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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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Vanderbilt launches inquiry into instructor after math question about Israeli occupation draws criticism
(JTA) — Vanderbilt University has launched an inquiry into a mathematics lecturer whose classroom exercise about Palestinian territory drew criticism from the activist group StopAntisemitism.
Tekin Karadağ, a senior lecturer at the university’s department of mathematics, drew the ire of the antisemitism watchdog after it obtained a slide from one of his lectures that used a pro-Palestinian protest slogan and suggested that Israel was shrinking the Palestinian territory.
“Assume Palestine as a state with a rectangular land shape. There is the Mediterranean Sea on the west and the Jordan River on the east,” read the slide. “From the river to the sea, Palestine (…) was approximately 100 km. in 1946. The land decreases by 250 sq. km per year, due to the occupation by Israel. How fast is the width of the land decreasing now?”
Karadǎg, a Turkish national who received his PhD from Texas A&M University in 2021, included the question under “examples related to the popular issues” in a survey of calculus class, according to StopAntisemitism, which wrote in a post on X that Karadǎg was “bringing his anti-Israel, antisemitic bias into his classroom.”
In a statement shared with the Jewish Telegraphic Agency, Vanderbilt said that the content had been removed and that an inquiry had been launched into Karadağ.
“The university has received reports alleging a member of the faculty engaged in unprofessional conduct related to content shared during course instruction,” the school said. “The content in question has been removed, and a formal inquiry has been initiated consistent with relevant university policy.”
In recent years, rhetoric about the Israeli-Palestinian conflict on college campuses has grown increasingly fraught, with professors’ commentary on the region sparking heavy scrutiny and, at times, disciplinary measures when their universities have determined that they exceeded the bounds of academic freedom. A recent report by Columbia University’s antisemitism task force found that students frequently experienced pro-Palestinian advocacy in classes entirely unrelated to the Middle East — such as dance or math classes.
The inquiry was not the first time that Vanderbilt took swift action against the expression of pro-Palestinian sentiments on its campus.
In March 2024, the university, which has roughly 1,100 Jewish undergraduate students, was among the first universities to expel students who participated in pro-Palestinian demonstrations. This year, the school’s antisemitism “grade” from the Anti-Defamation League was bumped up from a “C” to an “A.”
The post Vanderbilt launches inquiry into instructor after math question about Israeli occupation draws criticism appeared first on The Forward.
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Hugh Laurie rejects ‘Zionist’ label after his tribute to Israeli ‘Tehran’ producer sparks social media firestorm
(JTA) — British actor Hugh Laurie pushed back against being labeled as a “Zionist” after facing a wave of online criticism for posting a tribute to the Israeli producer of the hit television show “Tehran.”
“Dana Eden, who co-created and produced ‘Tehran’, died on Sunday, seemingly by her own hand,” Laurie, who played a nuclear inspector in the show’s third season, tweeted last week. “It’s a terrible thing. She was brilliant, and funny, and an exceptional leader. Love and condolences to all who knew her.”
The seemingly innocuous post eulogizing Eden, 52, who was found dead while filming the latest season of the hit Apple TV+ series in Athens last week, quickly drew a volley of backlash on social media.
“She was part of the occupation force’s propaganda arm,” wrote one user in response to Laurie’s post. “What a shame, didn’t expect you to be a closet Zionist.” Another wrote that Eden “creates propaganda for Israel so that they can kill kids more effectively. People should have no sympathy for her.”
The award-winning series, which follows a young Israeli Mossad agent in Iran, was produced by the Israeli public broadcaster Kan and purchased by Apple TV+ in 2020 for roughly $20 million. Eden’s death, for which no cause has been announced, occurred during production of the show’s fourth season, which had already stalled following Oct. 7.
Laurie is not the first actor to spurn the “Zionist” label, as entertainers in recent years have increasingly faced pressure to declare their views on Israel. In December, Jewish actress Odessa A’zion pushed back on claims she was a Zionist after an image of her wearing an IDF shirt as a teenager circulated online.
On Friday, Laurie, who previously starred in the Emmy Award-winning medical drama “House,” shot back at the criticism.
“Nothing I have ever said or done could lead a sane person to believe that I am a Zionist,” wrote Laurie in a post on X. “However. If someone exults in the death of a friend of mine, yes I will block them. If you wouldn’t do the same in my position, you can f—ck off too.”
Laurie’s subsequent post also drew outcry, but this time from pro-Israel influencers who lamented the actor’s disavowal of the Zionist label, calling him “weak” and a “pathetic weasel” in the replies.
Freelance journalist Angela Epstein replied to Laurie’s post, writing, “Not Hugh Laurie as well. I thought he was one of the decent ones….”
“God almighty, why does no one understand English any more?” wrote Laurie in response to Epstein’s critique. “I have not spoken or written a word that would indicate pro or anti Zionism. That’s what those words mean. Blimey.”
The post Hugh Laurie rejects ‘Zionist’ label after his tribute to Israeli ‘Tehran’ producer sparks social media firestorm appeared first on The Forward.
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German anti-Zionist group’s plan to protest at Buchenwald memorial over kaffiyeh ban sparks outrage
(JTA) — An anti-Zionist group in Germany has drawn condemnation after it announced plans for a protest against the Buchenwald concentration camp memorial in response to a ban on pro-Palestinian symbols at the site.
The group Kufiyas in Buchenwald claims that the memorial has become a place of “historical revisionism and genocide denial.” It announced a demonstration for April 11, the anniversary of the liberation of the Nazi concentration camp.
“Instead of honoring the persecuted and resolutely opposing every genocide, the memorial spreads Israeli propaganda and provides the ideological ammunition for the ongoing genocide in Palestine,” the group says on its website.
Buchenwald, one of the first concentration camps built by the Nazis and one of the largest in the country, was the site of the murder of roughly 56,000 male prisoners, including 11,000 Jews, from 1937 to 1945.
Last year, a German court ruled that the concentration camp had a right to refuse entry to visitors who wear a keffiyeh, a traditional Palestinian headscarf that has been adopted by pro-Palestinian protesters. The ruling stemmed from a lawsuit by a woman who attempted to wear the scarf to an event commemorating the concentration camp’s liberation.
The woman, who was only identified by her first name, Anna, posted a testimony about her actions on the Kufiyas in Buchenwald Instagram page in which she said she was inspired by the resistance of Buchenwald prisoners.
“Our fundamental principle is this: criticism of the Israeli government’s policies, settlement policy, or actions in the Gaza Strip is legitimate,” said the Buchenwald Foundation’s director Jens-Christian Wagner in a statement outlining the memorial’s protocols. “However, it becomes antisemitic when used to relativize the Holocaust and discredit its victims as perpetrators. We will not tolerate this at the Buchenwald Memorial.”
The campaign against the memorial has been signed onto by a host of pro-Palestinian groups, including the International Jewish Anti-Zionist Network and the German group Jewish Voice for a Just Peace in the Middle East, which has defended the protest on X as evidence of what “commemorating past German crimes has to do with rejecting current ones.”
In a post on Instagram announcing the protest earlier this month, the Kufiyas in Buchenwald group wrote that it would hold a “public protest” in Weimar, the German city located nearby the concentration camp. The group also said it planned to host lectures and a “tour that vividly illustrates the events in the former concentration camp.”
It was unclear whether the protest is intended to take place outside the memorial itself. Kufiyas in Buchenwald did not immediately respond to an inquiry from the Jewish Telegraphic Agency about the location of the protest.
The protest quickly drew condemnation from German leaders, including the country’s antisemitism czar Felix Klein, who told the Swiss outlet Neue Zürcher Zeitung that the protest marked a “new low point in the unfortunately all-too-common reversal of perpetrator and victim roles.”
Michael Panse, the commissioner for combatting antisemitism for the German state Thuringia, where Weimar is located, told the outlet that the protest was “tasteless and historically ignorant.”
The protests also drew condemnation from the European Jewish Congress, which wrote in a post on X that the demonstration represents a “deeply troubling instrumentalization of Holocaust remembrance.”
“Holocaust memorial sites are places of solemn reflection and respect for the victims of National Socialism,” the post continued. “They must never be exploited to promote agendas that deny Israel’s legitimacy or glorify those who perpetrate violence against Jews.”
The post German anti-Zionist group’s plan to protest at Buchenwald memorial over kaffiyeh ban sparks outrage appeared first on The Forward.