For the past ten years, it has been a cherished tradition for Rabbi Yirmi Cohen, shliach in Toronto, to inaugurate the Super Sunday UJA Federation telethon by blowing the shofar and addressing the crowd. This year was no exception, as a large gathering of community leaders, donors, and organizers assembled to kick off the fundraising event.

Joined by CEO of the UJA, Mr. Adam Minsky, many co-chairmen of UJA Federation of Toronto and North America, and the first shift of volunteers, Rabbi Cohen welcomed everyone and delivered an inspiring message.

He explained that the shofar serves as a spiritual wake-up call, urging attendees not only to collect donations but also to collect mitzvos before the new year, committing to one meaningful action – whether lighting Shabbat candles, putting on tefillin, or another mitzvah. “In that merit, may G-d bless each of us with a good, healthy, and sweet New Year,” he said.

Following his address, Rabbi Cohen blew the shofar, and dozens of attendees had the opportunity to put on tefillin. The telethon then began in earnest, with volunteers calling donors across the community to raise millions of dollars for Jewish education, community programs, and other vital initiatives supporting Jewish life locally and abroad.

“There was a very respected crowd there, with many chairmen, and they were all very happy to hear the shofar and put on tefillin,” Rabbi Cohen told Anash.org. “It’s a very big deal and a huge kiddush Hashem.”

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