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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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Gunmen Kill Three People and Abduct Catholic Priest in Northern Nigeria
A police vehicle of Operation Fushin Kada (Anger of Crocodile) is parked on Yakowa Road, as schools across northern Nigeria reopen nearly two months after closing due to security concerns, following the mass abductions of school children, in Kaduna, Nigeria, January 12, 2026. Photo: REUTERS/Nuhu Gwamna/File Photo
Gunmen killed three people and abducted a Catholic priest and several others during an early morning attack on the clergyman’s residence in northern Nigeria’s Kaduna state, church and police sources said on Sunday.
Saturday’s assault in Kauru district highlights persistent insecurity in the region, and came days after security services rescued all 166 worshippers abducted in attacks by gunmen on two churches elsewhere in Kaduna.
Such attacks have drawn the attention of US President Donald Trump, who has accused Nigeria’s government of failing to protect Christians, a charge Abuja denies. US forces struck what they described as terrorist targets in northwestern Nigeria on December 25.
The Catholic Diocese of Kafanchan named the kidnapped clergyman as Nathaniel Asuwaye, parish priest of Holy Trinity Catholic Church in Karku, and said 10 other people were abducted.
Three residents were killed during the attack, which began at about 3:20 a.m. (0220 GMT), the diocese said in a statement.
A Kaduna police spokesperson confirmed the incident, but said five people had been abducted in total and that the three people killed were members of the security forces.
“Security agents exchanged gunfire with the bandits, killed some of them, and unfortunately two soldiers and a police officer lost their lives,” he said.
Rights group Amnesty International said in a statement on Sunday that Nigeria’s security crisis was “increasingly getting out of hand”. It accused the government of “gross incompetence” and failure to protect civilians as gunmen kill, abduct and terrorize rural communities across several northern states.
A presidency spokesperson could not immediately be reached for comment.
Pope Leo, during his weekly address to the faithful in St. Peter’s Square, expressed solidarity with the victims of recent attacks in Nigeria.
“I hope that the competent authorities will continue to act with determination to ensure the security and protection of every citizen’s life,” Leo said.
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Israeli FM Sa’ar Stresses Gaza Demilitarization, Criticizes Iranian Threats in Talks with Paraguay’s Foreign Minister
Israeli Foreign Minister Gideon Sa’ar speaks next to High Representative for Foreign Affairs and Security Policy and Vice-President of the European Commission Kaja Kallas, and EU commissioner for the Mediterranean Dubravka Suica as they hold a press conference on the day of an EU-Israel Association Council with European Union foreign ministers in Brussels, Belgium, Feb. 24, 2025. Photo: REUTERS/Yves Herman
i24 News – Foreign Minister Gideon Sa’ar made the remarks on Tuesday during a meeting at the Foreign Ministry in Jerusalem with Paraguay’s Foreign Minister Rubén Ramírez Lezcano. The meeting included a one-on-one session followed by an expanded meeting with both countries’ bilateral teams.
Sa’ar told the media, “We support the Trump plan for Gaza. Hamas must be disarmed, and Gaza must be demilitarized. This is at the heart of the plan, and we must not compromise on it. This is necessary for the security and stability of the region and also for a better future for the residents of Gaza themselves.”
He also commented on Iran, saying, “I praise President Peña’s decision in April of 2025 to designate Iran’s Revolutionary Guards as a terrorist organization. The European Union and Ukraine have also recently done so, and I commend that. The Iranian regime is murdering its own people. It is endangering stability in the Middle East and exporting terrorism to other continents, including Latin America. The attempt by the world’s most extremist regime to obtain the most dangerous weapon in the world, nuclear weapons, is a clear danger to regional and world peace.”
Sa’ar added that Iran’s long-range missile program threatens not only Israel but other countries in the Middle East and Europe. “The Iranian regime has already used missiles against other countries in the Middle East. European countries are also threatened by the range of these missiles,” he said.
Lezcano praised his country’s decision to open an embassy in Jerusalem. “Paraguay’s sovereign decision to open its embassy in Jerusalem was made in faith and responsibly. It reflects the coherent foreign policy that we consistently and clearly hold with regard to Israel,” he said. He added that Paraguay “unequivocally and unquestionably supports the right of the State of Israel to exist and to defend itself,” a position reinforced after the October 7, 2023, attacks.
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In Economic Speeches, Trump Claims Inflation Victory Nearly 20 Times Even as Prices Bite
US President Donald Trump gestures on the day he delivers a speech on energy and the economy, in Clive, Iowa, US, January 27, 2026. Photo: REUTERS/Kevin Lamarque/File Photo
Donald Trump has cast himself as Republicans’ chief messenger on the cost of living in an election year, but a Reuters review of his speeches shows a president repeatedly declaring inflation beaten while rarely acknowledging the strain many Americans say they still feel.
In five speeches on the economy since December, Trump asserted that inflation had been beaten or was way down almost 20 times and said prices were falling almost 30 times, assertions at odds with economic data and voters’ daily experiences. Much of the remaining time was spent on grievances and other issues, including immigration, whether Somalia was a country, and attacks on opponents.
Taken together, the speeches portray a president struggling to reconcile his central claim — that he has fixed the cost-of-living crisis — with inflation near 3% over the past year and voters’ lived experience of paying more for grocery staples. The price of ground beef, for example, is up 18% since Trump took office a year ago, while ground coffee prices are up 29%.
Republican strategists told Reuters that his mixed messaging on the top issue for voters risks creating a credibility gap for him and the Republican Party ahead of the November midterms, when control of Congress will be at stake. Opinion polls show voters are deeply unhappy with Trump‘s handling of the economy.
“He can’t continue to make claims that are demonstrably false, particularly at the expense of Republicans who are in competitive House districts or Senate races,” said Rob Godfrey, a Republican strategist. Trump “must be disciplined and focused,” he added.
One source close to the White House said the president needed to hit the issue of affordability harder and through personal visits to critical districts.
“He needs to bring the message out because the message is not resonating,” the source said, speaking on condition of anonymity to more freely discuss the issue.
Kush Desai, a White House spokesman, said Trump’s focus on illegal immigration in his speeches is directly connected to his argument that people in the country illegally have an adverse impact on the economy. Desai said it causes “public services being overburdened, business activity disrupted by crime, housing markets flooded, and workers’ wages depressed.”
Trump has repeatedly stressed that much work remains to clean up the economic mess he says his Democratic predecessor, Joe Biden, left him, Desai added.
TRUMP VEERS OFF MESSAGE TO RAIL ABOUT IMMIGRATION
The Reuters analysis found that Trump – when not declaring inflation beaten – devoted nearly half his speaking time to grievances and other issues.
In about five hours of speaking time, he spent roughly two hours straying into about 20 topics unrelated to prices, the Reuters review found. When he veered off message, his top issue was illegal immigration, which he spent a total of about 30 to 40 minutes talking about.
In the speeches he insulted Somali Americans in Minnesota, who voted against him in the 2024 election. He referred to Somalia as “not even a country” – and in four speeches he disparaged Somali-born Minnesota congresswoman Ilhan Omar.
A progressive, high-profile Democrat and Muslim, Omar has been a frequent Trump critic, especially over his immigration policies.
“Every time the president of the United States has chosen to use hateful rhetoric to talk about me and the community that I represent, my death threats skyrocket,” Omar said last month, the day after a man sprayed a foul-smelling liquid on her at a town hall event.
Trump also talked about men in women’s sports, Venezuela, Iran, the Islamic State militant group, Greenland, Ukraine and Russia, military recruitment, his false claim that the 2020 election was rigged, US weaponry, his exaggerated claim to have ended eight wars, and even how much a Fox News anchor likes him.
TRUMP‘S MEANDERING WORRIES STRATEGISTS
“Inflation is stopped. Incomes are up. Prices are down,” Trump said in an Iowa speech on January 27.
Only twice in the five speeches did Trump acknowledge that prices are still too high, but he blamed them on Biden. Trump was elected in 2024 because of voter unhappiness with Biden’s handling of inflation – which spiked to over 9% in 2022 – and illegal immigration.
Democrats caused prices “to be too high,” Trump told a rally in Pennsylvania on December 9. “But now they’re coming down.”
In the same speech he called the term “affordability” a Democratic “hoax”. After a public backlash, he has ceased saying that in more recent speeches.
In four of the speeches Trump repeatedly and haphazardly switches topics, often when he is in the middle of talking about the economy, the Reuters review found.
Four Republican strategists interviewed by Reuters said Trump‘s meandering style – which he proudly calls “the weave” – risked drowning out his core economic argument that he has brought inflation and prices down.
Speaking to world leaders at the World Economic Forum in Davos, Switzerland on January 21, Trump spent the first 22 minutes on topic, then suddenly, for the next 22 minutes, insulted Europeans, said they would be speaking German if it wasn’t for America, called NATO ungrateful, and decried the “crooked” media before pivoting back to the US economy.
Doug Heye, a Republican strategist, said voters want to hear what Trump is doing to lower costs. “But they have no memory of what Trump says about economic issues because of the volume of his own rhetoric.”
One source familiar with the White House’s thinking said Trump was likely to use his State of the Union address on February 24 as the kickoff for more intense domestic travel to amplify his message on affordability.
TRUMP DOES OFFER SOLUTIONS
For many Americans, the economy still feels unforgiving. Prices remain high, even though the inflation rate has inched down since Trump took office, from 3% to 2.7%. A lower inflation rate does not mean prices are decreasing – just that they are growing at a slower pace, economists stress.
In the 12 months through December 2025, food costs were up over 3%, while average hourly earnings were up only 1.1% year over year. The unemployment rate was 4.4% in December, up from 4% when Trump took office in January 2025, according to government data.
In some of the speeches Trump correctly identifies a drop in prices for a few everyday goods, including eggs and gas. The cost of eggs fell about 21% in December from a year earlier after being 60% higher during Trump‘s first months back in office. Gas prices are about 4% lower since January last year.
But the cost of an average grocery basket has risen. The price of coffee, beef, and some fruits, among other items, has risen in the past year.
Trump does offer solutions in his speeches, including his tax cuts that kicked in last month that will produce greater savings for tens of millions of families; the scrapping of taxes on tips, overtime and Social Security payments; his plan to reduce mortgage interest rates; a proposal to lower housing prices; and deals with health insurance companies to reduce drug prices.
Most economists expect US households and the economy at large to benefit in the months ahead from the tax cuts. But Trump‘s more recent proposals are unlikely to have a significant impact on the cost of living between now and November, some economists told Reuters. One of Trump‘s ideas – to cap credit card interest rates to 10% for a year – could even backfire since it could limit access to credit for lower-income families, some economists have warned.
Mike Marinella, a spokesman for the National Republican Congressional Committee, which supports candidates for the House of Representatives, said Trump and Republicans were helping working families. “Voters are seeing this clear contrast, and the best is yet to come.”
Some 35% of Americans approve of Trump‘s overall handling of the economy, according to a January 25 Reuters/Ipsos poll, up slightly from 33% in December. But it is well below his initial 42% rating on the issue when he first took office a year ago.
FALLING INTO BIDEN TRAP
Former economic officials in previous administrations say Trump is falling into the same trap Biden did in 2024 when confronted with persistently high inflation.
Biden kept claiming the US economy was strong and urged voters to look at other economic data. That strategy failed badly and Democrats were punished at the polls.
The officials agreed it was important for presidents to show voters they understood their economic pain, especially in an election year.
“We definitely talked past people on inflation,” Jared Bernstein, the head of Biden’s Council of Economic Advisers, said in an interview.
“What we typically did was to say, ‘A new report just came out on jobs, it’s very strong,’ and that was all true. But the fact is that there wasn’t much we were able to do in terms of the price level.”