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Appeal in Yiddish for Purim for Mishlo'ah manot, Matanot le-Evyonim, and Kimha da-Pisha, that is, food portions (gifts), gifts to the poor, and flour for Pesah. The appeal has a portrait of R. Shneur Zalman (Alter Rebbe, Baal HaTanya) of Lyady (1745-1812), the founder of Chabad Hasidism (Lubavitch) and quotes from him. Immediately below are references from R. Yitzchak Schneersohn (1880-1950), the sixth rebbe of Chabad-Lubavitch. The appeals to help the needy are from Kollel Chabad, a Lubavitch charitable organization that helps sustain the needy.
The particular needs addressed in the appeal are for Mishlo'ah manot, the obligatory giving of food gifts to friends and family on Purim. The mitavah is to give at least two foods to at least one person, and they must be ready-to-eat food items. Mordechai, one of the central figures in the Purim story, instituted the practice of Mishloach Manot, as is quoted in the Megillah: “Mordechai... enjoined the [Jews] to make the fourteenth day of the month of Adar... feasting and joy, and sending portions one to another, and gifts to the poor”; matanot la'evyonim, giving money or food, to at least two needy people during the daylight hours of Purim, and lastly and appeal for the poor for Passover.
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