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April 11, 2008
"Zoomers" can benefit JFSA
Media mogul recommends targeting the 50-plus group.
MICHELLE DODEK
There is an idea that retirement is a vague, blue, puffy paradise, where nothing happens, and that's my version of hell," said media mogul and visionary Moses Znaimer during the keynote address at the fourth annual Jewish Family Service Agency Innovators Lunch.
Znaimer's presentation was not a speech, but a fast-paced video feast that touched on his childhood, career and future plans. As guests at the lunch ate, images and music were served up to show the child Znaimer as a stateless immigrant escaping Europe in 1948, followed by a display of the many tantalizing TV stations that Znaimer created, including CityTV, Bravo, SPACE and FashionTelevision, to name just a few. The final course of the short film was the current and future projects that Znaimer is using his master media chef's hand to present to the world.
His childhood and Jewish roots have colored the approach he has had to TV making, Znaimer commented: "The focus on diversity and tolerance in my TV stations comes from my Jewish background." He has always wanted to provide programming for niche markets, in order to have the greatest impact. "I would rather have 10 or 20 channels, each one very important to a small portion of the population than one general channel that people tune into and are ambivalent about." He did this with his TV stations, and now is channelling his creativity and passion toward the niche market he has dubbed "Zoomers."
"I put a Z at the beginning for my name," he joked, explaining the genesis of the term. There may be some truth in the joke, but Zoomer is meant generally to refer to Boomers with zip. "This generation is going into old age kicking and screaming," he said of people in their 50s. He showed how Zoomers are "kinda like teenagers with lots of money in their pockets" and this is one of the main reasons he is interested. The fact that he falls into this demographic category may be another reason, but primarily, he sees the biggest market and wants to serve it. Canadians are getting older, quickly, and spending their accumulated wealth on themselves. His new company will provide music and publish print- and web-based materials for the Zoomer generation.
The Canadian Association of Retired Persons (CARP) is the largest association of Zoomers in the country. As the controlling shareholder of Fifty-Plus.net, publisher of CARP magazine, it will soon be renamed Zoomer under Znaimer's direction. He will also be providing a suite of websites for his target audience (www.50Plus.com and www.CARP.ca), as well as two classical music stations (New Classical 96.3 FM and 103.1 FM). He said he's still looking for the TV segment.
Znaimer put the challenge out to the JFSA to learn something from his vision. One of the final statements in his film was, "The JFSA still uses the word 'seniors' on its website" in the context of fundraising. Clearly, he feels Zoomers have the money to give.
Following Znaimer, Neil Pollock, JFSA development chair, spoke briefly about the need to dig deep and give. He reminded people that, "Every additional dollar helps to make someone's life better."
Meanwhile, Joseph Kahn-Tietz, JFSA executive director, took a talmudic approach to the importance of giving. "The past we inherit, the future we create," quoted Kahn-Tietz, as he urged people to step up to the responsibility to be creative in building a better future. The JFSA helps more than 7,000 people annually to restore hope, build confidence and competence, said Kahn-Tietz, who was reflective in his short address, as he will soon leave Vancouver to take up new challenges at San Francisco's federation.
Kahn-Tietz is leaving the JFSA in good shape, if the depth of volunteers is any reflection. JFSA president Heather Sirlin pointed out that many of the fundraising committee members, as well as the committee chair, Rhonda Sacks, are new. Sirlin spoke briefly to thank the many donors and committee members and focused on the importance of the work the JFSA does. "The proceeds from this lunch go to life-sustaining services for thousands of people at risk and in need," she said.
The Innovators Lunch has been growing since the first lunch four years ago. The event follows the model of a function in Seattle called Community of Caring, former JFSA president Beverley Kort explained. When Kort was president, a committee began meeting with the man who organized Seattle's event, and he helped set up the first Innovators Lunch. "The goals were to target the non-Jewish population through corporate sponsorship, to get people in and out in two hours and to take the fundraising for JFSA to a new level. It's been a big success," she said.
Dan Gumprich, a past board member, remains involved every year in fundraising, through procuring corporate sponsorship for the lunch. There are many different ways corporations can donate their money, including buying tables and inviting guests to sit at their tables. "The companies are already stepping up and buying seats, so it's nice if they [guests of the company] give, but they don't have to. Most people do," said Gumprich.
"This event targets a different population than most other Jewish community events," commented Sirlin. "We appeal to the downtown business crowd; we look outside the Jewish community. Everyone is excited at the event."
Lee Simpson, a table captain and longtime supporter of the JFSA agreed: "A variety of people, many who would not normally attend community events are here."
Annual giving manager Dani Weintraub organized the lunch from the staff side. She felt the event went really well and "raised a lot of money." She oversaw more than 30 volunteers who, right after the lunch, wrote out thank you cards to all of the donors. For more information on how to support the JFSA, call 604-257-5151.
Michelle Dodek is a freelance writer living in Vancouver whose full-time job is caring for her two small children.
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