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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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Canada’s economic growth projected to be about 1% in the first half of 2024
Canada is a country with a thriving Jewish community and has traditionally offered the security of a strong economy for residents. The national economic outlook is naturally something that everyone in Canada’s Jewish community keeps track of – especially those involved in business in the various provinces.
With this in mind, the July 2023 Monetary Policy Report from the Bank of Canada made for interesting reading, projecting a moderate economic growth figure of around 1% for the first half of 2024. This is in line with growth figures that had been forecast for the second half of 2023, and sees the country’s economy remain on a stable footing.
Steady projected growth for first half of 2024
Although projected economic growth of around 1% in early 2024 is not as impressive as figures of around 3.4% in 2022 and 1.8% in 2023, it is certainly no cause for alarm. But what might be behind it?
Higher interest rates are one major factor to consider and have had a negative impact on household spending nationally. This has effectively seen people with less spending power and businesses in Canada generating less revenue as a result.
Interest rate rises have also hit business investments nationally, and less money is being channelled into this area to fuel Canada’s economic growth. When you also factor in how the weak foreign demand for Canadian goods and services has hit export growth lately, the projected GDP growth figure for early 2024 is understandable.
Growth in second half of 2024 expected
Although the above may make for interesting reading for early 2024, the Bank of Canada’s report does show that economic growth is expected to pick up in the second half of the year. This is projected to be due to the decreasing effect of high interest rates on the Canadian economy and a stronger foreign demand for the country’s exports.
Moving forward from this period, it is predicted that inflation will remain at around 3% as we head into 2025, and hit the Bank of Canada’s inflation target of 2% come the middle of 2025. All of this should help the country’s financial status remain stable and prove encouraging for business leaders in the Jewish community.
Canada’s economic growth mirrors iGaming’s rise
When you take a look at the previous growth figures Canada has seen and also consider the growth predicted for 2024 (especially in the second half of the year), it is clear that the country has a vibrant, thriving economy.
This economic growth is something that can be compared with iGaming’s recent rise as an industry around the country. In the same way as Canada has steadily built a strong economy over time, iGaming has transformed itself into a powerful, flourishing sector.
This becomes even clearer when you consider that Canadian iGaming has been a major contributor to the sustained growth seen in the country’s arts, entertainment and recreation industry, which rose by around 1.9% in Q2 of 2023. The healthy state of online casino play in Canada is also evidenced by how many customers the most popular casino platforms attract and how the user experience these operators offer has enabled iGaming in the country to take off.
This, of course, is also something that translates to the world stage, where global iGaming revenues in 2023 hit an estimated $95 billion. iGaming’s global market volume is also pegged to rise to around $130 billion by 2027. These kinds of figures represent a sharp jump for iGaming worldwide and show how the sector is on the ascent.
Future economic outlook for Canada in line with global expectations
When considering the Canadian economic outlook for 2024, it is often useful to look at how this compares with global financial predictions. In addition to the rude health of iGaming in Canada being reflected in global online casino gaming, the positive economic outlook for the country is also broadly in line with expectations for many global economies.
Global growth is also predicted to rise steadily in the second half of 2024 before becoming stronger in 2025. This should be driven by the weakening effects of high interest rates on worldwide economic prosperity. With rate cuts in Canada already expected after Feb 2024’s inflation report, this could happen in the near future.
The performance of the US economy is always of interest in Canada, as this is the country’s biggest trading partner. Positive US Q2 performances in 2023, powered by a strong labor market, good consumer spending levels and robust business investments, were therefore a cause for optimism. As a US economy that continues to grow is something that Canadian businesses welcome, this can only be a healthy sign.
Canada set for further growth in 2024
Local news around Canada can cover many topics but the economy is arguably one of the most popular. A projected GDP growth figure of around 1% for Canada’s economy shows that the financial state of the country is heading in the right direction. An improved financial outlook heading into the latter half of 2024/2025 would make for even better reading, and the national economy should become even stronger.
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The Legal Landscape of Online Gambling in Canada
Online gambling has grown in popularity around the globe in recent years. While many jurisdictions have legalized land-based gambling, it hasn’t applied to online platforms. Nonetheless, Canada is one nation that has legalized online gambling with their provinces’ licensing and regulating sites.
Nonetheless, Canadians of legal age can enjoy playing their favourite online games where available. So many games like slots, blackjack, and roulette still maintain their popularity even in the digital sense. Want to learn about what’s legal in Canada for online gambling? Let’s take a look.
What is legal for online gambling in Canada?
What is the best online casino in Canada? The list we provide you here should be a good start. It’s also important to note that most Canadian provinces do not have laws that prohibit offshore online casinos.
Many provinces provide licensing to online casinos. They even regulate them as well. For example, Alberta and British Columbia have sites regulated by their respective governing bodies. The Atlantic Lottery Corporation (ALC) allows legal online gambling and oversees the services it offers to Maritime provinces such as New Brunswick, Nova Scotia, Prince Edward Island, and Newfoundland and Labrador.
However, there are some caveats to address. In Newfoundland and Labrador, online gambling that is not offered by the ALC is considered illegal. Therefore, it is the only Canadian province as of 2024 that prohibits offshore options.
In terms of the legal age, there are three provinces where the legal age is 18: Alberta, Manitoba, and Quebec. The remaining provinces establish 19 as the legal age for gambling including online.
Who are the regulatory bodies for gambling in Canada?
At the Federal level, the Canadian Gaming Association is the regulatory body for gambling in Canada. Thus, they cover both land-based and online gambling in the country. There are also provincial and regional regulatory bodies such as the Atlantic Lottery Corporation (ALC) – which covers the provinces of New Brunswick, Nova Scotia, Prince Edward Island, Newfoundland and Labrador.
The Western Canada Lottery Corporation covers Alberta, Saskatchewan, Manitoba, Nunavut, Northwest Territories, and the Yukon Territory. A handful of provinces also have their regulatory bodies covering lottery and gaming.
Canada requires online casinos that wish to accept players from the country to adhere to regulations and licensing. These licenses are provided by provincial regulatory bodies. When licensed, online casinos must follow the regulations and security standards.
However, there is the belief that many of the laws about gambling in Canada may be outdated. This could be because these laws were created long before the advent of the Internet. Therefore, such laws may need to be modernized. Nonetheless, online gambling for the most part is legal, just dependent on the province.
Are there any legal grey areas to discuss?
The grey area that is considered a concern pertains to the use of offshore sites. As mentioned earlier, Newfoundland and Labrador is believed to be the only province that prohibits it. Even online casinos with no licensing by Canadian or provincial authorities accept residents of the country.
On the players’ end, many Canadians are allowed to play at online casinos. However, they may be restricted from certain platforms. This is to ensure that the players themselves are protected from unknowingly playing on platforms that may be illegal.
What are the other laws and regulations about online gambling in Canada?
Online casinos have implemented measures for responsible gambling. This includes providing support and resources to problem gamblers on their site. They are also restricted regarding the marketing and advertising aspects of promoting their platform.
One restriction of note is that marketing that is targeted at minors is prohibited. Another prohibits professional athletes from appearing in online casino ads in Ontario.
Even offshore casinos must adhere to these laws and regulations. Especially if they have obtained a license from the provincial bodies that allow them to operate.
Canada’s online gambling is legal – but will things change
As it stands right now, the legality of online gambling in Canada seems to fall under the purview of provincial laws and regulations. Canadian citizens must perform their due diligence further to see which online casinos are allowed by their respective provinces. Just because it may be legal in one province, it may not be the same in others.
Nonetheless, the question is: will any laws relax certain restrictions? Will Newfoundland and Labrador change their tune regarding offshore casinos? It’s unclear what the future holds – but watch this space for any changes about online gambling in Canada.
Obituaries
Dr. NATHAN WISEMAN
Wiseman, Nathan Elliot
1944 – 2023
Nathan, our beloved husband, Dad, and Zaida, died unexpectedly on December 13, 2023. Nathan was born on December 16, 1944, in Winnipeg, MB, the eldest of Sam and Cissie Wiseman’s three children.
He is survived by his loving wife Eva; children Sam (Natalie) and Marni (Shane); grandchildren Jacob, Jonah, Molly, Isabel, Nicole, and Poppy; brother David (Sherrill); sister Barbara (Ron); sister-in-law Agi (Sam) and many cousins, nieces, and nephews.
Nathan grew up in the north end of Winnipeg surrounded by his loving family. He received his MD from the University of Manitoba in 1968, subsequently completed his General Surgery residency at the University of Manitoba and went on to complete a fellowship in Paediatric Surgery at Boston Children’s Hospital of Harvard University. His surgeon teachers and mentors were world renowned experts in the specialty, and even included a Nobel prize winner.
His practice of Paediatric Surgery at Children’s Hospital of Winnipeg spanned almost half a century. He loved his profession and helping patients, even decades later often recounting details about the many kiddies on whom he had operated. Patients and their family members would commonly approach him on the street and say, “Remember me Dr. Wiseman?”. And he did! His true joy was caring for his patients with compassion, patience, unwavering commitment, and excellence. He was a gifted surgeon and leaves a profound legacy. He had no intention of ever fully retiring and operated until his very last day. He felt privileged to have the opportunity to mentor, support and work with colleagues, trainees, nurses, and others health care workers that enriched his day-to-day life and brought him much happiness and fulfillment. He was recognized with many awards and honors throughout his career including serving as Chief of Surgery of Children’s Hospital of Winnipeg, President of the Canadian Association of Pediatric Surgeons, and as a Governor of the American College of Surgeons. Most importantly of all he helped and saved the lives of thousands and thousands of Manitoba children. His impact on the generations of children he cared for, and their families, is truly immeasurable.
Nathan’s passion for golf was ignited during his childhood summers spent at the Winnipeg Beach Golf Course. Southwood Golf and Country Club has been his second home since 1980. His game was excellent and even in his last year he shot under his age twice! He played an honest “play as it lies” game. His golf buddies were true friends and provided him much happiness both on and off the course for over forty years. However, his passion for golf extended well beyond the eighteenth hole. He immersed himself in all aspects of the golf including collecting golf books, antiques, and memorabilia. He was a true scholar of the game, reading golf literature, writing golf poetry, and even rebuilding and repairing antique golf clubs. Unquestionably, his knowledge and passion for the game was limitless.
Nathan approached his many woodworking and workshop projects with zeal and creativity, and he always had many on the go. During the winter he was an avid curler, and in recent years he also enjoyed the study of Yiddish. Nathan never wasted any time and lived his life to the fullest.
Above all, Nathan was a loving husband, father, grandfather, son, father-in-law, son-in-law, uncle, brother, brother-in-law, cousin, and granduncle. He loved his family and lived for them, and this love was reciprocated. He met his wife Eva when he was a 20-year-old medical student, and she was 18 years old. They were happily married for 56 years. They loved each other deeply and limitlessly and were proud of each other’s accomplishments. He loved the life and the family they created together. Nathan was truly the family patriarch, an inspiration and a mentor to his children, grandchildren, nephews, nieces, and many others. He shared his passion for surgery and collecting with his son and was very proud to join his daughter’s medical practice (he loved Thursdays). His six grandchildren were his pride and joy and the centre of his world.
Throughout his life Nathan lived up to the credo “May his memory be a blessing.” His life was a blessing for the countless newborns, infants, toddlers, children, and teenagers who he cared for, for his colleagues, for his friends and especially for his family. We love him so much and there are no words to describe how much he will be missed.
A graveside funeral was held at the Shaarey Zedek cemetery on December 15, 2023. Pallbearers were his loving grandchildren. The family would like to extend their gratitude to Rabbi Yosef Benarroch of Adas Yeshurun Herzlia Congregation.
In lieu of flowers, donations can be made to the Children’s Hospital Foundation of Manitoba, in the name of Dr. Nathan Wiseman.
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