"The verses of Ata Horeisa are "sold" on Simchas Torah day, the proceeds go to the institutions of Machne Israel and Merkos L'Inyonei Chinuch" (Sefer Haminhagim-Chabad p.69). Machne Israel in the social-services arm of the Chabad-Lubavitch movement. Merkos L’Inyonei Chinuch, is the educational arm of the Chabad-Lubavitch movement.