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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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‘A collapse’: Number of Israelis who believe Trump prioritizes Israel’s security falls to new low, poll finds
(JTA) — The share of Israelis who believe that Israel’s security is a central consideration of President Donald Trump fell to a record low as Democratic support for Israel in the U.S. continued to decline, according to two new polls Tuesday.
A new poll from the Israel Democracy Institute found that, amid widening disagreements in Israel over U.S. efforts to broker a new nuclear deal with Iran, the share of Israelis who believe Trump prioritizes Israel’s security had seen a “collapse” from 44% in May to 28% in June, pollsters said.
The survey, which polled 603 Jewish respondents and 151 Arab respondents from June 28 to July 1, found that among Jewish respondents, the belief that Israel can fully rely on Trump has plummeted by 38 points between March and June 2026.
Just over one-third of Israelis said they believed Israel’s strategic security situation is better today than it was before the war with Iran. The margin of error was 3.57 percentage points.
Another survey released Tuesday, conducted by the Associated Press-NORC Center for Public Affairs Research from June 11 to 17, added to a growing number of polls showing waning support for Israel among U.S. adults.
The AP poll, which surveyed 3,040 people, including 1,022 Jewish adults, found that 40% of U.S. adults believe America is “too supportive” of Israelis, while 39% believe the U.S. is “not supportive enough” of Palestinians. While the survey included a large sampling of Jewish adults to allow for more reliable estimates of their opinions, the survey was weighted to ensure their views weren’t overrepresented in the findings, the pollsters said.
Among Democrats, the poll found that 58% now say the U.S. is “too supportive” of Israelis, up from 45% in an AP-NORC poll in January 2024.
The share dropped among Republicans, of which just 21% said they believed the U.S. was “too supportive” of Israelis. The share of Republicans who say the U.S. is “not supportive enough” of Israel has shrunk from 39% to 15% since 2024.
It also found that a third of American Jewish adults believe that Israel has committed genocide in Gaza, while another 49% said that it has not.
Among U.S. adults overall, the poll found that about one-third believe Israel has committed genocide, including roughly half of Democrats.
The poll also found that the favorability of Israeli Prime Minister Benjamin Netanyahu and New York City Mayor Zohran Mamdani was split. It found that, among U.S. adults, 38% have an unfavorable view of Netanyahu, while just 28% of U.S. adults have an unfavorable opinion of Mamdani.
Among Jewish adults, about 6 in 10 view Netanyahu unfavorably, while just 39% view Mamdani negatively and 44% view the New York City mayor positively.
For the AP poll, the margin of error for adults overall was 2.8 percentage points, and the margin of error for Jewish adults was 5.0 percentage points.
The post ‘A collapse’: Number of Israelis who believe Trump prioritizes Israel’s security falls to new low, poll finds appeared first on The Forward.
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The iconic crest worn by Messi and Argentina’s soccer team was designed by a Jewish superfan 50 years ag
(JTA) — BUENOS AIRES — Soccer fans around the world are familiar with the crest worn by Argentina and its star Lionel Messi: a vertical shield with laurel branches symbolizing victory and glory at the bottom and three stars at the top representing the team’s three World Cup titles.
But few are aware that the crest has its roots in Argentina’s close-knit world of Jewish sports clubs, where its designer developed his affinity for soccer.
Norberto “Toto” Rud was in his late 20s and a member of Club Náutico Hacoaj, a Jewish club, when he proposed the crest in 1976, drawing on the branding acumen and graphic design skills he would use throughout his career as a businessman and soccer aficionado in Buenos Aires.
Rud has long been credited with developing the crest after observing that while many European soccer teams wore distinctive emblems, his own beloved Argentina’s jerseys were notable only for their sky blue-and-white colors.
Watching international soccer in the era of black-and-white television, Rud noticed that supporters could instantly recognize teams such as West Germany by its eagle or the Soviet Union by its CCCP lettering, but Argentina could easily be confused with clubs wearing similar striped shirts. He concluded that the national team needed a visual identity equal to its footballing tradition.
Rud prepared approximately 20 design proposals and submitted them to the Argentine Football Association, in a proposal that reached its president and executive committee. The crest made its debut on Nov. 28, 1976, just days after it was approved, in a 0-0 friendly against the Soviet Union in Buenos Aires.
Fifty years later, the crest is basically unchanged and is one of the most widely worn team logos in the world, as Messi jerseys are popular across the globe.
“As a son and a member of the Jewish community and as an Argentinean, it’s a source of pride,” Toto Rud’s son Oliver Rud told the Jewish Telegraphic Agency. He added, “Every time I see Argentina’s national team crest, it still amazes me.”
Toto Rud got to see Argentina wear his crest to two World Cup championships, in 1978 and 1986. But he did not live to see the third in 2022. He died in 2010 at age 61 and is buried in Buenos Aires’ La Tablada, Latin America’s largest Jewish cemetery.
Oliver Rud said his father’s mother came to Argentina from Ukraine, a common pathway for Jewish migrants in the first half of the 20th century. Toto Rud was born in March 1948 and was a longtime member of Hacoaj, where he played club soccer himself.
Founded in 1935 by Jewish immigrants to Buenos Aires, Club Náutico Hacoaj is a sports and cultural club with around 10,000 members and five facilities, one in Buenos Aires city and four in Tigre, a city in the north of the Buenos Aires province. Hacoaj, which means “strength” in Hebrew, has been the launch pad for a number of prominent Jewish athletes, including tennis star Diego Schwartzmann. Oliver Rud said a tree dedicated to his father is planted on Hacoaj’s sprawling campus.
“For Hacoaj, it is a tremendous source of pride that one of our members was the creator of the Argentine Football Association’s crest,” the club’s president, Osvaldo Ofman, told JTA. “His design not only represents the jersey of the Argentina national team, the reigning World Cup champions, but also gives us the feeling that a small part of Hacoaj and the Jewish community lives on in an emblem recognized around the world.”
Now, Argentina will face off in the Round of 16 against Egypt, whose coach Hossam Hassan waved a Palestinian flag after defeating Australia in a 4-2 shootout on Friday. Footage of him walking across the field with the flag while chants of “Free, free Palestine” were heard quickly went viral. In a post-match interview, Hassan said his “heart and soul” were with the Palestinian people and dedicated the win to both Egyptians and Palestinians.
Tuesday’s match represents something of a de facto Israeli-Palestinian showdown in a tournament in which neither the Israelis nor the Palestinians are playing. In addition to the show of support for the Palestinians from Egypt, the Argentine government staunchly supports Israel, which Messi, a Catholic, has visited. And a recent poll by an Israeli magazine found that Argentina was the clear favorite among Israeli World Cup viewers, named by 38% of respondents as the team they hope wins the tournament.
The knockout game comes a decade after Messi ignited a backlash in Egypt after announcing on an Egyptian television program that he was donating his shoes to a charity in Cairo. Presenters on the TV show accused Messi of being Jewish and aligned with Israel, which he had visited three years earlier.
“I know he’s Jewish, he donated to Israel and visited the Wailing Wall and whatever,” then-Egyptian Football Federation spokesman Azmi Mogahed phoned in to say. “We don’t need his shoes and Egypt’s poor don’t need help from someone with Jewish or Zionist citizenship.” Mogahed died in 2020.
Messi, who plays for Inter Miami during the regular season, is 39 and is widely expected not to play in another World Cup after this one, meaning that an Argentina loss could be his last game in international competition.
For Oliver Rud, the game will be an opportunity to reflect not only on Messi’s contributions but on his father’s, as well.
“Every time I see Argentina’s national team crest, it still amazes me,” he said. “In fact, my brother Guido and I were just talking about it the other day — how incredible it is to think that Toto designed the crest for the national team some 50 years ago. It’s really extraordinary. Every time I see the crest, I feel a little piece of him in my heart. It’s a beautiful way to remember him.”
The post The iconic crest worn by Messi and Argentina’s soccer team was designed by a Jewish superfan 50 years ag appeared first on The Forward.
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Abdul El-Sayed has refused super PAC funding. An anti-AIPAC PAC says it will spend for him, anyway
(JTA) — A super PAC formed to counter the influence of pro-Israel political action committees confirmed that it will boost Abdul El-Sayed in Michigan’s Democratic U.S. Senate primary, despite the candidate’s pledge to refuse all super PAC funding.
A spokesperson for American Priorities PAC, the anti-AIPAC PAC, told the Jewish Telegraphic Agency on Tuesday that its vow two days earlier to “do whatever it takes” to help El-Sayed “means spending.”
The move would put El-Sayed, who has mounted an popular insurgent campaign for a seat viewed as a must-win for Democrats, in the company of other progressives this election cycle who specifically railed against pro-Israel super PACs when swearing off corporate funding — while also benefiting from spending by the newly created pro-Palestinian super PAC.
Super PACs have no limits on fundraising but by law are prohibited from directly coordinating with a campaign — so American Priorities could theoretically raise money to run ads and other get-out-the-vote operations to boost El-Sayed without his consent.
El-Sayed has yet to comment publicly on American Priorities’ plans.
A physician and former county health director, El-Sayed is scheduled to debate his opponent, U.S. Rep. Haley Stevens, on Tuesday night in Grand Rapids. A third candidate, state Sen. Mallory McMorrow, dropped out of the race over the weekend, which American Priorities said motivated its pledge to help El-Sayed. The primary is set for Aug. 4.
El-Sayed has made refusing PAC money a key element of his platform. “Money out of politics” forms part of the slogan that brands many of his yard signs. A new ad released by his campaign on June 30 claimed he was “the only candidate for Senate” who has taken “No Corporate PAC Money.”
The American Priorities spokesperson did not immediately respond to a follow-up to clarify what El-Sayed’s anti-PAC pledge would mean for the group’s spending plans. Requests for comment to the El-Sayed and Stevens campaigns also were not immediately returned.
Stevens, a pro-Israel moderate who has welcomed PAC support, has so far had at least $10 million in AIPAC-affiliated funding directed to boost her campaign, according to Federal Election Commission data. AIPAC-affiliated ads for her have trumpeted policies, including proposed restrictions on immigration enforcement, that AIPAC-funded ads in different races this year have lambasted.
American Priorities has complicated the narrative for the progressive wave of the 2026 primary cycle, which has made pro-Palestinian causes and opposition to corporate funding twin priorities while treating AIPAC as a particular bogeyman.
American Priorities also spent to help democratic socialists Claire Valdez and Darializa Avila Chevalier in their successful primary runs for New York congressional seats last month, even as Valdez pledged to “end Citizens United,” the 2010 Supreme Court decision that allowed unlimited political spending by corporations and unions, and Avila Chevalier called to “abolish Super PACs.”
The spending allowed the candidates’ opponents to accuse them of hypocrisy but failed to derail their success at the ballot box. American Priorities also spent heavily in favor of Adam Hamawy, a doctor who served in Gaza who won his crowded New Jersey congressional primary in June.
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