The Rebbe insisted on carrying the Magbis appeal himself

What is Magbis?

Appeals personally made by the Rebbe

Throughout the years, during various farbrengens, the Rebbe would personally make appeals, known as “Magbis,” to benefit his holy institution: Machne Israel. Some of these appeals are mentioned in Sefer Haminhagim-Chabad, making Magbis a bona fide Chabad custom.

How was the Magbis held?

The Rebbe insisted on carrying the Magbis appeal himself

Featured Campaign

Ongoing Obligations


EST. 1812

The soulful connection between a Chasid and the Rebbe—who is wholly spiritual and removed from materiality—has traditionally been held together through contributing directly to the Rebbe himself. This is called ma’amad. Every Chasid knows the thread of hiskashrus to the Rebbe is via ma’amad. The Rebbe customarily earmarked the ma’amad funds he received to Machne Israel. This practice continues today.



It is a time-honored custom that when writing a pidyon-nefesh (PAN) to the Rebbe one also gives a donation, demei pan, to the Rebbe. The Rebbe customarily earmarked the demei-pan he received to Machne Israel. This practice continues today.

Campaigns by Calendar


{EST. 1953}

This ground-breaking tzedaka fund, established by the Rebbe with goal of ensuring your giving to charity every day of the year, is an innovation unique to the Rebbe. The fund disburses tzedaka twice every single day on behalf of all those that participate in the fund. During the month of Tishrei, the Rebbe would consistently publicly encourage that donations should be made on behalf of all members of the family in the amount matching the number of days in the year. Speaking at the inauguration of this fund, the Rebbe said that the donors “could rely on him.” To those who missed out donating at the beginning gof the year, the Rebbe indicated that even joining the fund at a later date, gives the donor the merit of all prior days as well. (See Likkutei Sichos vol. 2, page 651)
Tishrei Fund

{EST. 1988}

Citing the verse which refers to Rosh Hashanah (Nechemia 8,10): “Go, eat fat foods, and drink sweet drinks, and send portions to whoever has nothing is prepared,” the Rebbe instituted a “Mo’os Chittim” campaign to give financial assistance to those struggling with the great costs associated with the month of Tishrei. Machne Israel continues to do this annual distribution of funds. (See Likkutei Sichot vol 14, p. 369-373.)
Keren Chana

{EST. 1964}

Established by the Rebbe after the passing of his mother, Rebbetzin Chana, this fund provides tuition loans for girls to continue their Torah education. Keren Chana is a Merkos L'inyonei Chinuch fund.
Simchas Torah
Ata Horeisa

{EST. Circa 1882: 1950}

On Simchas Torah it is the Chabad-Lubavitch custom to auction the verses of Atah Horeisa … The proceeds of the day Hakfos benefit the Merkos L’Inyonei Chinuch and Machne Israel. (Sefer Haminhagi-Chabad p. 69)
19 Kislev-Chanukah
19 Kislev-Chanukah

Yud Tes Kislev and Chanukah were two dates on which there was a Magbis. At one point, the Rebbe combine the two into one. On Zos Chanukah 5739, the held a farbrengen, and said that one of the reasons for the farbrengen was to talk about the Magbis of Yud Tes Kislev-Chanukah. The Rebbe referred to the Letter of The Alter Rebbe (Iggeres Hakodesh, end of Letter 4) in which he connects tzedaka to the liberation. He also mentioned the that which is quoted by Reb Nechemia of Dubrovna (see Sefer Haminhagim p.71), that it is customary to increase tzedaka giving on Chanukah.
Yud Shevat
Keren Torah

{EST. 1955}

On the fifth anniversary of his nesius, the Rebbe founded Keren Torah to fund Torah study.
Chof Beis Shevat
Keren Hachomesh

{EST. 1988}

On the day of the passing of Rebbetzin Chaya Mushka, the Rebbe established this fund in her honor and memory. This charitable foundation benefits women and girls in social and educational matters. The Rebbe had suggested to donate in amounts equivalent to the Rebbetzin’s name: 470.
Kupas Rabbeinu

{EST. Circa 1881; 1953}

Originally instituted by the fifth Rebbe, R. Shalom Dovber, the monies donated to this fund, called “the Fund of our Rebbe,” was earmarked to general purposes.
Yud Alef Nissan
Keren Mamosh

{EST. 1994}

Established on the Rebbe’s name during the week of Gimmel Tammuz, Keren MaMoSh aims to help strengthen Chabad-Lubavitch institutions around the globe. As was pointed out by the Rebbe regarding the fund he established on the Rebbetzin’s name—it is recommended that donations be made in amounts equivalent to the Rebbe’s name: 332.
Mo'ot Chittim


The Rebbe’s mazkirus maintained a list of people that received financial assistance for the needs of Pesach. The Rebbe repeatedly encouraged donating to this Mo’os Chittim fund before the arrival of Pesach.
Yud Beis Tammuz
Keren Oholei Yosef Yitzchak

{EST. 1952}

A fund established in the second year of the Rebbe’s nesius to help support the institutions of the Frierdike Rebbe.
Chof Av
Keren Levi Yitzchak

{EST. 1964}

Established by the Rebbe in 1964 in honor of his father, Rabbi Levi Yitzchak Schneerson, the fund provides short term loans to school teachers.