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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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Bombing Can Weaken Iranian Regime, but Only Popular Uprising Can Overthrow It, Dissidents Say
Members of the police stand guard on a street, with a large billboard featuring Iran’s late Supreme Leader Ayatollah Ali Khamenei in the background, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 12, 2026. Photo: REUTERS/Alaa Al-Marjani
A senior official from a Paris-based Iranian opposition group said on Thursday that the US-Israeli war on Iran would not topple the clerical leadership, arguing that only a popular uprising backed by internal resistance could do so.
Almost two weeks of bombing have killed around 2,000 people in Iran including supreme leader Ayatollah Ali Khamenei, and damaged much of its military and security apparatus.
Iran has responded in kind, throwing global energy markets and transport into chaos and spreading the conflict across the Middle East, while the Islamic Revolutionary Guard Corps has tightened its grip on power and threatened to crush any unrest.
“The 12-day war in June, and the current war, now in its 12th day, proved that bombings cannot overthrow the regime,” Mohammad Mohaddesin, head of foreign policy at the National Council of Resistance of Iran (NCRI), told a news conference.
“Even if you have 50,000 armed soldiers on the ground, you need the support of Iranian people. You need a popular uprising. The combination of this 50,000 or 20,000 or any other number with a popular uprising, then you have this power to overthrow the regime.”
Mohaddesin said he did not consider a deployment of US ground troops realistic.
The NCRI, also known by its Farsi name Mujahideen-e-Khalq, was listed as a terrorist organization by the United States until 2012.
It is banned in Iran, and it is unclear how much support it has there. However, along with its bitter rival, the monarchists backing Reza Pahlavi, exiled son of the toppled shah, it is one of the few opposition groups able to rally supporters.
Mohaddesin acknowledged that his group alone could not bring down the system. But he said mass protests, like those that raged in January until they were bloodily quashed, would resume once bombing stopped, and could eventually shift the balance.
“I cannot say how many months or a year, but … this is the track of overthrowing the regime,” he said.
Israeli officials have said that one of their objectives is to weaken the security apparatus so that Iran‘s people can take control of their own destiny.
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Trump Says It Is Not Appropriate for Iran to Be in Soccer World Cup
Soccer Football – World Cup – Asian Qualifiers – Group A – Iran v North Korea – Azadi Stadium, Tehran, Iran – June 10, 2025, Iran players line up before the match. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
US President Donald Trump said on Thursday the Iranian men’s national soccer team was welcome to participate in the 2026 World Cup but that he believed it was not appropriate that they be there “for their own life and safety.”
“The Iran National Soccer Team is welcome to The World Cup, but I really don’t believe it is appropriate that they be there, for their own life and safety,” Trump said in a post on Truth Social.
Iran‘s sports minister said on Wednesday that it was not possible for his nation’s athletes to participate after the US launched airstrikes alongside Israel against Tehran. The attacks triggered a region-wide conflict that has shown no signs of abating.
The 48-team World Cup will be held in the US, Canada, and Mexico from June 11 to July 19, with Iran scheduled for matches in Los Angeles and Seattle.
An official withdrawal by Iran from the showpiece event, which has not yet happened, would be a first in the modern era and would leave soccer‘s global governing body FIFA with the urgent task of finding a replacement team.
Iran was the only nation missing from a FIFA planning summit for World Cup participants held last week in Atlanta.
FIFA did not immediately respond to a request for comment. Late last year it awarded Trump — who has campaigned aggressively for the Nobel Peace Prize — its own inaugural peace prize.
Earlier this week, Australia granted humanitarian visas to five Iranian women soccer players after they sought asylum, fearing persecution on their return home for their refusal to sing the national anthem at an Asia Cup match.
Trump had urged Australia’s Prime Minister Anthony Albanese to grant asylum to members of the Iranian women’s team, saying the US would if Australia did not.
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The New ‘Tokyo Roses’: How Social Media Influencers Amplify Authoritarian Propaganda
People stand near a destroyed vehicle as smoke rises after a reported strike on Shahran fuel tanks, amid the US-Israeli conflict with Iran, in Tehran, Iran, March 8, 2026. Photo: Majid Asgaripour/WANA (West Asia News Agency) via REUTERS
At 04:38 on the morning of March 11, 2026, the alert blasted onto my phone: “Red Alert – Tel Aviv.”
Like millions of Israelis during the current war with Iran, my family and I moved quickly into our mamad — the reinforced safe room built into Israeli homes constructed after 1993 — grateful for the air-defense systems intercepting incoming missiles overhead.
Fifteen minutes later, the sirens stopped. I climbed back into bed.
That has become the rhythm of daily life here. Restaurants reopened. Businesses operate. Children move between Zoom classes and the occasional dash to a shelter when sirens sound.
But if you relied solely on social media — particularly X or TikTok — you might believe Tel Aviv had already been reduced to rubble.
Videos circulate claiming the city is burning and the electric grid destroyed. Posts declare Israel is collapsing under missile fire. Influencers insist the truth is being “censored.”
The problem is that this supposed “evidence” turns out to be fabricated, misrepresented, or recycled footage — often not even from Israel.
In other words: propaganda.
The tactic itself is not new.
During World War II, Allied soldiers in the Pacific heard English-language propaganda broadcasts from personalities collectively known as “Tokyo Rose.” Their purpose was to undermine morale, spread disinformation, and convince American troops their cause was hopeless.
The technology has changed, but the tactic hasn’t.
Today, the propaganda battlefield is on social media, and the new “Tokyo Roses” are often Western influencers with enormous audiences.
Consider the viral claims that Iran’s missile attacks have “devastated” Israel.
Several widely shared posts attempted to support this narrative with dramatic footage supposedly showing Iranian strikes on Israeli cities.
Basic fact-checking revealed something else: AI-generated fabrications or recycled clips from earlier events.
Repackaging old footage to fabricate a new narrative is one of the oldest tricks in propaganda. What has changed is the speed. In the social media age, recycled footage and fabricated videos spread globally in minutes, while corrections rarely travel as far as the original lie.
A similar pattern appeared recently when Putin- and Houthi-supporting influencer Jackson Hinkle circulated a video claiming to show massive crowds in Iran mourning the assassination of Ayatollah Khamenei. Fact-checkers later identified the footage as coming from the 2020 funeral of Islamic Revolutionary Guard Corps commander Qasem Soleimani. By the time the clarification appeared, the misleading version had already spread widely across social media.
Other influencers have gone further by promoting narratives that closely mirror those pushed by authoritarian regimes.
Social media personality Myron Gaines recently argued that Iran “poses no real threat to the United States” and that the war should end because it is “Israel’s problem, not ours.”
But Iran’s regime has spent decades building precisely the opposite reality. Since the 1979 Islamic Revolution, Tehran has treated the United States as a principal enemy. Iranian leaders regularly chant “Death to America,” and Iran and its proxies have been responsible for the deaths of hundreds of American service members, including attacks in Beirut, Iraq, and Saudi Arabia.
Through the Islamic Revolutionary Guard Corps, Tehran has built a network of proxy militias across the Middle East — Hezbollah in Lebanon, Hamas in Gaza, Shiite militias in Iraq, and the Houthis in Yemen.
These groups have launched thousands of rockets, drones, and missiles against America and its allies while Iran continues expanding its ballistic-missile arsenal and advancing toward nuclear-weapons capability.
This buildup also fits into the broader ambitions of the China-Russia-Iran axis, which seeks to weaken American global influence.
To describe such a regime as posing “no real threat” requires ignoring one of the most documented security challenges in modern geopolitics.
Unless one believes that the world — and especially the United States — would be freer or safer with China, Russia, and Iran ascendant, the stakes should be obvious.
In other cases, the rhetoric moves from distortion into outright antisemitic conspiracy.
Social media personality Dan Bilzerian has posted messages accusing Western leaders and the Muslim governments cooperating with Israel of “selling out” their people. His posts frequently invoke conspiratorial claims about hidden Jewish forces nefariously controlling Western governments.
These narratives mirror themes long promoted by state-controlled media in Iran and Russia.
Whether intentional or not, the effect is the same: Western audiences are fed narratives that erode trust in democratic institutions while portraying authoritarian regimes as misunderstood and even noble victims.
In some cases, the messaging goes further still.
Recent posts from Candace Owens, widely shared across social media, have encouraged Americans not to serve in the US military and urged those currently serving to quit, while framing the conflict through very dark and conspiratorial accusations about hidden motives to serve supposedly prurient and venal Jewish interests.
Messages designed to discourage military service during wartime have long been tools of psychological warfare. In the 1940s such efforts were broadcast over enemy radio. Today they appear in US based social media feeds.
None of this occurs in a vacuum.
For years the Islamic Revolutionary Guard Corps has treated information warfare as a central element of its strategy. Iranian state media and proxy networks attempt to shape global narratives by portraying the Islamic Republic as a victim while depicting Israel and the United States as degenerate and corrupt aggressors.
These campaigns rely on familiar tactics: recycled footage, conspiracy narratives, and emotionally charged messaging designed to spread rapidly online. What makes the modern environment different is that these narratives no longer need to originate inside Iran to reach Western audiences. Influencers with large followings amplify them instantly.
The propaganda circulating online often revives and relies on something far older than modern geopolitics: classic antisemitic tropes.
Many viral posts go far beyond criticism of US or Israeli policy. They invoke conspiracies about Jewish control of governments, repeat blood-libel accusations, and frame global events as the result of a shrouded Jewish plot.
Versions of these accusations have circulated for centuries. What is striking today is how seamlessly these myths have merged with contemporary geopolitical propaganda.
Authoritarian regimes hostile to Israel have long understood that antisemitic narratives can serve as powerful mobilizing tools. Portraying Israel as the center of a global conspiracy transforms a regional conflict into an ideological crusade.
When influencers with large Western audiences repeat these themes, they normalize ideas that have historically fueled violence against Jews.
The modern “Tokyo Rose” no longer sits behind a microphone in an enemy capital. He or she posts on social media.
The voices spreading propaganda today are influencers with millions of Western followers — many living safely and prosperously inside the democratic societies whose resolve they undermine. Some claim they are offering contrarian commentary. Others are motivated by attention or the financial rewards of viral outrage.
But the effect is the same: narratives promoted by authoritarian regimes are amplified to vast audiences, often stripped of context, facts, or accountability.
Meanwhile here in Tel Aviv, life continues between missile alerts. Millions of Israelis move between normal routines and red-alert interruptions as air defenses intercept incoming missiles. But it bears little resemblance to the apocalyptic fantasies circulating online.
That contrast — between lived reality and digital narrative — reveals something important about modern information warfare.
Propaganda no longer requires governments to broadcast lies. It only requires enough people willing to repeat them — and in the age of social media, there are always volunteers.
Micha Danzig is an attorney, former IDF soldier, and former NYPD officer. He writes widely on Israel, Zionism, antisemitism, and Jewish history. He serves on the board of Herut North America.