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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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In the course of his 104 years, he resisted the Nazis, fought against blood libel and became a towering Jewish intellectual
Today, in a public ceremony held at Les Invalides, President Emmanuel Morin led the French Fifth Republic in paying its last respects to one of the nation’s great public figures, Edgar Morin, whose 104 years spanned the Third and Fourth Republics as well. He was a sociologist, philosopher, writer, film director and screenwriter. But Morin’s real profession was as an intellectual.
There is a vast literature on the character and career of the French intellectual — much of it written by intellectuals — just as there is much disagreement on when this social type first appeared. Some historians reach back as far as the Enlightenment and the role played by les philosophes like Voltaire in their struggle for political liberty and religious toleration, while other historians argue that the modern intellectual burst onto the scene more than a century later with the Dreyfus Affair.
It was at that pivotal moment in late 19th century France that the word “intellectuel” gained currency. Used as a term of scorn by antisemites like Maurice Barrès, they believed Captain Alfred Dreyfus was guilty of treason precisely because he was Jewish. As for those “intellectuals” who defended Dreyfus, Barrès dismissed them as “aristocrats of thought who boasted they did not think like the vile crowd.” Yet those same intellectuals, led by the novelist Émile Zola, gladly embraced the description. Convinced that objective reason and truth made Dreyfus’ innocence clear, they believed, as Zola famously declared, that “truth is on the march.”
But, as Morin always insisted, truth is complex. So, too, was his career, which in many ways reflects the origin story of the French intellectual. Born as Edgar Nahoum in Paris in 1921, his parents were Jewish immigrants from Salonica, a city that had been home to Greece’s largest Jewish community until World War II. (Nearly 90% of the community, some 54,000 men, women, and children were eventually murdered in Nazi death camps.) A precocious student, Nahoum spent his days in libraries studying German philosophers like Hegel and his nights in cinemas studying French films directed by the likes of Marcel Pagnol.
Yet everything changed, including his name, come France’s defeat and occupation by Nazi Germany in 1940. Making his way to the Unoccupied Zone, the 20-year-old Nahoum, who had been a pacifist before the war, soon joined both the banned Communist Party and the French Resistance. By 1944 and liberation, Nahoum had not only become a lieutenant in the Free French Forces, but due to a typo that turned his combat pseudonym “Manin” into “Morin,” the young man was renamed. In fact, he was remade. “What would we have been without the Resistance?” Morin later wondered. “It was thanks to the Resistance that we were given a life.”
And what a life it turned out to be. In 1951, the rebellious Morin, who was outraged by the Soviet show trials, was invited to leave the French Communist Party. At the same time, though he did not have a graduate degree, Morin was nevertheless invited — thanks to the recommendations of the philosophers Vladimir Jankéklévitch and Maurice Merleau-Ponty — to join the prestigious National Center for Scientific Research in Paris in 1950. It was there that he launched a career that fused his academic interests as a sociologist with journalism.
For the next three quarters of a century, Morin seemed to be everywhere all at once. (When I lived in France, I had the impression that, whether on the shelves of bookstores, pages of newspapers, or sets of television shows, I was always bumping into him.) When he was not being interviewed in documentaries, he was making them; when not publishing one of his more than 40 books, he was reviewing books written by others; when seismic events occurred, he was there before anyone else — and got a book out faster. And the books, the work of an intellectuel engagé, were often themselves events that left their mark on Morin’s contemporary audience and future scholars.
One of the most notable of these is La Rumeur d’Orléans, or Rumor in Orléans. In May, 1969 — just one year after the student rebellions that had swept across France (and about which Morin had already published a book) — a rumor started to sweep across the small city of Orléans, famous for being defended against the English by Joan of Arc in the 15th century. The rumor that took flight in Orléans in 1969 — a variation of the blood libel against Jews — was as old as Joan’s achievement. In the dressing rooms of several local clothing stores, so the rumor went, young women were being drugged and sex trafficked. Moreover, the owners of all these stores were, of course, Israëlites (the frequent moniker for French Jews since the 19th century.)
That there was not a single reported case of a missing, much less abducted, woman had little effect on the crowds that gathered outside these stores. As the crowds grew, along with the fear of the store owners and their staffs, the news media picked up on the event. Politicians and pundits expressed outrage and confusion over the rumor — how could this be possible just a quarter-century after Auschwitz, they asked — and the police began to investigate. They could not find a single culprit.
Within weeks of the news reaching Paris, Morin had collected a half-dozen colleagues and set up shop in Orléans to make sense of the rumor. The team, who described their work as la sociologie événementielle, or “event-based sociology,” interviewed locals, met with officials, and rifled through archival documents. Their conclusion reflected a truth dear to Morin: the complexity of any single event. By complexity, Morin did not mean “complicated,” a word we often use when we refuse to engage a subject. Instead, a complex event spans not only the many factors that made this event possible, but also encompasses the way in which our own theories and thoughts alter our understanding of the event. This complex event, Morin concluded, was partly the work of rapid modernization and the great changes it wrought: urbanization, consumerism, and sexual rebellion. It was as if, one historian remarked, “miniskirts were taking people back to the Middle Ages,” and back to the Jew as the traditional scapegoat for these vast social and economic disruptions.
But only partly. The man who described himself as “Judeo-Gentile” always insisted that events often take not just ordinary folk, but also specialists by surprise. Just as no one predicted France’s defeat in 1940, Morin never thought he had the courage to become a resistance fighter. Yet he did. This is a lesson in humility, of course, but also a lesson in humanity. “Let us make our way in uncertainty,” Morin always insisted, “but also in fraternity.” If only we could make this motto our own.
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That time Allen Ginsberg wrote a Socialist poem — about Bernie Sanders
Last June, while digging through 50 boxes of archival material about Bernie Sanders’s four terms as the mayor of Burlington, Vermont, a reporter for the British newspaper the Guardian found a poem by Allen Ginsberg. Written by hand on a 1986 visit to the city, “Burlington Snow” didn’t name Sanders, but he was clearly the populist muse that inspired it.
Ginsberg wrote, “Socialist snow on the streets / Socialist talk in the Maverick Bookstore / Socialist kids sucking socialist lollipops.” Then he turned outward, questioning with almost Elizabethan wit: “—aren’t the birds frozen socialists? / Aren’t the snowclouds blocking the airfield Social Democratic appearances?”
After Ginsberg shares the city’s governing idea, the poem itself is shared: “Isn’t this poem socialist? It doesn’t belong to me anymore.”
The iconic Jewish-American poet was writing about the Jewish-American socialist almost exactly 30 years ago, on a February day in snow-covered New England like the one on which Sanders won in New Hampshire. Spreading online, the poem has delighted both poetry people and Sanders loyalists. No one combines those two groups like Eliot Katz; a leading “post-Beat” poet and Ginsberg protégé, Katz has spent 20 years, on and off, working on a book caled “The Poetry and Politics of Allen Ginsberg.” Published by the independent Beatdom Books in December 2015, it addresses both Ginsberg’s career as a poet and life as an activist.
Absurdly, the unearthing of the Sanders poem from an overlooked archive came after Katz’s manuscript was ready for print, too late for him to write about it. But it reflects his thesis about Ginsberg and his pleasure in Sanders’s success. Katz has written seven books of poetry, including “Space and Other Poems for Love, Laughs and Social Transformation” (1990) and “Unlocking the Exits” (1999), but I hadn’t heard of him in 2005, when an editor at the San Francisco Chronicle asked me to review a collection of essays about “Howl.” I pretty much panned it, saying too many pieces presented facile claims by Ginsberg admirers about his relevance in the 21st century.
Katz, whose readable book expands on his insightful essay, says Ginsberg’s forward looking focus defines how he “challenged the boundaries” of poetry’s political potential. After years of digging into “Howl,” “Kaddish” and “Wichita Vortex Sutra, he was startled a few weeks ago when he found “Burlington Snow” online, recognizing a vivid example of how a Ginsberg poem could illuminate political changes long before they happen.
“Ginsberg told me that prophetic poetry doesn’t work like someone making a prediction,” Katz said when I visited him in his Hoboken apartment. “Instead, he would say that political poetry ‘touches a common key,’ allowing the reader to feel something that somebody will feel in a hundred years. Here, he wrote a poem that praised the democratic-left tradition we’re seeing in Bernie Sanders. No one could have predicted that Sanders would be waging such an effective campaign to move the Democratic Party in more progressive directions.”
A frequently smiling man with shaggy, graying hair, the 59-year-old Katz lives amid countless books on Ginsberg and progressive politics. Taped to one wall is a newspaper clipping about his late mother, Toby Katz, an Auschwitz survivor who went on to hold elected office for 12 years as a councilwoman in West Orange, New Jersey, where Katz grew up. She helped to inspire his work as an activist, including jobs with organizations for the homeless in New Jersey and Washington, DC. He displays posters of readings he gave with Ginsberg, and his book combines his personal feeling for the poet with critical analysis of his work.
Of a poem called “Why I Sit,” Katz writes that Ginsberg used a technique learned from Greek poetry called anaphoric repetition, the rhythmic echoing of a word to “sew together” his personal and political concerns. He quotes from the poem:
“I sit because the Dadaists screamed on Mirror Street / I sit because the Surrealists ate angry pillows… / I sit because Lunacharsky got fired & Stalin / gave Zhdanov a special tennis court I became a / rootless cosmopolitan / I sit inside the shell of the old Me / I sit for world revolution.”
“Why I Sit,” Katz writes, highlights how “Stalin’s deplorable actions caused [Ginsberg] to become a citizen without solidly existing roots.” Katz said the poet’s attraction to socialism transcended his disillusionment with Soviet communism, and that ”Burlington Snow” reflects his lifelong contemplation of counter-pulling influences of his youth, his troubled communist mother and his socialist poet father. “Allen appreciated democratic socialism,” Katz told me, when we spoke. “But he opposed the kind of authoritarianism of the Soviet Bloc. Czechoslovakia is a country he got kicked out of.”
“I don’t call Allen a democratic socialist in the book,” he added. “I think he believed more in being politically pragmatic than in holding any specific ideology — so that he supported anarchist movements when they were doing positive things, and trade union movements when he agreed with them. He remained a progressive his whole life, and he defied the conservative myth that radicals from the 1960s era all became conservative in their old age.”
Ginsberg’s “open support of Sanders,” Katz said, prompted him to give a reading to raise money for one of the Vermont politician’s congressional races in 1992. In fact, in a lengthy footnote, Katz says he helped to organize it. “It was at a restaurant called Nadine’s,” Katz told me. “I always thought I introduced them for the first time. Allen and Bernie talked, but I don’t know what they said, because I was too busy helping to coordinate things.”
Bob Rosenthal, longtime manager of Ginsberg’s office, says Ginsberg had Bernie Sanders on his radar through the years. “I always knew who Bernie Sanders was, and I had to know that through Allen, because Allen was where I got all my news,” Rosenthal told me. “I don’t think they hung out together, but Allen always had an awareness of him.”
The Allen Ginsberg archive at Stanford University holds a letter Sanders sent Ginsberg in 1989, thanking him for the “time, energy and creativity” Ginsberg gave “to me and the City of Burlington throughout my administration,” citing an art auction with which Ginsberg helped in some unspecified way.
With the resurrection of “Burlington Snow,” Ginsberg’s friends wonder if the poet and the politician actually met for the first time when Ginsberg visited Burlington in 1986.
Huck Gutman is pretty sure that didn’t happen, and he should know. Gutman is one of Bernie Sanders’s closest friends, serving for years as his chief of staff in Washington. He’s also a professor of English at the University of Vermont, where he often teaches “Howl,” and he spent recent days getting ready to give a class on how the Russian poet Vladimir Mayakovsky influenced Ginsberg.
Asked about “Burlington Snow,” he replied in an email: “Ginsberg, as you know, grew up in a socialist milieu (I guess I am clear about this mostly from his poem, ‘America.’) and would have been interested in, even entranced by, the fact that Burlington had a socialist as its mayor.”
Still, he wrote, “I do not think Allen and Bernie met at that time. That they might have met at a NYC fundraiser years later — in 1992 he was running for his second term in the US Congress — could certainly be possible.”
In a telephone interview, Gutman said he himself spent memorable time at the university talking with Ginsberg about poetry during the 1986 visit. Gutman didn’t attend the bookstore reading but heard that the poet wrote the poem (with 14 lines, it is an informal sonnet) “quickly,” and immediately read it to an audience. Did Sanders ever see it? Gutman didn’t know, but said Bernie Sanders generally doesn’t read poetry: “He reads biography, history, novels — not poetry.”
Based on his observations of Ginsberg and Sanders, though, he says they share a lot.
“Ginsberg was writing in a way that a lot of people were not writing, and he had to believe in his own vision and his own voice,” he said. “I think Bernie has that. He understands that the test of what one says is not the political pundits and the political base — not what the critics and professors said, in Ginsberg’s case — but whether one speaks one’s own way and in a language that reaches people.”
Recently, Grove Press published “Wait Till I’m Dead,” a new gathering of Ginsberg’s uncollected poems. It doesn’t include “Burlington Snow.” Bill Morgan, a Ginsberg biographer and archivist of his papers, edited the volume and says the poem “came too late,” explaining that “Grove had the (finished) book for about a year.” Morgan, who lives in Vermont and “would vote for Sanders for anything,” says he believes the poem “wasn’t strong enough” to make it into the book.
Morgan worries that the poem’s visibility could hurt Sanders, though he said that isn’t why it got left out. “I worry that people will see that line — ‘It doesn’t belong to me anymore’ — and will read that to mean, ‘I have to give up something,’ the second car or something, that Bernie wants to take their possessions away.”
Eliot Katz believes that the way Ginsberg animates socialism as a form of sharing in “Burlington Snow” could have a positive effect. “I think it can help educate younger voters that democratic socialism, as Sanders practices it, is a form of inclusiveness, of expanding democratic rights, not taking them away, which would be the view of an older generation raised in the Cold War. Everything in the poem is shared — even the environment, something Sanders talks about a lot — and that message can only be helpful.”
Allan M. Jalon won two 2015 Simon Rockower Awards for his Forward feature stories, “My Opa’s Story of World War One’s Other Fight” and “A New Jersey Tale of Two Alfred Doblins.”
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The real reason Jews care about Marilyn Monroe
To the editors:
As someone who loves film, Judaism, and history, I found PJ Grisar’s article on why so many Jews find Marilyn Monroe fascinating somewhat lacking.
It is certainly true that Monroe “didn’t look Jewish,” but there were plenty of Jewish beauties to admire—Lauren Bacall, for example. I suspect the fascination goes deeper than appearance.
Monroe did not merely represent beauty. For many Americans, she represented America itself.
Three years before her conversion, all eyes were on two other Jews for very different reasons.
While the execution of Julius and Ethel Rosenberg had nothing directly to do with Monroe, the broader zeitgeist may help explain why so many Jews took her to heart.
This was still an era shaped by immigration quotas, university restrictions, social-club exclusions, housing covenants, and lingering questions about whether Jews could ever be fully accepted as Americans.
I also think the article glosses over the significance of her marriage to Arthur Miller, reducing it to a story of beauty and brains. Miller was one of the most important Jewish intellectual and cultural figures in America.
He was also a highly controversial figure during the McCarthy era and one of HUAC’s top targets.
In 1957, he was convicted of contempt of Congress and sentenced to a fine and a prison term, though the conviction was overturned the following year.
Monroe could have distanced herself from Miller and the controversy surrounding him.
She did not.
I agree that Elizabeth Taylor ultimately lived a more publicly and explicitly Jewish life. Yet I think Monroe’s conversion remains meaningful because of its symbolic weight. For many Jews, it represented a moment when one of the most famous women in America chose to join a community that was still fighting for full acceptance.
Perhaps that is why so many Jews continue to find her story compelling. The fascination may indeed say something about Jews—but it also says something about the place Jews were coming to occupy in American life.
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