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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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He sold a house to Justin Bieber. Now this LA investor has given Chabad $100M to build one of the world’s largest Jewish centers.
(JTA) — A Los Angeles real estate investor known for selling homes to celebrities has donated a $100 million office tower to Chabad, the global Orthodox Jewish outreach movement, to create what is slated to become one the world’s largest Jewish centers.
Alon Abady and his wife, Monique, transferred the 16-story, 300,000-square-foot complex at 9911 W. Pico Blvd. to Chabad of California, which plans to transform it into the Chabad Campus for Jewish Life.
The property sits in the Pico-Robertson neighborhood, the heart of Jewish Los Angeles, down the street from the Museum of Tolerance and near the Simon Wiesenthal Center, Fox Studios and, since 2023, the Ziegler School of Rabbinic Studies, a Conservative movement seminary.
Chabad officials say the building was appraised last fall at $103 million, making it one of the largest single gifts ever to a Jewish organization. The new campus is expected to serve as a regional hub for Jewish religious life, social services and education, as well as a global center for the Lubavitch movement’s worldwide network of emissaries.
The campus will include a synagogue, life-cycle venues, youth and senior programs, mental-health and social services, museums and support for Jewish students on college campuses, along with facilities for large communal and international gatherings.
“It will be an epicenter of Jewish life,” said Rabbi Chaim Nochum Cunin, one of the leaders of West Coast Chabad. “It will transform the landscape of Jewish life in Los Angeles and throughout the world.”
Abady, who works as a managing partner of Waterfall Bridge Capital, paid $35 million for the property in 2023 with plans to redevelop it. The current market value of $103 million reflects an appraisal by Partner Valuation Advisors conducted in September, according to Rabbi Motti Seligson, director of public relations for Chabad’s headquarters in Brooklyn.
Abady is best known for high-profile real estate deals in Los Angeles, including the $96 million purchase of the Sofitel Beverly Hills hotel in 2021. He has also been involved in a series of widely noted residential transactions, including buying and later selling Simon Cowell’s former Beverly Hills home and selling a property to Justin and Hailey Bieber.
The campus will rank among the largest Jewish institutions in the world. It will be smaller than Chabad’s 538,000-square-foot Menorah Center in Dnipro, Ukraine, but larger than most Jewish community centers in North America and comparable in scale to New York’s 92nd Street Y, which also includes residential and non-Jewish cultural facilities.
Abady said his gift reflects a long-standing relationship with Chabad that dates back to his family’s arrival in Los Angeles in the 1970s, when they were assisted by Rabbi Baruch Shlomo Cunin, Chabad’s West Coast director.
“This is a lifelong dream that also allows me to honor my parents and my children,” Abady said in a statement. “When my family immigrated to Los Angeles in the 1970s, Chabad was there for us. That was never forgotten.”
The announcement comes at a moment when many Jewish institutions are under financial strain. In Los Angeles, it follows the recent sale of the American Jewish University’s historic Bel Air campus. The 22-acre hilltop property was transferred in 2024 to Milken Community School, its neighboring Jewish middle and high school, and AJU’s rabbinical school, Ziegler, moved to Pico-Robertson.
While the final purchase price was not publicly disclosed, the sale was widely reported to be in the roughly $60 million range, allowing Milken to expand its campus as AJU consolidated its operations.
The post He sold a house to Justin Bieber. Now this LA investor has given Chabad $100M to build one of the world’s largest Jewish centers. appeared first on The Forward.
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Houston Texans linebacker Azeez Al-Shaair wears ‘stop the genocide’ eye black
(JTA) — In his postgame interview on Monday night, Houston Texans linebacker Azeez Al-Shaair said the things you’d expect to hear, like crediting his teammates for a dominant playoff win and praising his coach.
But on the Pro Bowler’s eye black was a message that you don’t see every day on ESPN: “STOP THE GENOCIDE.”
Al-Shaair, who is Muslim, has long been a vocal pro-Palestinian advocate.
In December 2023, as a member of the Tennessee Titans, Al-Shaair chose to support the Palestine Children’s Relief Fund through the NFL’s “My Cause, My Cleats” program.
“Given the recent events in Israel and Gaza, this nonprofit provides medical aid and essential supplies to children injured and left homeless by the bombings in Gaza,” he said in his entry about the charity.
Al-Shaair supported the same charity in 2024 and 2025 as a member of the Texans, and has worn cleats that read “FREE” on one side, referring to the “Free Palestine” movement, and “Surely to Allah we belong and to him we will all return” on the other. The cleats also featured the text, “AT LEAST 41,788 Palestinians killed, 10,000+ estimated to be under the rubble, 96,974 wounded.”
Al-Shaair has also signaled criticism for Hamas’ Oct. 7, 2023, attack on Israel that triggered the war in Gaza, about which he’s become an outspoken advocate on and off the field.
“I feel like it’s something that’s trying to be silenced,” Al-Shaair told the Houston news site Chron in 2024. “On either side, people losing their life is not right. In no way, shape or form am I validating anything that happened, but to consistently say that because of [Oct. 7] innocent people [in Gaza] should now die, it’s crazy.”
Al-Shaair was one of two active NFL players who signed onto the “Athletes for Ceasefire” letter, which called on President Joe Biden to call for a ceasefire in February 2024.
The Texans named Al-Shaair as their club winner for the 2025 Walter Payton Man of the Year Award, which recognizes “players who excel on the field and show exceptional dedication to uplifting their communities with consistent, positive impact.”
A post on the Texans’ website details Al-Shaair’s charitable work including support for homeless youth and adults, hosting a movie night at NRG Stadium for HYPE Freedom School students, and providing free tickets and food for students from the Muslim Organization of Sports, Socials and Education. His pro-Palestinian advocacy is not mentioned in the post.
While the linebacker has been vocal about his pro-Palestine views, Monday night’s postgame interview with Scott van Pelt — during which he said nothing about Israel or Gaza, but had an eye black message big enough to read during his close-ups — may have been his loudest form of advocacy yet, as it came shortly after a nationally televised playoff game on ESPN. Video of the interview has circulated on social media and drawn praise from pro-Palestinian activists.
“This is how you use your platform. Proud of you brother,” wrote Omar Suleiman, an imam and activist with over 1 million followers.
According to the NFL rulebook, players are “prohibited from wearing, displaying, or otherwise conveying personal messages either in writing or illustration, unless such message has been approved in advance by the League office.” The rule also states that the league “will not grant permission” to players displaying a message “to political activities or causes, other non-football events, causes or campaigns, or charitable causes or campaigns.”
The most notable case of political activism in the NFL in the last decade came when Colin Kaepernick, protesting police brutality, refused to stand for the national anthem. Kaepernick was not issued a fine or suspension by the NFL, though no teams signed him as a 29-year-old free agent, leading to debate over whether he was blackballed by the league for his stance.
Players have previously been fined for wearing eye black with personal messages, though they had not gotten league approval before their games. Al-Shaair has not been issued a fine.
The post Houston Texans linebacker Azeez Al-Shaair wears ‘stop the genocide’ eye black appeared first on The Forward.
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What the ‘synagogue of Satan’ slur tells us about Christian antisemitism
The man charged with arson in the burning of Beth Israel Congregation in Jackson, Miss., called the institution a “synagogue of Satan” in an interview with authorities, according to an FBI affidavit.
The phrase, originating in the New Testament book of Revelation, has been used in recent years to attack Jews, making its way into graffiti on Jewish institutions, antisemitic conspiracy theories and in far-right commentator Candace Owens’ criticism of Jewish figures.
But its meaning is not necessarily consistent: “Synagogue of Satan” has been used to refer to a supposed Jewish conspiracy to control the U.S. government, as a broad indictment of Jewish people as Satanic and as a narrow critique against Jewish people perceived as behaving badly. It has been used by Christian nationalists and by Nation of Islam leaders.
It remains unclear how the term made its way into the vocabulary of Stephen Spencer Pittman, who was arrested the day of the attack. Pittman, 19, followed dozens of Instagram accounts that share motivational Bible quotes and created a website promoting “scripture-backed fitness.” But his public social media activity apparently only turned antisemitic on Jan. 10, when he shared an antisemitic cartoon and confessed to setting fire to Beth Israel.
Origin of a slur
The book of Revelations, the last book of the New Testament, uses the phrase twice in a message of comfort to Jesus’ followers facing persecution, castigating “the synagogue of Satan who say that they are Jews and are not.” The implication is that the early Christians’ persecutors are perverting the meaning of Judaism to further their ends.
Christian scholars note that the author of Revelations was likely Jewish. Nevertheless, the phrase has come to serve as a catch-all to justify antisemitism by claiming that Jews are inherently Satanic, or out of favor with God’s plans for the world.
Its popularization as an antisemitic term may originate in the Christian Identity movement, a group of white evangelical extremists who believe that the true descendants of Adam are the white race, and the Jews are descendants of Cain — who in their view, is the offspring of Eve and Satan. The Christian Identity movement, which dates back to the early 20th century, peaked in the 1980s and 1990s, but it left a lasting impression on far-right theology.
The influential Evangelical leader Rev. Billy Graham — known as “America’s pastor” for his ubiquitous TV presence — infamously used the phrase in a 1973 conversation with then-President Richard Nixon, who at the time was complaining about Jews purportedly controlling the US media. (Graham apologized for his comments nearly 30 years later, after a recording of the conversation became public.)
Graham’s use of the term underscored a key connection between Christian Zionism and antisemitism. He told Nixon in that recorded conversation that while he supported Israel, Jewish people didn’t understand his real feelings about them, which is that there were two types of Jews: conservative ones who supported Graham and his ministry, and the “synagogue of Satan” — liberal-minded ones and especially Jews who worked in media.
Fuel on the fire
In recent years, the term has come to be applied more creatively. Controversial rapper Jay Electronica used it in a song in 2014. Nation of Islam leader Abdul Haleem Muhammad blamed the synagogue of Satan in 2016 for a supposed plot to de-masculinize American black men through marijuana. A group of neo-Nazi agitators that has flyered neighborhoods around the country with propaganda draped a banner over a Los Angeles freeway with the phrase in Oct. 2022.
If the term can be said to have a “power user” today, it would be Owens, the far-right commentator who has promoted a range of antisemitic conspiracy theories, including Frankism and the notion that Israel was behind Charlie Kirk’s assassination.
Owens has accused Jewish conservative commentator Ben Shapiro, Israeli Prime Minister Benjamin Netanyahu, Rabbi Shmuley Boteach, and “radical Zionists” of being members of the synagogue of Satan.
But Owens is merely one of a slew of right-wing agitators who have accelerated use of the term in recent months.
Andrew Torba, the chief executive officer of the far-right social media hotbed Gab, posted an entire essay last fall — titled “Naming the Synagogue of Satan” — saying Christendom was under threat because the US had been captured “with AIPAC donations” and “Hollywood propaganda.”
As recently as Dec. 2025, a far-right podcaster in Colorado called for the execution of Gov. Jared Polis and other Jewish state democrats, referring to them as “Synagogue of Satan Jews.”
Just a few weeks later, Beth Israel Congregation, the oldest synagogue in Mississippi, was slapped with the moniker the day it went up in flames.
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