Jewish Federations of North America Ends Relationship with Consultant Who Advised Avoiding Use of ‘Zionism’ in Messaging

The Jewish Federations of North America (JFNA) recently concluded its collaboration with Matthew Berger, a communications consultant whose remarks at a private event sparked controversy. Berger, who served as executive director of JFNA’s “Project Halo,” advised attendees at a youth retreat to avoid using the term “Zionism” in their messaging about Israel. This recommendation, made during a presentation not officially endorsed by JFNA, led to the organization’s decision to end its professional relationship with him and his firm, Mashber Strategies.
In a statement to JNS, Niv Elis, JFNA’s associate vice president for external communications, clarified that the presentation was prepared by a Project Halo consultant and did not reflect the Federation’s stance on Zionism. Project Halo was established to provide research-based communication tools aimed at countering antisemitism and bolstering support for Israel. The Federation emphasized its continued commitment to the initiative and its mission to equip communities with effective advocacy resources.
Berger, who is also the president and CEO of Mashber Strategies, defended his position, stating that the issue was a “misunderstanding of the presentation and my beliefs.” He described himself as a Zionist and expressed frustration with the term’s misuse by those critical of Israel. Berger argued that using language focused on Jewish self-determination and Israel as the Jewish homeland could foster more productive conversations about antisemitism. He claimed his goal was to guide people toward language that would open doors for dialogue.
An attendee at the conference recounted being shocked by Berger’s suggestion to avoid the term “Zionism.” The presentation instead encouraged participants to “showcase diversity” and “focus on the common enemy.” This approach, while intended to broaden appeal, raised concerns about the potential dilution of core Zionist principles. The attendee’s reaction highlights the sensitivity surrounding the use of terminology in discussions about Israel and Jewish identity.
The February briefing document from Project Halo, shared with JNS, noted that the term “Zionism” is often misinterpreted. A poll conducted by the Federation revealed a declining number of American Jews identifying with the term. This data underscores the challenges of communicating complex ideological concepts in a rapidly evolving political and social landscape. The Federation’s decision to distance itself from Berger’s remarks reflects a broader effort to align messaging with the values and priorities of its constituents.
The incident has reignited debates about the role of terminology in shaping public perception of Israel and Jewish identity. Advocates for using the term “Zionism” argue that it encapsulates a deep historical and cultural commitment to the Jewish homeland. Critics, however, contend that the term has been co-opted by those seeking to delegitimize Israel. The tension between these perspectives highlights the delicate balance required in crafting messages that are both accurate and inclusive.
In this context, the Bible offers guidance on the importance of clear and truthful communication. Proverbs 18:17 reminds us that “the first to speak is like one who is rash, but the one who is slow to speak is wise.” This verse encourages thoughtful reflection before speaking, especially when addressing complex issues like identity, history, and political advocacy. The incident involving Berger and JFNA serves as a reminder of the responsibility that comes with shaping public discourse.

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