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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.
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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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A border official mocked an attorney for observing Shabbat. Orthodox lawyers say the issue is not new.
Gregory Bovino, the Border Patrol official who led immigration raids in Minneapolis, reportedly mocked the Jewish faith of Minnesota’s U.S. attorney during a phone call with other prosecutors in mid-January. According to The New York Times, Bovino complained that Daniel Rosen, an Orthodox Jew, was hard to reach over the weekend because he observes Shabbat and sarcastically pointed out that Orthodox Jewish criminals don’t take the weekends off.
The call took place at a moment of extreme tension in Minneapolis, as federal agents under Bovino’s command carried out an aggressive immigration crackdown that had already turned deadly. It came between the fatal shootings of Renée Good and Alex Pretti, both killed during enforcement operations, and amid fierce backlash from local officials and residents.
Bovino made the remarks in a derisive, mocking tone, the Times reported, casting Shabbat observance as a point of ridicule. Bovino had already drawn national attention for frequently wearing an olive double-breasted greatcoat with World War II-era styling, leading some critics to call him “Gestapo Greg” and accusing him of “Nazi cosplay.” Bovino, who pushed back on those comparisons, has since been reassigned.
Rosen, a Trump nominee, was confirmed as Minnesota’s U.S. attorney in October 2025 after a career in private practice and Jewish communal leadership. He has said that rising antisemitism helped motivate his decision to take the job, and that prosecuting hate crimes would be a priority for his office.
For many Orthodox Jewish lawyers, Bovino’s alleged remarks were not surprising. They echoed a familiar challenge: explaining that Shabbat — a full day offline — is not a lack of commitment, but a religious boundary that cannot be bent without being broken.
In a profession that prizes constant availability, that boundary can carry consequences. Some lawyers say it shows up in subtle ways: raised eyebrows, jokes about being unreachable, skepticism when they ask for time off. Others say it has shaped much bigger decisions, including how visibly Jewish they allow themselves to be at work.
David Schoen, an Orthodox criminal defense attorney who served as lead counsel for President Donald Trump during his second impeachment trial, said he has long been mindful of how religious observance is perceived in the courtroom.
“I have made a conscious decision not to wear my yarmulke in front of a jury,” Schoen said, explaining that jurors often “draw stereotypes from what they see.”
Those concerns were reinforced by experience. Schoen said he has noticed a “definite difference in attitude” from some judges depending on whether he wore a yarmulke. In one case, he recalled, a Jewish judge pulled him aside during a jury trial and told him she thought he had made the right choice — a comment Schoen said he found disappointing.
For Sara Shulevitz, a criminal defense attorney and former prosecutor, the Bovino episode brought back memories from early in her career.
Orthodox and the daughter of a Hasidic rabbi — now married to one — Shulevitz said her unavailability on Jewish holidays was often treated as a professional flaw rather than a religious obligation. “It held me back from getting promotions,” she said.
In court, the scrutiny could be blunt. “I was mocked by a Jewish judge for celebrating ‘antiquated’ Jewish holidays,” she said, recalling requests for continuances for Shemini Atzeret and Simchat Torah. In another case, she said, a judge questioned her request for time off for Shavuot and suggested she had already “taken off for Passover.”
When another judge assumed Passover always began on the same day in April, “I had to explain the Jewish lunar calendar in the middle of court while everyone was laughing,” she said.
Not every encounter, Shulevitz added, was rooted in hostility. Sometimes judges simply didn’t understand Orthodox practice. When she explained she couldn’t appear on a Jewish holiday, judges would suggest she join the hearing by Zoom — forcing her to explain that Orthodox Jews don’t use electrical devices on Shabbat or festivals.
The misunderstanding often slid into a familiar assumption. “They think you’re lazy,” she said. “It’s not laziness. Any Jewish woman knows how much work goes into preparing for Passover.”
Rabbi Michael Broyde, a law professor at Emory University who studies religious accommodation, said that Bovino’s alleged “derogatory remarks” are “sad and reflects, I worry, the antisemitic times we seem to be living in.”
He added that the criticism of Rosen reflected a basic misunderstanding of how law offices operate, calling it “extremely rare” for a lawyer’s religious practices to interfere with their obligations, especially when senior attorneys delegate work and courts routinely grant continuances.
“No one works 24/7,” Broyde said.
The episode echoed a similar Shabbat-related incident during Trump’s first term. In his 2022 memoir, former Trump trade adviser Peter Navarro described how a group sought to undermine Trump son-in-law Jared Kushner’s role in the 2020 campaign by scheduling a key White House meeting with Trump on a Saturday, knowing Kushner — who is Shabbat observant — would not attend. Navarro titled the chapter recounting the episode, “Shabbat Shalom and Sayonara.”
The tension between Jewish observance and public life is not new. Senator Joe Lieberman, the first observant Jew to run on a major-party presidential ticket, famously walked to the Capitol for a Saturday vote and ate fish instead of meat at receptions. His longtime Senate colleague Chris Dodd joked that he became Lieberman’s “Shabbos goy.”
Still, Schoen said, visibility can cut both ways. During Trump’s impeachment trial, while speaking on the Senate floor, he reached for a bottle of water and instinctively paused. With one hand holding the bottle, he used the other to cover his head — a makeshift yarmulke — before drinking.
The moment was brief, but it did not go unnoticed. In the days that followed, Schoen said he heard from young Jewish men and businesspeople who told him that seeing the gesture made them feel more comfortable wearing their own yarmulkes at work.
The attention, he said, was unexpected. But for some in the Orthodox community, it became a source of pride.
“I felt honored,” Schoen said.
My guess in all seriousness is that he normally wears a yarmulke and this was reflex. Schoen is modern Orthodox so that would make sense. But I defer to @jacobkornbluh https://t.co/MkKx6W03v2
— Jake Tapper 🦅 (@jaketapper) February 9, 2021
Jacob Kornbluh contributed additional reporting.
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Deni Avdija becomes first Israeli to be selected as an NBA All-Star
(JTA) — Portland Trail Blazers star Deni Avdija’s meteoric rise has officially reached a new stratosphere, as the 25-year-old forward has become the NBA’s first-ever Israeli All-Star.
Avdija was named an All-Star reserve for the Western Conference on Sunday, an expected but deserved nod after the northern Israel native finished seventh in All-Star voting with over 2.2 million votes, ahead of NBA legends LeBron James and Kevin Durant. Avdija’s breakout performance this season has earned him repeated praise from James and others across the league.
Avdija’s star turn began last year in his first season with Portland, when he further captured the adoration of Jewish fans across Israel and the U.S. But he took another step forward this season, averaging 25.8 points, 6.8 assists and 7.2 rebounds per game. His points and assists clips are by far the best of his career, and rank 13th and 12th in the NBA, respectively. He’s considered a front-runner for the league’s Most Improved Player award.
For close observers of Israeli basketball, Avdija’s All-Star selection is the culmination of a promising career that began as a teenage star with Maccabi Tel Aviv and made him the first Israeli chosen in the top 10 in an NBA draft.
“Deni Avdija being named an NBA All-Star reserve is an unbelievable achievement in the mind of every Israeli basketball fan,” Moshe Halickman, who covers basketball for the popular Sports Rabbi website, wrote in an essay for the Jewish Telegraphic Agency. “This is a dream come true for many — a dream that became realistic and even a must-happen during his breakout season — but something that in his first five seasons in the NBA never came across as something that was going to be real.”
Halickman, who has covered Avdija in Washington, D.C., and in Israel, wrote that Avdija is not only considered the greatest Israeli hooper of all time, but perhaps the best athlete to come out of Israel, period.
Oded Shalom, who coached Avdija on Maccabi Tel Aviv’s Under-15 and Under-16 teams, echoed that sentiment in a recent profile of Avdija in The Athletic.
“Even though he is only 25, I think he is Israel’s most successful athlete in history,’’ Shalom said. “We’ve had some great gymnasts — and I hope everyone forgives me for saying it, because we’ve had some great athletes — but I think Deni has become the greatest.”
Avdija’s ascension has also come against the backdrop of the Gaza war and a reported global rise in antisemitism, which he has said affects him personally.
“I’m an athlete. I don’t really get into politics, because it’s not my job,” Avdija told The Athletic. “I obviously stand for my country, because that’s where I’m from. It’s frustrating to see all the hate. Like, I have a good game or get All-Star votes, and all the comments are people connecting me to politics. Like, why can’t I just be a good basketball player? Why does it matter if I’m from Israel, or wherever in the world, or what my race is? Just respect me as a basketball player.”
Now, Avdija’s talents will be on display at the NBA All-Star Game, on Sunday, Feb. 15, in Los Angeles.
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Democratic leader says GOP-led Congress boosted ICE funding while Jewish security is underfunded
House Democratic Leader Hakeem Jeffries used a Jewish gathering in New York on Sunday to spotlight what he described as an imbalance in federal priorities, building on outrage over the Trump administration’s violent crackdown in Minneapolis that resulted in two fatal shootings.
Jeffries criticized the Republican-controlled Congress for boosting immigration enforcement funding by billions while, he said, security funding for Jewish institutions continues to lag amid rising antisemitic threats. He said that in the One Big Beautiful Bill Act, which passed last July and included cuts to Medicaid, the Department of Homeland Security received an additional $191 billion, including $75 billion for ICE.
“If that can happen, then the least that we can do is ensure that this vital security grant program is funded by hundreds of millions of dollars more to keep the Jewish community and every other community safe,” Jeffries said.
The Nonprofit Security Grant Program, established by Congress in 2005 and administered by FEMA under the Department of Homeland Security, provides funding to nonprofits, including houses of worship, to strengthen security against potential attacks. Congress began significantly increasing funding in 2018 after a wave of synagogue attacks nationwide, bringing the program to $270 million today.
Major Jewish organizations are pushing to raise funding to $500 million amid rising antisemitic threats. Last year, the Trump administration briefly froze the program as part of broader agency cuts, and some groups have been reluctant to apply because applicants must affirm cooperation with federal immigration enforcement.
Jeffries said House Democrats strongly support an increase to $500 million annually to meet escalating security needs. “It’s got to be an American issue, because that is what combating antisemitism should be all about,” he said.
The breakfast, previously held at the offices of the UJA-Federation of New York, was held this year for the first time in the events hall at Park East Synagogue, which was the site of a pro-Palestinian protest last year that featured antisemitic slogans and posters.
Sunday’s program also included remarks from Senate Minority Leader Chuck Schumer, who told the audience that his support for Jewish security funding will only continue growing under his leadership, calling it his “baby.”
“As long as I’m in the Senate, this program will continue to grow from strength to strength, and we won’t let anyone attack it or undo it,” Schumer said.
Rep. Jerry Nadler, the co-chair of the Congressional Jewish Caucus who is retiring at the end of the year after 36 years in the House, also spoke at the event. Nadler, like several other Democrats in recent months, compared the actions of ICE agents to the Gestapo, Nazi Germany’s secret police. The comparison has drawn sharp criticism from Democrats, Republicans and Jewish leaders.
Support for Israel aid
Both Schumer and Jeffries vowed in their remarks to continue supporting U.S. military assistance to Israel, amid increasing calls within the party for sharper opposition to Israel. Polls show that Democratic voters are increasingly sympathetic to Palestinians. In July, a record 27 Senate Democrats, a majority of the caucus, supported a pair of resolutions calling for the blocking of weapons transfers to Israel.
“I think it’s the humane thing to do to ensure that Israel has a right to exist as a Jewish and democratic state and eternal homeland for the Jewish people,” Jeffries said. The House Minority Leader, who has cultivated close ties with Jewish leaders since his election in 2012, noted that he has visited Israel nine times. He recalled that on his recent trip, Israel’s ambassador to the U.S., Yechiel Leiter, joked that it might be time for Democrats to buy property in Jerusalem.
Schumer, the nation’s highest-ranking Jewish elected official, has seen his popularity decline and has faced calls to step down from his role as leader. On Sunday, he pledged that he “will always fight to give Israel what it needs to protect itself from the many who want to wipe Israel off the face of the map.”
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