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Volume 14 No. 2 | Spring 2013

Hurricane Heroes at MJHS MJHS has weathered many storms. And with Hurricane Sandy, we faced a force unlike anything before. Yet thanks to our extraordinary employees, what might have been a story of devastation is one of heroics, compassion and renewed hope.

MJHS staff welcome Menorah patients home after the storm.

To be certain, the storm was destructive. Menorah and Shorefront each sustained wind and water damage, and dozens of vehicles parked at the two facilities were ruined. Elsewhere, MJHS offices were closed and some were unreachable for days. Yet no residents, patients or employees were injured. All were taken care of and services never stopped. We truly lived up to our tagline “caring every minute, every day.” Continued on page 4

Inside 2 2 3 6 7 8 12 13 17

Remembering Two Great Leaders Hospice on Broadway Geller and Assael— In Memoriam Guitar Hero MJHS Breaks Ground...Again! Justin Yu, a “Mayor of Chinatown” MJHS Celebrates Employee Giving MJHS: Changing with the Times MJHS Welcomes Mason Beard

Peace and Harmony for an Entire Community What a way to celebrate life’s journey! On March 13, MJHS Hospice and Palliative Care joined community leaders and special supporters at the second annual Ang Lin dinner for a night of great food, unforgettable karaoke and heartfelt appreciation for two remarkable women, Amy Mak Chan and Liu Tee Shu.

Amy Mak Chan President, Celestial Love Foundation

“I’d like to thank the leaders from the Chinese community for making us feel so welcome and tonight’s honored guests for their dedication, service and support of MJHS,” said Eli S. Feldman, President and CEO of MJHS. “Our commitment to providing culturally sensitive care to the Chinese community is a tremendous source of pride for all of us at MJHS.” Chan is President of the Celestial Love Foundation, a non-profit organization dedicated to helping others walk their life’s final journey with dignity. She has also been involved in providing funeral services to the community for more than 25 years. More recently, she also started Blessing Florist, Inc., to help ensure that families have professional floral arrangements at their funeral ceremonies.

Liu Tee Shu Owner and Chairperson, Shu Enterprise Group

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Foundation in Focus

Remembering Two Great Leaders 440 Ninth Avenue, 14th Floor New York, NY 10001-1620 (212) 356-5300 DIRECTORS Estère du Boulay Burton Esrig

Eli S. Feldman Shmuel Lefkowitz

OFFICERS President Steven L. Topal Vice President David C. Wiener Secretary/Treasurer Peter P. Post STAFF Mason Beard, Director of Development, (718) 759-4337, Emily Pring, Associate Director of Development, (718) 759-4651, Chinwe Egonu, Database Coordinator, (718) 759-4133, Alma Rosa, Development Specialist, (718)-758-4335,


in Focus

Executive Editors: Diane Ashley and David Nussbaum Coordinating Editor: Emily Pring Managing Editor: Audrey O. Waters Design Director: Tricia Chambers Contributors: Zayra Arrieta, Chinwe Egonu, Michael Madole, Duane McFarlane and Alma Rosa The articles in this publication may be reproduced in whole or in part, provided credit is given to MJHS Foundation. MJHS Foundation is the charitable financial resource development arm of MJHS. MJHS Foundation is charged with creating a culture of philanthropy and has a strong legacy of providing financial support to those with unmet health needs and to those who lack access to quality health care services.

Regular readers of Foundation in Focus aren’t accustomed to seeing me in this space. But the early months of 2013 have been anything but ordinary. We are mourning the loss of two members of the MJHS family: Philip Geller and Isaac Assael and it is in their honor that I write this issue’s guest column. I knew Phil and Ike for decades, and saw how they helped MJHS grow. In my 34 years as Chief Executive Officer, I served Eli S. Feldman under them, and got to know them not only as board directors who were passionate about expanding access to health care, but also as friends. Both of these men leave a legacy of dedication to health care and community that has touched countless fellow New Yorkers. Every year, thanks to the leadership Phil and Ike provided, thousands of New York families get health care services from MJHS programs and agencies. It’s impossible to imagine where we’d be without them. As accomplished as they were in life, their stewardship of MJHS was always low-key. You see, as brilliant and pioneering as they were, both men were remarkably modest. Between them, Phil and Ike had nearly 100 years of history with MJHS. Both were visionaries, helping us adapt and stay ahead in an industry known for constant change. MJHS was still operating primarily as a bricks-and-mortar operation when Phil and Ike came to the table. They shepherded us into new territory that became the future of health care. Services like home care, hospice care and palliative care went from experiments to mainstays and helped our organization grow into one of the most expansive, charitable not-for-profit health systems in the region. We will have many challenges in the future, and we will have to face them without the insight and expertise of these beloved leaders. But we will be guided by all they taught us over the years. As saddened as we are by the loss, we are inspired by their lives. And that’s what we take with us as we go forward. Farewell, Phil and Ike. Your legacy of caring will alway be an inspiration.

Eli S. Feldman President and CEO, MJHS

Hospice on Broadway: Once in a Lifetime Moment When the magic of Broadway meets the culture of philanthropy at MJHS, the results are spectacular. And that’s just what happened at the annual MJHS Hospice on Broadway event on December 5 as supporters got swept away by the Tony-winning, Grammy-nominated musical Once. 2

Continued on page 10

Philip Geller and Isaac Assael— In Memoriam MJHS is mourning the loss of two longtime leaders in 2013. The board of directors, leadership and staff acknowledge the invaluable vision and contributions of Philip Geller and Isaac Assael, and join their families in remembering their many achievements. Philip Geller shared a history of more than 50 years with MJHS. He began serving on

various boards within the organization in 1961. In the decades that followed, he played a pivotal role in helping MJHS transcend its brick-and-mortar origins and expand into home- and community-based services. He was a tireless advocate for access to innovative health care facilities for all New Yorkers, and that dedication showed as he shepherded MJHS through its many phases of growth and transformation. In addition to being an inspiring leader, Phil brought unprecedented expertise in the fields of building services, construction opportunities and real estate investment prospects. For 18 years, he worked as a real estate and building consultant at Shorefront Towers, following a career as a real estate owner and developer. A generous supporter, Phil always stressed the importance of helping those in need. He also was an avid tennis fan and a standup comic while serving in the US Army. He is survived by Muriel, his wife of 68 years; two sons, Barry and Elliot; a daughter, Nina Scott; eight grandchildren and a great grandson. Isaac Assael spent more than 35 years helping MJHS build a true culture of

philanthropy. During his board leadership tenure, he served as President of Metropolitan Jewish Geriatric Center Board of Directors (a forerunner of MJHS) and Chairman of MJHS Foundation, as well as a member of MJHS, Elderplan, MJHS Home Care boards. He was the longtime President of Enwood Personnel and Temporary Services and a former Senior Managing Partner at the accounting firms of M.R. Weser & Co. LLP and Kraft, Fischman & Assael. In every capacity, he brought critical financial expertise, and special insight into executive-level recruitment. Ike was also known for his generosity. In addition to his long service and support of MJHS, he served on the boards of Sutton Place Synagogue; American Sephardi Federation with Sephardic House; UJA-Federation; and the New York State Society of Certified Public Accountants. To those who knew him well, he will also be remembered as a dashing figure on the dance floor. Ike is survived by his loving wife, Sandra; three daughters, Pamela, Jane and Lynne; and four grandchildren. Phil and Ike are gone, but their impact on us will always be felt. May their memory be for a blessing. Memorial donations to MJHS Foundation may be made in honor of Philip Geller and/or Isaac Assael by visiting


Foundation in Focus

Hurricane Heroes at MJHS Continued from page 1

The stories are countless, but some stand out for truly going above and beyond. Consider Bing Jiang, Registered Nurse at MJHS Home Care. The storm’s related gas shortage made it impossible for her to drive to her patients’ homes, but skipping the visits were not an option to her. “I’m like family to them,” she explained of her mostly Chinese-speaking patients. “They rely on me a lot.” So Bing rode her bicycle to see her patients. It was a 25-minute ride in the fierce wind to get to one patient, but Bing was determined. “I have an elderly patient living alone who suffers from hypertension and diabetes.” Bing said. “She has fallen in the past due to unstable blood sugar, and she depends on me to prepare her medication for the week. If she doesn’t know what medication to take, she gets confused and her condition can get worse.”

Unlike Bing, Leonid had not ridden a bicycle in years. “I don’t even own a bike,” he added. “I had to borrow it from my sister-in-law.” And so he began his 40-minute ride to Brighton Beach. There he needed to check on an 89-yearold patient living alone who suffers from dementia and depression and uses a walker after hip replacement surgery. “Her son lives upstate and couldn’t make it into the city, so I knew it was important that I get there.” Concerned about his own safety in the traffic, Leonid wore a white MJHS sweater he was given his first day on the job in 2009. Once he arrived at the patient’s building, Leonid made his way to the patient’s apartment by climbing the stairs in the dark. But the patient was okay. “I feel bad if I can’t see my patients,” Leonid explained. “It’s all about the in-person reassurance.”

Employees like Bing Jiang (above) and Leonid Royzman (above right) took to bicycles to reach their patients in hard-hit areas.

There was no doubt it was well worth the extra effort. “Oh, you came to see me!” the patient cried when Bing appeared, a bit sweaty and windswept, but smiling. Once again, Bing had come through for her. The storm also put Leonid Royzman, Social Worker for MJHS Home Care, back on a bicycle. Because he serves patients in Coney Island, Leonid knew to prioritize those in neighborhoods without power, water and heat. But he had used almost his entire tank of gas. “I didn’t know to expect a gas shortage,” he said. “As a father of three, I had to leave enough gas in the car to drive to the nearest hospital, should something happen to one of my kids.” 4

Another MJHS Home Care nurse, Galina Annensky, spent much of the storm climbing stairs in the dark during the power outage. Galina was concerned for all her patients, but was particularly worried about those who are bed- and wheelchair-bound in the Seagate area of Coney Island. Unlike Bing and Leonid, Galina had a full tank of gas, but found another problem when she reached the neighborhood. “The police had Neptune Avenue blocked off because the water was already too high,” she said. “But I had an 87-year-old patient all by herself on a high floor. She had a bad fall in October before she was in our care and was at a high risk of sepsis for her skin injury. It’s very important that she gets daily care visits.” In all three buildings Galina visited, there was no heat, no water and no elevator running. “I also had an older patient with a pressure ulcer that can go from Stage 2 to Stage 3 if there’s too much time between home care visits,” she said. “I had to get in there.” With the help of her fisherman boots and sheer determination, Galina made her way up the pitch-black

stairwells to patient apartments 15 and even 20 stories high. A flashlight was her most important instrument that day. “I bought that flashlight during the snowstorms of 2011,” she added. “I never expected to need it for a hurricane!” Once the worst of the storm had passed, a new phase of work was just beginning. Employee volunteers from throughout MJHS scoured the remains of Menorah’s resident rooms to preserve personal belongings. As a result, residents were reunited with personal mementos like decades-old wedding albums and family photos, as well as favorite articles of clothing that survived. “The way you stepped up to plan for, deal with and improvise for a crisis created by the storm of the century was inspiring,” said Eli S. Feldman, MJHS President and CEO, to all employees. “The word ‘heroic’ would be an understatement.” MJHS Foundation took quick steps to establish the Employee Hurricane Relief Fund, and fellow MJHS employees came through yet again. Peers donated a staggering total of $300,000 to the emergency needs of our heroic staff, many of whom put their patients, residents and members’ needs above their own.

Hurricane Sandy ravaged parts of Menorah Shorefront and other surrounding neighborhoods, but no patients, residents or employees were injured.

Now and always, MJHS triumphs by standing together to face our challenges.

Thanks so much to our friends and supporters who raised more than a QUARTER OF A MILLION DOLLARS in partnership with a grant from the MJHS Foundation. The funds are being distributed to MJHS staff hardest hit by Hurricane Sandy. While we realize these grants cannot make up for the magnitude of their loss, the Board of Directors, our leadership and fellow co-workers, friends and supporters hope this heartfelt gesture will help make a difference at this difficult time. THANK YOU FOR CARING!


Foundation in Focus

Guitar Hero New Yorkers rarely move from one borough to another. It generally takes something big for a Brooklynite to move to the Bronx—and vice versa. Superstorm Sandy decided to play real estate broker.

Temporary Transition “Sandy” is the sole reason more than 30 residents were temporarily transitioned from Menorah Center for Rehabilitation and Nursing Care in Manhattan Beach to the brand new Muriel and Harold Block Residence on the grounds of Jewish Home Lifecare in the Bronx. Menorah, which had evacuated residents up to higher floors well before Sandy struck, sustained wind and water damage to the first floor. Residents were never in danger. In fact, staff at Menorah and Shorefront Centers for Rehabilitation and Nursing Care were hurricane heroes. For days, MJHS staff slept on cots, kept watch, held residents’ hands, led therapeutic activities, put their personal needs, worries and realities aside…and did so much more. Caring every minute, every day happened—literally.

Florence Nightingale of Folk Songs Enter Yelena Zatulovsky, a creative arts therapist with MJHS. Already based in the Bronx as a music therapist with MJHS Hospice, she offered each transplanted Menorah resident the gift of soothing song and voice. And for Russian patients, Yelena offered the gift of fluent conversation. Yelena once spent 36 straight hours at the Block residence, literally singing each resident to sleep. She became the Florence Nightingale of folk songs. MJHS nurses, and an MJHS social worker who also speaks Russian, were familiar everyday faces. In essence, family. As the New York Daily News reported on November 21, 2012, Yelena’s music particularly helped Russian residents forget, for a few minutes, about stressful television images broadcast from Israel, where many have family; about their deteriorating health; and about worrying where to find a Russian newspaper.

“Like a Daughter” In a charming interview, 97-year-old Alexandra Osinovsky said that Yelena is like a daughter. When Alexandra celebrated her birthday at the Block Residence, MJHS staff presented a delicious cake and flowers. Yelena provided the music. The celebration was joyous; “Sandy” and her aftermath were temporarily forgotten. A music therapist’s soothing melodies relaxes a patient.


On November 27, 2012, most residents returned to Menorah. As each entered the familiar lobby, Menorah staff were clapping. Arguably, the best music ever to residents’ ears. Visit to watch a video of Yelena singing with Alexandra and chatting with other residents.

MJHS Breaks Ground…Again! At its very core, MJHS is a groundbreaking organization.

MJHS leaders and board members celebrate the start of an ambitious building project.

Recognizing that an increasing number of children and adults at the end of life are unable to receive the care they need at home, MJHS recently broke ground on what will be the first hospice inpatient residence in New York City to care for children, as well as adults. An anticipated investment of $7.5 million will build this residence on the oceanfront grounds of Menorah Center for Rehabilitation and Nursing Care in Manhattan Beach, Brooklyn.

private suites will each come with a kitchenette and separate living area, so families can stay as long as they wish. The welcoming common areas will include a family lounge, library, garden room, family dining room and playground.

A Bold Vision During the well-attended ceremony, Eli S. Feldman, President and CEO of MJHS, said “MJHS has a bold vision to change the way end-of-life care is delivered,” He added, “We are one step closer to making that happen. In keeping with our core values and traditions, the innovative MJHS Hospice Inpatient Residence at Menorah Center for Rehabilitation and Nursing Care, will provide an oasis of comfort and support to people of all cultures and ages.” The “who’s who” list of attendees included Assemblyman Alan Maisel, Senate Majority Leader Dean Skelos, Assemblyman Steven Cymbrowitz and New York City Public Advocate Bill de Blasio. Brooklyn Borough President Marty Markowitz sent a proclamation heralding MJHS and the future hospice inpatient residence.

Sneak Peaks Sneak-peak renderings of the residence were on display at the groundbreaking ceremony. The 16 spacious,

MJHS Hospice Inpatient Residence will be the first to accept children as well as adults.

Barbara Hiney, Executive Vice President of the MJHS Hospice and Palliative Care said, “With a lot of hard work, excellent care, word of mouth and unfailing support, MJHS has begun to change the perception of what patients need—and deserve—in the final stages of their life journey.” She added, “The Sixteen Lights Capital Campaign will turn our vision of a hospice inpatient residence for children, as well as adults, into reality.”

Continued on page 9


Foundation in Focus

Justin Yu, a “Mayor” of Chinatown Justin Yu has redefined “community” in New York’s world famous Chinatown.

You’ve been credited with playing a large role in introducing the Chinese community to MJHS. How did you learn about the charitable not-for-profit organization? I heard about MJHS about 3.5 years ago. Two women on the One Dragon team encouraged me to watch a YouTube video featuring a thankful Chinese hospice patient and his son. That short film made it clear that hospice is— and can be—very important to my community. So I learned more and eventually accepted the challenge to become an enthusiastic supporter. Now I’m a board member. With each passing day, I want to do more to help MJHS and the community. What MJHS services are most important to Chinese and Korean communities? The Ang Lin hospice program was one of the first services MJHS provided to our community. Across the five boroughs, however, home care, long-term care, Elderplan and HomeFirst are becoming equally significant. How do you see your role as a board member? The board has very strong ideas, especially about how to address upcoming shifts in health care regulations, reimbursements and demographics. In my opinion, the board now better reflects all of MJHS and supports our message about cultural sensitivity. The decision to air TV commercials in Chinese confirms this organization’s long-term commitment.

Justin Yu, Board Member, MJHS Hospice and Palliative Care

A long-time resident of Confucius Plaza, an 800-unit apartment complex that is approximately 98 percent Chinese, Yu has helped his neighborhood go from being underserved, primarily because of a language and cultural barriers, to a health and wellness dynamo. He has helped his community morph into a powerhouse through an incredible partnership with MJHS. Today, because of Yu, other community leaders and the One Dragon team at MJHS, the Chinese community knows to call on MJHS for a full range of programs and services—from home care, hospice and palliative care to rehabilitation, nursing care and health plans. This is one of the many reasons why residents refer to Yu as a “Mayor” of Chinatown. 8 8

It is an honor to represent the Asian community, and my membership signals that MJHS really cares. It also means that the community may be more inclined to contribute a great deal to MJHS—financially, via volunteering, etc. Ultimately, the Asian community is not much different from any other community— especially with regard to the needs of seniors. Speaking of community involvement, a big event recently took place—the Second Annual Ang Lin Dinner. The event showcases how much MJHS has expanded its roster of contacts and network of relationships throughout the Asian community. This year, under the direction of Peter Tu, Director of FCBA and York and Linda Chan, the Second Annual Ang Lin Dinner was bigger and better than ever! These inspirational community leaders have worked tirelessly to ensure members of their community have access to vital services such as these provided through MJHS.

Last year you visited hospice organizations in Taiwan and Hong Kong. Name some of your takeaways. Volunteers, for example, are a much bigger part of hospice in Hong Kong and Taiwan. And religious organizations really provide wonderful services. In this country, we have more faith-based organizations, but far less involvement. You’ve got a fascinating lineage. It must influence all you do. I was born in Chunking, China and lived in Beijing until the age of four, when my family moved to Taiwan because of the Chinese Civil War. My late mother, Cecilia Hsiu-Ya Chang, was a renowned Chinese author. My uncle was the late Cardinal Paul Yu-Pin, Archbishop of Nanking.

MJHS Breaks Ground...Again! Continued from page 7

Home-Like Setting MJHS Hospice provides innovative, compassionate, as well as specialized hospice and palliative care services to pediatric and adult patients at home and in the hospital, in assisted living communities, nursing homes or one of the exceptional MJHS Hospice residences across Greater New York. The new MJHS Hospice Inpatient Residence will make it possible for children to receive an inpatient level of care in a home-like setting. MJHS Hospice Inpatient Residence is being funded by the Sixteen Lights Capital Campaign of MJHS Foundation, which carries on a tradition of philanthropy first started by the Brooklyn Ladies in 1907.

More about Justin Yu Yu earned his bachelor’s degree in economics from National Taiwan University and a master’s degree from Pratt Institute in New York. In 1977, he moved to Chinatown, after having lived in other parts of New York, as well as New Jersey. Before retiring in 2006, Yu spent 25 years reporting for World Journal Daily, the largest Chineselanguage newspaper in North America. Additional civic accomplishments include: current Chairman of the Chinese Chamber of Commerce of New York and Board Member of Temple University’s Center for Asian Health Advisory Board.

MJHS staff and members of the community usher in the next phase of innovative care.

To support the capital campaign, visit To see more event photos, visit facebook.comMJHS01. You can also take a tour of the Block residence clicking here.


Foundation in Focus

Hospice on Broadway: Once in a Lifetime

Music and celebration dominated the pre-show reception.

Continued from page 2

Broadway’s Shining Star Once is the winner of eight 2012 Tony Awards, including Best Musical. The same day of the Hospice on Broadway event, the National Academy of Recording Arts announced the latest Grammy nominations, including Once for Best Musical Theater Album. In addition, the show also features the Oscar-winning song “Falling Slowly,” from the film on which the musical is based. But even without collecting glittering prizes, Once resonates with audiences for its heartrending story of a Dublin street musician on the verge of giving up his dream when a beautiful young woman takes a sudden interest in his haunting love songs. The bittersweet love story wowed theater lovers and supporters of end-of-life care alike. In all, the sponsorship and ticket sales for the evening broke all previous records, which will help MJHS continue to provide culturally sensitive services to New York families who need them most. The funds are especially important for vital programs like Art and Soul music therapy and chaplain care, which are not reimbursed by insurance, but significantly improve the quality of life for patients when they need it most.

Throughout the reception, talk of Hurricane Sandy abounded, as nearly everyone in attendance had been affected in some way by the storm. Sandy also figured prominently in the remarks of Eli S. Feldman, President and CEO of MJHS, when he addressed the crowd, talking about how MJHS Hospice staff had gone above and beyond to take care of medically frail patients during the storm. “Our extraordinary caregivers performed the most amazing acts of compassion, selflessness and generosity, even as many suffered enormous personal loss,” he said. Speaking of her experience with her mother on MJHS Hospice, du Boulay made a personal connection to the compassion of our caregivers. “Though end-of-life can be stressful and scary, I learned that it can also be deeply healing and restorative,” she said. “The staff—from those who work in the office to the doctors, nurses, social workers, chaplains and therapists who make house calls— give voice to the stories of everyday New Yorkers.”

Groundbreaking Vision

Hobnobbing at Sardi’s

Participants listen to the moving stories shared at the reception.

VIP ticketholders for Hospice on Broadway guests also enjoyed an exclusive pre-event reception at Sardi’s, the legendary Broadway eatery. With its famous collection of celebrity caricatures and long connection to New York show biz, Sardi’s proved the ideal pre-Broadway outing. 10

Indeed, everyday New Yorkers emerged as the real focus of the services MJHS provides. David Nussbaum, Executive Director of MJHS Foundation, spoke of the challenges MJHS and its supporters face to continue providing the care New Yorkers

David Nussbaum, Executive Director, MJHS Foundation.

need. He noted obstacles like the looming fiscal cliff, the aftermath of Hurricane Sandy and rising health care costs. Yet, he hastened to add, this was also a year in which we celebrated achievements such as the 2012 completion of the MJHS Hospice Muriel and Harold Block Residence in the Bronx. Nussbaum went on to talk about the Sixteen Lights Campaign to build a hospice inpatient residence for adults, as well as children, on the campus of Menorah Center for Rehabilitation and Nursing Care. “With hospice, the need for funding is a constant,” he told the crowd. “Your belief in our mission gives us added strength and resolve to keep doing… to keep helping…to keep providing innovative care.”

Bravo to Our Generous Sponsors EVENT LEVEL • Allen Health Care Services • Bestcare, Inc. • People Care PLATINUM LEVEL • Infusion Options, Inc. GOLD LEVEL •B  eth Israel/Continuum Health Partners • J ohnson & Johnson Health Care Systems, Inc. • New York Queens Hospital

• Patricia Quick/The Quick Foundation • Progressive Home Health Services, Inc. • Reaves Asset Management

In all, Hospice on Broadway was a reminder that it is not only MJHS that has a culture of philanthropy. Giving and generosity are prominent values of people throughout Greater New York. And when we come together in common purpose, families facing a lifelimiting illness get the care they truly need. To learn about sponsorship opportunities at future Hospice on Broadway events, contact Emily Pring at (718) 759-4651 or

Thanks to the generosity of supporters, MJHS is able to care ever minute, every day.


Foundation in Focus

MJHS Celebrates Employee Giving Giving is at the heart of MJHS. And in the 2013

Employee Giving Campaign (EGC), staff started the year with heart-warming generosity. “Employees system-wide showed that our culture of philanthropy is not only an organizational value, but a deeply personal one,” said David Nussbaum, Executive Director at MJHS Foundation. “Everyone at MJHS seized on the spirit of the campaign by joining forces and changing lives. At moments like these, I am so proud to be part of this organization.” To celebrate the achievement, participants attended ceremonies held at various MJHS sites on February 28. There, employees enjoyed refreshments and a chance at winning one of the donated raffle prizes. Applause and cheers punctuated the ceremonies as employees reacted to peers winning a flat screen TV, an I-pad Mini and a slew of smaller treasures.

“Everyone at MJHS seized on the spirit of the campaign by joining forces and changing lives.”

2013 Employee Giving Campaign Co-Chairs Craig Azoff

Director of Information Services, Elderplan

Nicole Beckford

Assistant Director of Human Resources, MJHS

Debra Fox

Nurse Practitioner, MJHS Hospice and Palliative Care

Rosemarie Grave

Director of Health Information Management, Menorah

Ernie Morganstern “You took time out of your busy work days and money out of your pockets to make sure MJHS can do more for the New York families we serve,” said Emily Pring, Assistant Director of Development, MJHS Foundation, at the ceremony. “This is your campaign. You made it happen.” In steering the campaign to success, the seven EGC cochairs became the faces of the outreach efforts, attending staff meetings and helping raise awareness. In addition, 40 “champions” helped rally peer participation among the system’s 2550 employees. The campaign was further buoyed by a touching series of posters, banners and brochures that showed the many ways contributions help staff “get back more than we give.” All materials prominently featured MJHS patients, residents, clients, members and employees.


Director of Business Operations, MJHS Hospice and Palliative Care

Joyce Palmieri

Director of Clinical Services, MJHS Hospice and Palliative Care

Mary Wagner

Vice President of Clinical Services, MJHS Home Care

continues to change with the times. “The Brooklyn Ladies might never have imagined online donations, but it’s all in keeping with the kind of organization we are,” said EGC co-chair Mary Wagner.

Peer champions from throughout MJHS.

The 2013 campaign also included online giving opportunities. In many cases, this was much more convenient for donors, and another sign of how MJHS

Funds contiue to come in and will support the families served by MJHS with services like end-of-life care, pediatric care, rehabilitation services and creative arts therapy. Donors also had the option of directing their gifts to support UJA-Federation or United Way. While the official campaign ended March 15, employee giving continues throughout the year.

MJHS: Changing with the Times Times have changed since the days of the Brooklyn Ladies. Our organization’s 1907 founders wouldn’t recognize today’s technology and medicine. Yet MJHS has succeeded by adapting to the changes of the last 100-plus years.

Ray sing with a patient coping with the end of life. If you’ve missed it, the video is yours to see with the click of a mouse.

That’s especially true of our fundraising efforts. While the Brooklyn Ladies went door to door for donations to help care for members of their community, our supporters today are more likely to contribute online after seeing a video on our Facebook page. And we are happy to keep pace.

Social media also helps families see how their loved ones are doing. That might explain the popularity of the recent photos of MJHS Adult Day Care’s Fleetwood Mac Gypsy Day on Twitter, or the barrage of “likes” of the video of the Shorefront resident celebrating her 102nd birthday.

Two words dominate the conversation on communication developments: social media. Facebook and Twitter are invaluable tools that allow us a way to reach a larger, more diverse audience—and at greater speed—than would have been possible just a few years ago.

Video drives much web traffic, and that is a big reason behind the new website of MJHS Foundation. We’ve added video capabilities, so be sure to visit www. to see the funny, informative and touching videos we post to the site.

We have seen explosive growth in this area. In the last six months alone, MJHS has seen an increase of more than 300 percent on Facebook and a whopping 500 percent in our number of Twitter followers. Among these friends and followers are people not only within the New York City area, but Canada, Greece, Trinidad, Israel, Morocco, Indonesia and other far-flung locations. The care of New Yorkers might be our mission, but our communication efforts have gone global. Meanwhile, the MJHS YouTube channel has received more than 100,000 views. It’s one thing to hear or read about a program like Creative Arts Therapy, and quite another to see actual MJHS music therapist Kendra

These technological changes reverberate throughout all the ways we stay in touch with supporters like you. In fact, the issue of Foundation in Focus you’re reading right now marks a milestone in our history. It’s our first ever-all digital edition. That’s right. This is the first time we’re not printing a single hard copy. That means reduced production costs and virtually no shipping costs. Ultimately, that means more funds are available to support the care of families who need it most. No matter what changes, there is at least one constant: MJHS will never stop finding innovative ways to care for our patients, residents, clients, members and families. Thank you for helping us find pioneering ways to do just that.


Foundation in Focus

Peace and Harmony for an Entire Community Continued from page 1

Shu is the owner and chairperson of Shu Enterprise Group, which has extensive holdings in prime commercial real estate properties throughout New York City. She has been a staunch supporter of bilingual day care for working parents. She also founded the Chinese American Commerce Association, which under her leadership has become a symbol of commitment in improving the rights and welfare of women. Tai Ling Gan congratulates Amy Mak Chan and Liu Tee Shu.

Jack Eng welcomes the crowd.

Tai Ling Gan takes the stage for a song.

Throughout the evening, conversation and laughter filled the room as old friendships were deepened and new ones were made. As party-goers took to the stage to belt out songs in Chinese and English, the crowd cheered and gave standing ovations. But the focus was always on the guests of honor, Chan and Shu, who are recognized trailblazers. “I stand here very humbled to be honored by you,” said Chan. “I just hope that by working together, we can help bring end-of-life care to those who need it most.” Shu also emphasized the needs of the community. “We know that the needs are great,” she said. “It is my greatest hope that we can make a real difference for our friends and neighbors.” The event, which was held in the heart of Chinatown at Jing Fong Restaurant, raised thousands of dollars to help the Ang Lin program provide end-of-life care to AsianAmericans in Greater New York.

Representatives from Confucius Plaza Management join in the celebration.

Ang Lin, meaning peace and harmony, is tailored to New York’s growing Asian community. Through Ang Lin we are able to provide compassionate, multilingual and culturally sensitive end-of-life care to Asian-Americans in Greater New York. Since its launch in 2008, the program has served nearly 200 families. The Ang Lin team is made up of doctors, nurses, social workers, chaplains and volunteers who not only speak the language, but understand the culture of the patients they serve. To help support the Ang Lin program, visit

Left: Jamie Koek, Rachel Meyers and Mayna Lee cheer the singers. Right: Maurice Kolodin and Elaine Freeman share a laugh.


Thank You




















Foundation in Focus

ANNUAL GOLF CLASSIC: Two Courses, One Crystal Clear Cause

The Annual Golf Classic is coming! This year is extra special, as it is our event’s 15th anniversary—a milestone traditionally cheered with crystal. Monday, June 24, 2013, at Old Westbury Golf & Country Club and nearby Muttontown Golf & Country Club. Save the date!

For sponsorship details visit or call (212) 256-5300


Welcoming our Newest Member, Mason Beard! The MJHS family is happy to welcome its newest member, Mason Beard, Director of Development for MJHS Foundation. In this new role, Mason will oversee all Foundation fundraising initiatives, including the 16 Lights Capital Campaign to build a state-of-the-art hospice inpatient unit at Menorah Center. Mason brings to MJHS an impressive background in fundraising for nonprofit organizations. Previously, she served as Vice President of Growth Strategy for New York Needs You, which helps close the opportunity gap through an intensive career development program for first-generation college students. In two years time, she secured more than $5.5 million in funding for the start-up organization.

“Mason brings to MJHS an impressive background in fundraising for nonprofit organizations.� Mason began her development career at CCS Fund Raising, a comprehensive development consulting firm that works with leading non-profit institutions. While there, she

consulted for the NAACP, helping to build their major donor program, as well as staffing the chairman on cultivation and solicitation efforts for a 10-month campaign that raised $6 million. During her work with the NAACP, she managed the solicitation of the largest donation ever made by an entertainer to a civil rights organization: a $1 million gift from actor-filmmaker-film mogul Tyler Perry. In addition, she has done development and campaign work with International Medical Corps and NYU Langone Medical Center. Mason earned her MBA from Columbia Business School in 2009, and graduated magna cum laude from Columbia University in 2004. Prior to business school, she served as Assistant Director of the National Program and Outreach Department at the Council on Foreign Relations, a membership organization and nonpartisan foreign policy think tank. A native of St. Louis, Mason moved to Philadelphia at age 16 to spend four years training and performing with the Pennsylvania Ballet Company. Look for Mason at special Foundation events in the weeks and months ahead! Mason can be reached at (718) 759-4058 or


is pleased to present


Let’s Write the Last Chapter Together Keynote Speaker: Rabbi Irwin Kula

Panelists: Rabbi Mychal Springer | Bernard Lee, M.D. Susan Conceicao, LCSW Moderator: Rabbi Steven Rein

May 9, 2013 7:00 p.m. Park Avenue Synagogue 50 East 87th Street, New York, NY 10128 Open to all members of the community


in Focus

Published by MJHS Foundation MJHS Foundation provides financial assistance for the charitable efforts of MJHS and its affiliated agencies.


E-mail us at for a personal reply, or visit us at 18

The philanthropic spirit of The Four Brooklyn Ladies has been a cornerstone and guiding philosophy of MJHS for over 100 years. The culture of philanthropy they inspired led to the formation of MJHS Foundation, which has been instrumental in raising the funds necessary for the provision of charitable health care as well as the development of innovative services and programs to serve our growing community. The extraordinary efforts of MJHS would not be made possible without your generous contributions and contributions from our employee giving campaign to MJHS Foundation.

MJHS Foundation in Focus Spring 2013  

MJHS Foundation in Focus Spring 2013 newsletter

MJHS Foundation in Focus Spring 2013  

MJHS Foundation in Focus Spring 2013 newsletter