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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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Global Court Decisions Spark Outrage as Antisemitic Crimes, Attacks See Reduced Sentences
Pro-Hamas demonstrators marching in Munich, Germany. Photo: Reuters/Alexander Pohl
Court rulings around the globe are raising alarm bells as judges in Germany, Australia, and France have overturned or reduced sentences for individuals accused of antisemitic crimes, sparking public outrage over the leniency shown in such cases.
For the first time, a local court in Germany has allowed antisemitic slogans calling for Israel’s destruction and denying its right to exist to be chanted at a pro-Palestinian demonstration, despite concerns that such calls incite hatred and violence, according to the German newspaper Bild.
The Higher Administrative Court in Münster, a city in North Rhine-Westphalia in western Germany, issued an expedited ruling overturning a previous ban that had restricted protests to prevent participants from disrupting public order and inciting violence.
The ruling came after local police had imposed restrictions on an anti-Israel demonstration scheduled for Saturday in Düsseldorf, a city that had drawn more than 5,000 registered participants.
Prior to the protest, local law enforcement had prohibited demonstrators from chanting slogans that deny Israel’s right to exist and promote hatred — including “From the river to the sea, Palestine will be free,” “There is only one state: Palestine 48,” and “Yalla, yalla, Intifada!” The first two slogans call for the Jewish state’s complete destruction, to be replaced by “Palestine,” and the third phrase calls for violence against Jews and Israelis.
However, the court ruled that “denying the State of Israel’s right to exist does not in itself constitute a criminal offense.”
Instead, the court emphasized that “a critical examination of the founding of the State of Israel and the call for a peaceful change of the existing conditions” is protected under the right to freedom of expression.
With this ruling, the ban on “There is only one state: Palestine 48” was lifted, even though the slogan calls for the annihilation of Israel, established in 1948.
But “Yalla, yalla, Intifada” and “From the river to the sea” will remain banned, the first for its potential to incite violence and the second as a slogan associated with the Palestinian terrorist group Hamas.
In a separate and controversial ruling thousands of miles away, a man who set fire to a synagogue in Melbourne while worshippers were inside received a lenient sentence after an Australian court ruled that his actions were the result of mental illness rather than antisemitism.
On Monday, an Australian magistrate ruled that 35-year-old Angelo Loras was not driven by antisemitism but by a severe psychotic episode caused by his failure to take schizophrenia medication when he set fire to a local synagogue, with more than 20 worshippers inside sharing a Shabbat meal.
Earlier this year, Loras pleaded guilty to arson and recklessly endangering lives after pouring flammable liquid on the front door of the East Melbourne Synagogue and setting it alight, though no one was injured. This attack was one of three suspected antisemitic incidents across Melbourne over the weekend of July 4–6.
At the time, government officials and Jewish leaders denounced the attack as a clear hate crime.
With this ruling, Loras was given a four-month prison sentence — less than the 138 days he had already spent in custody — and was also ordered to continue schizophrenia treatment for 20 months and perform unpaid work. He will be eligible for release on Monday.
Meanwhile, a local court in France has dramatically reduced the sentence of one of the two teenagers convicted of the brutal gang rape of a 12-year-old Jewish girl, citing his “need to prepare for future reintegration.”
More than a year after the attack, the Versailles Court of Appeal retried one of the convicted boys — the only one to challenge his sentence — behind closed doors, ultimately reducing his term from nine to seven years and imposing an educational measure
The original sentences, handed down in June, gave the two boys — who were 13 years old at the time of the incident — seven and nine years in prison, respectively, after they were convicted on charges of group rape, physical violence, and death threats aggravated by antisemitic hatred.
The third boy involved in the attack, the girl’s ex-boyfriend, was accused of threatening her and orchestrating the attack, also motivated by racist prejudice.
Because the girl’s ex-boyfriend was under 13 at the time of the attack, he did not face prison and was instead sentenced to five years in an educational facility.
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New X Policy Reveals Foreign Locations of Anti-Israel Propagandists Spreading Gaza Disinformation
A 3D-printed miniature model of Elon Musk and the X logo are seen in this illustration taken Jan. 23, 2025. Photo: REUTERS/Dado Ruvic/Illustration
Billionaire Elon Musk’s social media platform X over the weekend implemented a new feature revealing the locations behind all accounts, exposing that many individuals claiming to report from Gaza lived in other countries while some popular right-wing American accounts who had promoted patriotism and loyalty to US President Donald Trump actually resided overseas.
“The. Gaza. Lie. Exposed. New X feature ripped mask off countless fake ‘Gazan’ accounts,” Israel’s Foreign Ministry posted on X on Sunday. “Some chap posting from Pakistan, another in London. Another manipulative abuser somewhere else. All claiming to be suffering in Gaza while in the comfort of some coffee shop far away.”
The Foreign Ministry said that X’s decision to test the feature showing an account’s physical location “is to be praised & encouraged. Freedom of speech is a core principle. So is transparency & accountability. The ‘citizen-journalist’ on social media also needs to meet certain minimum standards. Kudos X.”
In a follow-up post, the Foreign Ministry gave an example with a screenshot of journalist Motasem A Dalloul’s account, writing, “196,900 followers being lied to by fake ‘journalist’ claiming to be in Gaza. New @X feature reveals his actual location is Poland. Reporting from Gaza is fake & not reliable. Makes you wonder how many more fake reports have you read?”
The New York Post identified multiple Gaza-associated accounts who X now revealed as based in India, the United Kingdom, or the West Bank.
On Saturday, journalist Eitan Fischberger began identifying X accounts he described as “subverting the US by flooding X with anti-American, anti-Israel, demoralizing, or Marxist content aimed specifically at Americans. Several of them pose as Americans. But now the jig is up.” He then featured accounts located in North Africa, India, Serbia, Turkey, Norway, and Saudi Arabia.
Here’s a thread of prominent accounts that have been subverting the US by flooding X with anti-American, anti-Israel, demoralizing, or Marxist content aimed specifically at Americans.
Several of them pose as Americans. But now the jig is up.
Add more examples in the comments
pic.twitter.com/M1H6y0dG90
— Eitan Fischberger (@EFischberger) November 22, 2025
Pirate Wires also reported on Gaza-based content coming out of Egypt, North Africa, Indonesia, and Canada.
Nikita Bier, X’s head of product, had described the change as “an important first step to securing the integrity of the global town square. We plan to provide many more ways for users to verify the authenticity of the content they see on X.”
Some users protested the location displayed with their account was inaccurate, with X admitting as much in some cases. In one instance, the account for the US Department of Homeland Security stated its origin in Tel Aviv, prompting an official statement denying the connection.
Business Insider reported that X account MAGA NATION, a supporter of Trump that proclaims itself “America First” and has collected 400,000 followers, is based in Eastern Europe. NBC News found pro-Trump accounts based in Africa, Macedonia, and South Asia. Pirate Wires described conservative American content as originating in Bangladesh, Pakistan, Thailand, Nigeria, and Papua New Guinea.
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US Justice Department Launches Probe Into Anti-Israel Mob Targeting New York City Synagogue
Nov. 19, 2025, New York, New York, USA: Anti-Israel protesters rally outside of Park East Synagogue. Photo: ZUMA Press Wire via Reuters Connect
The US Justice Department has started an investigation into a gathering of demonstrators who called for violence against Jews outside a prominent New York City synagogue last Wednesday night, according to a senior official.
“Investigation is underway. [The Justice Department] has zero tolerance for violence/obstruction around any American house of worship,” Harmeet Dhillon, assistant attorney general for civil rights at the department, announced on social media on Sunday.
Investigation is underway. @TheJusticeDept has zero tolerance for violence/obstruction around any American house of worship. https://t.co/rEEFAifj6n
— AAGHarmeetDhillon (@AAGDhillon) November 23, 2025
Dhillon’s comments came amid ongoing furor over last week’s protest, where demonstrators harassed those attending an event being held by Nefesh B’Nefesh, a Zionist organization that helps Jews immigrate to Israel, at Park East Synagogue in Manhattan.
Protesters were recorded screaming obscenities to event attendees and blocking the entrance into the synagogue.
“We don’t want no Zionists here!” the group of roughly 200 anti-Israel activists chanted in intervals while waving the Palestinian flag. “Resistance, you make us proud, take another settler out.”
One protester, addressing the crowd, reportedly proclaimed, “It is our duty to make them think twice before holding these events! We need to make them scared.”
Footage on social media also showed agitators chanting “death to the IDF,” referring to the Israel Defense Forces, as well as “globalize the intifada” and “intifada revolution.”
Community figures described the scene as openly threatening and a stark escalation of anti-Jewish hostility in New York City.
“It’s a federal crime to block access to a house of worship in the US. @CivilRights under @AGPamBondi will NOT tolerate it and we are gathering information about this incident!” Dhillon posted on X/Twitter on Friday, two days before announcing the department was investigating the incident.
Jessica Tisch, commissioner of the New York City Police Department (NYPD), addressed the demonstration while speaking to Park East Synagogue on Saturday. Tisch, who is Jewish, cited the demonstrators’ rights to assemble, protest, and speak freely but also apologized for allowing “turmoil” to take place.
“People have the right to protest, including within sight and sound of a house of worship. They have the right to say things that are incredibly painful to hear. I understand that pain, deeply and personally,” Tisch said. “But the right to say those things is protected by the First Amendment, and the NYPD must uphold that right.”
“Our other job that night was to ensure that people could easily enter and leave shul. That is where we fell short. And for that, I apologize to this congregation,” she added, noting that police should have set up a “frozen zone” at the synagogue’s entrance. Because one was not set up, she said, “the space right outside your steps was chaotic.”
“You deserved an NYPD posture that recognized the sensitivity of this location, the climate we’re living in, and the heightened fear within our community,” Tisch told the congregation. “Instead, you had turmoil.”
New York City has experienced a historic surge in anti-Jewish hate crimes over the last two years, following the Palestinian terrorist group Hamas’s Oct. 7, 2023, invasion of and massacre across southern Israel.
Since entering the White House in January, the Trump administration has vowed to crack down on antisemitism, making it a priority of federal law enforcement.
Zohran Mamdani, who was elected New York City’s next mayor earlier this month, issued a statement that “discouraged” the extreme rhetoric used by the protesters on Wednesday night but did not unequivocally condemn the harassment of Jews outside their own house of worship. Mamdani’s office notably also criticized the synagogue, with his team describing the event inside as a “violation of international law,” an allegation apparently referencing Israel’s settlement policies in the West Bank.
“The mayor-elect has discouraged the language used at last night’s protest and will continue to do so,” Mamdani spokesperson Dora Pekec said in a statement on Thursday. “He believes every New Yorker should be free to enter a house of worship without intimidation, and that these sacred spaces should not be used to promote activities in violation of international law.”
Jewish leaders reacted with disappointment, arguing that Mamdani effectively provided political justification for a protest that targeted Jews for participating in a mainstream, fully legal pro-Israel program. Critics said the mayor-elect’s framing implied that the synagogue’s event, not the threatening chants outside, was the real problem, a position they described as deeply irresponsible amid rising antisemitism in the city.
During his short tenure in the state assembly as a lawmaker, Mamdani spearheaded a series of efforts to marginalize and penalize organizations with ties to Israel, spiking fears that the incoming mayor might weaponize the government against the city’s Jewish population. Mamdani is an outspoken supporter of the boycott, divestment, and sanctions (BDS) movement, which seeks to isolate Israel from the international community as a step toward its eventual elimination.
Mamdani also defended the phrase “globalize the intifada” — which references previous periods of sustained Palestinian terrorism against Jews and Israelis and has been widely interpreted as a call to expand political violence — by invoking the Warsaw Ghetto Uprising during World War II.