Program director Mark Gold shares the strategy behind the rebranding of JCamp 180 (formerly GIJP).

THE LEADING CONSULTANCY for Jewish camps has a new name. Formerly the Grinspoon Institute for Jewish Philanthropy (GIJP), the program will now be known as JCamp 180.

JCamp 180 is a program of the Harold Grinspoon Foundation. It provides free consulting services to the Boards of Directors of over 90 nonprofit Jewish camps throughout North America. According to JCamp 180 program director Mark Gold, the name change better reflects the program's offerings.

"JCamp180 is a name that will lead us into the next decade of our work with the community of Jewish Camp," Gold says. "We were looking for a name that reflected the uniqueness of our work with the world of Jewish camping - one that would instantly indicate our affiliated groups.  We will no longer have to explain what we do, every time we state our name."

Origins of the Name 'JCamp 180'

The name JCamp 180 came in two parts. JCamp uses what Gold calls "the 21st century moniker for Jewish programs, letting everyone know our focus is on camps." The 180, Gold explains, is appropriate because the consultancy "helps provide clarity of direction, getting everyone on the Board of Directors aligned and headed in the same direction."

JCamp 180's tagline "Strength to Strength," is used in reference to a Psalms 84:7. "It reminds us that each camp we work with has its own points of strength from which we begin our work together," Gold says.

Clarity of Program Focus

According to Gold, swapping the name GIJP for JCamp 180 in no way reflects a change in program focus. "There is no implication by our name change in a change of focus in what we do.  If anything, it clarifies what we do," he says. "The name change demonstrates our long-term commitment to continue helping to strengthen Boards of Directors in the areas of strategic planning, governance, board development, outreach for technology, and fundraising."