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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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Netanyahu joins Trump’s ‘Board of Peace’ despite misgivings about Qatari, Turkish participation
(JTA) — Israeli Prime Minister Benjamin Netanyahu has joined U.S. President Donald Trump’s “Board of Peace,” less than a day after telling Israel’s parliament about his “argument” over the board’s membership.
Trump invited roughly 60 countries to join the board, a global body that is expected to oversee the ceasefire between Hamas and Israel. Among those that received invitations are Qatar and Turkey, which have supported Hamas.
“We have a certain argument with our friends in the United States over the composition of the advisory council that will accompany the processes in Gaza,” Netanyahu said on Monday.
Netanyahu’s comments came after Trump touted the board on social media, in the latest bid to move the three-month-old ceasefire into a new phase. The invitations went out soon after Middle East envoy Steve Witkoff announced that the ceasefire deal had entered its second phase, ushering in the formation of a Palestinian committee to oversee Gaza’s governance.
“It is my Great Honor to announce that THE BOARD OF PEACE has been formed,” wrote Trump in a post on Truth Social last week. “The Members of the Board will be announced shortly, but I can say with certainty that it is the Greatest and Most Prestigious Board ever assembled at any time, any place.”
Some European countries have indicated that they are interested in joining the board, while others have rejected the invitations. Pakistan and Russia are considering joining, while Russian President Vladimir Putin’s closest ally, Belarus’ Alexander Lukashenko, warmly accepted the invitation in a statement Monday.
Hungarian Prime Minister Viktor Orbán, Argentinian President Javier Milei, United Arab Emirates President Mohamed bin Zayed Al Nahyan, and Paraguayan President Santiago Peña were among the first to announce their acceptance of the invitations on social media. Egypt accepted its invitation on Wednesday.
Countries that sign onto the board will be installed for three-year terms with the option of paying $1 billion to fund its activities and gain permanent membership.
The board’s creation comes as Trump is openly dismissive of U.S. participation in other international bodies. The invitations said the Board of Peace would “embark on a bold new approach to resolving global conflict,” a description that critics said could set up the body to rival the United Nations in global governance. While the United Nations authorized the board to oversee the management of Gaza for two years, the board’s charter does not specifically mention Gaza.
French President Emmanuel Macron rejected Trump’s offer in a statement Monday, writing that the board’s charter “goes beyond the framework of Gaza and raises serious questions, in particular with respect to the principles and structure of the United Nations, which cannot be called into question.” (Trump later threatened to impose tariffs on French wines and champagne over the refusal.)
Irish Foreign Minister Helen McEntee warned in a statement Sunday that the board “would have a mandate wider than the implementation of the Gaza Peace Plan,” adding that “while it may be imperfect, the UN and the primacy of international law is more important now than ever.”
Sweden and Norway turned down their invitations on Wednesday.
Still, other world leaders have expressed their interest in joining the board, including Italian Prime Minister Giorgia Meloni, who said her country was “ready to do our part” and Canadian Prime Minister Mark Carney, who said they had agreed in principle, but that “unimpeded aid flows” to Gaza was a precondition for joining. Meloni is right-wing and Carney is liberal, indicating that the board is
A spokesperson for Russian President Vladimir Putin said on Monday that he was reviewing the invitation and was “hoping to get more details from the US side.”
Trump is expected to hold a formal signing ceremony for the board as early as Thursday while he attends the World Economic Forum in Davos, Switzerland.
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How a Persian Jewish immigrant became the rodeo king of California
David Halimi grew up Jewish in Tehran, watching Bonanza. He now produces rodeos in Northern California and owns a bar modeled on Cheers.
At 73, Halimi is known around Chico as the man behind a Western wear store stocked with thousands of cowboy boots, a rodeo circuit that draws bull riders from across the region, and a U-shaped bar where locals joke about who might be the town’s version of Norm. Less obvious — but no less central — is that he is also a longtime synagogue president, a Hillel board leader, and a professor who teaches business analytics at the local university.
Asked how an Iranian Jew learned the rhythms of the American West, Halimi doesn’t mystify it. “I’m a quick learner,” he said.
Halimi still follows events in Iran closely. “It’s heartbreaking,” he said. “It’s my heritage.” He has no illusions about the imbalance of power. “People protesting with their bare hands are no match to machine guns and professional assassins.” Still, he allows himself hope. “I wish and I pray that the people will prevail.”
For Halimi, the distance between Iran and Chico is not just geographic. It is the distance between a life shaped by instability — he grew up in Iran in the aftermath of a coup — and one he has spent decades deliberately building.
On a recent afternoon inside the 6,000-square-foot Diamond W Western Wear, Halimi wore what he sells — black alligator boots, jeans, a button-down, blazer and a hat — and moved easily past towers of boots, glass cases of belt buckles, pausing as an employee steamed a cowboy hat back into shape. His wife, Fran, emerged from the back. Customers drifted in.
Over the years, his footprint downtown has expanded to include two restaurants and a soon-to-open coffee shop, all within walking distance of his store.
Halimi didn’t arrive in America looking for a job. He arrived looking for an opportunity. When he moved to the United States at 16, in 1969, he worked full time while going to school, bussing tables at a restaurant and saving aggressively. By 18, he had pooled his earnings with his older brother to make his first real estate investment. “I was never looking for a job,” he said. “I always wanted to do my own thing.”
That instinct carried him through college, where he studied mathematics and economics, and later into commodities trading — “the stock market on steroids,” as he put it — before settling in Chico in 1979. It had the virtues he was looking for: a small-town feel, a university’s energy, and room to build.
Mending fences, building community
For all the boots, buckles and bull riders, Halimi’s most consequential work happens closer to home. He has served on the board of Congregation Beth Israel of Chico for decades, including numerous stints as president, and has been a steady presence through the cycles that define small Jewish communities.
Rabbi Lisa Rappaport, who leads the congregation, said that constancy matters. In a community with limited resources, leadership often means stepping in wherever the need arises.
That was especially true after the synagogue was targeted with antisemitic graffiti in late 2022. What followed, Rappaport recalled, was an outpouring of support. Donations funded a new security system. A local metalworker volunteered to create a new sign. Another family, moved by the response, offered to pay for a fence.
Halimi volunteered to design and help build it. Vertical bars, he insisted, would make the synagogue feel like a jail. Instead, he created diagonal metal panels inspired by math’s golden ratio, incorporating stainless-steel symbols of the Twelve Tribes — a boundary meant to protect without closing the place off.
Rappaport credits both Halimi and his wife, a former religious school director and longtime sisterhood leader, with helping sustain the shul. “They’re in it till the end,” she said. In a small community, she added, that kind of commitment is existential. “If you have a couple of people who have that frame of mind,” she said, “it keeps the community alive. It’s people like that that keep it pulsing.”
Halimi, now a grandfather, carries that same lesson into his classroom at Chico State, where he has been teaching since 2009. Each semester he leads two courses: business analytics and the evolution of management theory. He doesn’t think of it as a job so much as a responsibility. “I like seeing the light bulb go on,” he said. Former students, now entrepreneurs themselves, sometimes track him down to say thank you. The payoff, he said, is “psychic income.”
Halimi teaches what he learned: “Even when the odds are against you,” he said, “you can still succeed.”
His rodeo business began, improbably enough, as a marketing complaint. Halimi had been sponsoring country concerts and rodeos to promote the store, but he was unimpressed with the results. Other sponsors, he noticed, felt the same way. So he launched his own production company. First, they hosted country music concerts. Soon, they built a rodeo: the National Bullriding Championship Tour, which just marked its 30th year.
He had expected resistance from the industry. Instead, he found acceptance, and eventually respect. “It’s very unusual,” he acknowledged, “for an Iranian Jew to be a successful rodeo producer.”
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Argentina’s chief Sephardic rabbi reaffirms century-old ban on local conversions, sparking backlash
(JTA) — BUENOS AIRES — Argentina’s Sephardic chief rabbi reaffirmed a 100-year-old ruling that conversion may not be performed in Argentina and is considered valid only if carried out in Israel.
Representatives of non-Orthodox movements reacted angrily, asking why the ruling was issued now and saying it would essentially subject Argentinian converts to the tight hold that Israel’s Orthodox rabbis have on conversion.“Orthodoxy is attempting to present itself as the sole legitimate source of Judaism and halachic [Jewish legal] authority,” Rabbi Ariel Stofenmacher, the rector of the Seminario Rabínico Latinoamericano, the Masorti/Conservative movement’s seminary in Buenos Aires, told JTA. “We are concerned that members of the Jewish community in Latin America, where about 80 percent or more are not Orthodox, may read that statement by an important rabbi and feel confused.”
The document, issued on Jan. 13 and signed by Chief Rabbi Yosef Chehebar, reaffirms a takanah, or rabbinical ban, first established in Argentina in 1927. The authors of that ban, Rabbi Shaul Sitehon Dabah of the Syrian-Aleppo tradition and the Ashkenazi Rabbi Aharon Goldman, emerged in response to a proliferation of lax or irregular conversions, particularly in rural areas among Jewish immigrants.
The statement signed by Cheheber describes the ban as “general and binding.” It emphasizes that the decree was enacted permanently, “with no temporal limitation or expiration whatsoever,” and frames it as a safeguard for “the purity of lineage and the sanctity of our families.”
In the years since the original ban, however, non-Orthodox rabbis say the conversion process has been standardized, and that the level of preparation in Argentina is considered very high. The Masorti seminary, which has conducted conversions since its founding in 1994, argues that the reasons for the restriction “are no longer applicable.”
Critics of Cheheber’s document say there have been no recent incidents or developments that would have prompted such a reminder.
“We reject recent statements that invoke a cherem from the 1920s to invalidate conversions carried out outside the State of Israel and by non-Orthodox rabbis, as well as the use of language that appeals to notions of ‘lineage,’ ‘purity’ or ‘contamination,” the Seminario Rabínico Latinoamericano and its affiliated Rabbinical Seminary said in a statement Jan. 15. “Such claims are halachically unsustainable and ethically unacceptable, particularly when they introduce categories alien to Judaism and morally offensive.”
Rabbi Isaac Sacca, the Sephardi Chief Rabbi of Buenos Aires, posted Chehebar’s ruling on social media and defended it in an interview with JTA.
“The regulation represents a self-imposed limitation by Argentina’s Orthodox rabbis on their own authority, undertaken in order to ensure security and peace of mind that a practice as delicate and sacred as conversion is carried out with due seriousness, and that neither the convert, nor families, nor the community are misled,” he said.
Conversion has been a flashpoint between the diaspora and Israel, where the Orthodox rabbinate for decades held a near monopoly on Jewish lifecycle events, including conversion. Non-Orthodox conversions were recognized in Israel under a landmark ruling handed down by the Israeli Supreme Court in 2021, but non-Orthodox groups continue to object to government regulations that complicate the recognition of these conversions.
Conversion has been particularly fraught in Latin America, including the controversies that led to the 1927 takanah and, more recently, the mass conversion in Brazil, Colombia and other countries of people who identify as Bnei Anusim — descendants of Jews forcibly converted during the Spanish and Portuguese Inquisitions.
Within Orthodox circles in Argentina, preparatory stages for conversion may take place in the country, but the bet din, or rabbinical court, that validates them operates in Israel. According to sources who asked to remain anonymous, the target of the latest ruling was not the non-Orthodox movements but Orthodox rabbis who had been offering more flexible alternatives to prospective converts, such as completing an Orthodox conversion in neighboring Uruguay and then returning to Argentina to seek its recognition in Buenos Aires.
Chehebar’s recent statement specifies that the takanah “applies both to any person residing in Argentina, as well as to anyone coming from another country with the intention of establishing residence in national territory, even in cases in which the giyur [convert] has already been carried out in their country of origin or another country, outside of Eretz Israel.”
Asked whether any specific incident had triggered the statement, Sacca replied: “We are not aware of any particular event. It is simply a reminder that the Sephardic Chief Rabbinate of Syrian-Aleppo tradition has conveyed to our rabbinate for public dissemination.”
The ruling “does not constitute a rejection of the convert, nor does it devalue those who sincerely seek to join Judaism,” he added. “On the contrary, it functions as a halakhic safeguard designed to preserve a core commandment linked to Jewish identity, in a context marked by social pressures and institutional weaknesses. It also seeks to prevent hasty decisions that could affect the spiritual and personal lives of those seeking conversion, as well as those of their descendants.”
The Masorti movement insisted that its own rabbis conduct the conversion process in a manner that is “serious, demanding, and deeply Jewish,” based on rigorous study, commitment to Jewish life and responsible rabbinical guidance. “Those who join the Jewish people through this path,” the statement affirms, “are received as full Jews, with dignity and complete belonging, in accordance with rabbinic tradition.”
Said Stofenmacher: “We reaffirm that we conduct legitimate conversions in accordance with the halacha, as we have done for decades, with thousands of individuals who have joined the Jewish people in our region, and we will continue to do so in all the communities where our rabbis serve.”
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