SEIDMAN LAWRENCE B
PREC14A, 1999-06-16
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<PAGE>

                                  SCHEDULE 14A
                                 (Rule 14A-101)
                     INFORMATION REQUIRED IN PROXY STATEMENT
                            SCHEDULE 14A INFORMATION
                Proxy Statement Pursuant to Section 14 (a) of the
                         Securities Exchange Act of 1934
                                (Amendment No. )

Filed by the Registrant [  ]
Filed by a Party other than the Registrant [ x ]
Check the appropriate box:
Preliminary Proxy Statement [x]
Confidential, for Use
of the Commission Only (as permitted by Rule 14a-6(e) (2) [  ]
Definitive Proxy statement [  ]
Definitive Additional Materials [  ]
Soliciting Material Pursuant to Rule 14a-11 (c) or Rule 14a-12

                    South Jersey Financial Corporation, Inc.
- --------------------------------------------------------------------------------
                (Name of Registrant as Specified In Its Charter)

                     COMMITTEE TO PRESERVE SHAREHOLDER VALUE
- --------------------------------------------------------------------------------
(Name of Person (s) filing Proxy Statement, if other than the Registrant)

Payment of Filing Fee (Check the appropriate box):
[ X] No fee required
[  ] Fee computed on table below per Exchange Act Rules 14 (a)-6(i) (4) and
     0-11.

         1) Title of each class of securities to which transaction applies:

         ----------------------------------------------------------------------

         2) Aggregate number of securities to which transaction applies:

         ----------------------------------------------------------------------
         3) Per unit price or other underlying value of transaction computed
          pursuant to Exchange Act Rule 0-11 (set forth the amount on which the
          filing fee is calculated and state how it was determined):

         ----------------------------------------------------------------------
         4) Proposed maximum aggregate value of transaction:

         -----------------------------------------------------------------------

         5) Total Fee Paid:
         -----------------------------------------------------------------------
[  ]  Fee paid previously with preliminary materials.

- --------------------------------------------------------------------------------
[  ]     Check box if any part of the fee is offset as provided by Exchange Act
Rule 0-11(a) (2) and identify the filing for which the offsetting fee was
paid previously.  Identify the previous filing  by registration statement
 number, or the Form or Schedule and the date of its filing.

         1) Amount Previously Paid:

         -----------------------------------------------------------------------
         2) Form, Schedule or Registration Statement No.:

         -----------------------------------------------------------------------
         3) Filing Party:

         -----------------------------------------------------------------------
         4) Date Filed:

         -----------------------------------------------------------------------

<PAGE>


                    SOUTH JERSEY FINANCIAL CORPORATION, INC.
                                ________________

                         ANNUAL MEETING OF STOCKHOLDERS
                                 AUGUST 18, 1999
                               ___________________

                          PROXY STATEMENT OF THE SOUTH JERSEY
                      FINANCIAL CORPORATION, INC. COMMITTEE
                           TO PRESERVE SHAREHOLDER VALUE
                              [OPPOSES THE BOARD OF
              DIRECTORS OF SOUTH JERSEY FINANCIAL CORPORATION, INC.]

This Proxy  Statement and White proxy card are being furnished to holders of the
common stock (the "Stockholders"), par value $.01 per share (the "Common Stock")
of  South  Jersey  Financial  Corporation,  Inc.,  (the  "Company")  a  Delaware
Corporation,  in  connection  with  the  solicitation  of  proxies  (the  "Proxy
Solicitation")  by the South Jersey  Financial  Corporation,  Inc.  Committee to
Preserve Shareholder Value (the "Committee"). The Annual Meeting of Stockholders
is to be held on August 18, 1999 at 2:00 p.m.  Eastern  Time, at the Four Points
Hotel by  Sheraton,  1450 Route 70 East,  Cherry  Hill,  New Jersey (the "Annual
Meeting").  Stockholders  who own the  Common  Stock  on July --,  1999  will be
entitled  to vote  ("Annual  Meeting  Record  Date").  The  Company's  principal
executive offices are located at 4651 Route 42, Turnersville, NJ 08012.

At the Annual  Meeting,  the Company  will be seeking  (i)  approval of the 1999
South Jersey Financial Corporation,  Inc. Stock Based Incentive Plan ("Incentive
Plan"),  (ii) the  election of three  Directors  to hold  office  until the next
Annual  Meeting or until their  successors  have been elected and  qualified and
(iii)  ratification of the appointment of Deloitte & Touche,  LLP as independent
auditors.

The Committee members own approximately  ---------------- (--%) of the Company's
outstanding  Common Stock and are soliciting the votes of other  Stockholders to
defeat the  Incentive  Plan as now  proposed,  and to elect two out of the three
Directors at this year's Annual Meeting.  The Committee is soliciting your proxy
in support of the election of Lawrence B. Seidman  ("Seidman")  and Richard Baer
("Baer"),  collectively  the  ("Committee  Nominees") to the Company's  Board of
Directors.

The Committee consists of Seidman and Associates,  L.L.C.  ("SAL"), a New Jersey
Limited Liability Company; Seidman and Associates II, L.L.C. ("SAL II"); Seidman
Investment Partnership, L.P.; ("SIP"), a New Jersey Limited Partnership; Seidman
Investment  Partnership  II,  L.P.("SIP  II");  Kerrimatt,  L.P.  ("Kerrimatt");
Federal Holdings, LLC ("Federal");  Seidman,  individually;  Baer, individually;
Benchmark Partners,  LP ("Partners"),  a Delaware Limited  Partnership;  Richard
Whitman   ("Whitman"),   individually;   and   Lorraine   DiPaolo   ("DiPaolo"),
individually.  This Proxy  Statement and WHITE proxy card are being first mailed
or furnished to Stockholders on or about July --, 1999.

The  Committee's  goal  is  to  preserve  shareholder  value.  Accordingly,  the
Committee  is  against  giving  performance  awards  to  management  before  the
performance can be measured.  If you agree, vote for the Committee  Nominees and
sign, date, and return the WHITE proxy card. Remember,  your last dated proxy is
the only one which  counts,  so return  the WHITE card even if you  delivered  a
prior  proxy.  We urge  you not to  return  any  proxy  card  sent to you by the
Company.

Your vote is  important,  no matter how many or how few shares you hold. If your
shares are held in the name of a brokerage firm, bank, or nominee, only they can
vote  your  shares  and  only  upon  receipt  of  your  specific   instructions.
Accordingly, please return the WHITE proxy card in the envelope provided by your
Bank or Broker or  contact  the person  responsible  for your  account  and give
instructions for such shares to be voted for the Committee Nominees.

If your shares are registered in more than one name, the WHITE proxy card should
be  signed  by all such  persons  to ensure  that all  shares  are voted for the
Committee's positions.

Please  refer  to  the  Company's  proxy  statement  for a full  description  of
management's  proposals,  the securities  ownership of the Company,  information
about the Company's Officers and Directors, including compensation,  information
about  the  ratification  of the  appointment  of  Deloitte  & Touche,  LLP,  as
independent  auditors and the date by which  Stockholders  must submit proposals
for inclusion in the next Annual Meeting.
<PAGE>

Holders of record of shares of Common  Stock on the Annual  Meeting  Record Date
are urged to submit a proxy even if such  shares have been sold after that date.
The number of shares of Common Stock outstanding as of the Annual Meeting Record
Date is  3,793,430.  Each share of Common  Stock is  entitled to one vote at the
Annual Meeting.


In order for the Company's Incentive Plan to be presently approved, Stockholders
owning a majority of the  outstanding  Common Stock must vote for the  Incentive
Plan.  Directors are elected and the auditors are ratified by a plurality of the
votes cast with a quorum  present.  Each of three Director  Nominees who receive
the  greatest  number of votes  represented  in person or by proxy at the Annual
Meeting  will  be  elected  a  Director  of the  Company.  Abstentions  will  be
considered in determining a quorum, but will not count as a vote for a proposal.
(See "Voting and Proxy Procedures.")

If you have any questions or need assistance in voting your shares, please call:

                           Beacon Hill Partners, Inc.
                                 90 Broad Street
                            New York, New York 10004
                         (Call Toll Free (800) 755-5001)

<PAGE>
                           THE COMMITTEE'S POSITION ON
                         PERFORMANCE STOCK COMPENSATION

The Company is proposing to offer  Directors  and  management  Stock Options and
Stock  Awards.  The Stock  Options have a strike price equal to the market price
the date the stock options are issued.  Therefore in order for the Directors and
management to receive a benefit,  the price of the Company's stock must increase
to a price in excess of the strike  price when the  option is  exercised.  Stock
Awards are free;  then if the Company's  stock price declines after issuance the
Directors and management  still receive a benefit  because they paid nothing for
the stock.

The Committee does not object to offering Directors and management Stock Options
because the Committee believes they reward management for positive  performance.
Stock Awards,  however,  provide no  performance  incentive to the Directors and
management in the Committee's  opinion since they are free and, thus, provide no
indirect benefit to Stockholders  whose interests are diluted as a result of the
Stock  Awards.  Because  the Company has  combined  the Stock  Options and Stock
Awards  into  one  proposal  for  Stockholder  approval,  the  Committee  has no
alternative  but to vote against the entire  proposal and recommends  that other
Stockholders also vote against the Company's proposal.

                              THE COMMITTEE'S GOALS

                        OUR GOAL IS TO MAXIMIZE THE VALUE
                         OF THE COMPANY'S STOCK FOR ALL
                      STOCKHOLDERS. IF THE COMPANY DOES NOT
                       PERFORM, THE OFFICERS AND DIRECTORS
                           SHOULD NOT RECEIVE REWARDS!



The Committee  believes its fellow  Stockholders have the same goal: to maximize
the value of the Company's  stock they  purchased.  The Committee  believes that
this goal can be accomplished  most effectively by selling the Company,  and has
urged  management  to pursue  acquisition/merger  discussions  with  potentially
interested  commercial  banks.  In the opinion of the  Committee,  a sale of the
Company  at this  time may be more  beneficial  than the  Company  remaining  an
independent  financial  institution because of the high multiples being paid for
lending  institutions  at this time by acquirors  whose stock is also trading at
significantly high multiples.

If a sale of the Company is not possible at a satisfactory  price, the Committee
Nominee, if elected, will work to increase the Company's earnings,  earnings per
share,  earning assets and deposits and will strongly recommend that the Company
aggressively  pursue a stock repurchase  program.  The Board of Directors of the
Company would have to determine a  satisfactory  price which could be either all
cash or a combination  of cash and stock.  To accomplish the  Committee's  goal,
Baer  and  Seidman,  if  elected,  will  need  the  cooperation  of two of other
Directors.

When you return the  Committee's  proxy card you are voting for Seidman and Baer
and none of the three  Company  Nominees.  However,  since the Committee is only
running two Nominees for the three Board of Director seats, if the two Committee
Nominees  are  elected,  one of the Company  Nominees  who  receives the highest
number of shares will also be elected.

                      MANAGEMENT AND THE DIRECTORS ARE NOW
                         SEEKING TO REWARD THEMSELVES
                              BEFORE THEY PERFORM

                                 STOCK OPTIONS

     A. The  Incentive  Plan if approved  by the  Stockholders,  authorizes  the
Company to grant of 379,343 Stock Option shares.  If approved,  the the Board of
Directors  intends to immediately  grant ------ Stock Option shares to employees
and -------  shares to outside  directors.  Options  for -------  shares will be
reserved and available  under the Incentive  Plan for future grant to directors,
and/or  employees.  These Stock  Options will vest twenty (20%) percent per year
for five (5) years,  commencing one year from the date of grant.  As the Company
disclosed, the exercise of these Stock Options may have a dilutive effect on the
holdings of the present Stockholders. If the Stock Options were the only part of
the Incentive Plan the Committee would not be against the Stock Option Plan, but
would still seek representation on the Company's Board of Directors.

                                  STOCK AWARDS

             HOW WOULD YOU LIKE TO BE GIVEN $1,972,581 FOR NOTHING

     B. Issuance of Free Stock to Employees and Directors:  The Incentive  Plan,
if approved by the  Stockholders,  also  authorizes the Company to grant 151,737
Stock Awards to the Company's  employees and directors.  The Committee  believes
the Company will  re-purchase the 151,737 Stock Award Shares which will cost the
Company approximately  $1,972,581. In addition, the recipient of the Stock Award
Shares also will be entitled to receive cash and stock  dividends  and to direct
the voting of such granted shares.  Immediately after purchase of the shares the
Company will give (for free)  --------  Stock Award shares to certain  executive
officers and directors. These shares will vest twenty percent (20%) per year for
five (5) years commencing one year from the date of grant.

The Company does not propose to make the issuance of the Stock Awards contingent
upon the  attainment  of  performance  goals.  Therefore,  even if the Company's
performance  is poor,  management  and the  directors  will be  rewarded  at the
Stockholders' expense.

The Company  earned  approximately  $563,000  for the March 31, 1999  quarter or
$187,666 per month.  Therefore,  the Company is asking its  Stockholders to give
management  and the  directors  approximately  10 1/2  months  of the  Company's
earnings.  Simply  stated,  if the  Company's  earnings were to continue at such
level, the Company will have no earnings for the Stockholders for 10 1/2 months.

ACCORDING  TO THE  COMMITTEE'S  CALCULATIONS,  THE COST OF THE STOCK AWARDS WILL
ALSO  RESULT  IN A  BOOK  VALUE  REDUCTION  OF  EACH  SHARE  IN  THE  AMOUNT  OF
APPROXIMATELY $.52.

(1)The Company has the authority to issue authorized but unissued shares.
(2) Based upon the closing  price of $13.00  per share for the Common  stock on
July --, 1999.

                           THE COMPANY'S STOCK PRICE

The Company went public on February 12, 1999 at $10 a share. The Committee began
purchasing the Company's  stock on February 16, 1999 when the price of the stock
was $10.77.  The Committee filed its Schedule 13D on April 29, 1999,  disclosing
the ownership of 203,000 shares or 5.35% of the outstanding shares. On April 29,
1999, the Company's closing stock price was $11.75.  From April 29, 1999 to July
- ---,  1999;  the stock price has increased to $----.  Since February 16, 1999 to
July -- 1999, the Company's stock price has increased --%.

           MR. SEIDMAN'S PAST HISTORY OF MAXIMIZING SHAREHOLDER VALUE

Mr.  Seidman has been involved in proxy  contests  with two separate  companies,
Wayne Bancorp,  Inc. and IBS Financial  Corp.,  seeking to maximize  shareholder
value  by a sale  of the  respective  companies.  Both  companies  were  sold at
significant  premiums to their book value and market  price.  In  addition,  Mr.
Seidman  filed a Schedule 13D seeking to maximize  shareholder  value  through a
sale of 1st Bergen Bancorp, Inc. ("Bergen") and Eagle BancGroup,  Inc. ("EGLB").
1st Bergen Bancorp was sold shortly  thereafter to Kearney Savings Bank,  again,
at a  significant  premium  and EGLB  announced  that they  hired an  investment
banking firm to explore strategic alternatives, including a sale of the company.

On  February  25,  1999,  Mr.  Seidman,  as a  representative  for his  clients,
including  some of the  Committee  Members,  entered into an Agreement  with CNY
Financial Corporation ("CNYF"),  wherein CNYF agreed to increase the size of its
Board of Directors by one and add Seidman as a Director.  Mr.  Seidman agreed to
certain  restrictions  and  voted his  shares in  support  of CNYF  stock  based
compensation plans and he became a director of CNYF.

                             ELECTION OF SEIDMAN AND
                               BAER AS DIRECTORS

The Committee is proposing the election of Seidman and Baer because Stockholders
are  entitled to  independent  Directors  who will be  dedicated  to  maximizing
shareholder value.

Lawrence  Seidman is 51 years old and his address is 19 Veteri Place,  Wayne, NJ
07470. Since March 10, 199, Mr. Seidman has been the President, General Counsel
and a Director of Menlo Acquisition Corporation.  Mr. Seidman is also Manager of
Seidman & Associates,  L.L.C.,  Seidman & Associates  II,  L.L.C.,  President of
Veteri Place Corp., the sole General Partner of Seidman Investment  Partnership,
LP, Seidman Investment Partnership II, LP, Manager, of Federal Holdings,  L.L.C.
and business consultant to certain partnerships and individuals,  including, but
not limited to, Kerrimatt, LP.

Richard Baer is 52 years old and his address is 3 Webster  Avenue,  Summit,  NJ
07910.  Since  February  1988,  Mr.  Baer has been  Chairman  of the  Board  and
President of Casper Partition System,  Inc., a company  principally  involved in
the re-furbishing of work stations.

The members of the Committee  have agreed to act in concert.  Partners,  Whitman
and DiPaolo disclaim any beneficial interest in any shares of Common Stock owned
by SAL, SAL II, SIP, SIP II, Kerrimatt,  Federal,  Baer,  Seidman,  or Seidman's
clients. Seidman disclaims any beneficial interest in any shares of Common Stock
owned by Partners,  DiPaolo or Whitman. The members of the Committee reserve the
right to terminate their agreement to act in concert.

During the last five (5)  years,  none of the  Committee  members to the best of
their  knowledge,  (i) has been  convicted in a criminal  proceeding  (excluding
traffic violations or similar misdemeanors); or (ii) has been a party to a civil
proceeding of a judicial or administrative body of competent jurisdiction and as
a result of such  proceeding was or is subject to a judgment,  decree,  or final
order  enjoining  future  violations of, or prohibiting or mandating  activities
subject to,  federal or state  securities  laws, or finding any  violation  with
respect to such laws.

Mr.  Seidman is the manager of SAL, SAL II and Federal,  and is the President of
the Corporate  General  Partner of SIP and SIPII and the investment  manager for
Kerrimatt;  and, in that capacity,  Mr. Seidman has the authority to cause those
entities to acquire,  hold, trade, and vote these securities.  SAL. SAL II, SIP,
SIP II,  Kerrimatt  and  Federal  were all created to  acquire,  hold,  and sell
publicly-traded securities. None of these entities was formed to solely acquire,
hold, and sell the Company's securities.  Each of these entities owns securities
issued by one or more companies other than the Company.  The members and limited
partners in SIP,  SIP II,  SAL,  SAL II,  Kerrimatt  and Federal are all passive
investors,  who do not - and cannot - directly or indirectly  participate in the
management of these  entities,  including  without  limitation  proxy  contests.
Seidman's  compensation  is, in part,  dependent upon the  profitability  of the
operations of these  entities,  but no provision is made to  compensate  Seidman
solely based upon the profits  resulting  from  transactions  from the Company's
securities.

The  voting  power  over  the  Company's   securities  is  not  subject  to  any
contingencies  beyond  standard  provisions  for entities of this nature  (i.e.,
limited   partnerships  and  limited  liability   companies)  which  govern  the
replacement of a manager or a general partner.

Additional  Information concerning the Committee is set forth in Appendices
A and B hereto.  Each of the individuals listed on Appendix A attached hereto is
a citizen of the United States.

                                    AUDITORS
The Committee has no objection to the  ratification  of the  appointment of
Deloitte & Touche, LLP as independent accountants for the Company for the fiscal
year ending December 31, 1999.

                             SOLICITATION; EXPENSES

Proxies may be solicited by the  Committee  by mail,  advertisement,  telephone,
facsimile,  telegraph,  and personal solicitation.  Whitman, and Seidman will be
principally  responsible  to solicit  proxies for the  Committee  and certain of
their   employees  will  perform   secretarial   work  in  connection  with  the
solicitation  of proxies,  for which no  additional  compensation  will be paid.
Banks, brokerage houses, and other custodians, nominees, and fiduciaries will be
requested to forward the  Committee's  solicitation  material to their customers
for whom  they hold  shares  and the  Committee  will  reimburse  them for their
reasonable out-of-pocket expenses.

The  Committee  has  retained  Beacon  Hill  Partners,  Inc.  to  assist  in the
solicitation of proxies and for related services.  The Committee will pay Beacon
Hill  Partners,  Inc. a fee of up to $15,000 and has agreed to  reimburse it for
its  reasonable  out-of-pocket  expenses.  In addition,  the  Committee has also
agreed to indemnify Beacon Hill Partners,  Inc. against certain  liabilities and
expenses,  including liabilities and expenses under the federal securities laws.
Approximately six (6) persons will be used by Beacon Hill Partners,  Inc. in its
solicitation efforts.

The entire expense of preparing,  assembling,  printing,  and mailing this Proxy
Statement and related materials and the cost of soliciting proxies will be borne
by Seidman, SAL, SAL II, SIP and SIP II.

Although no precise  estimate  can be made at the present  time,  the  Committee
currently   estimates  that  the  total  expenditures   relating  to  the  Proxy
Solicitation incurred by the Committee will be approximately $40,000 of which $0
has been incurred to date. The Committee intends to seek  reimbursement from the
Company  for  those  expenses  incurred  by the  Committee,  if the  Committee's
Nominees  are  elected  or  if  the  Incentive  Plan  is  not  approved  by  the
Stockholders,  but does not intend to submit the question of such  reimbursement
to a vote of the Stockholders.

For the proxy solicited  hereby to be voted,  the enclosed WHITE proxy card must
be signed, dated, and returned to the Committee, c/o Beacon Hill Partners, Inc.,
in the enclosed envelope in time to be voted at the Annual Meeting.  If you wish
to vote for the  Committee  position,  you must submit the enclosed  WHITE proxy
card and must NOT submit the Company's proxy card. If you have already  returned
the  Company's  proxy  card,  you have the right to revoke it as to all  matters
covered thereby and may do so by subsequently  signing,  dating, and mailing the
enclosed WHITE proxy card. ONLY YOUR LATEST DATED PROXY WILL COUNT AT THE ANNUAL
MEETING.  Execution  of a WHITE  proxy card will not affect your right to attend
the Annual  Meeting  and to vote in  person.  Any proxy may be revoked as to all
matters  covered  thereby  at any time  prior to the time a vote is taken by (i)
filing with the Secretary of the Company a later dated written revocation;  (ii)
submitting a duly executed proxy bearing a later date to the Committee; or (iii)
attending and voting at the Annual  Meeting in person.  Attendance at the Annual
Meeting will not in and of itself constitute a revocation.

The Incentive Plan may not be implemented unless Stockholders owning a majority
of the outstanding Common Stock vote in favor of the Incentive Plan.

Shares of Common Stock  represented by a valid,  unrevoked WHITE proxy card will
be voted as  specified.  You may vote for the  Committee's  position or withhold
authority to vote for the Committee's  position by marking the proper box on the
WHITE  proxy  card.   Shares   represented  by  a  WHITE  proxy  card  where  no
specification has been made will be voted against the Incentive Plan for the two
Committee Nominees and for Deloitte & Touche, LLP, as auditors.

Except as set forth in this Proxy  Statement,  the Committee is not aware of any
other  matter to be  considered  at the Annual  Meeting.  The  persons  named as
proxies on the  enclosed  WHITE  proxy card will,  however,  have  discretionary
voting authority as such proxies  regarding any other business that may properly
come before the Annual Meeting.

If your shares are held in the name of a brokerage firm, bank, or nominee,  only
they can vote such shares and only upon receipt of your  specific  instructions.
Accordingly,  please return the proxy in the envelope provided to you or contact
the person  responsible  for your account and instruct that person to execute on
your behalf the WHITE proxy card.

Only holders of record of Common Stock on the Annual Meeting Record Date will be
entitled to vote at the Annual  Meeting.  If you are a Stockholder  of record on
the Annual  Meeting Record Date, you will retain the voting rights in connection
with the Annual  Meeting even if you sell such shares  after the Annual  Meeting
Record Date.  Accordingly,  it is  important  that you vote the shares of Common
Stock held by you on the Annual  Meeting  Record Date,  or grant a proxy to vote
such  shares on the WHITE proxy  card,  even if you sell such shares  after such
date.

The Committee  believes that it is in your best interest to defeat the Incentive
Plans presently proposed and elect the Committee's  Nominees as Directors at the
Annual Meeting.  THE COMMITTEE STRONGLY  RECOMMENDS A VOTE AGAINST THE INCENTIVE
PLAN, FOR THE COMMITTEE NOMINEES AND FOR THE PROPOSED AUDITORS.

 THE SOUTH JERSEY FINANCIAL CORPORATION, INC. COMMITTEE TO PRESERVE SHAREHOLDER
                                     VALUE.




                              I M P O R T A N T !!!

If your shares are held in "Street  Name" only your bank or broker can vote your
shares and only upon receipt of your  specific  instructions.  Please return the
proxy  provided to you or contact the person  responsible  for your  account and
instruct them NOT to vote at this time.

If you have any  questions,  or need further  assistance,  please call  Lawrence
Seidman at 973-560-1400,  Extension 108, or Richard Whitman at 800-330-9966,  or
our proxy solicitor:  Beacon Hill Partners, Inc., 90 Broad Street, New York, New
York 10004, at 800-755-5001.
<PAGE>
                                   APPENDIX A

                      THE COMMITTEE TO MAXIMIZE SHAREHOLDER
                             VALUE AND ITS NOMINEES

The participants who comprise the Committee own in the aggregate ----- shares of
Common Stock, representing approximately ----% of the shares outstanding and are
as follows:

Seidman  and  Associates  L.L.C.  ("SAL"),  is a New  Jersey  limited  liability
company,  organized  to invest in  securities,  whose  principal  and  executive
offices  are  located at 19 Veteri  Place,  Wayne,  New Jersey  07470.  Lawrence
Seidman is the  Manager  of SAL and has sole  investment  discretion  and voting
authority with respect to such securities.

Seidman and Associates II, L.L.C.  ("SALII"),  is a New Jersey limited liability
company,  organized  to invest in  securities,  whose  principal  and  executive
offices  are  located at 19 Veteri  Place,  Wayne,  New Jersey  07470.  Lawrence
Seidman is the Manager of SALII and has sole  investment  discretion  and voting
authority with respect to such securities.

Seidman  Investment   Partnership,   L.P.  ("SIP"),  is  a  New  Jersey  limited
partnership,  whose  principal  and  executive  offices are located at 19 Veteri
Place,  Wayne, NJ 07470. Veteri Place Corporation is the sole General Partner of
SIP and Lawrence Seidman is the only shareholder  director and officer of Veteri
Place Corporation.  Seidman has sole investment  discretion and voting authority
with respect to such securities.

Seidman  Investment  Partnership  II, L.P.  ("SIPII"),  is a New Jersey  limited
partnership,  whose  principal  and  executive  offices are located at 19 Veteri
Place,  Wayne, NJ 07470. Veteri Place Corporation is the sole General Partner of
SIPII and  Lawrence  Seidman is the only  shareholder  director  and  officer of
Veteri Place  Corporation.  Seidman has sole  investment  discretion  and voting
authority with respect to such securities.

Kerrimatt,  LP (Kerrimatt),  is a limited partnership formed, in part, to invest
in stock of public  companies whose principal and executive  offices are located
at 80 Main Street, West Orange, New Jersey 07052.  Lawrence Seidman has the sole
investment discretion and voting authority with respect to such securities until
May 2000.

Federal Holdings L.L.C.  ("Federal"),  is a New York limited liability  company,
organized to invest in  securities,  whose  principal and executive  offices are
located at One Rockefeller  Plaza,  31st Floor, New York, NY 10020.  Lawrence B.
Seidman is the Manager of Federal and has sole investment  discretion and voting
authority with respect to such securities.

Seidman is a private investor, with discretion over certain client accounts
and is the  Manager  of  Federal,  SAL  and SAL II,  and  the  President  of the
Corporate  General  Partner  of SIP  and SIP II and the  investment  manager  of
Kerrimatt.  See  Footnote  No. 1 below  for  information  concerning  regulatory
action.

Baer is a private investor.

Richard Whitman is the Executive Vice President of Palisade Capital  Management,
LLC,  located at 1 Bridge Plaza,  Fort Lee, NJ 07024.  Mr.  Whitman is a General
Partner of Benchmark Partners, LP, located at 750 Lexington Avenue, New York, NY
10022.

Lorraine DiPaolo is the president of The Benchmark Company, Inc., located at 750
Lexington Avenue,  New York, NY 10022 and is also a General Partner of Benchmark
Partners, LP, also located at 750 Lexington Avenue, New York, NY 10022.

Partners  is a Delaware  Limited  Partnership.  Whitman and DiPaolo are the sole
individual  General  Partners of Partners.  Whitman and DiPaolo share investment
discretion, dispositive power, and voting authority with respect to Partners.

<PAGE>


         Name            Business Address       # of shares of
                                                 common stock
                                               beneficially owned   % of Class

Seidman and Associates    100 Misty Lane              49,000            1.291
L.L.C. (SAL)              Parsippany, NJ 07054

Seidman and Associates II, 100 Misty Lane             33,800             .891
L.L.C. (SAL II)            Parsippany, NJ 07054

Seidman Investment         19 Veteri Place            51,300            1.352
Partnership, L.P. (SIP)    Wayne, NJ 07470

Seidman Investment         19 Veteri Place            65,500            1.726
Partnership II, L.P. (SIP) Wayne, NJ 07470

Kerrimatt, LP              80 Main St.                45,000            1.186
                           West Orange, NJ 07052

Federal Holdings, LLC      One Rockefeller Plaza      49,400            1.302
                           New York, NY 10020

Lawrence B. Seidman        100 Misty Lane            328,100            8.649
Individually (1)           Parsippany, NJ 07054

Benchmark Partners, L.P.(2) 750 Lexington Avenue      22,500             .593
                           New York, NY 10022

Richard Whitman, Individually One Bridge Plaza         (2)               .593
(3)                        Fort Lee, NJ 07024

Lorraine DiPaolo, Individually 750 Lexington Avenue    (2)               .593
(3)                        New York, NY 10022


______________________________________
          (1) Seidman  owns 5,600 shares of common  stock  directly,  but may be
     deemed to have sole voting power and dispositive power as to 328,100 shares
     beneficially  owned by SIP, SIP II, SAL, SAL II,  Kerrimatt,  Federal,  and
     several clients.  On November 8, 1995, the acting director of the Office of
     Thrift  Supervision  (OTS) issued a Cease and Desist Order against  Seidman
     ("C & D") after  finding  that  Seidman  recklessly  engaged  in unsafe and
     unsound  practices  in the  business of an insured  institution.  The C & D
     actions  complained  of  were  Seidman's   allegedly   obstructing  an  OTS
     investigation.  The C & D  ordered  him to cease  and  desist  from (i) any
     attempts   to  hinder  the  OTS  in  the   discharge   of  its   regulatory
     responsibilities,   including  the  conduct  of  any  OTS   examination  or
     investigation;  and (ii) any  attempts  to induce  any  person to  withhold
     material  information  from  the  OTS  related  to the  performance  of its
     regulatory  responsibilities.  The Order also provides that for a period of
     no less than three (3) years if Seidman  becomes an  institution-affiliated
     party of any insured depository  institution subject to the jurisdiction of
     the OTS, to the extent that his responsibilities include the preparation or
     review  of any  reports,  documents,  or other  information  that  would be
     submitted  or  reviewed  by  the  OTS in the  discharge  of its  regulatory
     functions, all such reports,  documents, and other information shall, prior
     to submission  to, or review by the OTS, be  independently  reviewed by the
     Board of  Directors  or a duly  appointed  committee of the Board to ensure
     that all  material  information  and facts have been  fully and  adequately
     disclosed.  In addition, a civil money penalty in the amount of $20,812 was
     assessed.

          (2) Whitman and DiPaolo do not own any shares personally,  but may be
     deemed  to have  shared  voting  power and  dispositive  power as to 22,500
     shares beneficially owned by Partner.
          (3) Less than 1%.
<PAGE>


APPENDIX B

                                 DATE     PRICE      PROCEEDS          SHARES
- -------------------------------------------------------------------------------
SEIDMAN & ASSOCIATES LLC
                                 21699    10.87      32,625.00         3,000
                                 21799    10.74      53,687.00         5,000
                                 21799    10.81      27,031.00         2,500
                                 22399    10.81      54,062.00         5,000
                                 22699    10.74      26,844.00         2,500
                                  4799    11.19      55,937.00         5,000
                                 42299    11.31      33,937.00         3,000
                                 52499  12.6875      63,437.50         5,000
                                 52599  12.6875      63,437.50         5,000
                                  6299   12.625      63,375.00         5,000
                                  6299  12.6664      37,999.20         3,000
                                  6399  12.625       63,125.00         5,000

- -----------------------------------------------------------------------------
SUB-TOTAL                                           575,497.20        49,000

SEIDMAN INVEST. PARTNERSHIP LP
                                 21699    10.87      32,625.00         3,000
                                 21799    10.81      27,031.00         2,500
                                 21999    10.75      53,750.00         5,000
                                 22399    10.81      54,062.00         5,000
                                 31099    11.12      55,625.00         5,000
                                  4899    11.12      36,712.00         3,300
                                 42299    11.31      33,937.00         3,000
                                 51499    11.86      47,450.00         4,000
                                 51499    11.99      35,956.80         3,000
                                 52199    12.62      63,125.00         5,000
                                 52499  12.6875      63,437.50         5,000
                                  6299   12.625      31,562.50         2,500
                                  6399  12.625       63,125.00         5,000


- -----------------------------------------------------------------------------

SUB-TOTAL                                           598,398.80        51,300

SEIDMAN & ASSOCIATES II, LLC
                                 21699    10.87      32,625.00         3,000
                                 21799    10.81      27,031.00         2,500
                                 21999    10.75      53,750.00         5,000
                                 22499    10.80      54,000.00         5,000
                                 22699    10.74      26,844.00         2,500
                                  3199    10.74      26,844.00         2,500
                                  4899    11.12      36,712.00         3,300
                                 51499    11.99     119,856.00        10,000


- -----------------------------------------------------------------------------
SUB-TOTAL                                           377,662.00        33,800

LAWRENCE SEIDMAN CLIENTS
                                 21799    10.81      27,025.00         2,500
                                 21799    10.74      53,687.00         5,000
                                 21799    10.81      27,027.00         2,500
                                 21799    10.81      27,027.00         2,500
                                 21799    10.81      27,027.00         2,500
                                 21999    10.75      53,750.00         5,000
                                 22399    10.81      54,062.00         5,000
                                 42799    11.63      11,627.00         1,000
                                 42799    11.49      11,490.00         1,000
                                 42799    11.49      11,487.00         1,000
                                 51099    12.05      12,054.00         1,000
                                 51399    12.35       1,235.25           100
                                 6999     12.5625    62,812.50         5,000

- -----------------------------------------------------------------------------
SUB-TOTAL                                           380,310.75        34,100

KERRIMATT, LP
                                 21699    10.87      32,625.00         3,000
                                 21799    10.81      27,031.00         2,500
                                 21999    10.75      53,750.00         5,000
                                 22399    10.81      54,062.00         5,000
                                  3899    11.30      45,200.00         4,000
                                 31099    11.12      55,625.00         5,000
                                 31999    11.25      56,250.00         5,000
                                 42299    11.31      33,937.00         3,000
                                 52499  12.6875      63,437.50         5,000
                                  6299   12.625      31,562.50         2,500
                                  6399   12.625      63,125.00         5,000

- -----------------------------------------------------------------------------
SUB-TOTAL                                           516,605.00        45,000
FEDERAL HOLDINGS LLC
                                 21799    10.81      59,469.00         5,500
                                 21999    10.75      53,750.00         5,000
                                 22399    10.81      54,062.00         5,000
                                 31099    11.12      55,625.00         5,000
                                  4899    11.12      37,825.00         3,400
                                 42299    11.31      33,937.00         3,000
                                 51499    11.87     118,750.00        10,000
                                 52199    12.62      63,125.00         5,000
                                 52499  12.6875      63,437.50         5,000
                                  6299  12.6664      31,666.00         2,500

- -----------------------------------------------------------------------------
SUB-TOTAL                                           571,646.50        49,400

SEIDMAN INVEST. PARTNERSHIP II, LP
                                 21699    10.87      32,625.00         3,000
                                 21799    10.81      27,031.00         2,500
                                 21999    10.75      53,750.00         5,000
                                 22399    10.81      54,062.00         5,000
                                  3199    10.74      26,844.00         2,500
                                 31099    11.12      55,625.00         5,000
                                 31999    11.25      56,250.00         5,000
                                 42299    11.31      33,937.00         3,000
                                 42899    11.53      92,250.00         8,000
                                 51399    12.06      60,312.50         5,000
                                 52199    12.62      63,125.00         5,000
                                 52499    12.75      63,750.00         5,000
                                 52599  12.6875      63,437.50         5,000
                                  6199  12.6875      82,468.75         6,500

- -----------------------------------------------------------------------------
SUB-TOTAL                                           765,467.75        65,500

BENCHMARK PARTNERS, LP
                                 51899    12.29      61,452.00          5000
                                 52199    12.63     126,265.00        10,000
                                  6299    12.63      94,725.00         7,500

- -----------------------------------------------------------------------------
SUB-TOTAL                                           282,442.00        22,500


                                 TOTAL            4,068,030.00       350,600
- -------------------------------------------------------------------------------



<PAGE>


                                    P R O X Y

THIS PROXY IS SOLICITED IN  OPPOSITION TO THE BOARD OF DIRECTORS OF SOUTH JERSEY
FINANCIAL  CORPORATION,  INC. BY THE SOUTH JERSEY  FINANCIAL  CORPORATION,  INC.
COMMITTEE TO PRESERVE SHAREHOLDER VALUE.

                         ANNUAL MEETING OF SHAREHOLDERS

The undersigned  hereby  appoints  Lawrence B. Seidman or Richard Baer with full
power of  substitution,  as Proxy  for the  undersigned,  to vote all  shares of
common stock, par value $.01 per share of South Jersey  Financial  Corporation,
Inc. (the  "Company"),  which the  undersigned is entitled to vote at the Annual
Meeting of Stockholders to be held on August 18, 1999, at 2:00 p.m. (local time)
or any adjournment(s) or postponement(s) thereof (the "Meeting"), as follows:

     1. The approval of the South Jersey Financial Corporation, Inc. 1999
        Stock-Based Incentive Plan:

                         For ___ Against ___ Abstain __

          Shares will be voted as directed.  If no direction is made, this Proxy
     will  be  voted  against  the  proposal  of  the  South  Jersey   Financial
     Corporation, Inc. 1999 Stock-Based Incentive Plan.




                  IMPORTANT:  PLEASE SIGN AND DATE ON THE REVERSE SIDE.


<PAGE>


2. ELECTION OF DIRECTORS - COMMITTEE NOMINEES

             -- FOR ALL THE NOMINEES LISTED BELOW

             -- WITHHOLD AUTHORITY TO VOTE FOR A NOMINEE
                BY PLACING AN "X" NEXT TO HIS NAME

             -- RICHARD BAER                  -- LAWRENCE B. SEIDMAN

There is no assurance that any of the Company's Nominees will serve as Directors
if the Committee Nominees are elected to the Board.

3.  APPOINTMENT OF DELOITTE & TOUCHE, LLP AS INDEPENDENT ACCOUNTANTS FOR THE
    FISCAL YEAR ENDING DECEMBER 31, 1999:

                    For ___ Against ___ Abstain __

This proxy, when properly executed,  will be voted in the manner directed herein
by the undersigned Stockholder.  Unless otherwise specified,  this proxy will be
voted  "AGAINST" the Incentive  Plan and "FOR" the election of the  Committee's
Nominees as Directors and "FOR" the  appointment of Deloitte & Touche,  LLP, the
independent  accountants.  This proxy  revokes  all prior  proxies  given by the
undersigned.

In his  discretion,  the proxy is authorized to vote upon such other business as
may  properly  come before the meeting,  or any  adjournments  or  postponements
thereof, as provided in the proxy statement provided herewith.

Please  sign  exactly  as  your  name  appears  hereon  or on your  proxy  cards
previously sent to you. When shares are held by joint tenants, both should sign.
When  signing as an attorney,  executor,  administrator,  trustee,  or guardian,
please  give  full  title  as  such.  If a  corporation,  please  sign  in  full
corporation  name by the  President  or  other  duly  authorized  officer.  If a
partnership,  please sign in partnership name by authorized  person.  This proxy
card votes all shares held in all capacities.

                                       Dated:___________________________________

                                       _________________________________________
                                                                     (Signature)
                                       _________________________________________
                                                    (Signature, if jointly held)

                                     Title: ____________________________________


 PLEASE SIGN, DATE, AND MAIL THIS PROXY CARD TODAY.



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