Sarah Mali has worked in the Jewish world for over 20 years, and she’s never witnessed a community so interwoven with Israel like Canada.

“I’ve never seen a Jewish community so Zionistic. You can get loud supporters of Israel, but there’s something deep about the Canadian Jewish communities’ connection to Israel. Their 30-year-old partnerships with each local Israeli partnership region are deep and personal. These communities have embedded them within their hearts and minds. We’re umbilically tied to the people of Israel and when they hurt, we hurt,” says Sarah.

Sarah is the director general, Israel, for the Jewish Federations of Canada – United Israel Appeal (JFC – UIA). She grew up in the United Kingdom and has been involved with Jewish communities since her youth. One of her first career placements was with the United Jewish Israel Appeal in London before moving to Israel in 2000. Pioneering an Israel engagement strategy brought her to Toronto for five years until a new opportunity opened to establish the Global Leadership Institute for the Jewish Agency that since merged with Masa Israel Journey. 

“Being a bridge between Israel and Jewish communities has never been more important. I’m fascinated by the difference. I enjoy bringing people together across their own differences. I believe diversity is a value, not an obstacle. That’s been my entire career,” she says. 

Sarah has been working for JFC- UIA for the last two years. Someone approached her to apply for her current role and she became more engaged as she learned about the opportunity. “Showing the value of the Canadian Jewish collective as more than the sum of its parts and being dedicated to the Canadian Jewish community was very compelling to me,” says Sarah.

In her role, Sarah represents the Canadian Federations in Israel and works with government and partner organizations. She also oversees 130 properties to ensure they are maximized for charitable purposes. Sarah works with the Canadian Federations on where to allocate their funds strategically after receiving recommendations from those professionals embedded in the partner communities.

When Hamas attacked Israel on October 7, Sarah was surprised by how much Canadian Jewish communities came together to help the country. “I was having multiple conversations daily with people who were checking in. They were telling me they were not sleeping, and they were crying with us. Since October 7, the philanthropy has been huge. We are the largest per capita emergency campaign in the world, with $140 million from Federations large and small across Canada. The Coast-to-Coast communities of which Edmonton is a leader raised together $14 million, which is huge,” she says. 

Israelis continue to relive October 7, especially in the north where residents are feeling vulnerable with continuous attacks. Families must decide how they will transport their children to school safely. If both children go in a car and a missile hits, then who will survive? Potential attacks prevent children from playing soccer and other sports.
“There’s this persistent and pervasive anxiety and fear. The government has provided no economic support to residents beyond the five-kilometre evacuation line because they have not evacuated them. They have no options to move because they haven’t been told to relocate,” says Sarah.

JFC-UIA’s Coast-to-Coast communities helped 300 of these families receive respite this past summer so they could escape from Hezbollah’s daily onslaught. They went on holidays in different areas of Israel. “One mother said to me, ‘I was in Jerusalem, and I could just breathe. I had my first night’s sleep’,” says Sarah.

She encourages Canadians to come to Israel to bear witness to what is happening. “I believe bearing witness is an activity we can all do. Some people think they will be a burden to Israel, but coming to be the carrier of the stories of Israelis since October 7 is critical. We’re in the most historic moment we’ve lived as a Jewish people,” says Sarah.

For those who can’t travel to Israel, Sarah would like them to maintain a connection with Israelis as the residents are feeling very alone and to do acts of hope. “Connect with people who are not in the community. Stay connected to your Federation. The idea of doing hope as an activity is achievable and the (United Jewish Appeal) campaign is doing hope. Use all your feelings of pain and use them for good. Every time you feel like that, put some money aside for campaign, for Israel and the Israeli people,” she says.