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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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Civil Rights Group Blasts ‘Drop Hillel’ Campaign as Attack on Jewish Identity
Anti-Israel protesters in New York City in April 2024. Photo: REUTERS/David Dee Delgado
A California-based civil rights advocacy group on Tuesday condemned a campaign to ban chapters of Hillel International from college campuses as a “transparent” assault on Jewish identity which aims to force the community and support for Israel underground.
StandWithUs, a nonprofit currently litigating a slew of antisemitism cases across the US, issued the comments in response to the “Drop Hillel” initiative being spearheaded by Students for Justice in Palestine (SJP) and a network of other anti-Zionists groups, some of which claim to be Jewish. The cause is being amplified by a robust social media effort, and at least one undergraduate student government attempted earlier this month to pass legislation based on it only to be vetoed by the administration.
“The campaign makes false and misleading accusations about Israel, then frames Jewish students and institutions as guilty by association simply because they refuse to erase Israel from Jewish life,” said StandWithUs, which is currently representing dozens of victims of antisemitism in legal cases across the US. “This campaign echoes a long history of Jewish communities facing pressure to abandon core aspects of their identity to gain acceptance and/or safety.”
Drop Hillel — a component of the boycott, divestment, and sanctions (BDS) movement against Israel — increased its presence on college campuses after Hamas’s Oct. 7, 2023, massacre across southern Israel triggered an explosion of extremist student activism. Students for Justice in Palestine says it targets the organization, which is the largest for Jewish college students in the country, for having “monopolized … Jewish campus life into a pipeline for pro-Israel indoctrination, genocide-apologia, and material support to the Zionist project and its crimes.”
Said the group in October 2024, “Across the country, Hillel chapters have invited Israeli soldiers to their campuses; promoted propaganda trips such as birthright; and organized charity drives for the Israeli military … Such actions reveal Hillel’s ideological and material investment in Zionism.”
The campaign, while not successful so far, has been operating within a campus ecosystem in which animus toward Israel and anti-Jewish discrimination are widespread and often go hand in hand.
In the 2024-2025 academic year, Drop Hillel almost caught on at the University of North Carolina at Chapel Hill. In that case, SJP planted the seed of the idea during a “no more Hillel” during a rally which, among other things, demanded removing Israel from UNC’s study abroad program and adopting the BDS movement. Addressing the comments to the school’s student newspaper days later, SJP, which has been linked to Islamist terrorist organizations, proclaimed that abolishing Hillel is a coveted goal of the anti-Zionist movement.
“Zionism is a racist supremacist ideology advocating for the creation and sustenance of an ethnostate through the expulsion and annihilation of native people,” the group told The Daily Tar Hell. “Therefore, any group that advocates for a supremacist ideology — be it the KKK, the Proud Boys, Hillel, or Heels for Israel — should not be welcome on campus.”
SJP recently targeted The New School in New York City for the campaign, an effort which yielded a successful student Senate vote to defund Hillel and revoke its university recognition on May 1. The measure conditioned restoration of the chapter’s status on its severing ties with Hillel International and shuttering a program which awards trips to Israel. While the New School’s administration blocked the measure, it declined to reject the ideology which motivated it.
“By distorting a qualified student organization and characterizing it as something it is not, the [student government] is using its platform to target fellow students in a misguided attempt to hold those students responsible for the acts of government,” the university said in a statement which also said the student Senate “does not have the authority to determine the recognition, funding eligibility, or official status of registered student organizations.”
Punching back, the student Senate vowed to continue its participation in Drop Hillel, saying that it “will continue to sanction Hillel” for its “direct material collaboration with a foreign military.” Meanwhile, in its own response, Hillel said, “We are not going anywhere.”
This week, StandWithUs implored Jewish students, faculty, and staff to continue fighting Drop Hillel wherever it appears.
“No one can ever sever the Jewish connection to Israel,” the group said. “As with all challenges like this, the Jewish people and our institutions will continue with solidarity and strength, and we will not only survive, but we will continue to thrive.”
Follow Dion J. Pierre @DionJPierre.
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Britain to Legislate to Tackle Threats From Hostile State Proxies After Wave of Antisemitic Attacks
Orthodox Jews stand by a police cordon, after a man was arrested following a stabbing incident in the Golders Green area, which is home to a large Jewish population, in London, Britain, April 29, 2026. Photo: REUTERS/Hannah McKay
Britain will legislate to strengthen its ability to deal with proxies for malign state actors, taking powers to make it possible to ban them in light of increased activity in Britain and a rise in antisemitic attacks.
Prime Minister Keir Starmer has said the government has to “deal with malign state actors” in the wake of a series of attacks on Britain‘s Jewish community.
In a speech outlining the government’s agenda, King Charles said it would “introduce legislation to tackle the growing threat from foreign state entities and their proxies,” and would also take urgent action to tackle antisemitism.
POSSIBLE BAN ON THE IRGC?
Several British lawmakers have called for the proscription of Iran’s Islamic Revolutionary Guard Corps (IRGC).
The IRGC is an elite military force whose purpose is to protect Shi’ite Muslim clerical rule in Iran. It controls large parts of Iran’s economy.
While Starmer has not publicly named the IRGC as being the target of the legislation, in an introduction to the King’s Speech, he said that Britain would tackle extremism “including where it is sponsored by foreign powers that are hostile to the UK, such as Iran.”
The move comes after a spate of arson attacks on sites in London linked to the Jewish community and the targeting of Iranian dissidents, with police saying they were examining possible Iran links.
Britain‘s security chiefs have for years warned about threats from “hostile“ states such as Iran, Russia, and China, with a number of convictions of people who had been accused of carrying out spying or other offences on their behalf.
The new law would allow the government to specify state-backed organizations that threaten national security through espionage, sabotage, interference, or other means. A review last year found that Britain‘s existing framework had a legal difficulty in proscribing state entities.
There will be new offenses created for belonging to such organizations or raising support for them, and the government said that collectively the measures would create a “tougher operating environment for foreign intelligence services and their proxies.”
The king’s speech also promised a new National Security Bill which would address those who were fixated on violence and planning mass killings, but were not obviously inspired by a particular ideology.
The new law would aim to criminalize the creation and sharing of the most harmful online material.
As part of an approach to align countering state threats with addressing terrorism risks, the bill would add “polygraph testing as an available license condition for state threat offenders,” the government said.
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‘Shame on Hollywood’: Cannes Jury Member Defends Actors ‘Backlisted’ for Anti-Israel Activism Over Gaza War
Workers set up a giant canvas of the official poster featuring actors Geena Davis and Susan Sarandon from Ridley Scott’s road movie “Thelma & Louise” on the facade of the Festival palace before the start of the 79th Cannes Film Festival in Cannes, France, May 10, 2026. Photo: REUTERS/ Marko Djurica
A jury member of the 79th Cannes Film Festival on Tuesday condemned the Hollywood film industry for “blacklisting” actors who have spoken out against Israel’s military actions in the Gaza Strip during the country’s war against Hamas terrorists controlling the enclave.
At the festival’s jury press conference, Cannes award-winning Scottish screenwriter Paul Laverty mentioned Susan Sarandon, Javier Bardem, and Mark Ruffalo, all three of whom have been outspoken in criticizing Israel’s military campaign against Hamas in Gaza. Sarandon’s character in “Thelma & Louise” is on the official 2026 Cannes poster.
“The Cannes Film Festival [and] the wonderful poster they have,” Laverty said at the end of the press conference on Tuesday, held before the opening of the film festival in France. “Absolutely iconic. Brilliant. And isn’t it fascinating to see some of them like Susan Sarandon, Javier Bardem, Mark Ruffalo blacklisted because of their views in opposing the murder of women and children in Gaza? Shame on Hollywood people who do that. My respect and total solidarity to them. They’re the best of us, and good luck to them.”
“I just hope we don’t get bombed now, because we’ve got this poster in Cannes,” the BAFTA winner added in conclusion.
Sarandon was dropped by her talent agency for castigating Israel while participating in a pro-Palestinian demonstration in New York City in November 2023. At the protest, the Oscar winner accused Israel of war crimes, encouraged others to have the “courage to speak out” in support of Palestinians, and compared the Hamas-led Oct. 7 massacre across southern Israel just weeks earlier to hardships Palestinians endure in Gaza.
She talked about the fallout with her agency during an interview in 2024, saying: “I was dropped by my agency, my projects were pulled. I’ve been used as an example of what not to do if you want to continue to work.” Earlier this year, Sarandon further spoke about being shunned in Hollywood for her views about the Israel-Hamas war.
“I was fired by my agency, specifically for marching and speaking out about Gaza, for asking for a ceasefire. And it became impossible for me to even be on television,” she said at a press conference in February before receiving a career achievement honor at the 40th Goya Awards in Spain. “I don’t know lately if it’s changed, but I couldn’t do any major film, anything connected with Hollywood. I found agents ultimately in England and in Italy, and I work there … I know this Italian director that just hired me — he was told not to hire me, so that’s still recently. He didn’t listen, but they had that conversation. Right now, I kind of specialize in tiny films with directors who have never directed, in independent films.”
At the Cannes jury press conference on Tuesday, Laverty further talked about Gaza in remarks about this year’s film festival.
“You see so much violence, genocide in Gaza and all these terrible things,” he said. “The idea of coming to a festival – which is a celebration of diversity, imagination, tenderness — when there’s such vulgar, vicious, systematic violence. The idea of attending to a festival where there’ll be contradiction and nuance and beauty and inspiration. It knocked me out, to be honest.”
Before the start of the Cannes Film Festival last year, more than 350 members of the film industry — including Bardem, Sarandon, Ruffalo, and Richard Gere — signed an open letter condemning the festival’s “silence” over Israel’s military campaign in Gaza targeting Hamas terrorists.
Emmy-winning actress Hannah Einbinder recently criticized Hollywood’s silence about the Israel-Hamas war during a guest appearance on an episode of Zeteo’s “Beyond Israelism” podcast that was released in full on Tuesday.
“It pisses me off,” said the “Hacks” actress. “Because I’m sitting here with [Algerian-Palestinian activist] Mahmoud [Khalil], who has so much to risk and who has risked so much who has sacrificed so much … And I look at these people who have absolutely every privilege imaginable to mankind and they cannot utter a single word. I guess it makes me naive, but I cannot understand it. I really can’t understand it. And I hear people say that they don’t know enough and I — I don’t, it’s like, OK, so what do you do all day?”
“People in Hollywood, unfortunately, need these issues to affect a white person for them to see it as relating to them,” she stated. “Like, they see Jimmy Kimmel getting taken off the air suddenly, they see Stephen Colbert’s show being canceled by CBS, which is owned by the Ellisons, and they go, ‘How could this possibly happen?’ And it’s like, we know how because we saw students and professors and journalists and authors and Palestinian folks be silenced and fired and expelled and imprisoned … it took it happening to these white men for people to be like, ‘Oh my God.’”
In her acceptance speech at the Emmys last year, Einbinder declared “Free Palestine.”