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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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Lander unseats Goldman on winning congressional election night for Mamdani
Former City Comptroller Brad Lander handily defeated incumbent Rep. Dan Goldman in the New York Democratic primary Tuesday night, while lesser-known Assemblymember Claire Valdez secured the nomination for another House seat — both after campaigning as sharp critics of Israel and with the endorsement of Mayor Zohran Mamdani.
Preliminary results showed Lander with about 66% of the vote to Goldman’s 34%. Valdez won with 56% of the vote for the open seat being vacated by Rep. Nydia Velazquez. Both are virtually assured of winning the general election in November in their heavily Democratic districts.
A third candidate whom Mamdani had endorsed, former Columbia Gaza war encampment organizer Darializa Avila Chevalier, held a slight lead over Rep. Adriano Espaillat on Tuesday night.
Representing a spectrum ranging from liberal Zionist critic (Lander) to longtime activist for the Palestinian cause (Avila Chevalier), the strong results for Mamdani’s chosen candidates is being closely watched nationally in a Democratic Party where many voters say they want the U.S. to distance itself from Israel. All three candidates say they will support cutting off U.S. military aid to Israel, including for the Iron Dome defense system.
At a campaign rally last week, Mamdani compared the American Israel Public Affairs Committee to “monsters” who “move millions in dark money to accomplish a single goal — to preserve their power, so that they can turn us against one another.” The remarks drew widespread condemnation from Jewish leaders, including some Mamdani supporters.
Lander is a high-profile Jewish politician allied with Mamdani, who this election cycle threw his weight behind a slate of progressive candidates who have critiqued hardline pro-Israel money and use the terms “genocide” and “apartheid” to describe Israel’s actions in Gaza and the West Bank.
Setting out to challenge the incumbent, Lander zeroed in on Goldman’s support for U.S. military aid to Israel and his past ties to the campaign fundraising group AIPAC during the campaign.
Lander told the New York Times that criticizing AIPAC makes him “queasy” given “the antisemitic tropes at play,” but that he feels an obligation to call out its funding nonetheless as he promises to curtail U.S. military aid to Israel.
In NY-7, another candidate backed by Mamdani defeated the incumbent’s handpicked successor. democratic socialist Valdez won against Brooklyn Borough President Antonio Reynoso, who had the endorsement of outgoing Rep. Velázquez.
But Mamdani’s brand of Israel politics didn’t succeed everywhere: In the Bronx, Rep. Ritchie Torres — one of the Democratic party’s most staunch supporters of Israel — handily defeated Michael Blake, a former state assemblyman who allied with Mamdani during the mayoral primary last year.
For state comptroller, incumbent Thomas DiNapoli — who made additional purchases of Israel bonds in the aftermath of Oct. 7 — won over Jewish challenger Drew Warshaw, who argued that the state should divest from Israel bonds because they help “finance Israeli Prime Minister Benjamin Netanyahu’s wars.”
State Assemblymember Micah Lasher won the race to succeed Rep. Jerry Nadler, who retired after 33 years in the House and served as one of Congress’ leading voices for liberal Jews. In that race, the leading candidates Lasher and Alex Bores had broad agreement in their support of Israel.
The other candidate in the race, Kennedy political scion Jack Schlossberg, had called for conditioning aid to Israel and attempted to draw contrast with Bores and Lasher on the issue. But Schlossberg’s campaign struggled to gain traction amid questions about his lack of political experience.
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Pro-Israel Democrats battle to take on vulnerable Republican Rep. Mike Lawler
(New York Jewish Week) — Voters in New York’s Hudson Valley on Tuesday are choosing a Democrat to challenge the staunchly pro-Israel Republican Rep. Mike Lawler in a heavily Jewish swing district.
Two candidates have emerged as frontrunners in the Democratic primary in New York’s 17th Congressional District, a suburb of New York City that includes about 30,000 Orthodox Jews.
Cait Conley, a military veteran and former national security adviser, leads by double digits in polls this month and prediction markets over Beth Davidson, a member of the Rockland County Legislature who has highlighted her Jewish identity. A poll from Tavern Research last week found that 28% of voters were still undecided as the election approached.
Both are appealing to residents anxious about the cost of living, housing, healthcare and foreign conflicts. The winner will also aim to claw back moderate voters who supported Lawler, one of the most vocally pro-Israel members of Congress and a representative who has forged close ties with Orthodox Jewish voters.
Davidson and Conley have both said they support the United States alliance with Israel while opposing actions by Israeli Prime Minister Benjamin Netanyahu’s government. During a candidate forum in April, they distanced themselves from Democratic efforts in the Senate to block certain military sales to Israel.
Polling far behind Conley and Davidson is Effie Phillips-Staley, a progressive who says Israel is an apartheid state that has committed genocide in Gaza.
Conley and Davidson say they are marrying pro-Israel views with a liberal agenda, including fighting President Donald Trump. Davidson told the Jewish Telegraphic Agency that she wants to create a political home for “Jews that have felt lost in the Democratic party.” She previously served on the board of her White Plains synagogue, Beth Am Shalom, and has touted Jewish values as driving her public service, including tikkun olam, or repairing the world, and welcoming the stranger.
Conley has presented her military experience as an advantage. A former national security adviser in the Biden administration, she has said that she supports a two-state solution to the Israeli-Palestinian conflict and views Israel as a critical national security ally.
The winner will face off with Lawler, who has become so closely identified with the district’s Jewish community that he was recently attacked in comments by Sen. Rand Paul’s son, William Paul, who accused the lawmaker of being one of “you people,” although Lawler is not Jewish.
Often working with Democrats, Lawler has proposed a spate of legislation aimed at supporting Israel since he entered Congress in 2023. He co-sponsored the bipartisan Antisemitism Awareness Act, which would require the Department of Education to codify the International Holocaust Remembrance Alliance’s definition of antisemitism, a move championed by major Jewish groups and criticized by progressives for classifying some forms of Israel criticism as antisemitic. The bill passed in the House in 2024 but stalled in the Senate amid free speech concerns and was reintroduced in the House last year.
Lawler also introduced in 2024 the bipartisan Stand with Israel Act, which seeks to halt funding for United Nations agencies that “expel, downgrade, suspend, or otherwise restrict the participation of the State of Israel.” His bipartisan 2025 Bunker Buster Act seeks to equip Israel with massive bombs to target Iran’s nuclear infrastructure.
This year, Lawler has partnered with Democrats on two new measures that he says will combat antisemitism. The Jewish American Security Act introduced this month proposes expanding federal security support for Jewish institutions, and a House resolution from April condemns leftist streamer Hasan Piker and far-right podcaster Candace Owens for “antisemitic hate-filled rhetoric and content.”
Phillips-Staley represents the rising progressive wing of the Democratic party that is sharply critical of Israel, differentiating herself from Lawler as well as Conley and Davidson. Phillips-Staley has said that her views solidified after she traveled to Israel and the West Bank in February. She was criticized by some Democratic officials for doing an interview with Piker.
She told JTA in March that many Jewish residents supported her belief that Israel has committed genocide and the United States should sever military aid.
“I get the most encouragement, from lots of people, but a lot of encouragement from Jews who really challenged me, especially in the beginning, to be brave and say it like it is,” said Philips-Staley.
Republicans are suspected of jumping into the late stage of the race by funding a shadowy new group called Progressive Champions PAC, which mirrors GOP efforts to influence other Democratic primaries nationwide. Davidson publicly disavowed the PAC, which has spent $1.5 million on ads attacking Conley for her contract work for an AI company that works with the Department of Homeland Security, according to the Cook Political Report.
The primary winner will quickly rocket to national prominence in the general election, as Lawler’s seat is considered one of the most likely to flip in November. Democrats outnumber Republicans in the district, which former presidential candidate Kamala Harris won by less than one percentage point in 2024.
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Primary battle between rabbi and Jewish lawyer is a referendum on Mamdani and buffer zones
(New York Jewish Week) — A primary race on New York’s Upper West Side for a state legislative battle pits a rabbi against a Jewish lawyer in a referendum on where Jews stand on Mayor Zohran Mamdani and on the right to protest outside houses of worship.
Stephanie Ruskay would be the first female rabbi elected to state office in U.S. history. Her opponent is the Mamdani-endorsed Eli Northrup, a public defender and the grandson of a Jewish civil rights lawyer who worked on Supreme Court cases to combat antisemitism and racial segregation in the 1950s.
The hotly contested Democratic primary is for the State Assembly’s District 69, which covers much of the Upper West Side and all of Morningside Heights, including the Columbia University campus roiled in 2024 by pro-Palestinian protests over Israel’s actions in Gaza.
Endorsements tell a story of two New York establishments vying over prime legislative real estate: Mamdani’s Israel-critical progressives facing off against the city’s storied Jewish liberals.
Along with Mamdani’s blessing, Northrup has won prized endorsements from left-wing icons who ran now legendary insurgent campaigns: Vermont Sen. Bernie Sanders, whose energetic presidential primary run in 2016 helped doom Hillary Clinton’s presidential run; and New York Rep. Alexandria Ocasio-Cortez, whose ouster of top Democrat Joseph Crowley in a 2018 primary paved the way for the youthful congressional “Squad.” Mamdani has roiled this election season with endorsements of democratic socialists challenging incumbent congressional Democrats.
Ruskay has been endorsed by leading Jews in New York politics, such as City Council Speaker Julie Menin, City Comptroller Mark Levine, Manhattan Borough President Brad Hoylman-Sigal and former Borough President Ruth Messinger. She also has the backing of ActJew, a nonprofit focused on combating antisemitism, and the New York Solidarity Network, a pro-Israel group.
Ruskay and Northrup, who both identify as progressives, are battling in a neighborhood where nearly one-third of households are Jewish. The Assembly seat opened in the fall when current Assembly member Micah Lasher, who is also Jewish, decided to run for Congress.
The district overwhelmingly supported Mamdani in the 2025 mayoral race, when his sharp criticism of Israel broke with the city’s Democratic establishment and fomented ongoing tensions with segments of the Jewish community.
Northrup is a full-throated supporter of the mayor who volunteered for his campaign. Ruskay has voiced more tepid views on Mamdani, acknowledging that many Jewish New Yorkers disagreed with his views about Israel.
“When we agree, I’ll be very excited to work together, and when we don’t agree or when I know that I represent people who have a very different perspective from what’s happening, then my job is to bring that into the room,” Ruskay told the Jewish Telegraphic Agency in December.
Ruskay joined New York’s annual Israel Day Parade in May, which Mamdani skipped. She said on X that she was “proud” to attend the gathering, which she described as a reminder of “the deep bonds between New York’s Jewish community and Israel, and of the strength, resilience, and vibrancy of Jewish life.”
Northrup has resisted the long tradition among Jewish Democrats of identifying as a Zionist. “I don’t know that it’s serving us to be categorizing people as Zionist or anti-Zionist,” he told JTA last month. “I certainly don’t see myself in those terms.”
Both candidates have cited their faith and Jewish values as driving their politics. They agree on building more affordable housing, filling the district’s many vacant storefronts, supporting unions and enforcing labor laws. Both have also voiced their commitment to fighting President Donald Trump and his crackdown on immigration.
One of their rare areas of disagreement is the fight over “buffer zones” to insulate synagogues from protests, a flashpoint in New York politics. The city and state both recently passed legislation that restricts demonstrations outside houses of worship. Some Jewish leaders and lawmakers championed the measures in the aftermath of a string of pro-Palestinian rallies outside synagogues, which were hosting events that promoted migration to Israel and real estate sales in Israel and the West Bank.
Ruskay supports the buffer zones. She has argued they are necessary to protect Jews from intimidation, saying during a candidate forum in May, “In the world as we wish it was, I don’t think that you should have [to] have a buffer zone. But in the world that we actually live in right now, I think that we do need one.”
Northrup, meanwhile, said in the forum that outlawing protest within a certain distance of an institution “wouldn’t pass constitutional muster,” citing Planned Parenthood and the ACLU. He told JTA that buffer zones were more symbolic than effective in addressing rising antisemitism, and that he instead supported multifaith education and building alliances across communities.
Various civil rights groups and Jewish progressives, such as Jews for Racial & Economic Justice, have said that buffer zone laws infringe on free speech and assembly. JFREJ has endorsed Northrup.
Northrup’s skepticism of the laws aligns with Mamdani’s views. The mayor resisted signing the City Council’s buffer zone bill pertaining to houses of worship, though it became law with a veto-proof majority, and he vetoed a separate bill implementing buffer zones around schools.
Ruskay has received $25,000 from the American Centerpoint PAC, which was formed on June 11, according to City and State. The PAC’s sole contributor was Adeena Rosen, a key figure in the Solidarity PAC that boosted pro-Israel candidates in 2024 state races.
In a race lacking publicly available polls, fundraising is a significant indicator. The candidates were neck-and-neck in fundraising on Election Day, with Ruskay gathering $436,381 and Northrup raising $443,522, according to Transparency USA.
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