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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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After Beirut Strike, Netanyahu Says ‘No Immunity’ for Terrorists
Rescuers work at the site of an Israeli strike that took place yesterday, in the southern suburbs of Beirut, Lebanon, May 7, 2026. Photo: REUTERS/Mohamad Azakir
Prime Minister Benjamin Netanyahu said on Thursday there was no “immunity” for Israel’s enemies, a day after the Israeli military targeted a Hezbollah commander in its first strike on Beirut‘s southern suburbs since a ceasefire declared last month.
Israel said the attack killed the commander of the Iran-backed terrorist group’s elite Radwan force.
Hezbollah, which controls Beirut‘s southern suburbs, has yet to issue any statement on the strike or the commander’s status.
“He likely read in the press that he had immunity in Beirut. Well, he read it and it is no longer the case,” Netanyahu said in a statement.
Hostilities between Israel and Hezbollah reignited on March 2 when the Islamist group opened fire at Israel after Tehran came under US-Israeli attack.
Wednesday’s strike raises pressure on the Lebanon ceasefire that emerged in parallel to a truce in the wider Middle East war, with a halt to Israeli strikes in Lebanon being a key Iranian demand in Tehran’s negotiations with Washington.
Announced on April 16 by US President Donald Trump, the Lebanon ceasefire has led to a reduction in hostilities: the Beirut area was not struck by Israel for weeks before Wednesday’s attack.
But the sides have continued to trade blows in the south, where Israel has carved out a self-declared security zone.
Netanyahu said the Hezbollah commander, identified as Ahmed Ali Balout by the Israeli military, “thought he could continue to direct attacks against our forces and our communities from his secret terrorist headquarters in Beirut.”
“I say to our enemies in the clearest possible way: No terrorist has immunity,” he said.
LEBANESE PM: TOO EARLY FOR ‘HIGH-LEVEL’ MEETING
More than 2,700 people have been killed in the war in Lebanon since March 2, Lebanon’s Health Ministry says. Some 1.2 million people have been driven from their homes in Lebanon, many of them fleeing from southern Lebanon. According to Israeli officials, the majority of those killed have been Hezbollah terrorists.
Israel has announced 17 soldiers have been killed in southern Lebanon, along with two civilians in northern Israel.
At least 11 people were killed in Israeli strikes in three different areas of south Lebanon on Wednesday, according to a tally of Lebanese health ministry announcements.
Hezbollah said it carried out 17 operations against Israeli forces in southern Lebanon on Wednesday, while the Israeli military said it had struck more than 15 militant infrastructure sites in the south the same day.
The Israeli military says Hezbollah has fired hundreds of rockets and drones at Israel since March 2.
Hezbollah says it has the right to resist Israeli forces occupying the south.
Israel’s control zone extends as deep as 10 km (6 miles) into southern Lebanon. Israel says it aims to protect northern Israel from Hezbollah terrorists embedded in civilian areas.
The Lebanon ceasefire was announced for an initial 10 days and then extended for an additional three weeks during a meeting between the Lebanese and Israeli ambassadors to Washington, hosted by Trump at the Oval Office.
Hezbollah strongly objects to the Lebanese government’s contacts with Israel, which reflect deep differences between the group and its critics in Lebanon.
Trump said last month he looked forward to hosting Netanyahu and Lebanese President Joseph Aoun in the near future, and that he saw “a great chance” the countries would reach a peace deal this year.
But on Wednesday, Lebanese Prime Minister Nawaf Salam said that it was premature to talk of any high-level meeting between Lebanon and Israel, and said that shoring up a ceasefire would be the basis for any new negotiations between Lebanese and Israeli government envoys in Washington.
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A View From My Campus: Sacrificing Science and Innovation for Political Symbolism
Illustrative: A BDS demonstration outside the School of Oriental and African Studies in London. Photo: Wikimedia Commons.
In 2021, then-president of Rutgers, Jonathan Holloway, traveled to Tel Aviv to sign a partnership with Tel Aviv University (TAU) for future research at a cutting-edge facility being constructed in New Brunswick, The HELIX, which stands for The Health and Life Science Exchange.
This project includes collaborations with Robert Wood Johnson Hospital, Nokia Bell Labs, the NJ Economic Development Authority (NJEDA), Devco, and the American Technological University, all aimed at advancing innovation across industries.
The $665 million project offers “premier workspaces & laboratories for both startups and established companies operating across the gamut of healthcare, biotech, pharma, and, most broadly, the life sciences.” According to the NJEDA’s calculations, the cross-cultural development will bring an economic benefit of $340.4 million to the state.
But amongst Rutgers’ anti-Israel student groups, and Boycott, Divestment, and Sanctions (BDS) activists, there have been calls to terminate the partnership between Rutgers and Tel Aviv University, one of the leading research universities in the Middle East. This opposition came long before Oct. 7, 2023, and the war that followed.
According to these groups at Rutgers, the partnership with “Israeli universities play[s] a key role in supporting Israel’s system of apartheid rule,” and they call for “nothing less than complete divestment from these egregious investments, which drown our endowment fund and university facilities in blood.”
Note that they don’t actually care if this program or TAU connects in any way to the Israeli military or government; treating any Israeli, regardless of affiliation, like a human is apparently beyond the pale.
Notably, TAU was the first university in Israel to establish a Commission for Equity, Diversity, and Community, and has increased the representation of Arab students on campus to close to their proportion in the general population, a feat that is only possible in a place like Israel. It’s also important to note that, like many other universities in Israel, TAU leadership has gone out of its way to advocate for Palestinians.
Yet, somehow in the distorted truth of the BDS movement, TAU is complicit in “genocide.” Morally focused political movements on campus have historically claimed to fight for justice and against discrimination, exemplifying the higher education ideals of open-mindedness and critical thinking. And yet, these groups want to terminate partnerships for research, for innovation, for healthcare-based initiatives, for job and economic growth, and for expanding the academic frontier.
The Endowment Justice Collective, a Rutgers anti-Israel group, sent a letter to the administration claiming, “[a]ny collaboration which serves to bolster TAU’s reputation, provide it with a public platform, or materially support its operations shores up the legitimacy of an institution which aids and abets Israel’s oppression and genocide of Palestinians.”
But what will ending this huge project achieve, apart from a symbolic show of solidarity to a global movement whose priorities seem to obsessively focus on attacking Jews at Palestinians’ expense?
By taking intellectual pursuits such as the HELIX and dismissing them as politically motivated human endeavors, they become the very thing they seek to speak out against. TAU has the Neubauer Fellowship, an initiative specifically for Palestinian PhD students and faculty in STEM fields to provide high-level lab access and funding to elevate Palestinian representation in advanced research. When calls to cut ties like these set a precedent, they put such fellowships at risk as well. Rather than advancing equity, these efforts can ultimately backfire, restricting opportunities for Palestinian researchers and weakening the academic partnerships that make such programs possible.
Academic research and partnerships remain among higher education’s greatest strengths. They drive medical breakthroughs, technological innovation, and cross-cultural understanding. When groups like SJP demand the severance of ties with institutions like Tel Aviv University, they don’t just protest a government, but wall off the very pathways of discovery that benefit all of humanity. On our part, we must reject the close-mindedness of movements that prioritize ideological purity over global progress.
The author is a CAMERA Fellow at Rutgers University. Opinions expressed are those of the author and do not necessarily reflect those of CAMERA.
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Unreported: Palestinian Youth Leadership Center Named After Munich Olympics Massacre Planner
An image of one of the Palestinian terrorists who took part in the 1972 Munich Olympics massacre. Photo: Wikimedia Commons.
A Palestinian center for “training and nurturing young leaders, children, and trainees” sounds amazing, right?
It’s an initiative that Western donors would undoubtedly love to support, and something everyone would consider a step in the right direction to Palestinian Authority (PA) reform.
But what is the name of the center?
“The Martyr Salah Khalaf Center for Training Young Leaders”
Who was Salah Khalaf, you ask?
Maybe he was a famous Palestinian leader who could inspire the youth arriving at the center to participate in “programs and activities,” which are held “in accordance with the vision and goals of the PLO Supreme Council for Youth and Sports”?
In fact, Salah Khalaf headed the terror organization Black September, a secret branch of Fatah. Attacks he planned include the murder of 11 Israeli athletes at the Munich Olympics (Sept. 5, 1972) and the murder of two American diplomats in Sudan (March 1, 1973).
A PA role model par excellence!
Furthermore, the center is not only named after terrorist Salah Khalaf — but is hosting children specifically on Prisoner’s Day to indoctrinate them to honor terrorist prisoners. The pictures below show young children visiting the center:
This is a classic example of how the PA subtly transmits its ideologies and values to young Palestinians. Naming education centers, streets, and schools after terrorist murderers ensures that everyone is reminded of the name and the “role model” daily. This cements the terrorist’s status as a PA “celebrity.”
Palestinian Media Watch (PMW) has reported on the center in the past, documenting that its walls are adorned with images of terrorist Salah Khalat, former PLO Chairman Yasser Arafat, and current Chairman Mahmoud Abbas.
Supervising the Salah Khalaf center is the PLO Supreme Council for Youth and Sports, which is headed by none other than top PA official Jibril Rajoub, who is also Fatah’s Central Committee Secretary.
Palestinian Media Watch has documented that Rajoub is an avid terror supporter. He recently praised a murderer of 12 people as “the most sacred thing”:
Official PA TV reporter: “The Fatah Movement, the Ramallah and El-Bireh District, the [PA-funded] Prisoners’ Club, the [PLO] Commission of Prisoners’ [Affairs]… set up a mourning tent for Martyr and released prisoner deported to Egypt Riyad Al-Amour [i.e., terrorist, responsible for murder of 12], who died as a Martyr…”
Fatah Central Committee Secretary Jibril Rajoub: “The most sacred thing in the eyes of the Palestinians is those who sacrificed their lives and their freedom – our Martyrs.”
[Official PA TV News, April 9, 2026]
In keeping with this view, Rajoub has announced that terror against Israel — which he and other PA leaders refer to as “resistance in all its forms” — is “still on the agenda” for Fatah:
Fatah Central Committee Secretary Jibril Rajoub: “National unity must be based on the adoption of UN resolutions by all of us, which grant us a state and also resistance in all its forms [i.e., including terror].
I tell you as a Fatah member, resistance in all its forms is still on the agenda of this [Fatah] Movement … Let no one think that we are surrendering. I tell you that the first among us who believes this is [PA President] Mahmoud Abbas … We all know the nature and essence of Fatah … Either popular resistance without blood if there will be a state, or else resistance in all its forms.”
Posted text: “During the opening of the first national youth conference.”
[Fatah Central Committee Secretary Jibril Rajoub, Facebook page,
Jan. 19, 2026]
Rajoub has also announced his support for terrorists and the PA’s “Pay-for-Slay” program that rewards them financially, vowing the PA “won’t give up on” them “or their rights or their status”:
Fatah Central Committee Secretary Jibril Rajoub: “I want to see hundreds of young people holding processions to end the [Hamas-Fatah] rift and holding processions for reforms that stem from our reality and our will and align with our aspirations and interests. Not what [US President] Trump wants or John Doe or whoever, I don’t know what their problem is with the prisoners.
This is not a reform, this is a burial, elimination, and denial of our history and heritage. We won’t give up on the Martyrs or the prisoners or their rights or their status, not in our awareness nor in our project, whether the political, militant, or organizational.”
[Fatah Central Committee Secretary Jibril Rajoub, Facebook page, Jan. 19, 2026]
Western donors who are supporting the PLO Supreme Council for Youth and Sports would do well to examine the kind of activities the Council is involved in. Presumably they would hardly appreciate the glorification of one of the planners of the Munich Olympics massacre.
The author is a contributor to Palestinian Media Watch, where a version of this story first appeared.