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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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US Envoys in Israel to Discuss Future of Gaza
FILE PHOTO: US President Donald Trump’s son-in-law, Jared Kushner, and US Special Envoy Steve Witkoff take part in a charter announcement for US President Donald Trump’s Board of Peace initiative aimed at resolving global conflicts, alongside the 56th annual World Economic Forum (WEF), in Davos, Switzerland, January 22, 2026. Photo: REUTERS/Denis Balibouse/File Photo
US envoys Steve Witkoff and Jared Kushner were in Israel on Saturday to meet with Israeli Prime Minister Benjamin Netanyahu, mainly to discuss Gaza, two people briefed on the matter said, as local authorities reported further violence in the enclave.
The US on Thursday announced plans for a “New Gaza” rebuilt from scratch, to include residential towers, data centers and seaside resorts.
The project forms part of President Donald Trump’s push to advance an October ceasefire between Israel and Palestinian terrorist group Hamas that has been shaken by repeated violations.
LOCAL AUTHORITIES REPORT MORE DEATHS
The Palestinian Health Ministry in Gaza said on Saturday that Israeli fire had killed three people, including two children, in two separate incidents in the northern Gaza Strip.
A statement from the Israeli military said that its troops operating in the northern Gaza Strip identified several militants “who crossed the Yellow Line, planted an explosive device in the area, and approached the troops, posing an immediate threat to them.”
Under the ceasefire accord, Israeli troops were to retreat to a yellow line marked on military maps that runs nearly the full length of Gaza.
A source in the Israeli military told Reuters that the military was aware of only one incident on Saturday and that those involved were not children.
A spokesperson for the Israeli prime minister’s office confirmed that the meeting was planned but did not provide further details.
Earlier this month, Washington announced that the plan had now moved into the second phase, under which Israel is expected to withdraw troops further from Gaza, and Hamas is due to yield control of the territory’s administration.
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Long before Trump’s second-hand Nobel, a laureate sought to curry favor with Nazis by regifting a prize
Donald Trump is not the first authoritarian to come into possession of a Nobel medal that wasn’t intended for him. In 1943, Norwegian novelist Knut Hamsun sent his Nobel Prize for Literature to Nazi propaganda minister Joseph Goebbels, a gesture meant to secure a private audience with Adolf Hitler.
Although Hamsun was infamous during World War II and its aftermath, most Americans likely know little about the author. It has taken Trump’s lust for the Nobel Peace Prize — something like Gollum’s slobbering obsession with the “precious” gold ring — to cast fresh light on the Norwegian novelist.
Hamsun occupies a place in history similar to Hitler’s filmmaker Leni Riefenstahl: a genuine artistic innovator who fell under the spell of der Führer and paid for it later in life.
Born to a poor rural family in 1859, Hamsun began writing in his teens. Over his long career he produced more than two dozen novels, along with poetry, short stories and nonfiction. His influence was enormous — Isaac Bashevis Singer once called him the father of modern literature, and his psychological style has often been compared to Franz Kafka’s.
Hamsun vaulted to fame at age 30 with the 1890 publication of the semiautobiographical novel Hunger. He won the 1920 Nobel Prize in Literature for Growth of the Soil, which the Nobel Committee said “aroused the liveliest interest in many countries and has found favorable reception with the most diverse groups of readers.” Those readers included fascists.
Hamsun was a passionate admirer of Germany and of the Nazis’ ideas about Teutonic purity. The admiration was mutual. German critics praised Growth of the Soil for its portrayal of a mystical connection between people and the land — a theme the Nazis eagerly embraced.
During Germany’s 1940–45 occupation of Norway, Hamsun supported the Nazi-installed government of Vidkun Quisling. His devotion to Hitler was so great that he parted with his 18-carat gold Nobel medal, sending it to Goebbels in hopes that it would earn him a personal meeting with the Führer.
It did. But the audience did not unfold as Hamsun hoped. Although he supported the occupation, he objected to some of its harsher measures, including executions. He hoped to persuade Hitler to soften the regime’s policies. The meeting — retold in a 2005 New Yorker article titled “In From the Cold” — took place June 26, 1943, at Hitler’s retreat in the Bavarian Alps. According to the article, as the two men took tea in Hitler’s study, the conversation turned tense when Hamsun urged Hitler to fire Josef Terboven, the Reich Commissioner for Norway. Hitler rebuffed him, saying, “The Reich Commissioner is a warrior; he’s only there for war-related duties.”
Hitler did not bother to say goodbye when Hamsun left and later snapped at his aides: “I don’t want to see that sort of person here anymore.”
The unpleasant encounter did little to dampen Hamsun’s admiration for the Nazi leader. On May 7, 1945, a collaborationist newspaper published Hamsun’s obituary for Hitler, in which he wrote: “He was a warrior, a warrior for mankind, and a prophet of the gospel of justice for all nations.”
After the war, thousands of Norwegian collaborators were arrested and put on trial — including Hamsun. By then he was 86, and his age, along with his stature as Norway’s most celebrated novelist, worked in his favor. While 40 collaborators were executed, including Quisling, Hamsun received a fine of 325,000 kroner, reduced from 575,000.
Hamsun died on Feb. 19, 1952, at age 92.
As for the Nobel medal he sent to Goebbels — it vanished. No one knows what became of it.
Which brings us to Donald Trump and his pre-owned Nobel.
Hitler had no shame in accepting lavish gifts from industrialists, world leaders, and others who arrived in Berlin seeking favor. But Hitler might well be impressed with Donald Trump’s collection during his second term — a glittering haul accumulated on trips to the Middle East and during visits to the White House by foreign dignitaries and sycophantic American business executives.
Size-wise, nothing comes close to the 747 provided by Qatar. And knowing the way to Trump’s heart, Benjamin Netanyahu personally presented him with a letter that the Israeli leader had sent nominating him for the Nobel Peace Prize. FIFA, the world soccer federation, went so far as to create its own peace prize for the American president.
Trump kept pressing his case that he deserved the Nobel prize, sometimes aided by foreign allies who publicly insisted that he, more than anyone else, merited the honor. But the Nobel Committee never budged.
A workaround presented itself in the person of María Corina Machado, the Venezuelan opposition leader who had been awarded the 2025 Nobel Peace Prize for her role in resisting Nicolás Maduro’s dictatorship. Machado, desperate for Trump’s backing as Venezuela enters a volatile transition, made a calculation as stark as Hamsun’s in 1943. She handed Trump her Nobel medal in the hope that the gesture would secure her political survival.
Still smoldering over being snubbed by the Nobel Committee for a Peace Prize of his own, Trump lashed out in familiar ways — threatening to use military force to take control of Greenland and to slap heavy new tariffs on European allies. Those threats eventually fizzled after Europe dug in its heels, but the resentment never did.
It’s unlikely America’s Gollum will abandon the quest for his own golden “precious,” one with his name engraved on it. With the inauguration of Trump’s new “Board of Peace,” he may have convinced himself he’s found a fresh path to Oslo. The board — made up of foreign governments invited by Trump — is billed as a vehicle for resolving global conflicts. Permanent membership is offered to those that contribute more than $1 billion. As chairman, Trump would be in a position to steer the board however he wishes.
If the “Board of Peace” doesn’t help him finally secure a gold Nobel medallion, it may still serve another purpose: expanding his already considerable wealth.
Luxury condos on the Gaza waterfront, anyone?
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Oct. 7 spurred this secular private school in Manhattan to start holding an annual Shabbat gathering
(New York Jewish Week) — A new Jewish tradition has taken hold at a private, non-Jewish school in Manhattan.
On a recent Friday, about 240 students, parents and educators from the Town School, located on the Upper East Side, stayed late to eat matzah ball soup, recite blessings over challah and candles, and sing Hebrew songs.
It was the third time in as many years that the school had held a Shabbat celebration, and more than half of the students and parents in attendance weren’t Jewish.
“I think there is a real enthusiasm and excitement for families who are not Jewish to come into their first Shabbat or learn more about it again,” said Pierangelo Rossi, the Town School’s director of equity and community action.
Originally from Peru, Rossi is not Jewish. His first Shabbat experience ever was at the Town School in 2024, after Jewish parents organized a gathering in the wake of the Oct. 7, 2023, attack on Israel.
For years, the school had special “affinity groups” and spaces for students and parents of color, for “white anti-racist” students, and for queer students and their allies. The attack, and the surge of antisemitism that followed, spurred Jewish students and parents to work with the school to create their own.
While the Town School does not collect information about students’ religion, officials estimate that at least a quarter of the student body is Jewish.
“After Oct. 7, we knew — and it became clear to all of us — that our Jewish community was looking for that sense of affirmation in a way they hadn’t before,” said Head of School Doug Brophy.
Brophy, who has led the Town School since 2018, understood how they felt. He is also vice president of the Stephen Wise Free Synagogue on the Upper West Side.
Affinity groups have emerged as a hot-button issue in the debate over DEI, or diversity, equity and inclusion. While their proponents say the groups give minority and marginalized populations desperately needed spaces of their own, critics of DEI say the groups can reinforce divisions and inappropriately inject progressive ideologies into schools and other institutions.
Jewish “anti-woke” advocates have particularly criticized the affinity group framework for too often forcing Jewish students into a binary framework about race and privilege that does not recognize the complexity of Jewish identity.
At the same time, tensions amid the aftermath of Oct. 7 roiled some New York City private schools. The head of one elite private school stepped down last summer after members of the school community clashed over identity, antisemitism, Islamophobia and the Gaza war.
At the Town School, officials and parents say, those tensions have been absent. Instead, the entire school community has embraced the Shabbat celebrations alongside the other special events held to honor students’ traditions, such as a lion parade on the school’s block to mark Lunar New Year and a Persian New Year observance led by parents.
“Whether it’s coming from a vulnerability or a difference, it’s [about] wanting to be part of something bigger than yourself, and not just our Jewish families and colleagues feeling a sense of identity, but everyone else developing a greater sense of empathy,” Brophy said.
The Town School is not the only non-Jewish private school in the city to hold Shabbat celebrations in recent years: Riverdale Country Day School in the Bronx says 700 people attended its November 2024 gathering. But it has committed to annual gatherings, which are growing in attendance.
That first Shabbat in 2024 was led by Rabbi Bradley Solmsen from the Conservative Park Avenue Synagogue; in 2025, by Rabbi Rena Rifkin from Stephen Wise; and this year, by Ana Turkienicz, an educator from the Upper West Side’s Rodeph Sholom School and the Pelham Jewish Center.
“For me, it was really a very different context where you have non-Jews that are interested in learning about what is it that Jews do and are open,” Turkienicz said. “And it was beautiful.”
To create an educational plan that was still engaging for children of all ages, she narrowed the focus of the event to two words: “Shabbat” and “shalom,” meaning “Sabbath” and “peace.”
“I need to use vocabulary, and I need to work with the room only, with those with concepts that are universal,” Turkienicz added. “And there is a lot. There’s a lot in ‘Shabbat’ and ‘shalom’ that are universal.”
She taught the guests the songs “Bim Bam” and “Salaam” — the latter being the Arabic word for “shalom” — and recited the blessings over the candles and challah, and the younger children decorated placemats, while the older children hung out with their classmates.
14-year-old Daniel Rybak stuck around near the school after his last class of the day got out so he could attend the after-school Shabbat service for his second time.
Rybak, whose mother is Catholic and whose father is Jewish, has attended the Town School for nine years.
“Just talking about the greater world at this point, with all the troubles in the Levant, with Israel and Gaza, as well as just the general sense, I suppose, that things are getting a little more violent around the world — it’s just a nice thing that brings people back to that sense of, ‘Hey, we’re here, we’re family, we’re OK, we’re getting through this,’” Rybak said. “It just shows that even throughout all that that’s happened everywhere, there’s still pockets of community and of real hope.”
This year, the Shabbat gathering took on added meaning for some attendees as some of New York’s Jews feel increasingly alienated or afraid following the election of Zohran Mamdani, a longtime and staunch critic of Israel, to the mayor’s office.
“The whole time I was thinking: 20 blocks north from here, there is a new mayor that we don’t know what [he’s] going to be for the Jewish community in New York,” Turkienicz said. “Twenty blocks south of his mansion, we have a private, non-Jewish school doing a Kabbalat Shabbat.”
Katy Williamson, a Jewish parent who helped organize the last two Town School Shabbats and attended this year’s, said she was “really blown away by the sense of community” and surprised by how many people attended.
“I read the news. Obviously, we live in New York City. I’m very aware of what’s going on outside of this, just in the world right now,” she said. “There was just this really warm feeling. … So many people from the school community joined and wanted to be a part of it.”
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