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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 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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Ladino-speaking pirates, genies and grumpy demon cats: PJ Library expands bookshelves with Sephardic stories
In 1940s Baghdad, a little girl named Na’ima tries desperately to stay awake all night for Shavuot. In wartime Libya, a young boy embarks on a supernatural quest to find a lost city. In 19th-century Morocco, a father’s frustration with his son’s teacher leads him to a rabbinical court.
Until recently, none of those stories would have been likely candidates for mainstream American Jewish children’s books. Now, they are among the first titles slated for publication through PJ Library’s Sephardic Stories Initiative, a fellowship launched in 2024 to support authors writing tales that reflect Sephardic, Mizrahi and Ethiopian Jewish traditions.
For more than two decades, PJ Library has mailed free Jewish children’s books to families around the world. Today, it distributes roughly 670,000 books monthly in more than 40 countries. According to Alisa Koyrakh, the organization’s director of books, those stories have historically reflected a familiar slice of Jewish life.
“There are just a lot of Ashkenormative stories out there—a lot of stories about Yiddish, the Lower East Side and immigration from Eastern Europe,” Koyrakh said. “Those are all really important stories. But we saw gaps. It was kind of obvious.”
The Sephardic Stories Initiative intends to fill those gaps, bringing together Sephardic and Mizrahi writers for a year of workshops, editorial mentorship and critique from their peers.
Arnon Z. Shorr, whose first foray into children’s literature was a fiction book about Ladino-speaking Jewish pirates (yes, those were actually a thing), described his forthcoming graphic novel, Pedahzur and the Quest for the Hidden City, as a supernatural adventure set in Libya in the mid-1940s.
Knowing 1940s Libya is more often associated with Fascist persecution of Jews in North Africa—not talking cats and magical quests – Shorr laughed.
“I just got a kick out of it because it’s so not what anybody ever expects,” he said.
For Shorr, it was important to write a story connected to his family’s Libyan heritage. He spent hours digging into North African Jewish folklore to draw inspiration.
“There are historians and academics who do fantastic work looking into these things,” he said. “But their work doesn’t necessarily get read by 10-year-olds. I try to channel some of that into a fun genre—a desert adventure with genies and grumpy demon cats.”
Israeli author Rinat Hadad Siegel also found inspiration in an unlikely place: the Farhud, the violent pogrom that erupted in Baghdad during Shavuot in 1941, killing scores of Jews.
Her book, Na’ima’s Shavuot Eve, follows a little girl determined to stay awake all night alongside the adults celebrating the holiday that marks when God gave the Torah to the Jewish people at Mount Sinai.
For Siegel, writing about a place she has never been to —and cannot visit—posed a challenge. Once home to one of the world’s oldest and largest Jewish communities, Iraq today is believed to have only a handful of Jews remaining, and travel there by Israelis like Siegel is effectively impossible.
She worked to piece together the Baghdad her family inhabited by interviewing relatives —including an aunt who survived the Farhud—and digging through Iraqi Jewish archives.
“I would go to different libraries and find books about it, and you can see the amount of dust,” she said. “Nobody has touched them for years.”
Although the book doesn’t mention the Farhud directly, it contains subtle nods to the tragedy, including an illustration of a memorial for family members who perished and decorative amulets that Iraqi Jewish children typically wore on Shavuot.
Siegel hopes children will connect with the story’s universal moments—wanting to stay up all night with the grown-ups—as well as its distinctly Iraqi Jewish setting, from sleeping on rooftops overlooking the Tigris River on warm nights to eating kahi, a flaky Iraqi pastry traditionally served on Shavuot.
But expanding the offerings of Jewish children’s literature beyond Ashkenazi narratives is not merely a creative endeavor. It’s also a way to broaden the public conception of Jewish identity at a challenging time, Shorr said.
According to an analysis of the Publishers Marketplace database, there was a 76% decrease in fictional book deal announcements that mentioned Jews, Judaism or Israel between 2023 and 2024. By 2026, there was an 82% decline.
A July report by PEN America, a nonprofit that advocates for free expression and writers’ rights, found that many Jewish authors have faced challenges publishing openly Jewish work since Oct. 7. Many of the authors interviewed for that report cited publishers’ fears of boycotts of Jewish or Israeli stories, which made getting their work published challenging.
“The narrow view that we get of who Jews are and what Judaism is about through Hollywood, mass entertainment—whatever—leaves too much room for people to invent more of the story for themselves,” Shorr said. “I think that becomes very dangerous for us.”
Koyrakh said getting Jewish children’s books with unfamiliar settings and storylines published by major publishing houses has long been a challenge.
“It’s much easier to get a Hanukkah book published by a major publishing house because that’s an easy story for publishers to know how to sell, put in the market and recognize. But we know there’s so much more to Jewish life than Hanukkah.”
The four inaugural books of the Sephardic Stories Initiative will be published by PJ Library and distributed to the Jewish families it serves. They include Na’ima’s Shavuot Eve, Pedahzur and the Quest for the Hidden City, Shai’s Lesson, set in 19th-century Morocco, and Signs of Magic, which takes place in mid-19th-century Tiberias.
Shorr hopes their publication will inspire the next generation of Jewish storytellers.
“I didn’t want to commit my career to backing myself into somebody else’s tale,” he said. “Because I hadn’t ever seen a story about anybody like me, I couldn’t imagine it.” Looking back, he said, “The lack of mirrors meant it took much longer for me to start creating mirrors of my own.”
The post Ladino-speaking pirates, genies and grumpy demon cats: PJ Library expands bookshelves with Sephardic stories appeared first on The Forward.
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Netanyahu and Lapid vie for a critical title: Who is Israel’s most adept U.S. whisperer?
(JTA) — WASHINGTON – Benjamin Netanyahu, the Israeli prime minister, and Yair Lapid, the leader of his opposition, are in Washington, ostensibly to attend the funeral of one of the staunchest pro-Israel American politicians, Lindsey Graham.
They are also, as Lapid made clear in an appearance Monday at the influential Atlantic Council think tank, launching a bruising election campaign and are intensely seeking the favor of a constituent who does not vote in Israel on Oct. 27: President Donald Trump.
Or more broadly, the favor of Americans.
Israeli-born Netanyahu, who was raised in Philadelphia, has made a career of defining himself as his country’s best, even inevitable, envoy to its most important ally. He met with Trump on Tuesday. Lapid in his speech sought to portray Netanyahu’s public diplomacy – the defining characteristic of his political career – as busted and harmful.
“The first step is obvious” to restoring Israel’s reputation, Lapid said. “Send into retirement Benjamin Netanyahu and his group of extremists who are tearing us apart at home and abroad.”
Lapid, who speaks in fluent but accented English, says he wants to be the foreign minister in the next government, one led by Naftali Bennett, a security hawk, as prime minister. He, too, claims an intimacy with the American psyche, evident in an essay he just published in The Atlantic about the cross-country road trips he takes every several years.
Netanyahu is on a mission to secure support for continuing and winning the war he and Trump launched against Iran. In remarks in Hebrew he recorded just prior to leaving Israel on Monday, he leaned into his friendship with Trump.
“I am on my way to Washington to a meeting with our friend the president of the United States, Donald Trump,” he said, standing with his wife, Sara, outside the airplane. “This is my eighth meeting with him since he was elected for his second term, more than any other world leader. It is a great privilege, and also a great responsibility.”
Both Lapid and Netanyahu claimed a closeness to Graham, the South Carolina Republican senator who helped Netanyahu cajole Trump into the war with Iran. Graham, Netanyahu said, was “a true friend of mine and the state of Israel.” Lapid inserted Graham into his argument that the long term goal for Israel and the United States should be the collapse of the Iranian regime. “The last conversation I had with the late Lindsey Graham was about this,” he said Monday.
Lapid at the outset of his remarks sought to erode Netanyahu’s reputation as an America whisperer, saying the coming election would “be the most dramatic, the most crucial, the most intense the country has ever seen.”
“Here is the not to-do list for the Israeli government if you don’t want to witness the complete collapse of the country’s international status.”
Lapid accused Netanyahu of isolating Israel by caving to extremists in his government and alienating allies. Instead, he laid out a formula for how the next prime minister would govern.
“If a minister in your government says a nuclear bomb should be dropped on Gaza, fire him. If a minister in your government says there are circumstances in which it is acceptable to starve the civilian population, fire him. If a minister stands over a large group of handcuffed activists lying on the floor of a detention facility, waving a flag and mocking them, fire him,” Lapid said.
He was referring, respectively, to controversial statements and actions by Heritage Minister Amichai Eliyahu, Finance Minister Betzalel Smotrich and National Security Minister Itamar Ben-Gvir, some of which have been used to fuel the claim that Israel is committing genocide against Palestinians in the war Hamas launched on Oct. 7, 2023 with deadly raids inside Israel.
Netanyahu’s mission comes at a perilous juncture in the U.S.-Israel relationship, and his own reputation. Trump’s approval ratings are at a low as the war appears to have generated victories for Iran, which now controls the Strait of Hormuz, the waterway critical to the passage of a fifth of the world’s petroleum. Inflation has skyrocketed, US allies are furious, and Americans in large majorities oppose the war, just as Trump is facing his own electoral test less than 100 days before the midterm elections.
Netanyahu is unpopular in the United States, and for the first time, Americans are more likely to favor Palestinians than Israelis. An Economist poll published Tuesday showed half of Americans supported Netanyahu’s arrest. Trump wants Israel to stay out of the war, crippling Israel’s ability to influence the outcome of the conflict that continues to loom on its border with Lebanon, where Hezbollah, Iran’s proxy, hopes to regain its strength.
Lapid’s audience here is mostly left of center: His host at the event was Daniel Shapiro, the Obama administration’s ambassador to Israel. A spokesman for Lapid said that other than his attendance at Graham’s funeral, his only public appearance on his trip to the United States this week would be with a group of Democratic senators.
The Atlantic Council is bipartisan, but its Republican component is made up mostly of the old-school believers in alliances that Trump has all but ousted from the party. Seated in the front row was Stephen Hadley, the national security advisor to former President George W. Bush, who is a board member of the Atlantic Council.
Lapid said reconciling with Democrats would be a priority in the next government, should his dream team emerge victorious: Bennett as prime minister, Lapid as foreign minister and Gadi Eisenkot as defense minister. Eisenkot, who has in recent polls surpassed Bennet and Netanyahu, obviously might have different ideas about who gets which job.
“Elizabeth Warren, John Ossoff and Tim Kaine are not the enemy,” he said, referring to Democratic senators from Massachusetts, Georgia and Virginia who have been critical of Israel’s conduct of the Gaza war, and who have voted to suspend defense assistance to Israel. “The Democratic Party is not the enemy.“
Bennett and then Lapid were rotating prime ministers during the last government’s eighteen months of tenure in 2021 and 2022, interrupting Netanyahu’s 12 year run launched in 2009. Netanyahu by then was already persona non grata among Democrats for his all-out campaign against President Barack Obama’s Iran policies.
Lapid, like others running against Netanyahu, appeared cowed by Netanyahu’s attempts to tar their past association with Mansour Abbas, the leader of the United Arab List. Bennet and Lapid made history by including the party in the governing coalition. That would not happen again, Lapid said, although garnering enough seats to govern is more daunting without the inclusion of Arab parties.
“I have a lot of conversations about this with Mansour Abbas, who seems to understand this better than some of my Jewish friends, the fact that maybe it’s time for a coalition that will be made of only of Zionist parties,” he said.
Lapid’s greater affinity to Democrats notwithstanding, he took shots at Netanyahu’s relationship with Trump – arguing that he was the better friend to the president’s Middle East agenda. He noted that last year he brought Trump’s 20-point plan for bringing peace to Gaza to a Knesset vote – and that Netanyahu and his coalition partners absented themselves from the Knesset rather than vote for it.
“I passed the 20-point plan, I did it just to bend Netanyahu’s arm into it,” he said. Netanyahu could not afford to back the plan because its provisions anticipating Palestinian self-governance might have cost him his right-wing coalition partners. ”So I got all the compliments from the American administration,” Lapid said. “It was fun.”
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2 Jewish-owned Toronto bagel shops hit with gunfire, vandalism
(JTA) — Locals lined up outside a Toronto bagel shop on Monday in a show of support after attacks on two outposts of the Jewish-owned chain, adding to a string of incidents facing Jewish businesses in the city.
Two locations of Kiva’s Bagel Bar, a fixture for Toronto Jews since it opened in 1979, were targeted late Saturday and early Sunday. Gunfire hit the windows of one storefront just an hour after another storefront was vandalized and its front glass shattered, according to the Toronto Police Service.
Police said their Hate Crime Unit was investigating, and they believed the same SUV may have been involved at both scenes. The bakeries were closed at the time and no injuries were reported.
Canadian Prime Minister Mark Carney said he was “appalled” by the attacks. “Jewish Canadians should be able to live, work, and worship free from fear, intimidation, and hate,” he said on X on Monday. “Canada’s government is absolute in our commitment to combatting the scourge of antisemitism.”
Toronto Mayor Olivia Chow added on X that the incidents were “vile and unacceptable” and said she “will always stand with Toronto’s Jewish community against antisemitism.”
Residents flocked to Kiva’s and sold out their bagels by 10:30 a.m. on Monday, according to the Centre for Israel and Jewish Affairs, an advocacy arm of the Jewish Federations of Canada. Resident Adrian Rocca, the founder of a local real estate company, posted a photo on LinkedIn of his employees lined up outside.
CIJA said the Canadians rallying around Kiva’s sent a message that “there are a lot of good people ready to take a stand against hate, intimidation, and violence.” The Jewish Telegraphic Agency reached out to Kiva’s for comment.
As police searched for suspects in the bagel shop attacks, a gunman opened fire on the U.S. Consulate in Toronto early Monday morning, setting off a high-speed chase and a manhunt. Police have not confirmed any connection between the gunfire at the consulate and at Kiva’s.
The shooting at the consulate marked the second in four months. Toronto police have arrested three people connected with the previous consulate attack, as well as several others accused of shooting at Jewish targets in the city in recent months. At a press conference last month, Police Chief Myron Demkiw identified a “broader pattern” between the shots fired at the consulate and at Toronto-area synagogues and Jewish schools over the past year.
“What we are dealing with in this case and in other unrelated incidences, including shootings at synagogues and Jewish schools, is a recurring and similar modus operandi — and that is criminals for hire,” said Demkiw. “Through encrypted messaging apps, young people are hired to carry out attacks against various targets, and in order to get paid, they’re required to film their attacks.”
Carney pledged in June to fight antisemitism through a new Ministerial Advisory Council on Rights, Equality, and Inclusion. In his speech at Toronto’s Holy Blossom Synagogue, he said that the country was “failing Jewish Canadians.” Two-thirds of Canada’s religion-motivated hate crimes last year were directed at Jewish Canadians, who make up only 1% of the population, Carney said.
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