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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.  


The post How one of North America’s largest Conservative congregations added 900 new members in 8 months appeared first on Jewish Telegraphic Agency.

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In ‘31 Candles,’ a manchild becomes bar mitzvah to court his crush

In the thick of 31 Candles, a cockeyed rom-com about a 30-something’s ploy to become an adult bar mitzvah to get closer to a childhood crush, a one-night stand observes a jar of pickles in the kitchen of our hero’s Brooklyn apartment.

“Really?” she asks.

“I’m embracing cultural stereotypes,” he tells her, “What do you want me to do?”

To speak for myself: less.

Entering a now crowded field of rabbinically-inspired romantic comedies, the film — written, directed and edited by Jonah Feingold who also stars — wears its influences on its snide sleeve. A Nora Ephron autumn. Woody Allen-esque narration and titles. New York is a character!

Feingold plays Leo Kadner, a director for Lifetime and Hallmark Channel-coded Christmas films (Feingold, in real life, helmed the 2023 streamer EXmas). When he reconnects with an old flame from camp at his nephew’s bris, and learns she tutors b’nai mitzvah, he decides it’s finally time to become a man and make falling in love  his bar mitzvah project.

There’s only one snag, beyond the obvious ick of the subterfuge: Feingold’s tutor, Eva (Sarah Coffey) is not the least bit interested. While the two have some kidding chemistry, it’s not a love match. The movie knows it — but the audience catches on quicker than it does.

There’s an element of subversion in Feingold’s approach, but the humor is packed in the same old schmaltz.

Leo’s mom (Jackie Sandler) somehow orders an off-the-menu martini at Barney Greengrass, while his father mentions a great uncle who invested with Jeffrey Epstein. Zabar’s black-and-white cookies play a featured role. Caroline Aaron (who already starred in a much better adult bar mitzvah film) as Leo’s grandmother, listens to his spiel on dating apps and the etiquette of Instagraming with your “situationship” at a shiva.

Watching Feingold confide in Aaron, I wondered who this movie was for. Its weekday screenings at Quad Cinema in the Village and at Movies of Delray in Florida would suggest an older crowd. A seminal discussion of an OTPHJ (over the pants handjob) and the celebrity dating app Raya suggests a younger audience that would likely groan at this sub-Apatowian dialogue.

One could contend it is for young Jews with old souls or older people who are young at heart. I kinda consider myself both and rolled my eyes throughout.

That it belongs to a growing school of self-aware comedy writing wherein every character seems to have taken at least a level one improv class, is irksome, but its use of Judaism is perhaps most objectionable.

Nothing in the film is glaringly wrong — though how Leo could struggle with basic brachas after having spent many summers at a Jewish sleepaway camp raises eyebrows — but it resists its natural endpoint of finding the rite of passage meaningful for its own sake.

Leo learns a lesson on love, and offers it in the form of his drash on his Torah portion,  Jacob and Rachel’s meet cute at the well, but he finds no deeper significance in his tradition, beyond a largely played-for-laughs visit to the Museum of Jewish Heritage: A Living Memorial to the Holocaust with his situationship.

A connection to peoplehood is not Leo’s consolation prize. The bar mitzvah process turns out to be a vehicle for his pathetic epiphany that she’s just not that into him. (The logic of 31 Candles calls to mind a better treatment of manhood and entitlement on an episode of Seinfeld where the bar mitzvah boy has eyes on Elaine.)

If there were now a dearth of Jewish content, Feingold’s film might be a refreshingly frothy entry to the American Jewish pantheon. As it stands, though, it feels like we’re being served Shiva Baby and Bad Shabbos’ reheated leftovers with more jokes about product placement and AI.

Like 31 candles glowing on a cake, the film is eye-catching and ultimately excessive. And, like the cake itself, it’s a confection that goes down easy enough — even if it may give you a stomachache.

The post In ‘31 Candles,’ a manchild becomes bar mitzvah to court his crush appeared first on The Forward.

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In Gaza, It’s Déjà vu All Over Again

A Red Cross vehicle, escorted by a van driven by a Hamas terrorist, moves in an area within the so-called “yellow line” to which Israeli troops withdrew under the ceasefire, as Hamas says it continues to search for the bodies of deceased hostages seized during the Oct. 7, 2023, attack on Israel, in Gaza City, Nov. 12, 2025. Photo: REUTERS/Dawoud Abu Alk

Eleven years ago, the 2014 Hamas rocket war against Israel ended in a ceasefire.

In the ensuing years, Israel and the United States should have learned something about “ceasefires” as opposed to “peace.” President Donald Trump’s ceasefire plan, however, has the flaw that every single such plan has had (in the territories and in Lebanon): the failure of anti-terror forces to control territory and enforce the rules. In the absence of that, Hamas has reemerged and is rearming in Gaza.

As I wrote in 2014: 

The Hamas rockets have, for the time being, stopped; the current cease-fire is holding. The tunnel threat, a strategic one most Israelis had not understood until several days into the war, has been alleviated; many Hamas rocket manufacturing facilities have been destroyed; a substantial percentage of the Hamas arsenal has been used up; and Hamas achieved none of its strategic goals — not large-scale Israeli casualties or physical destruction, an airport, a seaport, or the opening of border crossings. Israeli children have returned to school and, after a brief dip, the Israeli economy is expected to grow for the year.

Those were the days of “mowing the grass.” Eliminating the visible threats.

As I asked at the time:

To the extent that the Israeli public wanted the destruction or elimination of Hamas, or an end to the rocket threat, it was doomed by its unreasonable expectations. Americans suffer similarly. Having understood the Islamic State [IS] as a threat not only in Syria and Iraq, but also to our interests and potentially to our own country, they want it gone. The question for the American government, as it is for the Israeli government, is: “How do you defeat an armed ideological movement with a territorial base if you are unwilling to fight in that territorial base?”

President Barack Obama spoke of “degrading, dismantling, and destroying” ISIS. He never said how — and neither has President Trump.

Try this:

Control of territory and the ability to subject one’s enemies to enforceable rules is the only known mechanism for ending, rather than managing, a war. Despite the Western propensity for “peace processes” and negotiations, it is hard (impossible?) to find a historical example of one side simply agreeing to give up its mission, arms, ideology, or interests without a forcing mechanism — military defeat.

We don’t like to talk about “winners” and “losers,” preferring to “split the difference” or find a “win-win” formula. But “peace” itself was defined by Machiavelli as “the conditions imposed by the winners on the losers of the last war.” There are different iterations of “peace,” depending on whether the winners institute good or bad conditions. There can be a cold peace, a warm peace, or the peace of the dead. The peace that followed WWI contained the seeds of WWII; the peace after WWII produced the German economic miracle.

Even when wars aren’t “won,” control of territory and enforceable rules can make the difference between long-term success and failure – the US military has been in South Korea since the 1953 Armistice, allowing a democratic, technologically advanced society to emerge despite the continuing threat from the impoverished, heavily armed, and dangerous North. The withdrawal of American forces from South Vietnam within months of the armistice there allowed North Vietnam to capture territory and impose a communist government on a single Vietnamese entity. Although NATO faced Russia across the Fulda Gap, there is no denying that the Allied presence also enforced anti-Nazi rules in West Germany.

October 7, 2023, brought about a change in Israeli military thinking. A ceasefire is no longer enough. Hamas, in Israel’s view, has to be disarmed and ripped out of the territory in a verifiable and enforceable manner. The IDF is making plans to reassert itself across the yellow line. The US appears more interested in bringing Turkish troops into Gaza, a move rejected not only by Israel but, oddly, by Egypt. Qatari troops are no better. Both are Muslim Brotherhood partners of Hamas.

As I wrote:

The enemies of Israel and the West are similar. Ideological similarities aside, both are vicious and absolutist, and neither plays by Western rules regarding women, children, religious diversity or war crimes. Both rely on the relative gentility of their adversaries — Israel and the West — to protect them from ultimate defeat. Thus far, theirs is the correct bet.

Or at least it was.

The difficulty now will be bringing the US and Israel to the meeting point. President Trump was there. He called for ,“Hell to rain down on Hamas.” But now he appears to have changed his mind. Talk, negotiate, promise, offer, talk some more. This simply provides time for Hamas to rearm and reassert itself among the people of Gaza. And Hamas is using the time.

The US and its allies have to acknowledge the original flaw in the plan — both in 2014 and 2025. Without a military presence determined to uproot and destroy Hamas in whatever manner the military deems necessary, “peace plans” and “ceasefires” are simply wishes and, with due respect to Yogi Berra, “Déjà vu all over again.”

Shoshana Bryen is Senior Director of the Jewish Policy Center and Editor of inFOCUS Quarterly magazine.

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Bias and Distortion: When the BBC Becomes the Story

The BBC logo is displayed above the entrance to the BBC headquarters in London, Britain, July 10, 2023. Photo: REUTERS/Hollie Adams

“Nation Shall Speak Peace Unto Nation” (Micah 4:3).

That is unironically the official motto of the British Broadcasting Company, otherwise known as the BBC. And yet in recent weeks, the world has watched the opposite unfold: a state-funded broadcaster selectively edited footage to falsely imply that President Trump was actively inciting the January 6th Capitol riot. Presumably done because they believed the “truth” of their worldview mattered more than the truth of the footage.

This rightfully ignited an international scandal and a crisis of legitimacy. The BBC has offered a terse apology — but that apology rings hollow, given that the BBC has engaged in this behavior for decades — especially when it comes to covering the Jewish State.

The same editorial scalpel that carved Trump’s words, has for decades, performed cosmetic surgery on Middle Eastern reality. This stems from their belief that narrative truth supersedes factual truth — and that the BBC are the arbiters of all things truth.

The BBC represents the old-school institutional brand of nuanced antisemitism: never say explicitly what can be more effectively implied.

Israel is forever the aggressor and villain. Anything that contradicts that reality in any way whatsoever — from Palestinian terrorism, to Yasser Arafat and Mahmoud Abbas’ constant rejection of an Israeli state — is simply ignored.

Things simply happen, without agency, causality, or perpetrators — at least for one side of the conflict.

This is antisemitism through narrative staging. Israel is the intentional actor; its enemies are organisms responding to their environment. Israel’s choices are scrutinized; Hamas’ choices are naturalized.

To the BBC, Israel becomes a narrative accelerant while its enemies are granted the dignity of inevitability. The BBC does not invent the facts; it simply removes context. In the absence of evidence, it encourages audiences to “draw their own conclusions” — because, after all, the network is “just asking questions.” The result is reflexive antisemitism, an atmosphere rather than an argument.

According to a recent report in The Telegraph, the BBC has been forced to correct, on average, two anti-Israel Gaza stories a week since October 7th. This is not journalism; it is groupthink manipulation funded by the British public.

The ancient Greeks had a word for speech that abandons truth while avoiding outright lies: sophistry. Protagoras defined this worldview when he said, “Man is the measure of all things.” Truth becomes subjective, determined by what you want your audience to believe. Sophists mastered narrative manipulation and engineered entire populations with it.

Socrates, Plato, and Aristotle held a unanimous antipathy for all things sophistry. They believed the sophist class posed a greater threat to the republic than foreign invasion.

Plato warned that democracy becomes theatre when society loses the ability to distinguish between truth and plausibility. He could have been describing the 21st-century BBC.

The BBC has become the global engine for adjusting the Overton window — not just disparaging President Trump and American relations, but normalizing sympathy for terrorist groups, and delegitimizing Israel’s sovereignty. What are the effects of these manipulations on world events and British relations? The BBC is no longer a news organization; it is a mood architectural firm.

The Greeks understood the peril to democracy when sophistry overwhelmed truth. Throughout history this pattern has repeated itself for civilizations that ignored the early warning signs. Those signs are flashing again — and not merely at the fringes, but at the very apex of Britannia’s most trusted institution.

There is always a moment before the point of no return when better angels can still prevail. This is that moment. If “Nation Shall Speak Peace Unto Nation” is to retain any meaning, it must begin with truth. Peace built on sophistry is merely sophistry.

Britain’s closest ally is the United States, and its most besieged ally is Israel. The BBC chose to malign both, not accidentally, but institutionally.

You cannot claim moral authority while eroding the foundations of your own alliances. You cannot claim neutrality while waging narrative warfare. And just as the Greeks warned — so it begins.

Philip Gross is a London-based American businessman and writer whose work focuses on politics, culture, and Jewish history. Born in New York and living in Britain for three decades, he writes from a transatlantic perspective shaped by a career in global commodities and a lifelong engagement with Jewish thought and contemporary affairs.

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