Purim, Esther, and You
From the Desk of Dana Toppel, CEO Designate
March 14, 2025

As Purim approaches, Esther’s story feels especially poignant.
Jewish tradition teaches that, like Esther, we all face moments when our action—or inaction—can make a vital difference. We can either seize the moment or turn away. Our tradition calls on us to seize the moment.
Stepping into my role as CEO at Jewish Family Service, I find myself reflecting on Esther 4:14: “Who knows if you have not come to your position for just such a time as this?” You, too, may be asking yourself this question as we navigate the many challenges facing our community.
A vital lesson of Purim is the testing of the human spirit.
When Mordecai learned of Haman’s decree condemning the Jews of Persia to death, he urged Esther to plead for her people. At first, she hesitated—approaching the king unbidden could cost her life. But Mordecai’s response was clear: “Who knows if you have not come to your position for just such a time as this?” His words challenge us all: Are we here simply to avoid conflict and look the other way? The Book of Esther answers with a resounding no.
Stirred by Mordecai’s words, Esther risked everything to save her people.
I am continually reminded of the tenacious and compassionate spirit of Esther when I look at our community. I see it in young people who strive to build inclusive communities. One such teenager volunteers every chance she gets at the JFS Balboa Avenue Older Adult Center. What began as a bat mitzvah project has grown into an ongoing mitzvah, bringing joy to older adults with Alzheimer’s and dementia. I think of the assisted living program my dad was in during his final days and how the presence of joyful, kind young people would have brightened that time for him.
JFS is fortunate to have a community of individuals who invest their time, talent, and resources to make a difference in the lives of others, helping to create a kinder, more just world.
From investing in our Safe Parking Program and helping individuals find housing, to hosting challah bakes and food drives so families have access to no-cost, fresh food, to providing legal services that keep families together—every day, I am deeply moved by these acts of loving-kindness that happen across our JFS community.
If you find yourself feeling hopeless or uncertain, know that there are ways to take action:
- Volunteer. Find a cause you care about and make time for it, no matter how busy life gets. There are many opportunities at JFS, and we would love to welcome you into our community if you aren’t already involved. Learn More >>
- Donate. As our communities continue to struggle with food insecurity, housing instability, and mental health challenges, organizations like JFS rely on the generosity of supporters to meet the moment. Support JFS >>
- Be in community. When life gets tough, it’s easy to retreat—but these are the moments when coming together matters most. JFS offers many opportunities to connect. Be sure you’re on our email/mailing list to stay informed about events, opportunities, and more. Sign Up >>
And finally—be an Esther. You have a voice. Don’t be afraid to use it.

Towards Justice,

Dana Toppel
JFS CEO Designate