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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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AIPAC attacked a Democrat for funding ICE. Now it’s backing one who voted the same way.
AIPAC’s super PAC is spending big to boost Rep. Haley Stevens in Michigan’s Democratic Senate primary — over a record that includes the same ICE funding vote the group used to attack a different Democrat earlier this year.
Stevens is one of three leading candidates in the primary, running against progressive insurgent Abdul El-Sayed, who called the Israeli government “evil” like Hamas, and state Sen. Mallory McMorrow. A new 30-second ad from AIPAC’s super PAC, the United Democracy Project, praises Stevens for confronting Trump’s immigration policies — citing legislation she introduced to create an independent prosecutor for ICE misconduct, and her calls for then-Homeland Security Secretary Kristi Noem to resign.
The ad is part of a multimillion-dollar campaign to boost Stevens, a longtime AIPAC ally, whom the group helped elect in 2018 and reelect in 2022.
But the message is hard to square with AIPAC’s own record elsewhere. Earlier this year, the group spent more than $2 million attacking former Rep. Tom Malinowski in a New Jersey special election for voting to fund ICE as part of a bipartisan border bill. “We can’t trust Tom Malinowski to stand up to President Donald Trump,” that ad said. Stevens voted for the same funding bill. Last June, she also voted for a House resolution thanking ICE agents “for protecting the homeland.”
An AIPAC spokesperson and a UDP representative did not immediately respond to explain why the vote to fund ICE was presented as a liability in Malinowski’s race but not in Stevens’ case.
AIPAC has spent years cultivating ties to Trump-aligned Republicans, many of whom strongly support aggressive immigration enforcement.
The Israel-boosting organization’s brand has become increasingly controversial among mainstream Democrats in recent years. Congressional candidates, including some Jewish Democrats, have promised not to take contributions from AIPAC. Last month, New York City Mayor Zohran Mamdani used the word “monsters” to describe AIPAC at a rally for progressive candidates he backed, all of whom won their primaries.
In the Michigan race, shaping up as one of the starkest tests of the Democratic coalition and how the party navigates policy towards Israel in Congress, United Democracy Project has already spent $10.7 million backing Stevens, making the Michigan contest one of its largest Senate investments this election cycle. AIPAC also raised several million dollars for Stevens by directing its donors to online portals that funnel money directly to the candidate’s campaign, effectively erasing its fingerprints in public data.
McMorrow has the endorsement of J Street, the liberal Zionist advocacy group that supports a two-state solution. The Jewish Democratic Council of America issued a rare dual endorsement of Stevens and McMorrow.
El-Sayed, the progressive frontrunner, is increasingly trying to transform AIPAC’s investment in the race into a centerpiece of his campaign message. Backed by Sen. Bernie Sanders, El-Sayed has released videos accusing AIPAC of attempting to buy Democratic elections and police debate over Israel. In recent months, he has also reached out to Jewish voters while seeking to channel the energy of the 2024 Uncommitted movement, which protested the Biden administration’s support for Israel in the war against Hamas in Gaza. The state is home to the largest concentration of Arab Americans in the United States. Jewish voters make up just 1.4% of the electorate in the state.
Arno Rosenfeld and Hannah Feuer contributed to this article
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Adam Sandler officiates Taylor Swift-Travis Kelce wedding, fueling theories about singer’s Israel stance
(JTA) — A Jewish comedian who played one of cinema’s most notable Israeli characters took center stage — literally — at Taylor Swift’s wedding at Madison Square Garden on Friday.
Adam Sandler officiated the ceremony between Swift and Kansas City Chiefs tight end Travis Kelce, a spokesperson for Swift confirmed to media after the wedding.
The event included a wide range of Jewish attendees, including the Haim sisters, who recently attended a Knicks game with Swift; the writer and actor Lena Dunham; Joshua Kushner, the businessman whose brother Jared is a top Middle East advisor to President Donald Trump; and Kelce’s former teammate Mitchell Schwartz.
Sandler’s presence in particular fueled criticism from anti-Israel voices, who argued it was significant that someone who has described himself as “very pro-Israel” officiated the wedding. Sandler has discussed his friendship with Swift and Kelce publicly, saying that it developed through his daughters, who are Swift fans.
Swift has largely avoided wading into polarizing political issues, and her outlook on the Israeli-Palestinian conflict has been a source of confusion for many fans, who have struggled to interpret her silence on the topic at a time when many celebrities have publicly voiced support for Gaza. Her decision not to publicly criticize Israel is seen as having bolstered her popularity among Israelis. At the same time, some pro-Palestinian fans have decried her silence and protested at her concerts, while others have speculated that she is privately pro-Palestinian but has avoided speaking out for fear of alienating fans.
“For all the Swifties defending Taylor Swift regarding her silence on Palestine she had Adam Sandler … a well-known Zionist, officiate her wedding so I think we know where she stands now,” tweeted an account called Land Palestine that had nearly 2 million followers on Instagram before being suspended last year.
“They’re all Zionists, clearly, and no doubt about it,” tweeted the Oxford University student Kate Crawford, a prominent pro-Palestinian voice on X who identifies as partly Jewish.
Some pro-Israel voices joined in the speculation. “I wonder if she is publicly aligning herself with certain people for a soft launch of her views. If she were to say some pro-Israel or pro-Jewish things, I think it could go a long way amongst the younger generation,” wrote one user on Reddit’s “Jewish” forum, in a post that was deleted but yielded nearly 200 comments parsing Swift’s possible Israel attitudes. (Among the evidence offered for possible pro-Israel leanings: She and Kelce recently dined at a buzzy Israeli restaurant. But other commenters noted that Gigi Hadid, a Palestinian-American celebrity who has spread anti-Israel rhetoric, was also at the wedding.)
The chatter about the wedding and Israel swelled so much that the parody account Buzz Crave riffed off of it with a viral post proclaiming: “Taylor Swift and Travis Kelce have left the U.S. for Israel to start their honeymoon.”
Like Swift, Sandler is not among the celebrities to engage in activism on Israel or Gaza. In fact, Sandler — whose early hits included “The Hanukkah Song” — is not known to have visited Israel, after disclosing in a 2022 interview that he had never traveled to the country of one of his signature characters. He played Zohan Dvir, an Israeli soldier who prefers partying to war, in the 2008 comedy “You Don’t Mess With the Zohan.”
Sandler made the “very pro-Israel” comment in 2015 while criticizing artists who boycott Israel during an appearance on Howard Stern’s radio show. He has said little publicly about Israel since the immediate aftermath of Hamas’ Oct. 7, 2023, attack that began the war in Gaza, when he said his “heart is shattered” and signed onto an entertainment industry letter calling on then-President Joe Biden to help return the Israeli hostages taken by Hamas.
For some, the reaction to Sandler’s officiation added to a growing sense that no Jewish figure can escape being targeted by anti-Zionist activism. “You can stay silent. You can avoid politics. You can try not to get involved,” the pro-Israel influencer Ran Alkalay posted on Instagram. “For antisemites, none of that matters.”
For other Jewish voices commenting on the wedding, the guest list was immaterial. On Facebook, Rabbi David Glickman of Kansas City noted that Swift and Kelce had doled out $26 million in charitable gifts ahead of their nuptials.
“Jewish tradition says that a bride and groom have the ear of God on their wedding day — so the couple will say silent prayers for folks in need. I’m grateful your prayers weren’t only silent,” Glickman wrote. “You gave an example for all of us that personal celebration is made greater through tzedakah and generosity. Your charitable gifts are more impressive than a wedding at MSG — I hope it will get the same publicity.”
This article originally appeared on JTA.org.
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In the pickles and babka of Williamsburg and the Lower East Side, a glimpse of a lost New York
It was an early Sunday morning when my grandmother and I arrived at Sander’s Bakery in South Williamsburg for a “Pickles and Babka” food and culture walk through Williamsburg and the Lower East Side.
Since 2024, Sammy, our leader, has been showing off his favorite kosher food spots on @kosher.hopping, an Instagram account, which now boasts more than 17,000 followers and features a variety of mouthwatering dishes — including kosher sushi, kosher smashburgers and historic businesses like the ones we would be visiting.
It was Sammy’s last stop in Williamsburg of the season: Business owners were already closing up shop for the summer and heading upstate.
As our group gathered — city natives along with visitors from Westchester and Long Island — Sammy described South Williamsburg as a glimpse of what the Lower East Side used to be. Unlike the Lower East Side, which has experienced gentrification in recent decades, this neighborhood has retained its distinctly Jewish identity since immigrants first crossed over the Williamsburg Bridge.
When my grandmother and I entered Sander’s, opened by a Holocaust survivor in 1959, the smell of yeast and chocolate was so tantalizing that we couldn’t help but purchase a Danish and cherry turnover before the tour even began. We then tried slices of chocolate and cinnamon babkas, which were rich and nutty.
As our group walked towards Flaum’s, an appetizing store reminiscent of Russ & Daughters, but kosher — buses lined the streets, each bound for a different yeshiva. There was a grocery store at each corner, shops with beautiful silverware and strings hung up to designate the eruv. At the shop, we sampled small cheese danishes and sugar cookies with custard. The cookies were my favorite “bite” of the tour; they were sweet with great texture, and the custard provided a necessary moistness.
When we walked to the subway to head to the Lower East Side, the neighborhood took a decidedly different turn. All at once, the local businesses and Yiddish signs were gone and replaced with fast food chains. As we climbed up the steps and the train pulled into the station, we returned to the city’s usual chaos, leaving Williamsburg behind.
Upon exiting the subway, we made a pit stop at Essex Street Market. Its origins stem from Jewish open air markets that were once crowded with pushcarts. Under Mayor Fiorello LaGuardia, these sellers were forced to move inside. The original indoor market, located across the street from its present-day location, retained its Jewish character, but the market doesn’t currently house any kosher vendors.
As we continued on to our remaining stops, I felt aware of what was lost. Entering The Pickle Guys, located on the corner of Grand Street and Essex Street, a deliciously briny smell filled the air from the dozens of barrels at the center of the shop. We tried pickled corn and carrots and — my favorite — mango, which had a delightfully spicy aftertaste.
We could feel the presence of what was formerly “Pickle Alley”: the neighboring road that featured more than 80 vendors. Now, The Pickle Guys is the last pickle shop left in the Lower East Side. Even the pickles, made with plastic barrels, are not what they once were; Sammy told us that the New York Department of Health banned wooden barrels in the 1970s, and even now vendors swear that they don’t taste the same.
We ended our walk at Moishe’s Bakery, the last kosher bakery on the Lower East Side. Many Jews still live near the bakery; the community mikveh is in the building across the street. Until it closed this year, East Side Glatt, the neighborhood’s last kosher butcher, was located right next door to Moishe’s.
Though The Pickle Guys had been packed, Moishe’s felt intimate and at the center of a community, like the shops we visited in Williamsburg. We tried chocolate and poppy seed versions of Kokosh cake, loaves similar to babka that stem from Hungarian origins. We also picked up some of my dad’s favorite rainbow cookies to bring home with us.
After the tour, I made my way to Eldridge Street Synagogue’s “Egg Rolls, Egg Creams, and Empanadas” festival. On the way, I walked past the old Forward Building, which once bustled with whirring printing presses and Yiddish-speaking reporters. A large graffiti “JET” had been painted on the side of the building.
When I first came back to the city this year, my best friend texted me to ask whether I thought New York was changing. She felt that it had been modernizing; sometimes, she said, she looked around and couldn’t find the “old New York.” As I toured South Williamsburg and the Lower East Side, I felt as though I was looking into a bygone era, seeing remnants of what had mostly been lost. I would have given anything to return to the Lower East Side crowded with pushcarts and Yiddish music to be heard.
Still, as I listened to the singing trio of the Mamales crooning “Yidel Mitn Fiedel,” while the smell of empanadas filled the air and festivalgoers played Mah Jongg, the culture of the Lower East Side felt bustling and alive. The Lower East Side isn’t the neighborhood it had once been, but its legacy remains — in the people making babka and those who choose to share their story.
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