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How one of North America’s largest Conservative congregations added 900 new members in 8 months

This article was produced as part of JTA’s Teen Journalism Fellowship, a program that works with Jewish teens around the world to report on issues that affect their lives.

TORONTO (JTA) —  At a time of declining synagogue affiliation rates and following a pandemic slump, one of North America’s largest Conservative congregations gained 900 new members in just eight months.

Launched in July 2022, an initiative called the Generations Membership Program attracted young families to Beth Tzedec Congregation here by removing membership dues for anyone under the age of 40.

The success of the no-dues model surprised leaders of the synagogue, whose next challenge is to strengthen the connections between the new members and the congregation.

“We were all surprised by how much uptake there was,” said Yacov Fruchter, the synagogue’s director of Community Building and Spiritual Engagement, Yacov Fruchter.

With over 4,000 members, Beth Tzedec is one of the largest Conservative congregations in North America. However, over the past decade, Beth Tzedec has suffered from a decline that has affected the Conservative movement, once North American Judaism’s largest denomination. In 1971, 832 congregations identified with the movement, a number which dropped to 562 by 2020. The number of Conservative Jews also dropped from 1.6 million at its peak to a half million by 2020, according to data from the 2020 Pew Research Center survey of U.S. Jews.

The decline of the Conservative movement left Beth Tzedec struggling to attract new members while old families fell out of touch with the congregation. “Ten years ago, our membership was at 2,400 households, but I think that number was inflated,” said Rabbi Steven Wernick, its senior rabbi. “Into the pandemic, we saw membership drop to 1,700-1,800 paying units,” or families. That’s a decline of approximately 25% over the 2010s.

As director of education, Daniel Silverman oversees Beth Tzedec’s congregational school as well as bar/bat mitzvah educational programs. Silverman said that it was difficult to attract and maintain younger congregants due to shifting cultural perspectives and financial stresses that have worsened over recent years

“It was hard to help people understand that synagogue was worth their time when we put up a relatively high [financial] barrier,” said Silverman. “People of this generation are not going to be inclined to join and pay money to join a synagogue in the way that their parents and grandparents were.”

Beth Tzedec’s membership dues are adjusted for each family unit depending on how much the family can pay. That doesn’t mean that membership is cheap, however. For the highest-earning members of the congregation, dues can be up to $6,000 annually per family. 

Ariel Weinberg, 17, belongs to Beth Tzedec and participated in Silverman’s bat mitzvah educational program. When she becomes an adult, she said she would be happy to pay a portion of her salary for synagogue membership but wants her experience to be more than simply attending for the High Holidays. 

“That’s a lot of money to put forth every month when I only use it twice per year,” Weinberg said. 

Voluntary dues programs like Beth Tzedec’s have been growing in recent years. Synagogues adopting the model cite research showing that potential members see belonging to a synagogue as less of an obligation and instead want to be shown what a synagogue has to offer, as Rabbis Kerry Olitzky and Avi Olitzky argued in their 2015 book on membership models.  

Wernick said that the way younger generations view synagogue membership is fundamentally different from previous generations. 

“The traditional synagogue membership model was pay first and engage later. So what we decided to do was, engage first, and then we’ll talk about money later,” Wernick said. 

Boosting membership on paper is one thing; creating active, engaged members who show up for worship and take part in programming is another. To demonstrate Beth Tzedec’s commitment to engaging the new cohort, the shul recently hired an engagement specialist and the board is also in the process of hiring a new cantor or rabbi. Leadership has also committed to meeting one-on-one for a “coffee date” with each new member of the congregation to strengthen new connections. 

“The goal is to make a place as large as Beth Tzedec feel small and personal,” said Silverman.

Leadership’s attempts to better connect with congregants have already resonated well with new members. After Rebbecca Starkman and her family joined Beth Tzedec in September 2022, her husband met with Wernick as part of the “coffee date” initiative. 

“He really, really enjoyed it,” said Starkman. “It also made him feel connected, connected and comfortable.”

When Wernick became Beth Tzedec’s chief rabbi in 2019, he set out to address Beth Tzedec’s membership woes. As the former CEO of the United Synagogue of Conservative Judaism, the congregational arm of Conservative Judaism, he used his expertise to devise a plan that would reverse the previous trend in Beth Tzedec’s affiliation. 

“What I attempted to do at USCJ was to help synagogues reinvent themselves for the 21st century,” Wernick said. 

Part of that idea, said Beth Tzedec’s president, Patti Rotman, meant rethinking the congregation’s membership model. “It couldn’t just be transactional. It had to be transformational,” Rotman said.

Prior to the implementation of the Generations program, Beth Tzedec had attempted strategies to improve engagement. Previously, membership for families under the age of 25 was set at only $50 per year. The congregation was able to support this program as membership dues only accounted for 30% of operating income, the rest coming from other sources. 

According to Wernick, as of 2022, only 5% of Beth Tzedec’s operating income came from families under 40. As such, the switch to no-fee membership for the under-40 cohort did not cause a significant financial impact.

“So you already had a circumstance where those over 40 were already paying for those under 40,” Wernick said.  

In the months prior to the implementation of the Generations Membership Program, Beth Tzedec undertook a significant amount of research into synagogue engagement in Toronto. Based on the 2018 Environics Survey of Jews in Canada, they learned that 70% of Jewish Canadians belonged to a congregation, more than double the percentage in the U.S.

“If there’s 200,000 Jews in the GTA [Greater Toronto Area], then 30% are not affiliated,” said Wernick, “and then if you break it down by how many people are in their 20s and 30s, we’re talking about 16,000 Jews.” Out of the 16,000, Wernick estimates that approximately 30% grew up as part of the Conservative movement, while 30% grew up unaffiliated. 

Geographic research told Wernick that prior to July 2022, there were around 500 households in the vicinity of Beth Tzedec in need of a shul.

Rabbi Steven Wernick, senior rabbi of Beth Tzedec in Toronto, previously served as CEO of the United Synagogue of Conservative Judaism. (Courtesy of USCJ)

Beth Tzedec was able to focus its social media campaigns on neighborhoods with the greatest concentration of young and unaffiliated Jews in the vicinity. 

“We targeted the unaffiliated, we targeted the previously affiliated to Beth Tzedec, but who had dropped off for more than three years, and we targeted based on geography,” as well as the study by Environics and information from UJA-Federation of Greater Toronto.

Even with the sophisticated marketing campaign, Wernick said that the synagogue expected it would only gain around 20-50 new households per year. 

“Just because you give it away for free doesn’t mean that people are going to come,” said Wernick. 

By the end of the first day of advertising, 50 new families had signed up.

“We are well over 420 new households,” Wernick said. Seventy-five percent of the uptake are brand-new members while the remainder are former Beth Tzedec members who had fallen out of the fold for more than three years. 

The 420 household figure represents mainly families, as well as couples and individuals. Beth Tzedec President, Patti Rotman, estimates that approximately 900 new individual members became part of the synagogue in the eight months since the program was inaugurated. 

When it comes to reinvigorating community life, gaining new members is not the only task at hand. 

The membership drive “is only mile one of a marathon,” said Silverman.

“The most difficult part is, how do you then keep people connected?” said Fruchter. “You have to have the capacity to develop the relationships that you are starting.”

As self-identified Modern Orthodox Jews, Rebecca Starkman and her family attend synagogue regularly. Because her primary congregation only meets every other week, Starkman had been attending Beth Tzedec for years prior to joining under the Generations program.

“I had been attending loosely since since 2015,” said Starkman. “We had always been members at this other congregation but had not joined Beth Tzedec until this past September.”

Starkman said that it was the financial barrier that had been preventing her and her family from officially joining Beth Tzedec. 

“We didn’t feel like we had enough finances to pay membership at two organizations,” said Starkman. “The program definitely gave us the motivation to make the leap to being part of the shul.”

Starkman said that she knows of other families who were also in her situation, attending Beth Tzedec services without becoming official members due to the financial barrier. 

“There are three other families who did the same thing we did,” said Starkman. However, one family was over 40 and still could not join the congregation under the program. Nonetheless, for families who are lucky enough to be covered, Starkman said that the program is definitely a motivating factor to join Beth Tzedec. 

Weinberg said that the Generations program will also improve diversity within the congregation.

“Our mandate really is to build a stronger Jewish future with youth and young professional engagement as our priority. And to go with that,” said Rotman, “we are also at the forefront of equity and inclusion.” 

According to Rotman, Beth Tzedec maintains a vigorous diversity and inclusion committee dedicated to ensuring that the synagogue is an inclusive environment for everyone. 

Given the local renaissance that Beth Tzedec has undergone, Rotman stresses the importance of bringing down barriers as the best way for synagogues to engage the current generation of Jews. 

“Our goal is to inspire and enable Jews to live meaningful Jewish lives and the best way [to do so] for the under-40 cohort is to remove the barrier to membership,” Rotman said.  


The post How one of North America’s largest Conservative congregations added 900 new members in 8 months appeared first on Jewish Telegraphic Agency.

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Marilyn Monroe would be 100 today. Are we making too much of her conversion?

Back in 2019, Marilyn Monroe’s menorah, a gift from her former in-laws, sold at auction for more than $112,000. The candle in the wind jokes wrote themselves, but how exactly the tragic actress lived her life has long been a point of Jewish fascination.

The effort to make Monroe a Jewish icon is almost certainly strained, though not baseless.

Born Norma Jean Mortenson, she converted to Judaism in 1956 ahead of her nuptials with Arthur Miller. That this detail still commands such attention can’t easily be divorced from certain stereotypes of their mismatched pairing: the beauty and the brain. He, balding and bespectacled, she, a peroxide paragon of bombshell beauty. Philip Roth didn’t need to write about it — Joyce Carol Oates did instead.

But Monroe’s attachment to Judaism, beyond leaving behind such effects as the menorah and an annotated siddur (sold for $21,000 in 2018), may be overstated, even as she continued to identify as a “Jewish atheist” after her 1961 split with Miller. That she engaged with her lessons with some seriousness, according to the rabbi who converted her, may be more a testament to her curiosity and intelligence than a true demonstration of faith.

In 2015, the Jewish Museum in New York offered a useful contrast. An exhibition hosted Andy Warhol’s portraits of Monroe and Elizabeth Taylor presented as a diptych. Taylor’s conversion came about after the death of a Jewish husband and remained important to her through the rest of her life, extending to pro-Israel causes and activism on behalf of Soviet Jewry. (Taylor was buried by a rabbi, Monroe by a Lutheran minister.)

Both women had their films banned in Egypt on account of their adopted faith — in the case of Taylor, this meant completing Cleopatra in Rome. Only one could be said to have lived a thoroughly Jewish life, though Monroe’s death is certainly a mitigating factor, the subject of so many “what ifs.”

When we look at Marilyn as a coreligionist, it may say more about us than her. I suspect the fact she didn’t “look Jewish” is what makes her affiliation matter to so many.

But the affiliations that truly matter are in the credits: Billy Wilder, Tony Curtis, Charles Lederer, Lee Strasberg. The work, or Avodah, is captured in celluloid: the way Sugar Kane takes a belt from her flask and tucks it in her garter or Lorelei Lee swats at her suitors with a fan.

It is Marilyn, not Norma Jean, not Miriam bat Sarah, who continues to have immense cultural cachet, already long exceeding her brief time on earth.

 

The post Marilyn Monroe would be 100 today. Are we making too much of her conversion? appeared first on The Forward.

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Retracing the epic journey of the world’s oldest Jew

I, A Wandering Jew. A Five-Century History of our Modern Condition
Yair Mintzker
Princeton University Press, 272 pages, $29.95.

My father, an American-born son of Belarusian immigrants, bought the record when it first came out in 1960 and we enjoyed listening to it to no end. Mel Brooks and Carl Reiner’s album The 2,000 Year Old Man featured Brooks as a somewhat laconic old man who responded in Yiddish-inflected English to Reiner’s guileless questions about his long life.

The improvised sketch had apparently begun 10 years earlier, when Reiner, who worked with Brooks on a TV show, turned to him, while testing a new tape-recorder, and asked, “Is it true you were at the scene of the Crucifixion, 2000 years ago?” Jesus Christ, Brooks quipped, was a “nice boy, wore sandals.” William Shakespeare, however, had “the worst penmanship” and when asked if he knew Joan of Arc, Brooks blurted out, “Knew her? I dated her!”

As a kid of 9, I didn’t think that their shtick was anything other than funny. But in retrospect, I can see that the Yiddishkeit tone and audacity of the conceit also answered something bigger and much more sinister. The Shoah had only just ended, the weekend before, as it were. So, the immortality and know-it-all comedy of Brooks’ hero expressed resiliency and social integration in the face of nothing less than genocide. “The 2000 Year Old Man” was, in a Borscht Belt voice, an affirmation of life. My fondness for Brooks resurfaced during the haze of high school, and remained in the back of my mind as decades went by, but it wasn’t until reading Yair Mintzker’s new book, I, Wandering Jew, that I came to appreciate another dimension of its significance, namely, its evocation of the figure of the Wandering Jew.

Originally, the Wandering Jew was an antisemitic trope Christians used to explain the marginality and foreignness of Jews in European society. A cobbler stood at the doorstep of his Jerusalem shop, according to the story, as Jesus labored by, hauling his burden to his death. Refusing his request for help, Jesus cursed the cobbler, who inexplicably came to be known as Ahasverus, the name of a Persian king, to live eternally in exile until the Second Coming. The Jews were thus condemned to a de-territorialized, homeless fate as Christ deniers.

Ahasverus appears and reappears in various forms over the course of European history — often as a tall, severe man who spoke several languages, never laughed and criticized people for moral failures. His story spread in ballads, poems and novels — and eventually in Nazi propaganda — to support the claim that Jews were not only alien to European culture and society but could never live together with Aryans.

Mintzker, a Princeton history professor, has written an intriguing book that traces the legend of the Wandering Jew over the centuries in reverse chronological order, eventually to arrive at the salience of the figure’s story in the author’s own life and times.

The first of his five examples is set in Israel, just a few years after the nation achieved independence, when a mysterious man, known by some as Ben Shoushan, caught the attention of a journalist as he disembarked at the port of Haifa with a forged Moroccan passport that dated his birth in 1902. He seemed to be both middle-aged and ageless, perhaps mad or possibly a genius. The author Eli Weisel had met him at one point immediately after the war and also couldn’t quite make sense of who he was — perhaps a “Kabbalist, comedian and anarchist”? The mystery man, lacking an origin or an income, claimed to speak 30 languages and was said to love riddles.

He spent time in two religious kibbutzim near Tel Aviv. The kibbutzniks recalled him as a harsh, unbearable, eccentric man who lectured on the Talmud, rotating between the communities until he was expelled from both. Leaving Israel in 1956, he was spotted in a Jewish community in Uruguay, where he was regarded as a Wandering Jew, an identity he apparently embraced. In other words, Shoushan was at once a real person, in Mintzker’s view, who also seemed to project a post-Holocaust trope, as of the survival of the Jewish stranger but also the survival of  the unconventional Jewish intellectual.

Another version appeared in The Nag, which was an allegorical, 1873 Russian novel by Sholem Yakev Abramovitch in which a broken-down, talking horse declares herself to be a “wandering mare” and demands justice rather than mercy from her tormentors. Abramovitch’s image of the Wandering Jew was somewhat veiled, although the reticent, pitiful animal does admit to being both a horse, passing from one harness to another, and something else. Unable to live or die, she says she wants only to belong — but is dismissed as not human.

In Jewish Memorabilia, Jacob Schudt, who was a Protestant scholar from Frankfurt, adopted the sort of doctrinal view of the legend that the eternal exile of the Jews from Israel was a punishment for having rejected Christ. The final installment of the four-volume work apparently brimmed with antisemitic views that criticized how Jews looked, their lack of hygiene, and purported greed, as well as their supposed penchant for self-flattery. Schudt dismissed the Wandering Jew as nothing more than a fable by which the lower classes could perceive and understand Jews. Yet he also recognized certain flaws in the story — that it contradicted Christ’s compassion, for one. Lacking historical support, Schudt went on to conclude that the story was probably of Catholic origin, or perhaps the result of nothing more than a publisher’s money-making scheme. The figure of Ahasverus, in other words, was a contradiction that featured a real personage who simultaneously never existed.

Mintzker then turns to the centerpiece of the story, an anonymous German broadsheet, the Kurtze Beschreibung, which was a wildly popular text that was first published in 1602 and then republished a dozen times throughout the rest of the century.

It cast Ahasverus as a strange man who met a Lutheran theologian and explained to him that he was a Jewish shoemaker who had been born 1,500 years earlier in Jerusalem, when and where he had refused to help Christ on his way to the Crucifixion and had been cursed to wander the earth until the return of the Messiah. The account included details of the Crucifixion, the deaths of the Apostles, and about Ahasverus himself — for example that he spoke German with a Saxon accent.

Mintzker strives to pin down the author of the pamphlet and how its contents changed over the course of the 17th century. He marshals quite a bit of detailed evidence that leads him to conclude that Paul von Eitzen, a leading a 16th century Lutheran official and contentious pastor in Hamburg who claimed to have met Ahasverus in the 1540s, must have written it. Readers of the pamphlet, Mintzker also notes, would certainly have been able to identify both von Eitzen and the man he called Ahasverus in this version of the story, who was likely a notoriously uncompromising anti-Calvinist named Tilemann Heshusius.

In the final chapter of his well-paced book, Mintzker turns his gaze upon himself — to the meaning of the Wandering Jew in his own life as a yored, an Israeli expatriate.

Mintzker was born and raised in an upper middle-class, progressive Ashkenazi family in Jerusalem, but eventually left the country to go study and then work in the United States. He had learned about Ahasverus from a close high school friend but only came to identify with him in New Jersey, where the image of exile, and of Jews as “eternal strangers,” haunted him and became more and more salient, particularly amid the violence of the past few years in Israel. With the rise of anti-Zionism, Mintzker admits, he came to “embrace the figure of Ahasverus … as a model for political life” but also for his own sense of self.

The 2,000 Year Old Man clearly echoed the legend of the Wandering Jew, in a chutzpadik voice that entertained diaspora American Jews during the immediate post-Holocaust years. But wasn’t this precisely Mintzker’s point? The trope’s meaning, as his book shows us, shifted across time and place. Thus, in this last expression, he comes to own it as an acknowledgement of his own disquiet and alienation, which he connects to his yored autobiography and recent events in Israel that have called Zionism into question. In doing so, the story of the Wandering Jew has shed its antisemitic, racialized roots, or justification for exile once again, to be read anew as a trope of Mintzker’s (and perhaps our) estrangement from contemporary Israeli society. A timely read.

The post Retracing the epic journey of the world’s oldest Jew appeared first on The Forward.

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The mayor missed the Israel Day Parade. Many who went didn’t miss him.

(JTA) — The energy was palpable Sunday as thousands packed a dozen blocks of Fifth Avenue waving Israeli flags for New York’s annual Israel Day Parade. Organizers said the turnout was the largest in the event’s six-decade history.

The procession featured its usual mix of Jewish nonprofits, schools and synagogues marching to blaring Israeli music alongside parade floats sponsored by groups including Nefesh B’Nefesh, the UJA Federation of New York and the Maccabiah Games.

But this year’s parade, which was themed “Proud Americans, Proud Zionists,” unfolded amid growing political polarization over Israel and without New York City Mayor Zohran Mamdani, who became the first mayor in decades to skip the event.

For all the criticism Mamdani has received over his campaign pledge not to attend the event, many of those who did turn out told the Jewish Telegraphic Agency they were glad he wasn’t there.

“He doesn’t like us,” said Andrea Roman, who attended the parade wearing an Israeli flag cape and thought it was “good” that Mamdani hadn’t come. “Why should you be some place where you don’t like? He does not promote peace. This promotes peace, but of course he’s not going to be here.”

Jeremy Bell, 39, also said wasn’t bothered by the mayor’s absence – and that there were many more who felt as he did.

“I don’t think that he was really wanted here,” Bell said, adding, “I don’t want to be here with someone who doesn’t believe in our right to exist and obviously associates with people that don’t have our best interests in mind.”

Marchers in the Israeli Day Parade carry cardboard cutouts of New York City Mayor Zohran Mamdani and Rama Duwaji, the first lady of New York City, on May 31, 2026. Photo by Grace Gilson

Despite Mamdani’s absence, the event, known as the largest pro-Israel parade in the world, featured a lengthy roster of political officials and lawmakers. New York Gov. Kathy Hochul, New York Attorney General Letitia James, U.S. Senate Minority Leader Chuck Schumer and U.S. Rep. Jerry Nadler were among those in attendance, as were former New York City Mayors Eric Adams and Mike Bloomberg.

NYPD Commissioner Jessica Tisch, who on Thursday said that security preparations for the parade would be “the most extensive” that the NYPD had ever put together, also joined the festivities as an honorary grand marshal.

While many paradegoers said that they never considered staying home because of security concerns, several said they appreciated the presence of thousands of police officers and extensive barricades that blocked the streets surrounding the event.

“We are grateful that tens of thousands of participants and spectators were able to gather safely and proudly in the heart of New York City,” Mitchell Silber, the CEO of the Community Security Initiative, said in a statement. “Today’s success reflects the extraordinary planning, coordination, and professionalism of the NYPD and our law enforcement partners.”

That number was boosted in some cases by participants who said the mayor’s decision to skip the event factored into their own decision to come.

Karene Hermon, 22, said that while previously she would have been more “neutral” about attending, hearing that Mamdani had chosen not to come drove her to “be with my people.”

“I think it sends the wrong message,” Hermon said of the mayor’s refusal to participate. “I think we’re trying to come together, not separate people, regardless of … how you feel about a cause.”

First-time paradegoer Luis Margules travelled to the march from Pennsylvania. He said that he had come because it felt like “a moment to be with Israel.”

“This is my first parade, but I think this year it’s one of the most important ones,” Margules said. “I think the world doesn’t understand the situation with Iran and the Palestinians, and everything is blamed on Israel.”

Ofir Akunis, the consul general of Israel in New York, said in a statement that the parade “delivered a resounding answer to all those who hate Israel.”

“This year’s parade was an unprecedented demonstration of strength by New York’s Jewish community and the people of Israel,” Akunis said. “It sends a clear and unequivocal message: We are here to stay, and we are not going anywhere.”

But not all of the spectators Sunday were there in support.

While there was no large-scale protest visible during the parade, roughly 25 people demonstrated along the route to oppose the inclusion of a record delegation of roughly 10 Israeli Knesset members, including far-right Finance Minister Bezalel Smotrich and two members of National Security Minister Itamar Ben-Gvir’s ultra-nationalist Otzma Yehudit party.

As the delegation passed the demonstration, which was organized by the progressive groups Israelis for Peace and Friends of Standing Together New York, protesters shouted “shame” and “war criminals,” according to Tamar Glezerman, an organizer for Israelis for Peace.

“We were there to protest against the Israeli Knesset delegation, the largest of its size of all of the parades, that sent members of the coalition and the so-called opposition to do hasbara and march victoriously up a New York avenue,” Glezerman told JTA in a phone interview Sunday, using the Hebrew word for public relations.

While the focus of the demonstration centered on opposing the Knesset delegation, Glezerman added that “a parade that very much champions unexamined, unchecked and non-critical support of Israel is perhaps important for people here. It is not good for Israelis. It sure as hell isn’t good for Palestinians.”

Margules, in contrast, said that seeing the Israeli Knesset members pass by had made him feel “proud.”

“It’s good to know that even in these dark times we can still be together without violence, and we can disagree on many things, but we have to agree on something,” Margules said. “We are here because Israel exists.”

This article originally appeared on JTA.org.

The post The mayor missed the Israel Day Parade. Many who went didn’t miss him. appeared first on The Forward.

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