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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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Condemnation and Applause in Latin America after US Seizes Venezuela’s Maduro
Venezuelans gather to celebrate, after US President Donald Trump said that the US attacked Venezuela and deposed its President Nicolas Maduro, in Santiago, Chile January 3, 2026. Photo: REUTERS/Pablo Sanhueza
Latin American leaders were divided between condemnation and jubilation in the wake of a surprise attack on Venezuela early on Saturday that US President Donald Trump said resulted in the capture of Venezuelan leader Nicolas Maduro.
While much of the region has long been wary of a return to US interventions throughout the 20th century that helped install authoritarian governments from Chile to Honduras, Maduro – who presided over his country’s social and economic collapse – was an increasingly unpopular and isolated leader.
Many Latin American countries have also experienced a shift in recent elections to more right-leaning governments, many of whose leaders view the US-backed military regimes of the last century as necessary bulwarks against socialism.
In a sign of the economic pain faced under Maduro, nearly 8 million Venezuelans have fled the country since 2018, with 85 percent of them migrating to neighbors in Latin America and the Caribbean, according to the UN’s International Organization for Migration.
Many countries in the region have experienced surges in organized crime in recent years and the specter of Venezuela’s Tren de Aragua gang has loomed large over voters’ minds, leading to a rise in politicians vowing to crack down on crime and immigration.
While few leaders will shed serious tears about Maduro’s ousting, governments in the region will react along political lines, said Steven Levitsky, a professor and director of Harvard’s David Rockefeller Center for Latin American Studies.
“I think you’ll see right-wing governments applaud because that’s what they do. You’ll see left-wing governments criticize because how could they not?” Levitsky said.
REACTIONS SPLIT ALONG IDEOLOGY
The strongest condemnation of the attack came in a string of posts on X from neighboring Colombia’s President Gustavo Petro, a leftist who has frequently clashed with Trump and has also been threatened by the US president.
“The Colombian government rejects the aggression against the sovereignty of Venezuela and Latin America,” Petro said in one message, while calling for an immediate meeting of the United Nations Security Council, of which Colombia is a member.
His Brazilian counterpart, Luiz Inacio Lula da Silva, echoed Petro’s comments.
“The bombings on Venezuela’s territory and the capture of its president cross an unacceptable line,” Lula said in a statement.
Chile’s outgoing President Gabriel Boric condemned the attack but President-elect Jose Antonio Kast, who rose to power by promising to crack down on migration and crime, said in a post on X that Maduro’s arrest was great news for the region.
“Now begins a greater task. The governments of Latin America must ensure that the entire apparatus of the regime abandons power and is held accountable,” said Kast, who will be sworn in on March 11.
In Mexico, President Claudia Sheinbaum also condemned the US intervention in Venezuela. Asked about comments Trump made on Saturday to Fox News, when he said the US has offered to “take out the cartels” in Mexico and that “we have to do something,” Sheinbaum replied that Mexico has a very good relationship with the US on security matters.
ARGENTINA, ECUADOR BACK ACTION
Argentina’s President Javier Milei, Trump’s closest ally in the region, has long criticized Maduro and posted videos and statements on X in favor of the attack.
In Ecuador, right-wing President Daniel Noboa said Venezuelans opposed to Maduro and his political godfather Hugo Chavez have an ally in Ecuador.
“All the criminal narco-Chavistas will have their moment,” Noboa said on X. “Their structure will finally collapse across the continent.”
Protests both in favor and against the strikes in Venezuela have been scheduled in Buenos Aires and other cities across the region.
The capture of Maduro by US forces “is one of the most momentous decisions in the history of US-Latin America relations,” said Brian Winter, editor-in-chief of Americas Quarterly and vice president of policy at Americas Society/Council of the Americas.
“The operation confirms return of Washington as policeman in its ‘sphere of influence,’ an idea that defined much of 19th and 20th centuries but had faded since (the) end of the Cold War,” Winter said in a post on LinkedIn.
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Democratic US Lawmakers Say They Were Misled on Venezuela, Demand a Plan
US Senate Majority Leader Chuck Schumer (D-NY) holds a press conference in the US Capitol in Washington, DC, April 23, 2024. Photo: Annabelle Gordon / CNP/Sipa USA via Reuters Connect
Democratic members of the US Congress said on Saturday that senior officials of President Donald Trump‘s administration had misled them during recent briefings about plans for Venezuela by insisting they were not planning regime change in Caracas.
The US attacked Venezuela and deposed its long-serving President Nicolas Maduro in an overnight operation, in Washington’s most direct intervention in Latin America since the 1989 invasion of Panama.
Senator Chuck Schumer of New York, the Democrats’ leader in the Senate, said he had been told in three classified briefings that the administration was not pursuing regime change or planning to take military action in Venezuela.
“They assured me that they were not pursuing those things,” Schumer said on a call with reporters. “Clearly they’re not being straight with the American people.”
Schumer said he had not been briefed by Saturday afternoon and called for the administration to fill in not just congressional and intelligence committee leaders, but also all lawmakers by early next week.
“They’ve kept everyone in the total dark,” he said.
Lawmakers said they wanted more guidance on Trump‘s plans for Venezuela, after he told reporters he would put the country under US control, for now.
“No serious plan has been presented for how such an extraordinary undertaking would work or what it will cost the American people. History offers no shortage of warnings about the costs – human, strategic, and moral – of assuming we can govern another nation by force,” said Senator Jack Reed of Rhode Island, the top Democrat on the Senate Armed Services Committee.
The Senate is due to vote next week on whether to block further military action against Venezuela without congressional approval.
In briefings in November and December by officials including Secretary of State Marco Rubio and Secretary of Defense Pete Hegseth, lawmakers said they were told repeatedly that there were no plans for a land invasion inside Venezuela and that the administration was not focused on regime change.
“Instead, the Administration consistently misled the American people and their elected representatives,” Senator Jeanne Shaheen of New Hampshire, the top Democrat on the Senate Foreign Relations Committee, said in a statement.
The Pentagon, State Department and White House did not immediately respond to a request for comment.
SOME LAWMAKERS SAY ADMINISTRATION LIED
Several lawmakers said they felt they had been lied to.
“The Administration lied to Congress and launched an illegal war for regime change and oil,” Democratic Representative Don Beyer of Virginia said on X. Beyer’s district includes the Pentagon, just across the river from Washington.
At a news conference on Saturday, Trump said Congress had not been kept fully informed because of concerns that word about his plans would get out. “Congress does have a tendency to leak,” Trump told reporters.
Members of Congress, including some of Trump‘s fellow Republicans as well as Democrats, had been clamoring for more information about his strategy toward the oil-rich South American nation since September, when he began a military build-up in the Caribbean and ordered strikes on boats he said were carrying drugs.
“When we had briefings on Venezuela, we asked, ‘Are you going to invade the country?’ We were told no. ‘Do you plan to put troops on the ground?’ We were told no. ‘Do you intend regime change in Venezuela?’ We were told no,” Democratic Representative Seth Moulton of Massachusetts said on CNN. “So in a sense, we have been briefed, we’ve just been completely lied to.”
Lawmakers said they were not briefed before the operation, although Rubio called some members of Congress after it took place. There were no briefings for lawmakers scheduled by Saturday afternoon. Republican congressional leaders said they hoped to arrange some after lawmakers return to Washington on January 5 following their year-end recess.
Most Republicans praised Trump‘s action and have declined to discuss what has been said in classified briefings.
“President Trump‘s decisive action to disrupt the unacceptable status quo and apprehend Maduro, through the execution of a valid Department of Justice warrant, is an important first step to bring him to justice for the drug crimes for which he has been indicted in the United States,” said Senate Republican Majority Leader John Thune of South Dakota.
Members of Congress have long accused presidents from both parties of seeking to sidestep the Constitution’s requirement that Congress, not the president, approve anything other than brief and limited military action needed to defend the United States.
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Israeli Leadership Hails Trump for ‘Brave, Brilliant’ Venezuela Operation
Photo of Maduro in U.S. custody shared by Trump. Photo: i24 illustration.
i24 News – Israel’s prime minister and foreign minister issued high praise to US President Donald Trump following the successful operation on Saturday to capture Venezuelan dictator Nicolas Maduro.
“Israel commends the United States’ operation, led by President Trump, which acted as the leader of the free world,” Gideon Sa’ar, the Jewish state’s top diplomat, wrote on social media. “At this historic moment, Israel stands alongside the freedom-loving Venezuelan people, who have suffered under Maduro’s illegal tyranny.”
“Israel welcomes the removal of the dictator who led a network of drugs and terror and hopes for the return of democracy to the country and for friendly relations between the states,” he further added.
The statement came hours after Maduro and his wife were seized in an overnight operation.
“This was one of the most stunning, effective and powerful displays of American military might and competence in American history,” Trump told reporters at his Mar-a-Lago resort.
Benjamin Netanyahu, meanwhile, hailed Trump’s “bold and historic leadership on behalf of freedom and justice.”
“I salute your decisive resolve and the brilliant action of your brave soldiers,” the premier added.