Up for the Challenge

JNFuture leaders have risen to the occasion with new initiatives, fundraising, and advocacy work as they face one of the most challenging times for Jews in recent history.

Comprised of people ages 22 to 40, JNFuture chapters across the country are led by some of Jewish National Fund-USA’s brightest rising stars. One such leader is Alice Sherman.

An Executive Vice President & Managing Director at hospitality firm HVS Executive Search, Alice recently finished her term as President of JNFuture in Los Angeles, a role that she held both before and after the outbreak of the war. Reflecting on her time in office, Alice notes the large shift in mentality and energy in her community.

“Pre-October 7, there were lots of people who cared about Israel—they cared about being Jewish and it was important to them,” she said. “But they didn’t feel an urgent, immediate need to be active participants in the protection of Israel and the Jewish people. That all changed on October 7 and people realized ‘I need to help now.’”

To bring her community of young professionals together, Alice placed a large emphasis on local engagement, including coordinating educational events with major Jewish leaders. One such event in June featured a Q&A session with Emmy award-winning actor and activist Yuval David. Attendees also had the chance to write letters to soldiers, discuss antisemitism at home and abroad, and fundraise for Israel.

Immediately after October 7, Alice felt the need to help raise much-needed funding. “I really spread my network wider and told everyone that if there was ever a time to consider supporting Jewish National Fund-USA, this is it,” she said. She was able to secure a $100,000 donation from the David Geffen Foundation, a non-profit founded by David Geffen, a Hollywood legend and son of Jewish immigrants. “That was just incredible—that amount of money and how quickly Jewish National Fund-USA was able to get it to Israel to have an immediate impact was very, very special.”

“Alice truly embodies what it means to be a JNFuture leader,” said Kayla Globerson, Campaign Executive for JNFuture in LA and San Diego. “She knows that her generation of leaders has a duty to step up and continue to support the land and people of Israel and protect Jewish people worldwide.”

Alice personifies the importance of being a proud Zionist. “Even in a city like Los Angeles, I notice people looking at my Jewish star, my Magen David necklace that I wear everywhere I go, and I can see people having some negative reactions to seeing it. It makes me want to wear it even more,” she says. “It doesn’t turn me off. If anything, there’s even more reason to be loud and proud about my Jewishness since October 7.”

Looking back at her time at the helm, Alice says she is filled with gratitude and pride from the community she helped build—especially over the last several months. This campaign year, over 7,500 JNFuture members have made gifts totalling over $4.4 million.

“It means a lot to have a community who’s going through the same thing, feeling like you can talk to them, that you are in a safe space, and that there is solidarity.”

According to Kayla, the impact that Alice has made during her tenure as president cannot be overstated. “Alice is one of those magnanimous leaders we have the privilege to come across every so often, one who leaves behind an indelible legacy for JNFuture,” she said.

From anywhere in the country, young people can become a voice for the people of Israel. To get involved in JNFuture, contact Deena Shiff at dshiff@jnf.org