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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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FIFA COO Says World Cup ‘Too Big’ to Be Postponed by Israel-Iran War
Soccer Football – FIFA Club World Cup – Group D – Esperance de Tunis v Chelsea – Lincoln Financial Field, Philadelphia, Pennsylvania, US – June 24, 2025, General view of the FIFA logo before the match. Photo: REUTERS/Lee Smith
FIFA Chief Operating Officer Heimo Schirgi said the 2026 World Cup is “too big” to postpone and will proceed as planned despite the ongoing conflict in the Middle East.
Schirgi made the comments while speaking on Monday outside construction of the International Broadcast Center, which is located inside the Kay Bailey Hutchison Convention Center and will serve as a hub for international coverage of the World Cup. Schirgi was asked about Iran as it remains unclear if the country will participate in World Cup, after the US and Israel launched joint airstrikes against the Islamic Republic that led to the killing of Iranian Supreme Leader Ayatollah Ali Khamenei and several other high-ranking Iranian officials. Iran has retaliated with strikes against Israel and civilian areas across the Middle East.
“At some stage, we will have a resolution, and the World Cup will go on, obviously,” Schirgi replied, according to NBC 5 in Dallas. “The World Cup is too big, and we hope that everyone can participate that has qualified.”
FIFA Secretary General Mattias Grafstrom previously said the organization is closely monitoring the situation in the Middle East ahead of the World Cup in June. Schirgi added that FIFA has been in contact with Iran’s soccer federation, but did not provide details about what was discussed, according to Reuters.
The FIFA World Cup will take place across cities in the US, Mexico, and Canada from June 11 to July 19. Iran qualified for the tournament through its participation in the Asian Football Conference. It is set to compete in Group G at the World Cup and is scheduled to face New Zealand on June 15 and Belgium on June 21, both in Los Angeles, before going head-to-head against Egypt on June 26 in Seattle. Soccer fans from Iran are already barred from entering the United States for the World Cup as part of a travel ban that the Trump administration announced in June.
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Heaviest Day of Strikes Yet on Iran Despite Market Bets That War Will End Soon
Smoke rises following an explosion, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 7, 2026. Picture taken with a mobile phone. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
The United States and Israel pounded Iran on Tuesday with what the Pentagon and Iranians on the ground said were the most intense airstrikes of the war, despite global markets betting that President Donald Trump will seek to end the conflict soon.
Raising the stakes for the global economy, Iran‘s Revolutionary Guards said they would block oil shipments from the Gulf unless US and Israeli attacks cease.
“Today will be yet again, our most intense day of strikes inside Iran: the most fighters, the most bombers, the most strikes, intelligence more refined and better than ever,” US Defense Secretary Pete Hegseth told a Pentagon briefing.
Yet with Trump having described the war on Monday as “very complete, pretty much,” investors appeared convinced he would end it soon – before the disruption to global energy supplies worsened the global economy.
An historic surge in crude oil prices on Monday was mostly reversed within a day. Asian and European share prices staged a partial recovery from earlier precipitous falls, and Wall Street bounced to around its levels of late February, before the war.
A source familiar with Israel’s war plans told Reuters the Israeli military wanted to inflict as much damage as possible before the window for further strikes closes, under the assumption Trump could end the war at any time.
Israel’s foreign minister, Gideon Saar, said his country was not planning for an endless war and was consulting with Washington about when to stop it.
Iran has refused to bow to Trump’s demand that it let the United States choose its new leadership, naming hardliner Mojtaba Khamenei as supreme leader to replace his father, who was killed on the war‘s first day.
But occasionally contradictory remarks from Trump at a Monday press conference appeared to reassure markets he would stop his war before provoking an economic crisis like those that followed the Middle East oil shocks of the 1970s. He said the US had already inflicted serious damage and predicted the conflict would end before the four weeks he initially set out.
Trump has not defined what victory would look like, but on Monday did not repeat declarations that Iran must let him choose its leader.
Several congressional aides have said they expect the White House to soon request as much as $50 billion in additional funding for the war.
The US used $5.6 billion in munitions in the first two days of strikes against Iran, a source familiar with the information said on Tuesday.
“There is a big question mark over how long people can put up with the costs of this conflict,” said Clionadh Raleigh, CEO of US crisis-monitoring group Armed Conflict Location & Event Data, or ACLED.
Several senior Iranian officials voiced defiance on Tuesday.
“Certainly, we are not seeking a ceasefire; we believe the aggressor must be struck in the mouth so that they learn a lesson and never again think of attacking dear Iran,” Iran‘s parliament speaker, Mohammad Baqer Qalibaf, posted on X.
Foreign Minister Abbas Araqchi told PBS that Tehran was unlikely to resume negotiations with the US.
The war has effectively halted shipments through the Strait of Hormuz, where a fifth of global oil and liquefied natural gas normally passes along Iran‘s coast. Some of the world’s biggest producers have run out of storage and cut back output.
After Iran chose its hardline new leader, oil prices briefly surged to nearly $120 a barrel on Monday. But by 1500 GMT on Tuesday, Brent crude had settled back down below $90.
Trump said on Monday that if Iran blocks oil through the strait, “we will hit them so hard that it will not be possible for them or anybody else helping them to ever recover that section of the world,” he said.
But a spokesperson for the Revolutionary Guards said Tehran would not allow “one liter” of Middle Eastern oil to reach the US or its allies while US and Israeli attacks continue.
“We are the ones who will determine the end of the war,” the spokesperson said.
Iran is fighting back but is not tougher than the US military expected before the war, the top US general told reporters on Tuesday, at the same briefing where Hegseth promised the Pentagon’s most intense day of strikes in the 10-day-old conflict.
Asked if Iran was a stronger adversary than he expected when the US military drew up its war plans, General Dan Caine, chairman of the Joint Chiefs of Staff, told reporters the fight was not harder than expected.
“I think they’re fighting, and I respect that, but I don’t think they are more formidable than what we thought,” Caine told the Pentagon briefing.
Ending the war quickly would appear to preclude toppling Iran‘s leadership, which held large-scale rallies on Monday in support of the new supreme leader.
Many Iranians want change and some openly celebrated the death of the elder Khamenei, weeks after his security forces killed thousands of people to put down anti-government protests. But there has been little sign of protest during the war.
At least 1,270 people have been killed since the US and Israeli airstrikes began on Feb. 28, according to Iranian state media reports.
Scores have also been killed in Israeli attacks on Lebanon to root out the Iran-backed terrorist group Hezbollah, which has fired into Israel in solidarity with Iran. Iran said four of its diplomats were killed in a strike on a hotel in Lebanon on Sunday.
Iranian strikes on Israel have killed 12 people. Iran has struck US military bases and diplomatic missions in Arab Gulf states but also hit hotels, closed airports and damaged oil infrastructure.
Australia will deploy a military surveillance aircraft to the Middle East and send missiles to the United Arab Emirates but will not put troops on the ground in Iran, Prime Minister Anthony Albanese said on Tuesday.
Australia‘s military support would help the Gulf countries defend themselves against unprovoked attacks from Iran, Albanese said, stressing Australia was “not a protagonist.”
“Our involvement is purely defensive,” Albanese told reporters. “And it’s in defense of Australians who are in the region as well as in defense of our friends in the United Arab Emirates.”
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New Poll Shows Complex, Nuanced Views Among Democratic Voters on Israel
Pro-Israel rally in Times Square, New York City, US, Oct. 8, 2023. Photo: REUTERS/Jeenah Moon
A new survey analysis of Democratic voters suggests that despite increasingly vocal criticism of Israel in some activist circles, especially among the party’s youth, the broader Democratic electorate remains largely supportive of the US–Israel relationship.
The data, released by the Manhattan Institute, examines the ideological positioning of the Democratic Party and its views on a range of cultural and political issues, including attitudes toward Israel. Its findings suggest that while the party is experiencing a generational shift in how voters discuss the Israeli-Palestinian conflict, the center of the Democratic electorate continues to support Israel’s security and the longstanding alliance between Washington and Jerusalem.
According to the findings, relatively small shares of Democratic voters occupy the most firmly pro-Israel or anti-Israel positions. Only 13 percent of respondents say Israel is fundamentally a “colonial apartheid state” that should be dismantled and bears responsibility for violence tied to the conflict since its founding. At the other end of the spectrum, just 16 percent describe Israel as a legitimate nation confronting serious security threats and view its actions as largely defensive, even if imperfect.
One of the report’s central conclusions is that the largest bloc of Democratic voters identifies as politically moderate. According to the analysis, moderates outnumber both progressive liberals and a smaller activist faction often associated with the party’s most ideological rhetoric. When asked about the direction of the Democratic Party, 38 percent of respondents said the party should move toward the political center, compared with 22 percent who said it should move further left and 26 percent who said it is already in the right place.
The results suggest that the median Democratic voter holds a more pragmatic political outlook than the tone of many internal party debates might indicate. The largest portion of Democratic voters falls somewhere between those two poles. Nearly half of respondents, 49 percent, say Israel has a right to exist but believe the Israeli government’s treatment of Palestinians, both historically and during the current war, deserves strong criticism. Another 23 percent say they are uncertain about how to characterize the conflict.
The analysis also highlights a sharp generational divide. Younger Democrats are substantially more likely than older voters to adopt strongly critical views of Israel. Among Democrats between the ages of 18 and 29, 26 percent say that Israel should be dismantled as a colonial apartheid state and that it “bears responsibility for any and all violence since its founding.” That is four times more than Democrats over the age of 65 and three times more than those between the ages of 50 and 64.
Meanwhile, only 9 percent of Democrats in the youngest cohort say Israel is a legitimate country confronting serious security threats and acting largely in self-defense.
These new findings carry implications for the party’s debate over Israel. The survey analysis suggests that most Democratic voters still view Israel as an important US ally and support its right to defend itself, even as many also express concerns about the humanitarian consequences of conflict in Gaza and the broader Israeli-Palestinian dispute. In other words, the report suggests that the typical Democratic voter has a position that combines support for Israel’s security with calls for diplomacy and humanitarian restraint.
Despite those internal disagreements, the analysis concludes that the most strident anti-Israel rhetoric in American political discourse originates from a relatively small but highly visible activist faction within the Democratic coalition. This group, which often plays a prominent role in campus activism and social media campaigns, is more likely to support measures such as boycotts or sanctions targeting Israel and to frame the Israeli-Palestinian conflict in stark ideological terms. According to the report, however, this faction represents a minority of Democratic voters and does not reflect the views of the party’s broader electorate.
Taken together, the findings point to a Democratic electorate that is more supportive of Israel than some political narratives suggest. While younger activists and progressive voices have become increasingly prominent in shaping the party’s internal debate, the survey analysis indicates that moderates, many of whom maintain traditional views of the US–Israel relationship, still make up the largest segment of Democratic voters.