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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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Israeli tourists could soon be required to show 5 years of social media history to enter the US
(JTA) — Israelis seeking to visit the United States could soon be required to submit five years of social media history, according to draft regulations published by the U.S. Department of Homeland Security this week.
The regulations would apply to tourists from 42 countries, all allies of the United States, that are enrolled in the government’s Visa Waiver Program that allows passport holders to visit for up to 90 days without a visa.
Israel was first designated into the Visa Waiver Program by DHS in September 2023. The same year, Israeli tourism to the United States reached 376,439, followed by 417,077 in 2024, according to Statista.
The proposed regulations come as the Trump administration seeks to tighten borders. In April, the U.S. Citizenship and Immigration Services announced that it would scrutinize the social media accounts of people applying to immigrate and international students for “antisemitic activity.” But the regulations mark a shift toward examining the records of people who are trying to visit, not move to, the United States.
In response to a question from a reporter Wednesday about whether the new requirement would cause a “decline in tourism,” President Donald Trump demurred.
“No. We’re doing so well,” Trump said. “We just want people to come over here, and safe. We want safety. We want security. We want to make sure we’re not letting the wrong people come enter our country.”
The new regulations would overhaul the Electronic System for Travel Authorization, or ESTA, an online application that tourists included in the Visa Waiver Program have recently been required to submit before entering the country.
It was not immediately clear how tourists would submit their social media history under the proposed regulations, or even what such a request could constitute in an era when people maintain many social media accounts and post prolifically on them.
The DHS notice began a 60-day period for public comment on the regulations this week. A spokesperson from Customs and Border Protection told the Jewish Telegraphic Agency in a statement that the notice was preliminary.
“Nothing has changed on this front for those coming to the United States. This is not a final rule, it is simply the first step in starting a discussion to have new policy options to keep the American people safe,” the statement read. “The Department is constantly looking at how we vet those coming into the country, especially after the terrorist attack in Washington DC against our National Guard right before Thanksgiving.”
The Nov. 26 shooting of two National Guard members by a suspect who is an Afghan national triggered several restrictions on immigration by the Trump administration. The suspect entered the country legally and has not been publicly alleged to have had a social media track record that might have elicited alarm.
The potential regulation comes as Israeli soldiers have faced scrutiny for their posts on social media during the war in Gaza, with some soldiers fleeing countries they have visited that are less friendly than the United States to Israel over the threat of potential war crime inquiries.
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6 hostages murdered in Gaza lit Hanukkah candles in captivity, newly released footage shows
(JTA) — Two months after they were taken hostage, and eight months before they would be murdered, the Israelis who would later be known as the “Beautiful Six” were herded into a new section of the Hamas tunnel where they had been held.
There, their captors took hours of video of the young adults as they lit a makeshift menorah, sang traditional Hanukkah songs and, after being prompted, offered holiday greetings to the camera.
“Where are the sufganiyot?” asked Eden Yerushalmi.
“We’re waiting for Roladin in the land [of Israel],” joked Hersh Goldberg-Polin, referring to one of the most prominent purveyors of Hanukkah donuts in Israel.
The other hostages — Ori Danino, Almog Sarusi, Alex Lubanov and Carmel Gat — sit with their fellow captives. Sarusi appears visibly distressed as he makes the blessing over the candles, and the cameraman captures wrenching comments as the six young adults sing the song “Maoz Tzur.”
Goldberg-Polin explains that there are six verses in the song, “one for each time they tried to kill us and failed.” Yerushalmi responds, “We need to add another verse.”
In another video, Lubanov is instructed to shave the heads of his fellow male hostages. While shaving Danino, he recalls the movie “The Pianist,” set during the Holocaust, and says he is like a barber in that setting.
“This situation is not that far from the Holocaust,” Danino replies, looking at a mirror that a third person, possibly from Hamas, is holding up.
Some of the footage appeared intended to fuel the kind of hostage videos that Hamas released intermittently during the war, but Hamas never put it out. Instead, the footage was recovered by the IDF about three months ago during a raid on a hospital in Khan Younis and was delivered to the families of the hostages about six weeks ago, according to YNet News. It was released publicly on Thursday.
The video adds to accounts that many of the hostages sought to maintain Jewish practices and traditions while in captivity, though it is the first to suggest that such practices might at times have been facilitated or coerced by their captors.
“Lighting Hanukkah candles in that dark place captures the essence of the Jewish spirit: light prevailing over darkness,” the hostages’ families said in a statement released by the Hostages and Missing Families Forum.
“Hamas filmed these videos as propaganda, but the humanity of the beautiful six shines through this footage. It is stronger than any terrorist organization. These videos bear witness to evil and failure. The entire world must see our loved ones in these moments, their unity, strength, and humanity even in the darkest times. They were taken alive, they survived in captivity, and they should have come home alive,” the statement continues. “Nothing will bring our loved ones back to life. Only bringing the truth to light, only genuine accountability at the national level, can bring justice and healing to all our hearts.”
We will never forgive and we will never forget how our hostages were treated by Hamas in Gaza.
Despite the horrific torture and humiliation, our brave and courageous hostages never lost hope, and even continued to light Hanukkah candles to bring light into a world of darkness. pic.twitter.com/wv3PSnbQZk
— Danny Danon 🇮🇱 דני דנון (@dannydanon) December 11, 2025
The release of the footage has renewed grief over the murder of the hostages, which closely followed the collapse of ceasefire negotiations in July 2024. Some of the hostages, including Goldberg-Polin, who lost an arm on Oct. 7, had been on the list for release had a deal come together. Since then, Israeli officials have counted the hostages, whose bodies were retrieved soon after they were killed, among those rescued by the Israeli military.
“What heroes,” Goldberg-Polin’s mother, Rachel Goldberg-Polin, told Channel 12, according to the Times of Israel. “Six young luminous people who did everything right and they stayed alive and they did their part, and for us to claim we brought them back, in bags, bags of children to their parents, please don’t count Hersh among the people you saved.”
News of their deaths triggered mass protests in Israel opposing Israeli Prime Minister Benjamin Netanyahu’s failure to reach a deal the month before. In September 2024, Netanyahu issued an apology to the hostages’ families.
The video comes as the body of the last remaining hostage in Gaza, Ran Gvili, has yet to be returned to Israel, two months after a U.S.-brokered ceasefire deal between Israel and Hamas that required the release of all of the remaining hostages. Twenty living hostages and 27 deceased hostages, most but not all killed on Oct. 7, have since been returned.
The video appeared to be taken months before the group of six were killed in Hamas captivity in Rafah on August 29, 2024, shortly after the collapse of ceasefire negotiations with Hamas that could have led to the release of some of them.
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How Montana teachers use a Hanukkah kit to teach students who’ve never met a Jew
In Montana, students across the state — from Hutterite colonies to Native American reservations — are learning about Hanukkah in school: playing dreidel, lighting candles, and reading a picture book that tells the true story of Billings residents who united against antisemitism.
That’s thanks to the Montana Jewish Project, which is in its third year of distributing 50 “Hanukkah curriculum boxes” to public school teachers around the state, many in rural areas with few to no Jewish students in their classrooms. Teachers who sign up for the box receive it free of charge.
“A teacher at a school with a large Mennonite population went out of her way to email us and say, Thank you so much. This resonated so much with my students,” said Rebecca Stanfel, executive director of the Montana Jewish Project. “It makes a lot of sense, because the lesson plan is really about accepting everyone in your classroom, whatever their faith tradition.”
Montana, home to the most hate groups of any state and a Jewish population of a few thousand, tends to be the subject of alarming headlines: “Neo-Nazis urge armed march to harass Montana Jews” and “Jewish man attacked in Montana by self-proclaimed Nazi on Oct. 7,” most recently.
But the state has also been a national model for how to effectively push back against hate. In 1993 in Billings, neo-Nazis threw a brick through a 6-year-old Jewish boy’s bedroom window, which was displaying a menorah. In response, the Billings Gazette printed a full-page picture of a menorah for readers to cut out and tape to their windows. Thousands posted the menorahs to show solidarity.
So when it came to teaching Montana’s students about Hanukkah, Stanfel knew she wanted to go beyond the Maccabees and include that local story — one that counters common stereotypes about Montana as a white Christian nationalist safe haven. Each Hanukkah box includes a copy of The Christmas Menorahs: How a Town Fought Hate, which recounts the Billings story, along with suggested discussion questions.
One prompt asks students: “What would you have done if you were in Billings at the time? Would you have encouraged your family to display a menorah? Why or why not?”
Heather McCartney-Duty, a fifth grade teacher at an elementary school in the city of Choteau, population 1,700, knows of three Jewish students at her school — and they’re all siblings. That made it all the more important to teach about Hanukkah, she said, both to educate non-Jews and help her Jewish students feel included.
With the help of Montana Jewish Project’s box, she read her students the picture book, taught them to play dreidel, lit candles, decorated the classroom in blue and white, and even displayed a “mensch on the bench.”
“The news stories that hit out of Montana are, Oh, the Unabomber. Oh, the Freemen. What crazy thing has Montana done today?” McCartney-Duty said. “So to have this massive effort towards pushing back against hate and pushing back against bullies, it’s very significant to kids that it happened in Montana.”
Another teacher using the Hanukkah box, Courtney Hamblin, is adapting the lesson for her older students at a high school in Billings. She’s coupling the story with watching the PBS documentary Not in Our Town and reading newspaper archives about the display of solidarity.
That lesson will prepare her students to read Night by Elie Wiesel in the coming months, she said, helping them become more familiar with Jewish references in the book.
To her, the Billings story shows students “that something local can become national,” Hamblin said. “I’m trying to teach them that little acts of kindness can balloon into these big things.”
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