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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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Tu B’Shvat, Conscious Eating, and the Jewish Call to Return
Tu B’Shvat, the Jewish New Year for the Trees, is often celebrated simply: fruit on the table, blessings over figs and dates, and a nod to nature in the middle of winter. For those who do things a bit more lavishly, a ceremony or seder is conducted.
But at its core, the holiday of Tu B’Shvat is far more than a seasonal celebration. It is a day that offers a profound Jewish teaching about food, responsibility, and the possibility of return.
To understand that teaching, we have to go back to the very first act of eating in the Torah.
In the Garden of Eden, God gives Adam and Eve permission to eat freely from nearly everything around them. Only one boundary is set: there is one tree that is off limits. When Adam and Eve cross that boundary, the result is a rupture of faith between humans and God, which results in a series of other ruptures between humans and the earth — and humans and themselves.
One of the great Chassidic masters, Rabbi Tzadok HaKohen (1823-1900), suggested that the problem was not simply what they ate, but how they ate: without awareness, without restraint, and without consciousness. They consumed, rather than received.
Five hundred years ago, the kabbalists of Tzfat transformed Tu B’Shvat from a technical agricultural date into a spiritual opportunity. They taught that the world is filled with sparks of holiness, and that our everyday actions, especially eating, can either elevate those sparks or bury them further. This lesson has recently been discussed by the Jerusalem-based educator Sarah Yehuit Schneider.
Eating, in Jewish thought, is never neutral.
When we eat with intention and gratitude, we participate in tikkun olam, repairing the world. When we eat mindlessly, we reenact the mistake of Eve and Adam from the Garden of Eden.
The holiday of Tu B’Shvat invites us to try again.
There is another detail worth noting. The Torah’s first description of the human diet is explicitly plant-based: “I have given you every seed-bearing plant and every fruit-bearing tree; it shall be yours for food.” That diet, which was given in Eden, does not end with humanity’s exile from paradise. For generations to come, until after the great flood in the time of Noah, that diet continued in a world already marked by moral compromise.
On Tu B’Shvat, when Jews sit down to a table of fruit, we are quietly returning to that original vision of eating plant-based food that sustains life without taking it, nourishment that reflects restraint rather than domination.
That idea feels especially urgent today.
Our food choices now affect far more than our own bodies. They shape the treatment of animals, the health of the planet, and the sustainability of our food systems. Eating “without knowing” is something that carries grave consequences, which are all too visible in our society.
To observe conscious eating today means asking hard questions: Who is harmed by this choice? What systems does it support? What kind of world does it help create?
In my work as a rabbi and educator with Jewish Vegan Life, I encounter many Jews grappling with these questions, most of whom possess a desire to align their daily choices with enduring Jewish values of compassion, responsibility, and reverence for life.
Tu B’Shvat reminds us that Judaism does not demand perfection, but it does demand awareness. It teaches that repair is possible, not only through grand gestures, but through daily choices repeated with intention.
Redemption begins when a person makes a choice to eat their meal consciously. This is what the seder on Passover is for and what it reminds us of, and the same holds true for the seder on Tu B’Shvat.
The custom to eat fruits on Tu B’Shvat, the choice to have a seder or ceremony, reminds us of the consciousness that we must approach all of our meals with. On Tu B’Shvat, we are being asked to reconsider how we eat, how we live, and how we might take one small step closer to the world as it was meant to be. It is, after all, according to the Mishna in tractate Rosh Hashanah, one of the four New Years of the Jewish calendar.
Rabbi Akiva Gersh, originally from New York, has been working in the field of Jewish and Israel education for more than 20 years. He lives with his wife, Tamar, and their four kids in Pardes Hanna. He is the Senior Rabbinic Educator at Jewish Vegan Life. https://jewishveganlife.
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Jewish Survival Depends on the Existence of a Jewish State
People with Israeli flags attend the International March of the Living at the former Auschwitz Nazi German death camp, in Brzezinka near Oswiecim, Poland, May 6, 2024. Photo: REUTERS/Kuba Stezycki
“The past is never dead, it is not even past,” a quotation from William Faulkner’s novel, Requiem for a Nun, is frighteningly apt today in relation to antisemitism.
Many of us are wondering if the antisemitism we are witnessing now is comparable to the antisemitism our parents or grandparents experienced during the 1930s, almost 100 years ago.
The parallels are obvious — the hatred and demonization of Jews/Israelis (especially on social media), boycotts of Jewish and Israeli businesses and products, and the aggressive public protests that include genocidal language and target Jewish neighborhoods and houses of worship.
There are also the increasingly common violent physical attacks on Jews, including murder, often carried out to coincide with Jewish festivals and religious observances.
There are also differences, of course.
Nothing like the 1935 Nuremberg Laws stripping German Jews of their rights, and designed to separate Jews from German society, have been enacted anywhere. But this point may not be as comforting as it sounds, because today, the most antisemitic countries in the world are not in Europe. They are in North Africa and the Middle East and, with the exception of a few thousand Jews remaining in Iran, these countries have virtually no Jews left to threaten. A majority of those Jews who once resided in that part of the world, and their descendants, are safe in Israel.
The existence of a Jewish State is the primary difference between the Jewish predicament today, and the situation that existed in the 1930s.
An episode such as that of the S.S. St. Louis, when 937 Jews fleeing Europe before the outbreak of World War II were denied sanctuary and sent back to almost certain death, would never happen today.
The Évian Conference is another example of Jewish powerlessness during the 1930s. Held from July 6 to July 15, 1938, representatives of 32 countries met in the French spa town of Évian-les-Bains to search for a solution to the Jewish refugee crisis precipitated by the intense antisemitism unleashed by the Nazis.
The conference achieved very little, and today the Évian conference is widely believed to have been a cynical ploy to deflect attention away from the refusal to raise US immigration quotas, or even fill existing quotas, to save Jews.
With the exception of the Dominican Republic (in the end, only a little more than 700 Jewish refugees found sanctuary there), no country agreed to accept Jewish refugees.
In a shocking example of indifference to Jewish concerns, representatives of a number of non-governmental organizations, including several Jewish ones, could observe but not participate in the proceedings. Golda Meir, an observer representing the Jewish Agency in Palestine at the Évian Conference is quoted as saying, “I don’t think anyone who didn’t live through it, can understand what I felt at Evian — a mixture of sorrow, rage, frustration and horror.”
In April 1943, American and British representatives met in Bermuda to discuss what to do with the Jewish refugees, both those liberated by the Allies as the war progressed, and those who might still be alive in Nazi-occupied Europe. The venue, Bermuda, a remote location in the midst of World War II, was chosen to minimize press coverage.
As in the case of Évian, no Jewish organization was allowed to participate. At the time the conference was held, there was no doubt about the full extent of the Nazi effort to exterminate the Jews of Europe. Yet, once again, nothing was achieved. As in the case of the Évian Conference, the Bermuda Conference was a public relations event, and not an actual effort to protect Jewish lives.
All of these events — and hundreds more throughout history — emphasize the importance of a sovereign Jewish state for Jewish safety and survival. But what really makes this point stand out is a history that is often overlooked; the role that Mandatory Palestine played in saving Jews from the Holocaust.
Aliyah numbers show that despite restrictions limiting Jewish immigration imposed by British officials, and widespread opposition to Jewish immigration by Palestinian Arabs, approximately 200,000 to 250,000 Jews, mainly from Germany and Eastern Europe, were able to find sanctuary in the Mandate during the 1930s. How many more would have been saved had there been an independent Jewish state?
Jacob Sivak, a Fellow of the Royal Society of Canada, is a retired professor, University of Waterloo.
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Did the Bondi Attack Actually Change Australia?
Grandparents of 10-year-old Matilda, who was killed during a mass shooting targeting a Hanukkah celebration on Sunday, grieve at the floral memorial to honor the victims of the mass shooting at Bondi Beach, in Sydney, Australia, Dec. 16, 2025. Photo: REUTERS/Jeremy Piper
The Bondi terrorist attack on December 14, 2025, changed Australia.
But in many ways, it also didn’t.
The shock of watching a murderous rampage unfold at one of our most iconic sites, in what Australians long believed was a safe, peaceful country, shook the nation to its core.
Fifteen innocent people being murdered at a peaceful Hanukkah event is something so foreign to the experience of Australians, that it shattered the country’s sense of security overnight. Most Australians believed this kind of hatred was something that occurred elsewhere, not here.
Such trauma can prompt genuine reflection — which in turn may lead to genuine change.
In the aftermath of the attack, Prime Minister Anthony Albanese struck a markedly different tone than he had previously, showing an empathy with Australia’s Jewish community that many of us felt was often sorely missing in the months following October 7, 2023.
On January 22, 2026, Albanese initiated a National Day of Mourning, observed across the country. Fifteen sites were illuminated to commemorate the 15 victims, Australians were encouraged to light candles in their windows, and — strikingly — the government even urged citizens to perform a mitzvah — yes, it used that word — in the victims’ memory, publishing a list of 15 suggested acts of kindness.
In a nationally televised address at the Sydney Opera House — the very site where, on October 9, 2023, crowds had gathered to celebrate the Hamas massacre in Israel — the Prime Minister offered a direct apology to the Jewish community, acknowledging that “we could not protect your loved ones from this evil.”
Five days later, on International Holocaust Remembrance Day, Albanese released a statement commemorating the six million Jews murdered in the Holocaust, describing “the immense multitudes of Jewish lives and futures stolen with a pitiless cruelty that remains scarcely fathomable in its evil.” To be fair, he issued a similar statement on the same day last year.
This moral clarity contrasted starkly with the BBC and US Vice President JD Vance, who both failed to even mention the word “Jew” in their statements marking Holocaust Remembrance Day.
Albanese’s apology for the Bondi massacre was a sharp departure from what had often been a strained and acrimonious relationship between his government and the Jewish community, driven by persistent and often disproportionate criticism of Israel during its war against Hamas and other terrorist groups, alongside a series of concrete policy decisions widely perceived as hostile toward a longstanding democratic ally.
In the weeks following Bondi, the government moved swiftly to legislate, recalling parliament early in order to pass a package of new federal hate and extremism laws, including the Combatting Antisemitism, Hate and Extremism Bill. These measures criminalize participation in designated hate groups, impose penalties of up to 15 years in prison for directing such organizations, expand visa-cancellation powers for individuals promoting hate, and tighten controls on extremist symbols and propaganda. A provision to criminalize extreme racial vilification was dropped in the face of the Opposition’s objections to it.
New South Wales, where the attack occurred, also introduced state-level laws granting police broader powers around protests linked to declared terrorist events.
A Royal Commission has also been commissioned to investigate antisemitism in Australia in the lead-up to the Bondi attack, following pressure from broad sections of the community after Albanese was initially opposed to holding one.
These steps were welcomed by the Jewish community, yet it remains far too early to declare them transformative. After all, hate-speech laws already existed across Australian jurisdictions, but were only rarely used.
History therefore suggests that legislation alone is rarely enough; the true test is whether authorities are willing to enforce the laws consistently, especially when doing so becomes politically uncomfortable.
And that discomfort may arrive very soon.
The upcoming visit of Israeli President Isaac Herzog in early February, at Prime Minister Albanese’s invitation, will serve as a critical test of whether the empathy shown after Bondi represents a lasting shift or a fleeting political moment.
Already, Labor Friends of Palestine have called for President Herzog to be blocked from coming and investigated for alleged incitement and complicity in war crimes. Multiculturalism Minister Dr. Anne Aly initially declined to confirm whether she would welcome the Israeli President on his state visit, before later offering a notably lukewarm endorsement. There are also mass protests planned against his visit by anti-Israel groups. How the government deals with this will be telling.
These are the same kind of groups that supported Hamas after Oct. 7, and appeared on Australia Day, the national celebration of identity and unity, with calls for “intifada.”
Australia is currently at a crossroads in its relationship with Israel and also the Jewish community here. How it navigates that relationship could well determine the future of Jewish life in Australia. Hopefully the solidarity now being shown will be maintained and enhanced. But if it proves to be temporary, and the hostility being drummed up by the local anti-Zionist movement resurges, then the long-term feelings of belonging and security that underpin Australia’s long thriving Jewish community will likely erode further.
That, tragically, could echo the same sad and tragic path of many past Jewish communities throughout history.
Justin Amler is a policy analyst at the Australia/Israel & Jewish Affairs Council (AIJAC).

