Экс-глава Keren Hayesod подвел итоги восьми лет работы в эпоху пандемии и войн

When Sam Grundwerg was appointed World Chairman of Keren Hayesod–United Israel Appeal in December 2018, he could scarcely have imagined that his tenure would span some of the most consequential and turbulent episodes in recent global and Jewish history – the pandemic, which began in March 2020, Russia’s invasion of Ukraine in February 2022, and the Hamas attack of Oct. 7, 2023, followed by Israel’s ensuing seven-front war. As he concludes his eight-year term as head of the organization, Grundwerg, who comes from a background in diplomacy, law, and finance and who will soon return to the private sector, reflects on the momentous events that took place, the difficulties they presented to the organization, and how Keren Hayesod – United Israel Appeal survived and even thrived during this period. Recalling those three events, Grundwerg says, “COVID-19 was unprecedented in the world, and for an organization like ours, which is one of the founding national institutions that deals primarily in fundraising and the connection with Jewish communities around the world and other non-Jewish friends of Israel, it turned everything on its head in terms of the way that we operate, which is via in-person meetings and many events, with close to 30 shlichim (emissaries) around the world in the different communities and campaigns and appeals.” Despite the pandemic, Keren Hayesod – United Israel Appeal had to keep operating, raise funds, and strengthen its connections with Jewish communities around the world at a time when everyone felt isolated and alone. “That crisis really caused us to have to completely adjust and re-adapt ourselves to the new reality during that period of time and do more digitally to try to engage with our donors, activists, and our communities and campaigns around the world through digital means, virtually,” says Grundwerg. “We did so quite successfully and were able to work through and fight through that incredibly challenging period in a way that didn’t really hurt our fundraising results.” Addressing the Russian attack on Ukraine, Grundwerg notes the war displaced millions of people, including tens of thousands of Jews living in Ukraine. Keren Hayesod, working with the Jewish Agency, assisted Jewish refugees from the conflict, and many Jews from Ukraine and Russia made aliyah during that period. “Aliyah numbers spiked overnight,” he says. “The average annual aliyah rate up until that point for the last 25 years or so was approximately 30,000. In one year, it rose to approximately 75,000.” Keren Hayesod successfully mobilized Jewish communities and campaigns around the world to provide necessary assistance for Jewish refugees in Ukraine and Russia. “It was amazing and inspiring to see how our campaigns and communities around the world stepped up to the plate for that,” shares Grundwerg. The most difficult of the three crises, he acknowledges, was the Hamas attack on Oct. 7 and the Israel-Hamas War. “The October 7 massacre was the worst event for the Jewish people since the Holocaust, with the ongoing devastation and impact on the communities in the South, the North, and, of course, the whole issue of resilience and PTSD and trauma,” says Grundwerg. “Communities around the world dropped everything. And just from a numbers standpoint, the philanthropic mobilization was just nothing short of awe-inspiring.” The events of Oct. 7 and beyond directly impacted the 75 Keren Hayesod employees in Jerusalem, as well as its emissaries around the world. “I think we still don’t fully appreciate its impact in terms of the trauma on Israeli society and its resilience.” The tragic events of that day, Grundwerg recalls, spurred an amazing response from Keren Hayesod’s professional team, its leadership, and donors worldwide. Beyond that, says Grundwerg, the war created what he terms ‘the October 8 Jew,’ who reconnected to Israel and Jewish life as a result of the traumatic events of the period. Explaining the term, Grundwerg says that the attacks of Oct. 7 sparked a renewed engagement among Jews worldwide. “Keren Hayesod, other Jewish organizations, and the State of Israel must build on this momentum – welcoming the many Jews who now seek a deeper connection to Israel, a stronger Jewish identity, and a more active expression not only of their Judaism but also of their Zionism,” he says. “This support is even more incredible,” adds Grundwerg, “when reflecting on the needs that the local communities have on the ground, especially with the rise of antisemitism. There is no doubt that, since Oct. 7, we have witnessed a wave of antisemitism on a scale greater than anything I have seen in my lifetime. “It is not only the brutal attacks in Sydney, Manchester, and elsewhere. It is also the profound sense of betrayal felt by Jews around the world – abandoned by people and institutions they once regarded as allies. This has deeply undermined their sense of security, both physically and at the most fundamental level of identity and belonging. As a national institution and as one people, we have a responsibility to stand with our brothers and sisters in the Diaspora and help confront this challenge.” One of the most moving moments in the Oct. 7 aftermath, Grundwerg recalls, was a visit to Israel’s southern region just several days after the attack with a high-level delegation from the Keren Hayesod worldwide leadership. The group drove through the south and met with municipal leaders and residents affected by the massacre. “There were many moments like that which will always stay with me,” he says. One enduring lessons of these crises, Grundwerg notes, is the need for leaders to adapt to new circumstances. “It showed us and taught us that we have to be flexible. We have to be malleable and be ready to really adapt, adjust, and pivot to realities on the ground.” Another important lesson that can be learned from these conflicts, he says, is the importance of maintaining a connection with Jewish communities in the Diaspora. Recalling the battle over judicial reform that took place prior to the Hamas attacks, Grundwerg says, “We saw a stark contrast. Just a short time before Oct. 7, there was a sharp decline in our fundraising results. It wasn’t because the communities were taking a position in favor of or opposed to the reforms. It was simply because they felt and saw this division in Israeli society, and that caused them to pause and take a step back. But as soon as the crisis hit and the terrible massacre, all of that was forgotten immediately, and the response was overwhelming. “I think that also teaches us that keeping those connections and maintaining the bond is important, as well as the importance of unity. It’s fine to have debate and even spirited debate and disagreements, but when there’s a real perceived division in Israeli society, that hurts the connection between Israel and the Diaspora.” Grundwerg is proud of what he accomplished during his eight-year tenure, both in his achievements and in the organization’s increased relevance. “I’m very proud of the fact that after eight years at Keren Hayesod, it is stronger and healthier financially. It is more relevant than ever, not just around the world in our communities and campaigns, but especially in Israeli society.” Keren Hayesod is on the ground across Israel, helping build daycare centers, community centers, facilities for the elderly, youth villages, and even bomb shelters. Moreover, Grundwerg adds that it has a significant presence among decision-makers in Israel, from mayors to heads of local municipalities. During Grundwerg’s eight years, overall fundraising has increased by over 30%, and funding for the Jewish Agency from Keren Hayesod has increased by 10%. One of Grundwerg’s most significant achievements was his decision to transform Keren Hayesod’s engagement with Christian Friends of Israel from a relatively small fundraising branch into a standalone region within the organization. As a result, fundraising from Christian donors increased by 200%. This growth extended across the United States, Europe, and Asia, where Grundwerg personally engaged with communities in Korea, Hong Kong, Singapore, and beyond. “This really reflects the deepening of one of the most meaningful and fastest-growing partnerships in the organization’s history,” he shares. Grundwerg has enjoyed a long and varied career in Jewish communal life, serving as director-general of the Israeli branch of the World Jewish Congress (2010-2014) and Israel’s consul general in Los Angeles (2016-2018) before his appointment at Keren Hayesod. “These past eight years at Keren Hayesod have given me a unique perspective on the relationship between Diaspora Jewry and the State of Israel. Add to that the fact that I was born and raised in South Florida and have that perspective, having come here as a teenager.” This background and his work at Keren Hayesod, he explains, have given him a greater appreciation of the non-US Diaspora, since the organization works with all Diaspora communities except for the United States. “I have developed a real sensitivity for the fact that it’s important not to take for granted the voices from the non-US Diaspora, whether it’s Canada, Europe, Australia, or South America.” Grundwerg says that over the past 20 years, he has seen the relationship between the Diaspora and the State of Israel evolve. In the past, he explains, the relationship was more one-sided, in that Diaspora communities were called upon to provide support for Israel. Today, Grundwerg says, it is more of a two-way street, with Israel helping Diaspora communities become more resilient and assisting them in such areas as countering antisemitism and education. “To have a strong Israel, you need strong Diaspora communities, and to have strong Diaspora communities, you need a strong Israel.” One of Keren Hayesod’s enduring slogans is that the organization is ‘For the People of Israel.’ In consideration of the efforts of the organization’s staff, Grundwerg says, “We always say it is for the people, but it’s also about the people. I want to express my gratitude to the professionals of Keren Hayesod, led by the organization’s CEO, Edna Weinstock-Gabay, with whom I worked closely. I mentioned the employees in Israel and the shlichim that we have abroad. It’s not just a job for them; there’s a real sense of mission and a commitment and dedication through these crises, especially this war. It’s been a privilege and a blessing to work with them.” Grundwerg expresses his gratitude to the Keren Hayesod leaders, activists, and donors abroad and singles out the organization’s three chairs of the organization’s World Board of Trustees during his tenure: David Koschitzky (2014-2019), Steven Lowy AM (2019–2024), and Bruce Leboff, whose term began in 2024. As our interview concludes, Grundwerg wishes his successor, Eli Vered Hazan, every success in his new role and expresses his optimism for the future. “For me personally, and I think for the Jewish people, I think we always have to be optimistic. It’s easy to look at the glass as half empty, and perhaps as Jews, we tend to do so. “But I think that when we take a step back, and we look at the fact that we live in a time where it’s only been a few generations since we’ve had the modern State of Israel. If you compare that with all of the generations before that, where those before us could only dream about having a sovereign State of Israel, we need to understand ... that comes with a tremendous responsibility, and it’s a tremendous privilege. The future does look bright. “It’s not that Israel is perfect and that Israeli society is perfect. Like any other society, we have our blemishes. But as a people, and seeing how we have risen to the occasion with the challenges that we’ve seen over the last decade, and certainly over the last eight years that I’ve been in the position, that only gives me cause to be optimistic for the future.”