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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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A new Hebrew press in Berlin argues that Israel doesn’t own the language
(JTA) — Dory Manor and Moshe Sakal, who run a press for Hebrew literature in Berlin, are often asked if their business is Israeli.
The partners in life and publishing come from Israel, though they have lived in Berlin and Paris for the better part of two decades. But they say their publishing house, Altneuland, is neither Israeli nor European. Instead, they sought to create a home for Hebrew literature from around the world — open to Israeli writers, but free from Israeli state funding.
Altneuland is the first non-religious Hebrew publishing house to set up outside of Israel since the state was established. Manor and Sakal founded the press in 2024, and this fall, Altneuland will launch in the United States.
“I believe that the Hebrew language is not only a national language,” said Manor, the editor-in-chief. “Hebrew has always been a global language, and even modern Hebrew has been an international language — mostly European, but not only — before the creation of the State of Israel.”
Manor and Sakal have expanded their mission from Hebrew literature to publishing Jewish authors across languages, including German, French, Russian and Yiddish. The U.S. launch will include an original English-language book by Ruth Margalit, along with English translations of Hebrew novels by Noa Yedlin and Itamar Orlev.
Altneuland is also the German publisher of “The Future is Peace,” a New York Times bestseller by Israeli Maoz Inon, whose kibbutznik parents were killed on Oct. 7, 2023, and Palestinian Aziz Abu Sarah, whose brother died in 1990 after being tortured in an Israeli prison.
In a time when thousands of authors and publishers globally have pledged to boycott Israeli institutions over what they identify as a genocide perpetrated by Israel in Gaza, Manor and Sakal say that Altneuland is not a boycott. They work with writers who live in Israel and sell to Israeli bookstores. Establishing a Berlin-based publishing house made them ineligible for Israeli public funding so they could avoid the fraught question of accepting support from the government.
Sakal, the publisher, acknowledged that Israel was a center for Hebrew and Jewish literature, but said it doesn’t have to be the only center. “We are not replacing it,” he said. “We are doing something else.”
Altneuland allows the founders to work with Israelis while staying apart from the Israeli Ministry of Culture, which provides funding for Israel’s publishing industry, largely through literary awards.
In January, the ministry canceled its annual culture prizes. Culture Minister Miki Zohar, a member of Prime Minister Benjamin Netanyahu’s right-wing Likud party, cited the political bent of the prizes and said their cancellation was owed to the organizers “clearly ignoring artists whose opinions are held by most of the country.” The cuts came shortly after Zohar launched an alternative state film award ceremony, cutting funds to the Ophir Awards — Israel’s equivalent of the Oscars — after it awarded best film to “The Sea,” about a Palestinian boy in the West Bank who attempts to go to Tel Aviv and see the sea.
Israel’s literary world, which pays poorly and lacks broad recognition, depends heavily on state-sponsored prizes.
“This government is, for me, an enemy of Israel and not Israel itself,” said Manor. “So no, I’m not boycotting anyone, but I don’t want to deal with the current Israeli government. I do want to deal with Israeli readers, with Israeli writers.”
Those writers share many of Manor and Sakal’s political views. The founders’ goal is to make Altneuland a home for Jewish authors with a liberal outlook — especially those who feel pressured by rising nationalism, whether in Israel or elsewhere.
Margalit, a Tel Aviv-based journalist, will publish a collection of her political and cultural profiles in Israel through a collaboration between Altneuland and Pushkin Press. Her book, “In the Belly of the Whale: Portraits from a Fractured Israel,” is coming out in September.
Margalit said she was drawn to Manor and Sakal’s “humanist spirit,” along with their ability to publish the book simultaneously in English, Hebrew and German.
“At a time when so many people are quick to jump to labels or cancellations, it was bracing to find thoughtful partners who were similarly aggrieved about the political situation as I was,” she said.
Arad’s Hebrew novel, “Our Lady of Kazan,” will be published in German by Altneuland as “Kinderwunsch” in July. Arad, an Israeli-born writer, has lived in California for over 20 years and authored 12 books of Hebrew fiction. One Haaretz reviewer summed her up as “the finest living author writing in Hebrew” who was “in exile in the U.S.”
Arad’s books, often featured on bestseller lists in Israel, tend to deal with Israelis living abroad. The theme fits into the global perspective of Altneuland, targeting readers who are curious about crossing national boundaries.
“I’ve been thrilled to see that Israeli readers are willing — even eager — to read stories about Israeli expatriates,” said Arad. “The experience of living outside Israel, whether temporarily for work or study or on a more permanent basis, has become a central theme in Hebrew literature.”
Altneuland takes its tongue-in-cheek name from Theodor Herzl’s 1902 novel, literally meaning “old new land.” The founder of political Zionism envisioned a utopic, multicultural Jewish state where Jews and Arabs lived peacefully together.
“When we finally decided to call our press Altneuland, it was because our Alteuland, an ‘old new land,’ is a land without territories. It is the Hebrew language,” said Manor.
Berlin is a thriving hub for up to 30,000 Israeli expatriates. Among them is a growing community of writers and intellectuals, including some who left Israel out of frustration and anger at their government.
Manor and Sakal see another reason for making Berlin their home base. They view Altneuland as a continuation of Schocken Verlag, a Jewish publishing house in Berlin that improbably persisted through the 1930s. Schocken Verlag was a cultural lifeline for Jews under Hitler’s regime, publishing books by Franz Kafka, Heinrich Heine, Rabbi Leo Baeck and Shmuel Yosef Agnon, a founding father of modern Hebrew literature.
In 1939, the publishing house was finally forced to shutter and moved to British Mandate Palestine. The reestablished Schocken Books lives on today as part of Penguin Random House. But Manor and Sakal said their project aligns with the original Schocken Verlag — the one destroyed by Nazism.
“What we find in both models is the possibility of a Jewish cultural space that is cosmopolitan, multilingual, humanist, non-national, and not dependent on a single territory,” said Sakal.
Altneuland has faced skepticism, particularly from Israel. Publisher and editor Oded Carmeli said in Haaretz, “The truth is that there aren’t enough Hebrew readers outside of Israel to support a publishing house – not even a bookstore, not even a shelf in a bookstore – and even if there were enough readers, no store in Berlin or Madrid would maintain such a shelf, for fear of repercussions.”
The Altneuland duo said their risky proposition is working out so far. Most of their Hebrew readers remain in Israel, where they are printing books in the thousands and going into second printings on select titles. But they are also cultivating a readership in Germany, where they print smaller special runs of Hebrew-language editions.
Naomi Firestone-Teeter, the CEO of the Jewish Book Council, said that Altneuland has emerged as pressure mounts on Jewish authors from the right and the left through “book bans, boycotts and cancellations.” (The council itself was recently criticized by dozens of Jewish authors for a “bias toward centering Israeli and Zionist voices.”)
“In this moment, we see their effort to build another home for Hebrew literature and Israeli voices as a meaningful contribution to the Jewish literary landscape,” said Firestone-Teeter.
Altneuland’s books in German and English are the fruit of collaborations with Pushkin Press and New Vessel Press. Manor said they were “positively surprised” when they began talks about working with publishers in Europe and North America. Those conversations began in the immediate aftermath of Oct. 7, and continued against the backdrop of a rising international chorus that has accused Israel of committing genocide in Gaza. So far, no one has boycotted them.
“Usually we had interesting talks, very open talks with people who understood, in most cases, the nuances between our being a Hebrew publishing house and Israel as a state, Israel as a regime,” said Manor. “This is something that we could not predict when we created Altneuland.”
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Jewish library and Chabad near Buenos Aires attacked, Argentine Jewish advocates say
(JTA) — Counterterrorism officials in Buenos Aires are investigating after a Jewish library and a Chabad center in a suburb in the Argentine capital were attacked last week.
On Thursday night, a Molotov cocktail was thrown at the Israeli Literary Center and Max Nordau Library in La Plata, according to a statement published Friday by the center’s board of directors. Multiple individuals “threw a blunt object filled with fuel at the front of the library, breaking windows and causing material damage,” the board said, noting that the device did not ignite and no one was injured.
The library, a secular educational center founded in 1912 that promotes Argentine Jewish culture, said it is reinforcing security measures in light of the attack.
On Sunday, the Chabad of La Plata was also attacked, according to DAIA, the Argentine Jewish community group, which condemned both attacks. DAIA, which first reported the Chabad attack, did not describe the nature of the attack beyond reporting no injuries.
“We are deeply concerned about the recurrence and the short timeframe of these incidents,” DAIA said in a statement.
The Ministry of Security of the Province of Buenos Aires and the Complex Crimes and Counterterrorism Unit of the Buenos Aires Provincial Police are investigating both attacks.
La Plata’s Jewish population numbers about 2,000, and its Chabad center has existed for more than 25 years. Argentina as a whole is home to the sixth-largest Jewish community in the world and the largest in Latin America, mostly centered in Buenos Aires.
“These acts of violence threaten democratic coexistence and the values of respect and pluralism that we defend our neighbors,” La Plata Mayor Julio Alak said. “We will not allow hatred and intolerance to have a place in our city.”
Argentina is the site of some of the deadliest attacks on Jewish institutions in modern history. A 1992 bombing of the Israeli Embassy in Buenos Aires killed 29 people, while a 1994 attack on the AMIA Jewish community center left more than 80 people dead. Argentina’s president, Javier Milei, a pro-Israel and philosemitic economist, has advanced efforts to hold Hezbollah and Iran responsible for their alleged role in the attacks after years of foot-dragging by prior leaders.
The incidents in La Plata come as Jewish institutions around the world are on high alert amid a string of attacks since the start of the U.S.-Israel war on Iran in February. Several synagogues and Israeli outposts in Europe have faced arson attacks that a group seen as tied to Iran have claimed responsibility for staging. No one has been injured in those attacks.
Argentina has also faced homegrown antisemitism scandals. In September, a video of a group of Buenos Aires high school students on a graduation trip chanting “Today we burn Jews” went viral, earning condemnation from Jewish community advocates and even Milei himself. The group, from the private school Escuela Humanos, was traveling with Escuela ORT, a Jewish school.
Following the attacks in La Plata, comments on a local news outlet’s Instagram post about the attack on the local Chabad Sunday were filled with antisemitic tropes, including blood libel and false flag theories. Antisemitism watchdogs say false flag allegations, holding that an operation is staged to look like an attack in order to garner sympathy for the victim or attribute blame to another party, have flourished in recent years against Jews and Israel.
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Cornell’s Jewish president clashes with students following on-campus debate about Israel
(JTA) — Cornell University President Michael Kotlikoff and student protesters are trading accusations after an incident in which protesters surrounded the president’s car following an on-campus debate about Israel.
The protesters, from a group called Students for a Democratic Cornell, released a video appearing to show that President Michael Kotlikoff had backed up into one of them while a protester shouts that the car ran over his foot.
In response, Cornell released its own video depicting what it said was a “harassment and intimidation incident,” its enhanced version of which it said offered “complete footage of the parking lot interactions, instead of clips to support a narrative.” That video shows students surrounding the president’s car as he tries to exit his parking space. After he eventually departs, the students continue to mill around with no obvious indication of injury to any of them.
In a statement of his own, Kotlikoff said that despite being surrounded by protesters who banged on his car windows, he waited until his backup camera showed a clear path before maneuvering out of the spot.
“The behavior I experienced last night is not protest,” Kotlikoff said in his statement, released Friday night. “It is harassment and intimidation, with the direct motive of silencing speech. It has no place in an academic community, no place in a democracy, and can have no place at Cornell.”
In an Instagram post, the protesters rejected Kotlikoff’s claims that they banged on his car and that they had previous records of misconduct on campus. They also reiterated their allegation that he had struck them.
The incident marks a relatively rare example of a clash between a university and pro-Palestinian student protesters two years after the student encampment movement roiled campuses across the United States, including at Cornell. The Ivy League university, like many others, enacted new rules designed to constrain protests that have kept demonstrations at bay amid pressure from the Trump administration to curb what it said was antisemitism among protesters. In November, Cornell agreed to pay $60 million to resolve federal antisemitism allegations.
Kotlikoff became Cornell’s president in early 2025, saying at the time that he was “very comfortable with where Cornell is currently” following “two relatively peaceful semesters” in which there were only isolated incidents that violated university rules around protest. He soon rejected pro-Palestinian students’ demands to cut ties with the Technion university in Israel. But he also urged the campus to foster academic debate around the Israeli-Palestinian conflict.
The event that preceded his clash with students on Thursday represented a striking example of such debate. Sponsored by an ideologically diverse array of groups, including the pro-Israel advocacy groups StandWithUs and the Zionist Organization of America as well as the campus chapter of Students for Justice in Palestine, which has previously been suspended for violating university rules, the event was the second in a two-part “Israel-Palestine Debate Series.”
The series was organized by the Cornell Political Union according to a format its website says it has long maintained. The format features a lecture by a speaker followed by formal responses from students and an audience debate.
In the first event, held earlier in April, the Israeli historian Benny Morris lectured on the topic “The American-Israeli Alliance Serves America’s Interests.” Morris is a liberal Zionist critic of the Israeli government whose work has included foundational research on the founding of the state arguing that many Arabs were expelled, rather than fled, during the 1948 war.
The second, on Thursday, featured the pro-Palestinian Holocaust historian Norman Finkelstein, who lectured on the topic “Israel Was Not Justified in Its Response to October 7th.” Finkelstein, who has criticized Morris for showing a pro-Israel bias, has compared the plight of the Palestinians to that of Jews during the Holocaust, and Students for Justice in Palestine posted a picture of its members posing with him on Thursday.
Kotlikoff offered introductory remarks at the event, which promoted a no-technology policy designed “out of respect to student[s] who will be given the opportunity to speak openly on a divisive topic.”
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