changes he deems appropriate.

"He's coming from a business background and he's making changes that he thinks are necessary," Gases said.

This restructuring is part of the organization's recent efforts to focus on five areas of greatest concern: financial resource development; professional and volunteer talent; the power of the collective; positioning for the future; and Israel and overseas.

Among the major changes that Silverman has instituted since arriving has been changing the organization's name from the United Jewish Communities (UJC).

The name change, Berkofsky said, aligns the umbrella organization's name with the majority of the federations across the country. The name change, he said, reflected a "bottom-up approach" that provided "internal consistency and logic."

"As people move from community to community, the institution of the Jewish federation will be familiar to them," Berkofsky added. "To the average person, the average Jew, they will recognize that it's part of a larger movement."

JFNA has also re-emphasized professional and volunteer development, Berkofsky said.

"It's about creating powerful, inspirational Jewish experiences for volunteers so they want to be part of the movement," he said. "We want to make sure that federation is the premier place people want to work at in Jewish life."

In regards to the "power of the collective" focus area, Berkofsky said that JFNA has encouraged greater regionalization, such as hosting regional conferences.

"One of the things we can do collectively is convene and especially in this economic downturn, it's a valuable asset," he said.

Another way to promote the "collective" is to centralize some of the back office work such as database work or printing, which can be most effective when done on a large scale.

"I think the JFNA in its recent efforts have positioned themselves across the board to assist very small and mid-sized federations like Middlesex County that don't have the human, financial, and technological infrastructure to address today's challenges," said Gerrie Bamira, executive director of the Jewish Federation of Greater Middlesex County, noting particularly their focus on leadership and staff development and federation grant assistance.

"I'm impressed with [Silverman's] vision and we trust that he is making good decisions for the entire federated system," she added.

Gases said that the impact of the national organization's recent changes cannot yet be known.

"We need to wait and see and hopefully they will take the advice and guidance of the local federations," he said.