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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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Bamba blankets NYC after Park Slope Food Coop vote to boycott Israeli products. What’s next?
(JTA) — Jewish institutions are responding to a boycott of Israeli products at a Brooklyn grocery store by buying up Bamba.
Four thousand free bags of the Israeli peanut butter-flavored snack made their way Sunday along the Celebrate Israel Day Parade route up Fifth Avenue, passed around by volunteers with UJA-Federation of New York.
It was the organization’s first response to a contentious election result at the Park Slope Food Coop, the members-only Brooklyn grocery store that last week voted to boycott Israeli products. Bamba is one of the products no longer sold at the coop as a result of the boycott and a symbol of the Israeli snack food industry.
The Bamba distribution was coordinated by UJA, which was a sponsor of the parade, and the nonprofit group Met Council, which will also be distributing bags across their network of food pantries. (An initial purchase of 20,000 bags was made by UJA in the wake of the coop vote last week.) The snacks were brought to UJA’s office by truck on Friday.
The Met Council will distribute the remaining Bamba to the hundreds of food pantries who receive its food deliveries, including the 14 it owns and operates, by next week, CEO David Greenfield told the Jewish Telegraphic Agency.
“They smartly decided to make lemonade out of lemons,” Greenfield said of the UJA initiative. (Some of the pantries, he noted, may decline the Bamba anticipating clients with peanut allergies.)
The Bamba will be added as an additional free snack item to pantry clients’ usual takeaways. Some of it will also be delivered directly to Holocaust survivors within the Met Council’s network.
Sunday’s parade was a respite for members of the Jewish community who say they felt alienated in the wake of the coop vote Tuesday night. But it was also controversial due to New York City Mayor Zohran Mamdani’s decision not to attend — a mayoral first — and the surprise appearance of far-right Israeli Finance Minister Betzalel Smotrich.
But why purchase the popular Israeli snack in bulk, as opposed to encouraging local grocery stores to stock up on it and other Israeli items?
“There are a bunch of ideas on the table,” Hindy Poupko, senior vice president of the UJA-Federation told JTA. “We wanted to do something in the immediate aftermath of the boycott to demonstrate solidarity with the anti-boycott members of the coop, and all the work that they put into it. We wanted to immediately demonstrate to our community that we are able to respond quickly when these things happen, and also demonstrate that we will always be on the side of coops working together — not engaging in boycotts.”
One option UJA is floating, Poupko said, is an Israeli fair at a number of Jewish community centers where visitors can purchase Israeli goods.
Some advocates have even begun taking legal action against the coop, hoping to see the items restored to the shelves.
A group of pro-Israel activists filed a cease and desist motion in response to the boycott, alleging that the boycott itself is illegal and discriminatory.
CUNY law professor Jeffrey Lax announced in a post on X Wednesday that he had filed a New York State Division of Human Rights complaint on behalf of his Jewish advocacy group alleging that the boycott violates a state law that prevents the boycott or blacklist of products based on protected classes, including national origin.
“Instead of bringing neighbors together, this community institution chose to alienate many of its longtime Jewish members and their allies by banning a handful of Israeli products,” the ADL of New York/New Jersey said in a Thursday statement on X. “This move does nothing to advance peace in the Middle East; instead, the heinous rhetoric about Israel and Jews invoked in the process to ban these products contributes to the intense climate of antisemitism in NYC.”
The coop itself has not responded to JTA’s requests for comment. Activists aligned with the boycott, which passed with a 67% majority, referred JTA back to a press release distributed immediately following the vote last week.
“Tonight’s win is proof that cooperative movements are powerful models for exercising solidarity and participatory democracy,” coop board candidate Taylor Pate said in the May 26 statement.
In addition to Bamba, a variety of bell pepper sold only in the winter, persimmons, olive oil, sesame products, and Dorot frozen herb cubes are affected by the Park Slope Food Coop boycott. Two of the brands, Al Arz Tahini and Equal Exchange olive oil, are made at least in part by Arab-Israelis.
Asked for comment in regards to the coop vote results, Jewish Community Relations Council CEO Mark Treyger, through a spokesperson, referred JTA to a May 9 sermon by Congregation Beth Elohim senior Rabbi Rachel Timoner, in which she called it “the hyper local example of a proxy war.”
“If the boycott was designed to change Israel’s policies or to create a Palestinian state, or if it had the goal of safety, freedom, and equality for both Israelis and Palestinians, many of us would support it,” Timoner added. “But the BDS movement is not that.”
Timoner clarified her stance on the boycott at the coop in a sermon days after the vote.
“I do think that there is a lot of antisemitism threaded through the entire conversation about Israel,” Timoner said in the May 29 sermon. “But the vast majority of people who voted for that boycott were simply trying to say that what is happening to the Palestinians is wrong.”
A representative for Nestlé, the parent company of Osem, which manufactures Bamba, did not respond to a request for comment about the boycott.
The boycott means Brooklynites will have one fewer place to buy Bamba, the now ubiquitous snack that has been sold at Trader Joe’s for the last decade and is credited with reducing the prevalence of peanut allergies in Israel.
There’s at least one other place in New York City where Bamba was once available and no longer is. In March 2021, at the opening of baseball season, Bamba and the New York Mets announced a partnership in which the snack would be sold at the stadium in the main snack kiosks. The following year, the baseball team and the snack launched a sweepstakes for children to win free tickets to a game.
Since a March 2023 announcement that the brands would partner again for the season, Bamba has not publicly commented on their partnership. The Mets did not respond to a request for comment.
This article originally appeared on JTA.org.
The post Bamba blankets NYC after Park Slope Food Coop vote to boycott Israeli products. What’s next? appeared first on The Forward.
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Hezbollah rejects US-brokered ceasefire deal struck by Lebanon and Israel
(JTA) — Hezbollah appears to have rejected a ceasefire that the United States brokered between Israel and Lebanon, where the Iranian proxy is based.
The deal reportedly would have allowed Israel to remain in southern Lebanon, where it has established a buffer zone, but not permit any attacks in Beirut unless Hezbollah attacked Israel within its own borders. It would also have required Hezbollah fighters to leave the buffer zone.
A top Hezbollah leader said accepting a demand to leave southern Lebanon would amount to “surrender” for the group.
“What we are concerned about is an end to the aggression, ceasefire and Israel’s withdrawal,” Secretary-General Naim Qassem said in a televised statement on Thursday, the Associated Press reported. “We did not make any commitment to any party to stop resisting as long as there is occupation.”
Dozens of Israeli soldiers have died in the fighting, which Hezbollah is increasingly prosecuting with the use of drones.
The rejection comes as the U.S. House of Representatives voted to rebuke President Donald Trump and his war on Iran on Wednesday, narrowly passing a resolution that limits Trump’s power to continue the war without congressional approval.
Four Republicans voted with Democrats on the bill, in a sign of how opposition to the war, which Trump launched jointly with Israel in February, is crossing party lines ahead of high-stakes midterm elections in the United States.
The bill would not require presidential signoff but is seen as unlikely to substantively change Trump’s handling of the war, which he has insisted does not require congressional approval.
Trump called the vote “meaningless” in a post on Truth Social on Thursday morning.
“Yesterday, in a meaningless vote, the House voted, 4 bad Republicans and all of the Dumocrats, to limit my War Powers, right in the middle of my final negotiations to end the War with the Islamic Republic of Iran,” he wrote. “Who would do such an unpatriotic thing.”
The bill now goes to the Senate, where a similar measure has advanced in recent weeks, also with support from a handful of Republicans. It comes at a delicate time, as an uncertain ceasefire struck in early April has now stretched on without a resolution for longer than active hostilities unfolded. Trump has failed to achieve the terms for a deal to permanently end the war that he said he wanted, and this week said he thought the constant negotiations had grown “very boring.” Hezbollah’s apparent rejection of a ceasefire deal is another setback.
Iran has continued to battle during its ceasefire with the United States, though not against Israel: On Wednesday, it struck Kuwait’s main airport, killing one and injuring 60.
Also on Wednesday, Trump confirmed reports that he had called Israeli Prime Minister Benjamin Netanyahu “f—ing crazy” during a call on Monday in which Trump pressed Netanyahu to strike a ceasefire with Hezbollah, Iran’s proxy in Lebanon. Trump told a New York Post podcast that he was “a little perturbed at his constantly fighting with Lebanon” but that he liked Netanyahu and worked well with him.
This article originally appeared on JTA.org.
The post Hezbollah rejects US-brokered ceasefire deal struck by Lebanon and Israel appeared first on The Forward.
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A Yiddish favorite is among the top baby names in New York
Each year around this time, the Social Security Administration releases a list of the most popular baby names for the past year. This year, New York state’s list includes the Yiddish name Gitty, as well as five other traditional Ashkenazi names: Chana, Chaya, Rivka, Chaim and Moshe.
According to this interactive list in the Times Union, 43 of every million babies in the U.S. were given the name Gitty in the past six years.
The vast majority of these babies were apparently born in either Yiddish-speaking Hasidic families or in non-Yiddish speaking Haredi families (often referred to as “Yeshivish”) who maintain the tradition of giving their children Biblical and other traditional Jewish names, often after a deceased relative.
Although some people may be surprised to hear a Yiddish name like Gitty making the list, it lines up with the most recent statistics on language use. According to this study, in households with children aged 5 and under, Yiddish ranks as the third most common home language in New York (spoken by roughly 3% of young children), trailing only English and Spanish.
It also makes sense in light of the most recent demographic breakdown of Jewish families in the New York area. According to this 2023 UJA study, Orthodox families represent about 19% of Jewish households (approx. 430,000 individuals, including children) — a group that’s growing rapidly due to higher birth rates and younger average ages, with about two-thirds identifying as Haredi (ultra-Orthodox) and the rest as Modern Orthodox.
The name Gitty is a variant of the name Gitl, which means “good” in Yiddish. Why then are these babies called Gitty instead of Gitl? This is part of a trend that began years ago, when Haredi children’s names adopted a “y” at the end, apparently mimicking the old American tradition of ending children’s names with a “y” (think Tommy instead of Thomas). As a result, Rivka became Rivky; Moshe (or Moishe) became Moishy and Gitl became Gitty.
The post A Yiddish favorite is among the top baby names in New York appeared first on The Forward.