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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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Nick Fuentes says his problem with Trump ‘is that he is not Hitler’
(JTA) — In the fall, a video of Nick Fuentes criticizing Donald Trump drew the praise of progressive ex-Congressman Jamaal Bowman.
“Finally getting it Nick,” Bowman commented, apparently recognizing some common ground between himself on the left and Fuentes, on the far right, who said in the video that Trump was “better than the Democrats for Israel, for the oil and gas industry, for Silicon Valley, for Wall Street,” but said he wasn’t “better for us.”
Now, Fuentes says there is actually no common ground between him and those on the left.
“My problem with Trump isn’t that he’s Hitler — my problem with Trump is that he is not Hitler,” Fuentes said during his streaming show on Tuesday, which focused mostly on the potential for an American attack on Iran.
He continued, “You have all these left-wing people saying, ‘Why do I agree with Nick Fuentes?’ It’s like, I’m criticizing Trump because there’s not enough deportations, there’s not enough ICE brutality, there’s not enough National Guard. Sort of a big difference!”
Fuentes, the streamer and avowed antisemite who has previously said Hitler was “very f–king cool,” has been gaining more traction as a voice on the right. His interview with Tucker Carlson in October plunged Republicans into an ongoing debate over antisemitism within their ranks, inflaming the divide between a pro-Israel wing of the party and an emerging, isolationist “America First” wing that’s against U.S. military assistance to Israel.
Once a pro-Trump MAGA Republican, Fuentes has become the leader of the “groyper” movement advocating for farther-right positions. The set of Fuentes’ show includes both a hat and a mug with the words “America First” on his desk.
In a New York Times interview, Trump recently weighed in on rising tensions within the Republican Party, saying Republican leaders should “absolutely” condemn figures who promote antisemitism, and that he does not approve of antisemites in the party.
“No, I don’t. I think we don’t need them. I think we don’t like them,” replied Trump when asked by a reporter whether there was room within the Republican coalition for antisemitic figures.
Asked if he would condemn Fuentes, Trump initially claimed that he didn’t know the antisemitic streamer, before acknowledging that he had had dinner with him alongside Kanye West in 2022.
“I had dinner with him, one time, where he came as a guest of Kanye West. I didn’t know who he was bringing,” Trump said. “He said, ‘Do you mind if I bring a friend?’ I said, ‘I don’t care.’ And it was Nick Fuentes? I don’t know Nick Fuentes.”
Trump flaunted his pro-Israel bona fides in the interview, mentioning the recent announcement that he was nominated for Israel’s top civilian honor and calling himself the “best president of the United States in the history of this country toward Israel.”
Fuentes, meanwhile, spent the bulk of his show on Tuesday speculating that Trump will order the U.S. to attack Iran, and concluded that “Israel is holding our hand walking us down the road toward an inevitable war.”
The post Nick Fuentes says his problem with Trump ‘is that he is not Hitler’ appeared first on The Forward.
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Larry Ellison once renamed a superyacht because its name spelled backwards was ‘I’m a Nazi’
(JTA) — Larry Ellison, the Jewish founder of Oracle and a major pro-Israel donor, has recently been in the headlines for his media acquisition ventures with his son.
The new scrutiny on the family has surfaced a decades-old detail about Ellison: that he once rechristened a superyacht after realizing that its original name carried an antisemitic tinge.
In 1999, Ellison — then No. 23 on Forbes’ billionaires list, well on his way to his No. 4 ranking today — purchased a boat called Izanami.
Originally built for a Japanese businessman, the 191-foot superyacht was named for a Shinto deity. But Ellison soon realized what the name read backwards: “I’m a Nazi.”
“Izanami and Izanagi are the names of the two Shinto deities that gave birth to the Japanese islands, or so legend has it,” Ellison said in “Softwar,” a 2013 biography. “When the local newspapers started pointing out that Izanami was ‘I’m a Nazi’ spelled backward, I had the choice of explaining Shintoism to the reporters at the San Francisco Chronicle or changing the name of the boat.” He renamed the boat Ronin and later sold it.
The decades-old factoid resurfaced this week because of a New York Magazine profile of Ellison’s son, David Ellison, the chair and CEO of Paramount-Skydance Corporation.
Skydance Corporation, which David Ellison founded in 2006, completed an $8 billion merger last year with Paramount Global. Larry Ellison, meanwhile, joined an investor consortium that signed a deal to purchase TikTok, the social media juggernaut accused of spreading antisemitism. Together, father and son also staged a hostile bid to purchase Warner Bros. but were outmatched by Netflix.
After acquiring Paramount, David Ellison appointed The Free Press founder Bari Weiss as the editor-in-chief of CBS News, in an endorsement of Weiss’ contrarian and pro-Israel outlook that has been challenged as overly friendly to the Trump administration.
Larry Ellison, who was raised in a Reform Jewish home by his adoptive Jewish parents, has long been a donor to pro-Israel and Jewish causes, including to Friends of the Israel Defense Forces. In September, he briefly topped the Bloomberg Billionaires Index as the world’s richest man.
In December, Oracle struck a deal to provide cloud services for TikTok, with some advocates hoping for tougher safeguards against antisemitism on the social media platform
The post Larry Ellison once renamed a superyacht because its name spelled backwards was ‘I’m a Nazi’ appeared first on The Forward.
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Alex Bregman, who drew a Jewish star on his cap after Oct. 7, inks $175M deal with the Cubs
(JTA) — For the second year in a row, Jewish star third baseman Alex Bregman has signed a lucrative free-agent contract with a team that is run by a Jewish executive and plays in a historic ballpark in a city with a significant Jewish community.
Last year, it was the Boston Red Sox. Now, Bregman is headed to the Chicago Cubs — a team whose Jewish fans possess almost religious devotion.
Bregman, who had opted out of a three-year, $120 million deal with Boston, has signed a five-year, $175 million pact with the Cubs. It is the second-largest contract ever signed by a Jewish ballplayer, behind Max Fried’s $218 million contract in 2024. Bregman previously signed a five-year, $100 million extension with the Houston Astros in 2019.
Bregman, who played the first nine years of his career in Houston, has been one of baseball’s premier third basemen over the past decade, with three All-Star selections, a Gold Glove, a Silver Slugger and two World Series rings. He’s also heralded for his leadership on and off the field.
Bregman grew up in Albuquerque, New Mexico, where he played baseball in high school and also, according to his mother, was once teased while leaving school for a bar mitzvah lesson. His grandfather, the onetime attorney for the Washington Senators whom she said Bregman called “zeyde,” gave him a collection of baseball cards featuring Jewish players.
His great-grandfather fled antisemitism in Belarus and fell in love with sports in the United States, The Athletic reported in 2017, as Bregman hurtled toward his World Series win.
“It’s the fulfillment of four generations of short Jewish Bregmans who dreamed of playing in the major leagues,” his father Sam, now the district attorney in Albuquerque’s county as well as a Democratic candidate for New Mexico governor, said at the time. “The big leagues and the World Series. One hundred twenty years in America fulfilled by Alex in this World Series.”
Bregman has also been vocal about his Jewish pride. He celebrated Hanukkah with a local synagogue in Houston, and following the Oct. 7, 2023, attack on Israel that launched the Gaza War, Bregman drew a Star of David on his hat during a playoff game and participated in a video of Jewish players calling on fans to support Israel.
Some Jewish fans hoped Bregman’s shows of solidarity with Israel would lead him to suit up for another new squad this spring, Team Israel at the upcoming World Baseball Classic. But Bregman announced this week that he will play for Team USA again. Another Jewish ballplayer, Rowdy Tellez, will rejoin team Mexico, taking two big names off the recruitment board for Israel.
Back in 2018, as Bregman was first emerging as a major star, he said he regretted taking a pass on Team Israel the previous year, when it made it to the second round of play. Suiting up for the U.S. team, Bregman had just four at-bats as a backup player.
Now, he has selected a jersey number for his Cubs era that reflects his aspirations.
“I wore No. 3 because I want a third championship,” Bregman said during his first press conference with his new club on Thursday.
The post Alex Bregman, who drew a Jewish star on his cap after Oct. 7, inks $175M deal with the Cubs appeared first on The Forward.