I went to Macy’s last night to buy a bottle of perfume for my 24-year-old daughter. The tiny bottle, 2.5 ounces of liquid, cost $65. But the container which held the small bottle was bigger than a shoe box, as I carried it under my arm to the car.

“Wow,” I had said to the salesperson. “That’s some box!”

“It’s all about the packaging,” she responded.

Our parent organization, United Jewish Communities (UJC to most of us) has changed its name. The new name: Jewish Federations of North America. And here’s the new logo:

With the new name, our National creates a world-wide brand which interconnects more than 155 Jewish Federations in North America, who raise a combined billion dollars a year to help Jews in local neighborhoods, in Israel, and around the world.

Here in Margate, our logo might change, but our Mission remains relevant: We help the Jews who need help – locally, in Israel, and around the world. Between our Federation Allocations process, and our Foundation’s Grants Process, we provide critical resources to local agencies who provide urgent assistance to our Jewish community. And Federation alone provides scholarships for our youth to travel to Israel. And Federation alone funds Hillel at Stockton College. One gift. So many people helped.

Rescue. Relief. Renewal. When it comes to repairing our broken world, it’s not about the packaging on the outside.

It’s about what’s inside your heart. Please contribute on-line at www.JewishByTheShore.org.