WINNIPEG — The 2010-11 Winnipeg Combined Jewish Appeal campaign is set to begin with a telethon, Sept. 13 to 16, culminating in a community dance party and barbecue on Sept. 19.

“We want to celebrate our community,” says Elaine Goldstine, the CJA’s executive director.

Winnipeg’s Jewish community has long prided itself on the success of the annual campaign. For several years in a row, the final tally had always been a little higher than the previous year. Last year, though, the campaign was flat – raising $5.3 million – the same total as the year before and about $200,000 short of the target.

Goldstine reports that this year, campaign organizers are taking a different tack. Instead of setting a specific goal for 2010-11, the goal is to reach $6.5 million by the 2012-13 campaign by encouraging donors to increase their gifts by a minimum 25 per cent a year.

“We will also be encouraging our donors to contribute to our new Securing Our Future campaign by endowing gifts to the CJA through the Jewish Foundation of Manitoba,” Goldstine says.

Co-chairing this year’s campaign are longtime community leaders Howard and Hope Morry. Howard chaired the campaign 10 years ago, while Hope co-chaired the CJA Women’s Division campaign with Tova Vickar eight years ago.    

The women’s division chair for the second year in a row is Marcia Cosman, a third-generation community leader. Cosman has been a CJA canvasser for 25 years. She joined the CJA’s management team three years ago.

“We intend to be more proactive this year with more face-to-face canvassing,” Goldstine says.