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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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How the Haskalah Changed the Way Jews Experienced Judaism
A Torah scroll. Photo: Wikimedia Commons.
The word “Haskalah” conjures up a period of upheaval in 18th century European Jewish life. If you were to ask anybody what the term Haskalah refers to nowadays, in Israel you will be told that “Haskalah Gevoha” means higher education. But once upon a time, Haskalah was a scandalous word to some, and stood for intellectual freedom to others.
It was Moses Mendelssohn (1729-1786) who was (perhaps unfairly) regarded as the founder of Haskalah — the attempt to combine the Jewish religion and its scholarship with secular cultural and scientific advances.
Mendelssohn was given permission to settle in Berlin, where he came into contact with non-Jewish scholarship. His brilliant philosophical mind soon led to him being accepted into the German cultural elite.
Mendelssohn saw the danger of Jews moving out of the ghetto to assimilate. He believed that by translating the Torah into German, the danger could be averted. He argued that Judaism did not conflict with modern states. It is worth reading his book, Jerusalem: Or on Religious Power and Judaism. In it, he claimed that Jews were not a threat to established societies and religions, and should be granted equality.
Sadly, although he remained completely Orthodox himself, within a generation, all his children married out and abandoned Judaism. At the time, this seemed to negate his position. But his position found support and admirers in much of Central Europe, even in rabbinic circles.
Back in Eastern Europe and Russia, the leaders of the Jewish world saw this trend of accepting and studying secular subjects as a threat to their Jewish life.
When Napoleon attacked Russia, many rabbis sided with the antisemitic tzar against Napoleon, because they feared that if Napoleon brought equality to the Jews, many would abandon Judaism altogether. They also believed that loosened restrictions in Central and Western Europe were leading to assimilation.
This era was described as a “Kulturkampf” (culture war) between the old and the new. And either way, Jews were seen as outsiders. This is why Theodor Herzl believed that Jews would always be alien, and only a Jewish state could keep the Jewish people safe.
Within the Jewish world, the desire for wider knowledge in the realms of medicine, mathematics, and philosophy had always been encouraged by great rabbinic authorities from Maimonides to the Vilna Gaon. But they were not approved for mass consumption.
The movement to open up to the cultural world became known as the Haskalah — with rival camps supporting their own systems of education, language, literature, drama, and ideology. But it often turned into an anti-religious mindset.
At the same time, the Reform movement began in Germany and headed in a different direction. The rivalry between rabbis of different persuasions fractured and altered Jewish communities fundamentally.
In the past, if you wanted to abandon Judaism, your only option was to become a Christian or a Muslim. Now, for the first time, there was a third option — embrace a different strand of Judaism. The cohesion that had been forced on the Jewish people since the Roman exile began to fragment.
Secular Judaism is strong and manifest in Israel. On the other hand, the Haredi world has doubled down on its separatism as the only way to combat the attraction of Western civilization.
Today, there are so many other factions and sects that have developed. And what is called Modern or Open Orthodoxy still adheres to the dream of combining two worlds that generated the Haskalah originally.
The Jewish people face constant challenges from the outside and within. Nothing reflects this more clearly than the history of Haskalah. I can only conclude that this division can be regarded as creative, forcing us to cope with different challenges and to examine our own lives and our own relationship with Judaism.
The author is a writer and rabbi based in New York.
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US Intelligence Raises Doubts About Venezuela Leader’s Cooperation
Venezuela’s interim president Delcy Rodriguez speaks during a press conference, more than a week after the US launched a strike on the country and captured President Nicolas Maduro and his wife Cilia Flores, at Miraflores Palace in Caracas, Venezuela, Jan. 14, 2026. Photo: REUTERS/Leonardo Fernandez Viloria
US intelligence reports have raised doubts about whether interim Venezuelan President Delcy Rodriguez will cooperate with the Trump administration by formally cutting ties with US adversaries, four people familiar with the reports said in recent days.
US officials have said publicly they want the interim president to sever relations with close international allies like Iran, China, and Russia, including expelling their diplomats and advisers from Venezuela.
But Rodriguez, whose swearing-in ceremony was attended by representatives of those countries early this month, has yet to publicly announce such a move. She became president after the US captured former Venezuelan President Nicolas Maduro on Jan. 3.
The US intelligence reports said it was not clear if she is fully on board with the US strategy in her country, according to the sources, who declined to be identified by name.
CIA Director John Ratcliffe traveled on Jan. 15 to Caracas, where he discussed the country’s political future with Rodriguez. Reuters could not determine if those conversations changed the intelligence agencies’ opinion.
Washington wants to rein in its foes’ influence in the Western hemisphere, including in Venezuela, where Trump seeks to exploit the OPEC nation’s vast oil reserves.
If Rodriguez were to break ties with the US rivals, it would open more opportunity for US investment in Venezuela’s energy sector. But failure to control Rodriguez could undercut Washington’s efforts to direct the country’s interim rulers from afar and avoid a deeper US military role.
The Central Intelligence Agency and the Venezuela government did not respond to requests for comment.
Asked for comment, a senior Trump administration official, who declined to be identified, said US President Donald Trump “continues to exert maximum leverage” over Venezuela‘s leaders and “expects this cooperation to continue.”
ABANDON LONGTIME ALLIES?
The CIA has previously assessed that officials loyal to Maduro, including Rodriguez, were best positioned to govern the country following his ouster.
But critics of Trump’s Venezuela strategy have expressed doubts about the wisdom of keeping Maduro’s loyalists in place as the country’s interim leaders. The concerns about Rodriguez’ reliability were present prior to the US military operation, said two sources.
For Venezuela, the US directive means abandoning its closest allies outside the region. Iran has helped Venezuela repair oil refineries while China has taken oil as repayment for debt. Russia has supplied weaponry, including missiles, to Venezuela‘s military.
Trump has also cited communist-led Cuba as another US foe he wants Venezuela to abandon. Havana has provided security and intelligence support while receiving cut-rate Venezuelan oil.
Since Maduro’s removal, Rodriguez, whose deep ties to the oil sector are crucial to keeping the country stable, has taken steps to stay in favor with Washington including releasing political prisoners and authorizing the sale of 30 million to 50 million barrels of oil to the United States.
In a speech on Sunday, Rodriguez said she has had “enough” of US intervention. Still, US officials have also held positive calls with her in recent days, according to two of the sources.
The Trump administration does not see an immediate alternative to working with Rodriguez, given it has publicly backed her so strongly, two of the sources said.
But US officials are developing contacts with senior military and security officials in case they decide to change their approach, a source briefed on Venezuela policy said.
MACHADO CONSIDERED A LONGER-TERM OPTION TO RUN VENEZUELA
The recent intelligence reports also found that opposition leader Maria Corina Machado is not currently able to run the country successfully in part because she lacks strong ties to the country’s security services or oil sector, the sources said.
Some observers and Machado’s movement say it won a 2024 election that year by a huge margin, though the state backed a Maduro victory. She remains popular with Venezuelans.
Trump told reporters last week he wanted Machado “involved” in the country’s leadership, without providing details.
One person familiar with the administration’s discussions with Machado said she is well-liked by the White House and is considered a longer-term option for a leadership position in Venezuela.
The separate source briefed on Venezuela policy suggested that for now, Machado could be considered for an advisory role but no firm decision had been made. Representatives for Machado did not respond to a request for comment.
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UN Experts Denounce Switzerland for Sentencing Students Over Anti-Israel Protest Activity
Illustrative: Youths take part in the occupation of a street in front of the building of the Sciences Po University in support of Palestinians in Gaza, during the ongoing conflict between Israel and Hamas, in Paris, France, April 26, 2024. Photo: REUTERS/Gonzalo Fuentes
UN human rights experts said on Tuesday they had protested to Switzerland after a group of students were sentenced for trespassing after taking part in anti-Israel sit-ins at a Swiss-funded university during the war in Gaza.
The students who took part in the protests in May 2024 were opposing the Swiss university ETH Zurich’s partnerships with Israeli universities, the UN experts said.
“Peaceful student activism, on and off campus, is part of students‘ rights to freedom of expression and peaceful assembly, and must not be criminalized,” the UN experts said, adding that they had written to the Swiss government and the university to raise the issue.
A spokesperson for the Swiss Foreign Ministry confirmed it had received the message and said it would respond in due course.
An ETH Zurich spokesperson said it had received the letter. It said that of the 40 people that were reported for trespassing, 11 were ETH members, including nine students and two employees.
“The claim that the two sit-ins were peaceful and aimed at dialogue does not match our perception,” the spokesperson said.
The spokesperson also said that the university and the police communicated to the sit-in protesters the potential consequences regarding charges and prosecution for trespassing and gave the demonstrators several deadlines to leave without consequences.
Five students have so far been sentenced for trespassing, resulting in suspended fines of up to 2,700 Swiss francs ($3,516), legal fees of over 2,000 Swiss francs and a criminal conviction on their records which could discourage future prospective employers, the UN experts said.
Ten others who appealed the charges await sentencing and two others were acquitted, they said.
($1 = 0.7679 Swiss francs)