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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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California Jewish groups decry antisemitic conspiracy theories printed in governor’s race voter guide
(JTA) — As Californian voters checked their mailboxes this week, they found a voter guide containing conspiratorial claims about Israel and antisemitic rhetoric.
The mailer, which was sent by California Secretary of State Shirley Weber to the households of all registered California voters, featured biographical information about candidates slated to appear in the state’s June primaries. In all, there are 32 candidates listed, of whom 10 are considered serious contenders.
Among those who are not: the far-right activist Don J. Grundmann, who is not affiliated with any party and has previously described a group he was affiliated with as a “totally peaceful racist group.” Grundman used his entry in the guide to promote a series of anti-Israel conspiracy theories and antisemitic rhetoric.
His entry claimed that Israel had been behind the murder of conservative activist Charlie Kirk; purposefully killed U.S. soldiers during an attack on the U.S.S. Liberty in 1967; orchestrated the 9/11 attacks and planned to “suitcase nuke” the United States.
“Israel, the REAL terrorists, created and funds Hamas via Qatar,” Grundmann wrote. “Countless war crimes by lsrael/ Netanyahu. No further funding for Israel. They call Palestinians AND Christians AND America ‘Amalek;—their sworn forever enemy.”
The paragraph, which included a series of links to websites promoting antisemitic materials, also included a series of antisemitic claims about Jewish supremacy.
“We are ‘goyim’ (less than human animals/cattle) that they will enslave. We are stupid chumps,” Grundmann wrote, using the Hebrew word for non-Jews that has been increasingly used by the far-right. “Israel rules our conquered Republic. Talmud—their Bible—says Christ boiling in in Israel allowed/planned/promoted Hamas attack (they murdered their own people) to justify genocide and steal billion$ in Gaza oil/gas rights. Christian Zionism = soul poison. Talmudic Judeo-Christian values’ don’t exist . . .”
In both the print version delivered to voters and the online version of the voter guide, a disclaimer was added for Grundmann’s entry that did not appear for any other candidates: “The views and opinions expressed by the candidates are their own and do not represent the views and opinions of the Secretary of State’s office.” The line also appears on the bottom of each page.
Local Jewish groups, including the Jewish Federation of Orange County, decried the inclusion of the entry, saying in a letter to Weber, “When something appears in an official voter guide, it carries a level of legitimacy and reaches millions.”
Added the groups, including the federation, the Anti-Defamation League of Orange County/Long Beach, the Jewish Community Action Network and Israeli American Council, “By including a statement containing antisemitic tropes and conspiracy theories in an official voter guide, the State has effectively provided a government platform for rhetoric that fuels division and undermines the safety and dignity of Jewish communities.”
The groups called on Weber to explain how the statement was approved. They contended that the entry violated the guidelines by making “extensive reference to third parties” and using “largely of inflammatory and conspiratorial claims unrelated to any permissible category of content” included in the provisions.
“At a time of rising antisemitism, including rhetoric rooted in antisemitic tropes in a state publication is deeply concerning,” read the letter. “This isn’t about limiting speech—it’s about enforcing neutral standards and maintaining the integrity of our election materials.”
The voter guide comes as antisemitism has emerged as a notable issue in the upcoming California governor’s race, with several candidates staking out their approach to rising antisemitism in the state at a candidate forum in February. The primary is on June 2.
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Matan Koch, disability advocate who urged Jewish communities to ‘let everyone in,’ dies at 44
(JTA) — Matan Koch needed little introduction as he rolled up to the podium to speak at his synagogue’s Disability Shabbat service in October. His wide smile and power wheelchair made him well known to many his Los Angeles congregation, Ikar.
Still, Rabbi Sharon Brous, beaming at him, described her congregant warmly before ceding the microphone.
“The most important thing for you to know about Matan is that he is a deeply soulful, profoundly decent, and incredibly kind human being. And every single day that you have been in our community, you have made our community better,” she said. “It’s an absolute joy and honor to dive in with you, to call you a friend, and to have you as a beloved member of our community.”
In the sermon that followed, Koch described times that he had felt excluded from Jewish communities, or struggled to be included, because of his own disabilities. He urged his fellow congregants to change the way they think about inclusion.
“Every time you’re looking for one more participant, one more volunteer, one more Torah reader, think about who is excluded from our community by disability or any other reason — and think about how we would be enriched if only they were here,” he said. “Then let that motivate us to create an inclusive community that truly lets everyone in.”
It was a synopsis of the mission that Koch carried with him in his personal and professional life. Koch, who used a wheelchair throughout his lifetime, and who was respected as an accomplished lawyer, a passionate advocate for people with disabilities, and a committed member of Jewish communities, died Friday in Los Angeles, after a brief but fierce battle against stomach cancer. He was 44.
“His condition declined far more quickly than he, and we, had hoped,” his family wrote as they shared the news of his death on his Facebook page, filled with remembrances from hundreds of friends and followers from across the country.
“Ever optimistic, he pushed to squeeze every drop of love and connection and intellectual engagement out of life,” they added. “Even as options narrowed, Matan remained focused on staying present and connected to the people he loved.”
At the time of his death, Koch was the Los Angeles’ ADA compliance officer and director of its disability access and services division, ensuring that the city comported with the requirements of the 1990 Americans with Disabilities Act.
In the last post he authored earlier this month, Koch expressed both anger about his illness and appreciation for the many people who were contributing to a crowdfunding campaign to allow him to die with dignity at home. He said he was feeling “fury that my life has been cut so tragically short, euphoric overwhelming at the outpouring of love and support, and awe and gratitude for my family as they work with all of you in a full court press to see my needs met.”
Born in 1981, in New Milford, Connecticut, Koch was both brilliant and precocious and from an early age moved through a world not built for his body with clarity and determination, according to Rabbi Shira Koch Epstein, one of his four siblings.
Born prematurely, he had cerebral palsy, a neurological condition that severely limited his mobility and required him to use a wheelchair.
It was just a few years after the passage of the Individuals with Disabilities Education Act, which reshaped the requirements for schools to serve students with special needs. Yet his parents, the late Rabbi Norman Koch and Rosalyn Koch, a Jewish educator, had to fight for services from their local public schools.
Koch advanced to Yale University at age 16 and went on to Harvard Law School when he was just 20, graduating in 2005. He held numerous appointments on disability rights committees, first at Yale and then as vice president of the New Haven Disability Commission. In 2011, President Barack Obama tapped him to serve on the National Council on Disability.
“His whole life was breaking glass ceilings,” Epstein told the Jewish Telegraphic Agency in a phone conversation just hours before Matan’s death.
“He had a body that was built for a world that doesn’t yet exist and he spent his whole life working to build systems that recognize ability, expand access and include people across the full spectrum of disability,” Epstein said, adding, “He sees the goodness in every person he meets, and he sees the possibility.”
The family of five kids grew up in a deeply Jewish home. Epstein recalled her younger brother having deep conversations about Jewish values and ideas with her and their father.
“That was something very important to Matan. He really loved to learn and loved to sing. He sang with gusto. And he loved camp,” added Epstein, who serves as executive director of Atra, the Center for Jewish Innovation.
Their parents were leaders at Camp Eisner, the Jewish summer camp in the Berkshires, and the family spent their summers there. “The Jewish community is his home,” she said.
Rabbi Jonah Pesner, director of the Religious Action Center of Reform Judaism and senior vice president for the Union for Reform Judaism, was the director of education at Camp Eisner when Koch was a camper. He recalled a time when Koch asked Pesner to help him to go to the bathroom.
Koch led Pesner back to the bunk and explained step-by-step, how to assist, with laughter and without making Pesner feel self-conscious. “From the earliest age, Matan was engaging, mature beyond his years and non-judgmental,” Pesner said.
After graduating from law school, Koch worked first as an associate at major law firms before striking out on his own as a consultant working to help businesses and nonprofits become more inclusive. From there, he joined a disability rights organization called Respectability, moving to Los Angeles to become its local director.
Many people assumed that because he was quadriplegic, Koch must be helpless, according to Jennifer Laszlo Mizrahi, the Jewish activist who co-founded the group, now known as Disability Belongs. In fact, she said, his abilities were remarkable.
She recalled the role Koch played during the Covid-19 pandemic, a perilous time for people with disabilities, who faced high mortality rates if they became ill from the virus.
Many of his staff were disabled. They — and countless other disabled people — couldn’t risk going to a grocery store before vaccinations were available.
Koch’s team partnered with Los Angeles and the federal government to change the regulations to allow SNAP beneficiaries to have their groceries delivered in California and in several other states. “That was huge,” Laszlo Mizrahi said.
In Los Angeles, Koch was an active and beloved member of Ikar. In his Disability Shabbat sermon, he recalled an experience in college that led him to take a deep dive into a Talmudic debate on excluding people who might be distracting from leading the priestly blessing, he told them. Ultimately, the rabbis reasoned their way into acceptance.
“In using that text, Matan acknowledged the reality of how a community might interact with someone with a disability,” recalled Morris Panitz, the congregation’s associate rabbi. “People might be uncomfortable at first. But the work of the community is to get to know the person.”
Koch delivered his sermon with conviction, but gently, with his warm smile, Panitz said. This was true of him generally. “He invited people along for the journey,” he said.
“Matan Koch left an indelible mark on our community,” the synagogue told its members in an email on Sunday that added, “Matan’s persistent belief and tireless work to ensure that everyone feels welcomed and known will endure as a moral vision in our community. We will miss Matan’s enthusiastic davening, wide smile, and generous love.”
Koch could hold court in meaningful conversations as easily with heads of businesses as with Jewish texts, said Jack Rubin, one of his closest friends since they met their first week at Yale. Until Koch could not anymore, they talked for hours at a time.
“Nothing was outside the bounds of his intellectual curiosity or his capacity to wonder,” said Rubin, whose family spent the first of Passover with Koch at Koch’s home earlier this month.
“We had seder with him, for as long as he had the energy. He asked my kids questions. It was amazing,” Rubin said, holding back tears just a few hours before Koch died.
Although Koch possessed a unique ability to persuade people to embrace inclusion and implement meaningful opportunities for disabled people, according to those who knew him well, he did face limits in his own life.
At one time, Koch hoped to attend Hebrew Union College and become a rabbi, Pesner recalled. He and others tried for a long time to make it happen. But Koch’s complex medical needs couldn’t be overcome within the school’s physical and programmatic constraints at the time.
“It’s the biggest regret of my career that we could not figure out how to get him rabbinic ordination,” Pesner said. “I think it was a loss for the Jewish people.”
Yet Koch never stopped pressing Jewish communities to rethink how they treat members with disabilities, challenging up-and-coming leaders at the Reform movement’s youth conference and being honored in 2016 by the Jewish disability inclusion organization Matan.
“Sometimes you can be a change-maker and be a person who’s putting out really big ideas, but sometimes it can come with a sharp edge,” Rabbi Rick Jacobs said in a movie compiled to honor Koch at the time, which also included a tribute from the actress Mayim Bialik. “With Matan, it comes with love, and he raises people up.”
Meredith Polsky, the director of the organization Matan, said in an email that her group would continue the mission of the friend and advocate who shared its name — a name meaning “gift” in Hebrew.
“Though his final breath came far too soon, we carry that charge forward, committed to building a Jewish community that reflects his vision of true inclusion and belonging,” Polsky wrote.
Koch’s father Norman died in 2015. Koch is survived by his mother, Rosalyn Koch, siblings Rabbi Shira Koch Epstein and Jason, Yonatan Koch, Adina Koch and Aytan Koch; nieces and nephews Amichai, Kobi, Avigayil, Duncan and Jason and his honorary family: Martin Smith, Jack and Stephanie Rubin and their children Olivia and Edward.
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Assault outside synagogue and rock thrown through Judaica shop window ratchet up Toronto Jews’ concerns
(JTA) — A pair of incidents took place outside of Jewish sites in the Toronto area over the weekend, adding to a series of attacks that have left the city’s Jewish community unnerved.
During Shabbat services on Saturday, a man tried to force his way into the Sephardic Kehilah Centre, in the suburb of Vaughan. After the man was turned away by security, he reportedly encountered a father and son on their way to the synagogue and punched the father in the face. The father was left with no serious injuries.
The following day, photos circulated after a rock was hurled and broke the window of Aleph Bet Judaica, a shop on the heavily Jewish Bathurst Street corridor. Police did not confirm which business was hit, but confirmed that a rock was thrown at a business near Bathurst Street and Regina Avenue, and that the Hate Crime Unit “was consulted and is aware.”
No suspects have been identified in either incident.
Unlike other recent attacks on Toronto synagogues and Jewish businesses, which were carried out late at night, these two incidents took place in broad daylight, both around 9:30 a.m.
The UJA Federation of Greater Toronto wrote in a statement that the Sephardic Kehilah Centre incident, which is being investigated by the police’s Hate Crime Unit, reflected “a continued pattern of antisemitic violence targeting our community.”
In March, three synagogues across the Toronto area were hit with gunfire. In the last couple of months, a restaurant owned by a Jewish pro-Israel advocate was shot at twice, at two of its locations. And in 2024, a Jewish girls’ elementary school was hit by gunfire on three separate occasions.
“As these incidents become more normalized, they erode public safety and our way of life as Canadians,” the UJA’s statement read. “This cannot be tolerated.”
The Canadian Jewish News reported that the suspect was turned away by synagogue security on Saturday for “suspicious behavior,” according to an email from the rabbi, and told security that he was Middle Eastern and not there for prayer services. After the man left the building, according to the email, he threw away torn pieces of paper which looked to contain verses of Psalms.
B’nai Brith Canada blasted “people in positions of authority” who it says have “responded with hesitation, weak enforcement, and political platitudes while Jewish communities continue to pay the price.” It also thanked Vaughan Mayor Steven Del Duca, who wrote that “we must be vigilant and do everything possible to support and protect our Jewish residents.”
The group called for the federal government to take eight specific actions to combat antisemitism, including establishing a national antisemitism task force, providing emergency funding for the protection of Jewish institutions, and prosecuting the repeated gunfire attacks as acts of domestic terrorism.
On Monday, B’nai Brith also released its annual audit of antisemitic incidents, which found that there were 18.6 antisemitic incidents reported per day across Canada in 2025, a 9% increase from 2024.
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