You may have seen a recent ad we placed in the Los Angeles Jewish Journal. The ad showed pictures of smiling AJU students as well as happy BCI and Camp Alonim campers, and the caption read "Say 'Yes' to Your Future."

Now I admit that this may not have been the most original tag line in the history of Jewish communal advertising, but you have to give it high marks in terms of sincerity and integrity.

Why sincerity and integrity? Because we mean it when we say that the future of these young people is your future. We mean it in the most direct and personal way possible.

We mean it when we say that your contribution to the AJU scholarship fund benefits hundreds of men and women who need your support to complete their studies; or perhaps you are making it possible for a Jewish child to attend camp. We mean it when we say that students and children need you, but the truth is that you also need them.

You need them to ensure a vibrant American Jewish future for you and your family.

Without leadership – both lay and professional – there can be no Jewish education, no synagogues, no communal organizations. In other words, no community.

The end of the calendar year will soon be upon us. When you think about the causes you would like to support, please think about your own future and the future of our Jewish community. Please think about our students who will lead congregations, schools and communal organizations all around the country. And please remember how good it makes you feel when you read about a Jewish person who is doing something meaningful to improve the lives of others.

We appreciate any level of support you can provide.

With best wishes,

Dr. Robert Wexler President,

American Jewish University