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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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Norman Podhoretz, Commentary editor and archetypal Jewish neoconservative, dies at 95
(JTA) — Norman Podhoretz, the journalist and public intellectual who charted a path from Jewish liberal to pro-Israel neoconservative that would become well worn, has died at 95.
Podhoretz was the influential editor of Commentary magazine for 35 years, after being appointed to run the American Jewish Committee’s thought journal at 30 in 1960.
He initially continued in the magazine’s liberal tradition. But over the course of the 1960s, he became disillusioned by the left. He lamented the radicalism that became prevalent in campus antiwar activism. He also objected to a mounting critique of Israel and its occupation of Palestinian territories within the New Left following the Six-Day War in 1967.
By the decade’s end, Podhoretz had openly refashioned himself as what would become known as a neoconservative — someone his friend and intellectual ally Irving Kristol would describe as “a liberal who has been mugged by reality.”
Many of the most prominent neocon intellectuals were Jewish and, like Podhoretz, from New York City. Commentary became a central platform for their outlook on civil rights, the threat of communism and especially foreign policy, where Podhoretz was known as a particular expert. He argued strenuously against the Soviet Union and expressed steep concern about the U.S. detente with Russia as communism collapsed. He also advocated an interventionist U.S. foreign policy in support of promoting democracy abroad, causing him to support foreign wars that many liberals opposed.
Israel was a focus for Podhoretz, an observant Jew who was a longtime member of Manhattan’s Congregation Or Zarua. He believed that Israel was essential for both Jewish safety and U.S. interests and argued in support of its military pursuits. He soured early on the prospects for a peaceful resolution of the Israeli-Palestinian conflict. He also warned early — and seemingly presciently — that Jews could not rely on left-wing values to keep them or their homeland safe.
Podhoretz made waves in 2016 for endorsing Donald Trump in his first run for president, at a time when many traditional Republicans could not countenance him. He argued that Hillary Clinton would continue Barack Obama’s policies including the Iran nuclear deal that Obama struck, which Podhoretz called “one of the most catastrophic actions that any American president has ever taken.”
By the time he retired as Commentary’s editor in 1995, Podhoretz had embraced mainstream conservative views on a range of social issues, too, opposing abortion and gay rights. He also rejected his early liberal views on immigration, saying in 2019 that contemporary immigrants did not want to assimilate the way his parents’ generation had sought to.
“I was always pro-immigration because I’m the child of immigrants,” he told the Claremont Review, a leading journal of contemporary conservatism. “And I thought it was unseemly of me to oppose what not only had saved my life, but had given me the best life I think I could possibly have had.”
Born in 1930 in Brooklyn to parents who immigrated from Galicia, now Poland, Podhoretz attended public schools but also got a rich Jewish education at the urging of his father, a Yiddish-speaking immigrant who worked as a milkman. In addition to learning Hebrew, Podhoretz worked at Camp Ramah and took classes at the Jewish Theological Seminary while attending Columbia University, from which he graduated in 1950.
The final of his dozens of books, published in 2009, attempted to explain why most U.S. Jews are liberals — and why they should not be.
“He was a man of great wit and a man of deep wisdom and he lived an astonishing and uniquely American life,” his son John Podhoretz, who succeeded him as Commentary’s editor, wrote in a remembrance for the magazine announcing his father’s death. “And he bound himself fast to his people, his heritage, and his history. His knowledge extended beyond literature to Jewish history, Jewish thinking, Jewish faith, and the Hebrew Bible, with all of which he was intimately familiar and ever fascinated.”
Norman Podhoretz is survived by four children, 13 grandchildren and 16 great-grandchildren, according to the remembrance. His wife, the social commentator and critic of feminism Midge Decter Podhoretz, died in 2022.
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I’m a neuroscientist. Here’s why Ahmed al Ahmed’s bravery at Bondi Beach strains our narratives.
(JTA) — We tend to think of human behavior as deeply shaped by group lines. Again and again, research in social psychology and social neuroscience, along with everyday experience, shows how easily people come to see themselves as members of distinct groups, how quickly an “us” and a “them” emerge, and how rapidly loyalty on one side gives way to suspicion on the other, sometimes even when those divisions are thin or arbitrary.
As a fiction writer and a doctoral student in cognitive neuroscience who studies how narratives shape our perception of the world, I think often about how events like this strain the explanatory stories we rely on to make sense of why people act as they do. These patterns of group loyalty are familiar and empirically robust. People genuinely experience themselves through group identities.
And yet sometimes a single human action cuts across these categories, exposing the limits of the narratives we use to understand how people act in the world.
That is what we have experienced this week in the story of Ahmed al Ahmed, the Muslim fruit-seller who intervened, at great personal risk, to try to stop a deadly attack on Jews celebrating Hanukkah in Sydney.
Al Ahmed’s action was not only an act of exceptional bravery, but a direct challenge to the worldview advanced by so many figures today. By knowingly risking his life to protect Jews outside his own group and identity, he crossed the very boundary that many insist cannot be crossed, revealing a simple truth: that human moral action cannot be reduced to rigid theories of group loyalty alone.
Perhaps one of the most prominent proponents of a growing online current that frames human life as fundamentally governed by group identity is the white supremacist livestreamer Nick Fuentes. He has repeatedly advanced antisemitic claims, arguing that Jews are incapable of full civic loyalty, that they put their own group first, and that Jewish Americans are ultimately more loyal to Jews as a group or to Israel than to the United States itself. He has said about Jews, “They have this international community across borders, extremely organized, that is putting the interests of themselves before the interests of their home country.” In Fuentes’ framing, human existence is a competition between groups, and moral loyalty is by definition exclusive. He is careful to insist that these claims are not antisemitic, presenting them instead as a hard-headed and honest description of human nature.
A similar logic appears in the rhetoric of Thomas Rousseau, the leader of the extremist group Patriot Front, who describes the United States as being locked in an inevitable racial struggle. Rousseau has framed this worldview in stark terms, declaring that white people are “being relentlessly erased on all sides, by the Jew, by non-whites who hate us,” a statement that casts social and political life as an existential battle between fixed identities.
But the worldview advanced by figures like Fuentes and Rousseau collapses when confronted with a single human act such as that of Ahmed Al Ahmed. If human life were truly governed only by intergroup competition and instinct, there would be no room for a person to knowingly risk his life for strangers from another group, let alone in the midst of mortal danger. Yet this is precisely what happened. Al Ahmed risked his life to protect members of a group to which he did not belong. This altruistic act directly contradicts the theories advanced by Fuentes and Rousseau and exposes them for what they truly are, not neutral descriptions of reality but ideological narratives imposed upon it. Beneath the edgy aesthetics, viral memes, and provocative social media packaging, these claims amount to recycled pseudo-intellectual arguments, longstanding tropes of racism and antisemitism that have circulated throughout history under different guises.
Understanding Al Ahmed’s act, however, requires moving beyond abstract theory to the explanations offered by those closest to the event. Two interpretations have emerged in media accounts of why he risked his life. One, expressed by his father, presents the act in simple and universal terms. His father said that “Ahmed was driven by his sentiment, conscience and humanity.” The other explanation, voiced by Lubaba Alhmidi AlKahil from within the Muslim and Syrian community after visiting Al Ahmed in the hospital, situates the act within a specific moral culture and identity. As she put it, this kind of response is “not strange for a Syrian individual,” coming from a community with strong bonds that has learned to refuse injustice. What is striking is that these two explanations can exist side by side without canceling one another, a possibility that figures like Nick Fuentes and those who share his worldview struggle to grasp because they are locked into a rigid, binary understanding of human motivation.
One might argue that Al Ahmed’s act was a rare exception in a world otherwise governed by group conflict and self-interest. But the reality is that every day, people risk their lives to protect others across lines of identity. Adam Cramer dove into the water to save a drowning girl. Lassana Bathily hid Jewish shoppers during the Hyper Cacher attack in Paris. Mamoudou Gassama saved a child he did not know. Wesley Autrey jumped onto subway tracks to rescue a stranger, and Henri d’Anselme confronted a knife attacker to protect children. Seen in this light, Ahmed Al Ahmed stands within a long human tradition that includes, even in more distant history, figures such as Raoul Wallenberg and Chiune Sugihara, who risked their lives to save others during the Holocaust.
Evolutionary research itself points in the same direction. Across species, altruistic behavior appears again and again, from dolphins that keep injured companions afloat so they can breathe, to rats that will free trapped cage mates. Far from an anomaly, altruism is a recurrent feature of social life, and our brains have a remarkable capacity for empathy and for understanding the experiences of others, far beyond the lines of group identity and social belonging. Fuentes and those like him may insist that people are loyal only to their own group, but reality erodes this impoverished and intellectually lazy theory on a daily basis.
Crucially, these acts do not testify only to universal altruism abstracted from identity. In many cases, they emerged from deeply held group identities and moral traditions. Cultural, religious, and national affiliations did not prevent these individuals from acting on behalf of others. They often supplied the very moral language and sense of responsibility that made such action possible. Universal concern and particular identity therefore do not stand in opposition. They coexist, with specific histories serving not as barriers to moral action but as sources from which it can arise.
That is precisely what figures like Nick Fuentes and those who share his worldview fail to account for. Their politics rests on a rigid vision of identity as a closed framework, one that leaves no room for moral action that crosses its prescribed boundaries. The horrific attack at Bondi Beach, and the courage of Ahmed Al Ahmed within it, remind us that moral action often arises neither from abandoning identity nor from clinging to it defensively, but from inhabiting it fully while remaining open to others.
In an age shaped by clickbait, algorithms and relentless simplification, such moral complexity is difficult to sustain. Political arguments reward camps and slogans. But the actual behavior of people like Ahmed Al Ahmed escapes the internet’s simplified categories and points instead toward a richer form of conduct, one that can be called, quite simply, humanity.
The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of JTA or its parent company, 70 Faces Media.
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The Israel news we don’t hear – and the forces that silence us
I spent part of Shabbat reading about the stunning performance of the Israeli stock market — which is up dramatically since Oct. 7, outpacing the gains of the S&P by a significant margin.
The 35 Israeli stocks with the largest market capitalizations are up a whopping 90 percent since Oct. 7. Meanwhile, the S&P 500 was up 60 percent during that same time period.
I wondered why I had not read more about this, and was struck by what Eugene Kandel, the chairman of the Tel Aviv Stock Exchange, told Investors Business Daily.
“Israel was, and still is, under a PR attack from ideological actors, who finance huge campaigns against us,” Kandel said. “But even during these two years, the collaboration with so many organizations, companies, governments and investors did not stop despite threats and protests.”
Why aren’t we hearing about those collaborations?
Then the news of the Bondi Beach Hanukkah shooting broke. Instantly, all the peace of Shabbat dissipated, along with all the thoughts of collaborations — and who is covering what and why, and in which language.
Instead, I thought again of how terrorists worldwide seem to own a well-thumbed Jewish calendar. The date and timing of this massacre — on yet another Jewish holiday — was no accident, and Jews around the world know this.
We are living through a sustained campaign to make Jews afraid to be Jews. Attacks on Jewish holidays are an effort to erase Jewish joy, Jewish observance, and in the case of Hanukkah, Jewish history.
And perhaps we are also under a sustained campaign to minimize Jewish achievement.
Some politicians take notice
Some politicians are making efforts to look at the often-exhausting layers of what is happening and find ways to name them.
I appreciate the effort to find language for all of this. Representative Brian Mast, the chair of the House Foreign Affairs Committee and a Florida Republican, commented that he discerns a “very specific network that is in place that works together to sow antisemitism that is now, in many cases, working on the left and right across the media, to go out there and put this wedge in this relationship.”
He was referring to the U.S.-Israel connection.
Speaking at a Hudson Institute conference on antisemitism, he called this network a “very, very serious global threat across multinational organizations, media across the globe and adversaries and terrorist organizations.”
When he said “media,” I thought of the minimal coverage of the Israeli stock exchange and the strength of Israeli stocks.
The relief of acknowledgment
I felt a strange sigh of relief as I read Mast’s comments. It was the relief of actual acknowledgment. It was the relief of hearing someone trying to name things, even though I’m not sure if “network” is the best possible word.
Because something must be said.
What I noticed the day after the Bondi Beach massacre was the deep silence. The silence came from so many people that maybe “network” was the right word for it.
I went to a non-denominational holiday party this week, and no one mentioned what had happened in Australia. I wondered what the conversation would have been like if the shooting had happened at a Christmas tree lighting, or a drag story hour that turned into carnage. What would the conversation have been if any other group, but the Jewish community, had been targeted?
It’s unlikely that there would be total silence. Total non-acknowledgment. No words in a room of people who work with words.
The threat we face is not just the threat Representative Mast detailed, or the PR threat Kandel described. It’s also the silence, a silence so loud that it is visible as candlelight in the darkness.
How to respond to silence
I don’t know how to answer silence, but maybe some wiser people out there do.
Late last night, I saw a reel of a very long line of cars with menorahs on their roofs driving along the New York State Thruway, not far from the Palisades Mall, just a short drive from where I grew up.
The line of cars went on and on. The silent message was Do not be afraid. And I saw it as a response to Bondi Beach.
I hope there are more Hanukkah menorahs lit tonight, not less. And I also hope that we can consider bringing layers of truth into the light. Sometimes, layers represent both a dose of reality and an antidote against despair.
Yes, a father and son attacked the Jewish community on a holiday. But it is deeply important and also true that an unarmed Muslim father and fruit seller named Ahmed al Ahmed jumped on one of the gunmen and undoubtedly saved many lives.
The video of that heroic act should be watched by all.
It is a reminder that perhaps there is another “network” out there, a network of those who object to hatred. And it is a reminder that generalizations can only take us so far; as my mentor James Alan McPherson taught me, a story is about an individual at an individual moment in time.
Ahmed al Ahmed showed us all the power of an individual. And the power of a single layer in any truth, and in any story.
As for all those under-discussed Israeli companies holding on in wartime, through boycotts, pushing up the index by 90 percent since the worst day in Israeli history, continuing to collaborate with partners around the globe despite a PR onslaught to isolate them — even in this darkness, and in this silence, we see you.
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