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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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Cuba Defiant After Trump Says Island to Receive No More Venezuelan Oil or Money
A view shows part of Havana as U.S.-Cuba tensions rise after U.S. President Donald Trump vowed to stop Venezuelan oil and money from reaching Cuba and suggested the communist-run island to strike a deal with Washington, in Havana, Cuba, January 11, 2026. REUTERS/Norlys Perez
US President Donald Trump on Sunday said no more Venezuelan oil or money will go to Cuba and suggested the Communist-run island should strike a deal with Washington, ramping up pressure on the long-time US nemesis and provoking defiant words from the island’s leadership.
Venezuela is Cuba’s biggest oil supplier, but no cargoes have departed from Venezuelan ports to the Caribbean country since the capture of Venezuelan President Nicolas Maduro by US forces in early January amid a strict US oil blockade on the OPEC country, shipping data shows.
Meanwhile, Caracas and Washington are progressing on a $2 billion deal to supply up to 50 million barrels of Venezuelan oil to the US with proceeds to be deposited in US Treasury-supervised accounts, a major test of the emerging relationship between Trump and interim President Delcy Rodriguez.
“THERE WILL BE NO MORE OIL OR MONEY GOING TO CUBA – ZERO! I strongly suggest they make a deal, BEFORE IT IS TOO LATE,” Trump wrote on his Truth Social platform on Sunday.
“Cuba lived, for many years, on large amounts of OIL and MONEY from Venezuela,” Trump added.
Cuban President Miguel Diaz-Canel rejected Trump’s threat on social media, suggesting the US had no moral authority to force a deal on Cuba.
“Cuba is a free, independent, and sovereign nation. Nobody dictates what we do,” Diaz-Canel said on X. “Cuba does not attack; it has been attacked by the US for 66 years, and it does not threaten; it prepares, ready to defend the homeland to the last drop of blood.”
The US president did not elaborate on his suggested deal.
But Trump’s push on Cuba represents the latest escalation in his move to bring regional powers in line with the United States and underscores the seriousness of the administration’s ambition to dominate the Western Hemisphere.
Trump’s top officials, including Secretary of State Marco Rubio, have made no secret of their expectation that the recent US intervention in Venezuela could push Cuba over the edge.
US officials have hardened their rhetoric against Cuba in recent weeks, though the two countries have been at odds since former leader Fidel Castro’s 1959 revolution.
CUBA DEFENDS IMPORT RIGHTS
Cuban Foreign Minister Bruno Rodriguez said in another post on X on Sunday that Cuba had the right to import fuel from any suppliers willing to export it. He also denied that Cuba had received financial or other “material” compensation in return for security services provided to any country.
Thirty-two members of Cuba’s armed forces and intelligence services were killed during the US raid on Venezuela. Cuba said those killed were responsible for “security and defense” but did not provide details on the arrangement between the two long-time allies.
Cuba relies on imported crude and fuel mainly provided by Venezuela, and Mexico in smaller volumes, purchased on the open market to keep its power generators and vehicles running.
As its operational refining capacity dwindled in recent years, Venezuela’s supply of crude and fuel to Cuba has fallen. But the South American country is still the largest provider with some 26,500 barrels per day exported last year, according to ship tracking data and internal documents of state-run PDVSA, which covered roughly 50 percent of Cuba’s oil deficit.
Havana produce vendor Alberto Jimenez, 45, said Cuba would not back down in the face of Trump’s threat.
“That doesn’t scare me. Not at all. The Cuban people are prepared for anything,” Jimenez said.
It’s hard for many Cubans to imagine a situation much worse. The island’s government has been struggling to keep the lights on. A majority live without electricity for much of the day, and even the capital Havana has seen its economy crippled by hours-long rolling blackouts.
Shortages of food, fuel and medicine have put Cubans on edge and have prompted a record-breaking exodus, primarily to the United States, in the past five years.
MEXICO BECOMES KEY SUPPLIER
Mexico has emerged in recent weeks as a critical alternative oil supplier to the island, but the supply remains small, according to the shipping data.
Mexican President Claudia Sheinbaum last week said her country had not increased supply volumes, but given recent political events in Venezuela, Mexico had turned into an “important supplier” of crude to Cuba.
US intelligence has painted a grim picture of Cuba’s economic and political situation, but its assessments offer no clear support for Trump’s prediction that the island is “ready to fall,” Reuters reported on Saturday, citing three people familiar with the confidential assessments.
The CIA’s view is that key sectors of the Cuban economy, such as agriculture and tourism, are severely strained by frequent blackouts, trade sanctions and other problems. The potential loss of oil imports and other support from Venezuela could make governing more difficult for Diaz-Canel.
Havana resident and parking attendant Maria Elena Sabina, a 58-year-old born shortly after Castro took power, said it was time for Cuba’s leaders to make changes amid so much suffering.
“There’s no electricity here, no gas, not even liquefied gas. There’s nothing here,” Sabina said. “So yes, a change is needed, a change is needed, and quickly.”
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NATO Should Launch Operation to Boost Security in Arctic, Belgian Minister says
Belgian Defence Minister Theo Francken speaks to journalists as he arrives to an informal meeting of European Union defence ministers in Copenhagen, Denmark, August 29, 2025. Photo: REUTERS/Tom Little
NATO should launch an operation in the Arctic to address US security concerns, Belgium’s defense minister told Reuters on Sunday, urging transatlantic unity amid growing European unease about US President Donald Trump’s push to take control of Greenland.
“We have to collaborate, work together and show strength and unity,” Theo Francken said in a phone interview, adding that there is a need for “a NATO operation in the high north.”
Trump said on Friday that the US needs to own Greenland to prevent Russia or China from occupying it in the future.
European officials have been discussing ways to ease US concerns about security around Greenland, an autonomous territory of the Kingdom of Denmark.
Francken suggested NATO’s Baltic Sentry and Eastern Sentry operations, which combine forces from different countries with drones, sensors and other technology to monitor land and sea, as possible models for an “Arctic Sentry.”
He acknowledged Greenland‘s strategic importance but said “I think that we need to sort this out like friends and allies, like we always do.”
A NATO spokesperson said on Friday that alliance chief Mark Rutte spoke with US Secretary of State Marco Rubio about the importance of the Arctic for shared security and how NATO is working to enhance its capabilities in the high north.
Denmark and Greenland‘s leaders have said that the Arctic island could not be annexed and international security did not justify such a move.
The US already has a military presence on the island under a 1951 agreement.
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IDF Strikes Hezbollah Weapons Sites in Lebanon After Army Denied Its Existence
Israeli strikes targeting Hezbollah’s terror infrastructure. Photo: Via i23, Photo from social media used in accordance with Clause 27a of the Copyright Law.
i24 News – The Israel Defense Forces carried out airstrikes on a site in southern Lebanon that the Lebanese Army had previously declared free of Hezbollah activity, Israeli officials said on Sunday, citing fresh intelligence that contradicted Beirut’s assessment.
According to Israeli sources, the targeted location in the Kfar Hatta area contained significant Hezbollah weapons infrastructure, despite earlier inspections by the Lebanese Armed Forces (LAF) that concluded no military installations were present.
Lebanese officials had conveyed those findings to international monitoring mechanisms, and similar claims were reported in the Lebanese newspaper Al-Akhbar.
Israeli intelligence assessments, however, determined that Hezbollah continued to operate from the site.
During a second wave of strikes carried out Sunday, the IDF attacked and destroyed the location.
Video footage released afterward showed secondary explosions, which Israeli officials said were consistent with stored weapons or munitions at the site.
The IDF stated that the strike was conducted in response to what it described as Hezbollah’s ongoing violations of ceasefire understandings between Israel and Lebanon. Military officials said the targeted structure included underground facilities used for weapons storage.
According to the IDF, the same site had been struck roughly a week earlier after Israel alerted the Lebanese Army to what it described as active terrorist infrastructure in the area. While the LAF conducted an inspection following the warning, Israeli officials said the weapons facilities were not fully dismantled, prompting Sunday’s follow-up strike.
The IDF said it took measures ahead of the attack to reduce the risk to civilians, including issuing advance warnings to residents in the surrounding area.
“Hezbollah’s activity at these sites constitutes a clear violation of the understandings between Israel and Lebanon and poses a direct threat to the State of Israel,” the military said in a statement.
Israeli officials emphasized that operations against Hezbollah infrastructure would continue as long as such threats persist, underscoring that Israel retains the right to act independently based on its own intelligence assessments.