Jewish Federations dismisses comms adviser after JNS reports he recommended avoiding the term ‘Zionism’

The Jewish Federations of North America (JFNA) announced the termination of its professional relationship with a communications consultant following an exclusive report by JNS. The report indicated that Matthew Berger, executive director of JFNA’s “Project Halo,” advised conference attendees to avoid using the term “Zionism” in their messaging about Israel.
Project Halo, established by JFNA, aims to provide the Jewish community with research-based communication tools to combat antisemitism and bolster support for Israel. The specific advice to steer clear of the term “Zionism” was given during a presentation at the JFNA National Young Leadership Cabinet Retreat on Tuesday, August 4, 2026.
JFNA’s associate vice president for external communications, Niv Elis, clarified that the presentation was developed by a Project Halo consultant, not by JFNA itself, and does not reflect the organization’s stance on Zionism. In a statement to JNS, Elis emphasized that Project Halo was created to equip the community with effective advocacy resources. He stated, “At this time, we will be ending our engagement with that consultant and thank them for their work helping launch Project Halo. Jewish Federations of North America remain fully committed to Project Halo…”
The dismissed consultant, Matthew Berger, is also the president and CEO of Mashber Strategies, a communications firm that has worked with various American Jewish organizations, past and present. An attendee at the retreat reported being taken aback by the advice to avoid the term “Zionism,” with the recommendation instead suggesting “showcasing diversity” and “focusing on the common enemy” for effective communication about Israel.
This incident highlights the ongoing debate within Jewish communities and beyond regarding terminology and messaging strategies concerning Israel and Zionism. Advocates argue that using the term “Zionism” can alienate some audiences or be misinterpreted, while critics maintain that avoiding it undermines the core identity and legitimacy of Israel. The situation underscores the complexities involved in crafting messages that effectively communicate support for Israel without triggering unintended political or religious responses, a challenge that Project Halo was designed to address. The biblical principle found in Romans 12:18, which encourages seeking peace with everyone but also maintaining righteousness, resonates in discussions about how to communicate effectively while upholding core values.

Source: Read the original report