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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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The three responses to the Bondi Beach Hanukkah attack that could make Jews safer
After two gunmen opened fire at a Hanukkah celebration on Sydney’s Bondi Beach, killing at least 11 people and wounding dozens more, the world is asking urgent questions: Could this be the first of many such attacks? Who might be behind it? And how can we prevent the next tragedy?
Was Iran involved?
Iran, with its long history of using proxies and terrorism, naturally comes to mind. Israeli intelligence has publicly warned that Tehran remains highly motivated to target Israeli and Jewish interests abroad.
Reports suggest that Israeli agencies have assessed not only that Iran has the intent, but that it also possesses the capability to use its networks — through Hezbollah, Hamas, and other proxy groups — to strike outside the Middle East. Western governments, including Australia, the U.S., and members of the EU, have acknowledged Iranian intelligence activity on their soil.
The motivation is clear: Israel’s military strike damaged Iranian infrastructure and positions in June, followed shortly by U.S. attacks that compounded the damage and were widely celebrated in Israel and by Jewish communities. To Iran’s benighted regime, they were provocations that demanded a response. Certainly some of the investigation into the Bondi Beach attack will look in that direction.
But focusing solely on Iran risks missing a more immediate and pervasive danger: Violence against Jews does not require orchestration by a foreign state. The conditions that make it possible — and increasingly thinkable — are already everywhere.
Terrorism against Jews has gone global
Terrorism is tragically easy to carry out. Only two months ago, two Jews were killed by a Muslim attacker on Yom Kippur who rammed a car into a crowd outside a synagogue in England and attacked people with knives.
And while the UK and Australia severely restrict access to weapons, nowhere in the developed world is mad violence easier to orchestrate than in the United States. Firearms are cheap, accessible, and legal for virtually anyone, and the sheer size of the country makes monitoring and security far more difficult than in smaller, more centralized nations. Lone actors can wreak destruction on a scale that would be unthinkable elsewhere. If one wanted to locate the most vulnerable place for ideologically motivated attacks, the United States sits uncomfortably near the top.
Motivation for such violence has been growing steadily. Antisemitic attacks have increased across the Western world, and the way the Gaza war unfolded has only accelerated the trend. The narrative of “genocide” has become increasingly entrenched, making it harder for Jews to occupy the once-unquestioned moral space: I still defend Israel and should not be attacked for it. That space is collapsing.
“The idea that Jews collectively bear responsibility for Israel’s actions is seeping into public consciousness in ways that make massacres like Bondi Beach more thinkable, if not inevitable.”
Dan Perry
Polls now show that roughly half of Americans believe Israel is committing genocide in Gaza. Substantial minorities go further, rationalizing recent attacks against Jews as “understandable” or even “justified.” These numbers do not indicate majority support for violence, but they are significant enough to suggest that moral restraints are weakening.
This shift is particularly pronounced among younger generations, where hostility toward Israel has become a moral baseline. It does not automatically translate into action, but it lowers the social cost of excusing violence. The idea that Jews collectively bear responsibility for Israel’s actions is seeping into public consciousness in ways that make massacres like Bondi Beach more thinkable, if not inevitable.
The situation is compounded by Israel’s current government. Its policies and rhetoric have alienated large swathes of the global community, including non-orthodox Jews in the United States. The government’s posture — contemptuous, dismissive, and occasionally openly sneering — makes the work of diplomats, community leaders, and advocates far more difficult. Israel’s failure to convey a nuanced understanding abroad of the delicacy of its own situation, nor give any inkling of introspection about its conduct in Gaza, feeds perceptions of illegitimacy and exacerbates antisemitism.
So, what can be done?
The 3 ways to make Jewish communities safer
First, Jewish communities must assume that maximal security at every event, and certainly on holidays and around landmarks, is essential not optional. Every public event, school, and institution should be protected at the highest feasible level. Prudence demands it. Governments that claim to protect minorities must fund and sustain this protection, not treat it as an emergency add-on after tragedy strikes.
Second, political leadership matters. World leaders must speak clearly and forcefully against antisemitic violence. Silence or hedging is read as permission. Muslim leaders, in particular, should speak plainly: Condemning attacks on Jews is not an endorsement of Israel, nor a betrayal of Palestinian suffering — it is an assertion of basic moral boundaries. President Donald Trump, despite his many failings, has a unique capacity to apply pressure. If he insisted publicly that major figures in the Muslim world denounce antisemitic violence, he could secure statements and commitments that might otherwise be unattainable. That could save lives.
Finally, Israel itself must confront its role. The current government has become a strategic liability — not just for Israel’s security, but for Jews worldwide. Its policies, tone, and posture have helped create the conditions in which antisemitism flourishes abroad. This in no way justifies attacks on Jews, but we must live in the real world that can be cruel, indifferent, superficial and unfair.
A government that understands the global stakes, communicates openness to the world, respects the diversity of the Jewish diaspora, and approaches foreign and domestic policy with nuance and restraint would do enormous good. It would not eliminate the threat overnight, but it would drastically reduce the conditions that allow such hatred to grow. Replacing the current government with one capable of such diplomacy and moral awareness could, in a sense, be the most effective preventive measure of all.
The Bondi Beach massacre is a devastating warning. It is a tragedy that could have happened anywhere and serves as a grim reminder that antisemitic violence is an urgent threat to Jews everywhere.
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U.S. leaders condemn ‘vile act of antisemitic terror’ after deadly Hanukkah attack in Australia
American politicians responded early Sunday to devastating reports from Sydney, Australia, where at least 11 people were killed during a Hanukkah celebration at the popular Bondi Beach on the first night of Hanukkah. Australian Prime Minister Anthony Albanese called the terror attack an “act of evil antisemitism” that targeted Australia’s Jewish community.
Some elected officials struck a somber tone, while others drew political conclusions.
Secretary of State Marco Rubio issued a brief statement condemning the attack and said that “antisemitism has no place in this world.”
Israeli Prime Minister Benjamin Netanyahu said on Sunday that the Australian government’s decision to recognize a Palestinian state earlier this year encouraged “the Jew-hatred now stalking your streets.”
Sen. Lindsey Graham, Republican of South Carolina, tied the attack to the Israel-Hamas war, sending a warning to governments that support the unilateral recognition of an independent Palestinian state before Hamas is disarmed. “When you appease those who kill Jews, you get more killing of Jews,” Graham said in an interview on Fox News’ Sunday Morning Futures.
Sen. John Fetterman, a pro-Israel Democrat from Pennsylvania, echoed that sentiment on the same program, saying that anti-Israel protests in recent years have “penetrated” into violent attacks on Jews. “Just call it what it is,” Fetterman said. “Antisemitism is a worldwide scourge, and it’s constantly demonstrated to be deadly.”
Senate Minority Leader Chuck Schumer, who is Jewish, posted on X that the attack is a “shocking reminder that antisemitism and hate is not only toxic and far too present and widespread around the world, it is deadly. It must be vigorously condemned, confronted and overcome.”
New York City Mayor-elect Zohran Mamdani issued a statement, posted on his social media accounts, calling the attack a “vile act of antisemitic terror” and “the latest, most horrifying iteration in a growing pattern of violence targeted at Jewish people across the world.”
Mamdani, an outspoken critic of Israel whose statements on the conflict and refusal to disavow the “globalize the Intifada” slogan have roiled and divided the Jewish community, said the deadly attack should be met with urgent action to counter antisemitism. He also reiterated his pledge to “work every day to keep Jewish New Yorkers safe — on our streets, our subways, at shul, in every moment of every day.” New York City is home to the largest concentration of Jews in the United States.
Outgoing New York City Mayor Eric Adams said the police department will provide additional security at public menorah lightings across the city. New York Gov. Kathy Hochul said the state police will assist with protection. “New York will always stand against the scourge of antisemitism and confront violence head-on,” Hochul added.
Brad Lander, the outgoing New York City Comptroller who is Jewish, and also running for Congress, also highlighted the heroism of a local man, Ahmed al-Ahmed, who put his own life at risk by running behind one of the gunmen and tackling and disarming him. Lander mourned the killing of a Chabad of Bondi’s Rabbi Eli Schlanger.
“Our menorahs tonight will also be yahrzeit candles — with grief for this grievous loss and rededication to shine brighter than slaughter and hate,” Lander wrote on X.
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Timeline: How attacks on Jews in Australia have been growing since Oct. 7
The mass shooting at a Hanukkah celebration on Sydney’s Bondi Beach on Sunday marked a grim new chapter in a pattern Australian officials have been tracking for more than two years: the steady escalation of antisemitic threats, from harassment and vandalism to arson, attempted attacks on synagogues and, now, mass-casualty violence at a public Jewish gathering.
Police said at least 11 people were killed, including a rabbi, when a gunman opened fire on families celebrating the first night of Hanukkah at the Chabad event, known as “Chanukah by the Sea.” Federal and state leaders swiftly condemned the attack as antisemitic terrorism and pledged a full national security response.
For Australia’s Jewish community, which numbers around 100,000, the shooting shattered any remaining sense that the country’s recent antisemitic incidents — alarming as they were — remained largely isolated and contained. Some of those attacks, including the Dec. 2024 firebombing of a kosher restaurant and a firebombing of a Melbourne synagogue that same month, were linked to potential Iran involvement.
Sunday’s attack followed mounting warnings from law enforcement and Jewish organizations that antisemitism in Australia had entered a more dangerous phase since Hamas attacked Israel on Oct. 7, 2023 and the war in Gaza ensued.
Below is a timeline of major recent antisemitic incidents in Australia, as authorities and Jewish groups charted an intensifying threat.
July 2025
Australia’s antisemitism envoy reported a dramatic rise in attacks against Jews, citing more than 2,000 cases in the year following Oct. 7 — an increase of more than 300% compared with the previous year.
July 2025
A man set fire to the front door of a synagogue in Melbourne while congregants were inside for Shabbat dinner, as a separate group of protesters stormed an Israeli restaurant nearby. No one was injured in either attack, police said, adding that the synagogue fire was quickly extinguished and that one person was arrested after demonstrators chanting anti-Israel slogans disrupted the restaurant.
Feb. 2025
Two nurses at a Sydney hospital were arrested after they threatened to kill Israeli patients in a video that went viral. It was an episode officials described as emblematic of how antisemitic rhetoric had seeped into workplaces and public institutions.
Feb. 2025
Police in Melbourne arrested a man accused of scrawling antisemitic graffiti in a park and throwing a packet of bacon at a passerby who confronted him.
Feb. 2025
A cluster of incidents in Sydney’s southeast suburbs, home to a large Jewish community, raised alarm among authorities. Antisemitic graffiti was sprayed on cars, homes and on a Jewish elementary school.
Jan. 2025
Police discovered explosives in a camper van in Sydney, saying the device may have been intended for a mass-casualty attack targeting Jews. Police later revealed that the plot was an elaborate hoax masterminded by a crime boss.
Jan. 2025
Two synagogues in Sydney were vandalized on successive days with swastikas and other antisemitic slogans. The attacks also included a nearby home that was defaced with an anti-Jewish slur.
Dec. 2024
The Australian government formed a national antisemitism task force, signaling a shift toward treating antisemitic violence as a coordinated security threat rather than isolated hate crimes.
Dec. 2024
Arsonists firebombed an historic synagogue in Melbourne, causing congregants gathered for morning services to flee. At least one person was injured and the building suffered extensive damage.
In Aug. 2025, federal authorities announced charges in the case and said intelligence agencies were examining evidence of foreign-linked coordination. Officials publicly alleged Iranian involvement, escalating the case into a matter of international security, and expelled from the country Ambassador Ahmad Sadeghi and three other Iranian officials.
October 2024
On Bondi Beach, where the Dec. 2025 shooting took place, arsonists first attacked a brewery which they had incorrectly identified as a kosher caterer. They went back and set fire to the caterer’s building a few days later. Authorities eventually revealed they thought the attacks were done at the behest of Iran. That same month, antisemitic graffiti appeared on a Jewish bakery in Sydney.
May 2024
Vandals sprayed antisemitic graffiti on a Jewish school in Melbourne. School officials increased security amid concerns about copycat attacks.
Feb. 2024
Pro-Palestinian activists made public the personal details of hundreds of Jewish academics, artists and professionals who had participated in a private WhatsApp group. The leak triggered a wave of harassment, prompting at least one family to go into hiding. The episode drew condemnation from federal leaders and warnings from police that online targeting could translate into real-world violence.
Dec. 2023
The Executive Council of Australian Jewry reported a sharp spike in antisemitic incidents in the weeks following Oct. 7, including threats, harassment, vandalism and intimidation. The increase prompted expanded security at synagogues, schools and community centers across major cities.
Nov. 2023
A Melbourne synagogue was ordered to evacuate during Friday night Shabbat services as police responded to nearby pro-Palestinian demonstrations. About 150 congregants had gathered at Central Shul in Caulfield when authorities advised them to leave as a precaution.
Oct. 2023
Two days after Hamas’ Oct. 7 attack on Israel, the Sydney Opera House was lit up in the colors of the Israeli flag and was expected to draw Jews looking for a public space to mourn. Instead, it drew more than 1,000 pro-Palestinian protesters, some of whom spewed antisemitic slogans and rhetoric.
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