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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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Russians Retreat as Al Qaeda-Linked Jihadists, Tuareg Separatists Kill Mali’s Defense Minister, Capture Key Town
A Malian soldier stands in position with his weapon during an attack on Mali’s main military base Kati outside the capital Bamako, Mali, April 25, 2026. Photo: REUTERS/Stringer
The military junta in Mali came under attack this past weekend in multiple locations across the expansive desert nation, resulting in the death of Defense Minister Sadio Camara and the seizure of Kidal, a key town in the African country’s eastern region.
The strikes resulted from an alliance between Jama’at Nusrat al-Islam wal-Muslimin (JNIM,) an Al-Qaeda-linked jihadist group fighting to establish a state governed by strict Islamic Shariah law, and the Azawad Liberation Front (FLA), a Tuareg rebel separatist militia which seeks to form an independent nation in Mali’s northeast.
Local sources told France 24 that the groups had seized control of Kidal, a reported FLA stronghold, on Monday. This victory followed the retreat of Russia’s Africa Corps, the mercenary organization the Malian government had contracted at a monthly rate of $10 million to provide security.
Fox News Digital reported reviewing video of Russian mercenary casualties and Russian vehicles fleeing Kidal. An FLA spokesperson told the Associated Press that Russia’s Africa Corps had withdrawn and that a “white” agreement had been made.
Other locations hit by attacks included Kati, Gao, Sévaré, and Mopti.
JNIM took credit for bombings at Mali’s primary airport in Bamako.’
Meanwhile, JNIM is the suspect of a car bomb planted outside Camara’s home which exploded on Saturday, killing Mali’s top military leader and three other family members.
The attacks tell “every Malian, every regional capital, and every foreign partner that JNIM can operate at will inside the supposedly secure heart of the state,” Justyna Gudzowska, executive director of The Sentry, an investigative and policy group, told Reuters.
Mali’s military junta, which has ruled since August 2020, on Monday announced injuries sustained by two of its other leaders, Gen. Oumar Diarra, who serves as chief of the armed forces’ general staff, and Gen. Modibo Koné, director of the National Security Agency.
Yvan Guichaoua, a Sahel specialist at the German research center BICC, told Reuters that the attacks intended to “decapitate” the government.
A spokesperson for the US State Department said that the United States “strongly condemns” the terrorist attack in Mali.
“We extend our deepest condolences to the victims, their families, and all those affected,” the spokesperson added to Fox News Digital. “We stand with the Malian people and government in the face of this violence. The United States remains committed to supporting efforts to advance peace, stability, and security across Mali and the region.”
A statement from the office of UN Secretary-General Antonio Guterres said he is “deeply concerned by reports of attacks in several locations across Mali. He strongly condemns these acts of violence, expresses solidarity with the Malian people, and stresses the need to protect civilians and civilian infrastructure.”
Ulf Laessing, head of the Sahel program at the Konrad Adenauer Foundation in Germany, told Germany’s DW that the strikes were the biggest he had seen in the country in years.
“Remarkably, there has been a coordination between jihadists and Tuareg rebels, which have nothing in common, but they have a joint enemy,” Laessing said. “They staged together an attack in 2012 and took over northern Mali. Then later they fell out. The jihadists got rid of the Tuaregs. So, it’s remarkable that they made a comeback.”
According to a statement from Russia’s foreign ministry posted to Telegram, 250 militants struck the Bamako Senou International Airport and the military base nearby.
“The Malian Armed Forces repelled the attack and are currently taking further steps to eliminate the militia that may have been, reportedly, trained by Western security agencies,” the foreign ministry said. “Russia is deeply concerned about these developments. This terrorist activity poses a direct threat to the stability of friendly Mali and could have the most serious consequences for the entire region.”
Laessing also spoke to the Associated Press, calling the attack a major blow to Russia.
“The [Russian] mercenaries had no intelligence about the attacks and were unable to protect major cities,” he said. “They have unnecessarily worsened the conflict by not distinguishing between civilians and combatants.”
“The fact that the Malian military intelligence has not been able to detect that these attacks were about to take place is a major failure for them,” Nina Wilen, director for the Africa Program at Egmont Institute for International Relations, told DW, saying the attacks revealed how “strong JNIM has become over the past year.”
She noted that Camara had been a key figure in establishing relations with Russia, making him a symbolic figure to target and send a message opposing the presence of Russian troops.
Islamist activity in the Sahel of Western Africa has risen in recent years, causing analysts to label the region the most lethal place on the planet for terrorist deaths, with JNIM leading the body count.
The trend has caught the attention of Washington, DC.
“Across the Sahel in West Africa and in East Africa, terrorist groups are expanding, embedding, and operating with increasing capability,” US Sen. Ted Cruz (R-TX) said during a hearing last week on terrorism in Africa. “ISIS affiliates and al-Qaeda-linked groups are growing, controlling territory, and exploiting weak governance.”
“In region after region, terrorist groups are outpacing the ability of local governments to respond,” Cruz added. “The failures threaten our interest globally and endanger the American homeland. The threat is rapidly growing and demands attention.”
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US soldier charged for threatening to ‘kill every single Jew’ inside of a synagogue
(JTA) — A soldier stationed at Fort Polk in Louisiana was arrested last week after he told users on the popular messaging platform Discord that he planned to conduct a mass shooting at a synagogue.
Jakob Marcoulier, 22, was arrested last Thursday and charged with transmitting a threat in interstate commerce after the FBI’s National Threat Operations Center received a tip in February that he had made threats toward synagogues, according to the U.S. attorney’s office for the western district of Louisiana.
According to court documents, the FBI obtained audio from Discord in which Marcoulier allegedly said, “After this deployment if the Jews still have reign over our government, I am going to walk into a synagogue with my AK, with a 75-round drum mag, and all of my extra mags, with my level four plates, and my haka helmet that’s three plus, and I am going to kill every single Jew I know inside of that synagogue. And that’s my goal in life.”
During the communications, Marcoulier told the other users, “You guys will never do anything about but I will. I just have to finish this, I have to go back overseas and do what I have to do. And then you’ll see me in the news. I promise you.”
He also allegedly said that he would “kill these motherf—kers in order to make sure the white youth is f—king secured.”
It was not immediately clear when Marcoulier made the comments, but the United States and Israel jointly attacked Iran on Feb. 28 following a buildup of U.S. troops in the Middle East.
The Iran war has put Jewish institutions across the country and the around the world on high alert, with attacks on synagogues including arsons in Europe and a synagogue ramming in suburban Detroit last month.
“Threats against synagogues and Jewish Americans are threats to the religious freedom promised to every single one of us, and this Office and our law enforcement partners are committed to protecting those freedoms,” United States Attorney Zachary A. Keller said in a statement.
The post US soldier charged for threatening to ‘kill every single Jew’ inside of a synagogue appeared first on The Forward.
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J.D. Salinger asked publishers to remove references to his Jewish heritage, newly surfaced letters reveal
(JTA) — Acclaimed author J.D. Salinger asked his publisher to remove references to his Jewish heritage in the book jacket of “The Catcher in the Rye,” newly surfaced letters from 1951 reveal.
The request came in a letter from Salinger, a notoriously private man, and his editor, John Woodburn at publisher Little, Brown and Co. The correspondence, which took place in early 1951, predates the first publication of “The Catcher in the Rye,” Salinger’s hit coming-of-age novel.
“I don’t know that I’d like to have that Jewish-Irish business slapped on the jacket,” Salinger wrote. “Surely if it’s catchy, that is.”
The letter has come to light because Peter Harrington Rare Books, a bookseller based in London, has listed it as part of a package for sale in the New York International Antiquarian Book Fair, which begins on Thursday.
“The Catcher in the Rye,” a contemporary classic following the life of angsty boarding school student Holden Caulfield, is one of the best-selling books of all time.
Caulfield’s character is of Irish heritage, like Salinger’s mother. But Salinger was the son of Sol, a cheese salesman (whose wares might have been kosher) and the grandson of a rabbi on his father’s side. His mother, Marie Jillich, went by Miriam to appease her in-laws who disapproved of the mixed marriage. He learned his mother’s real name only around the time of his bar mitzvah.
To Woodburn, Salinger wrote that he worried about being pigeonholed as a Jewish-Irish writer if the book broadcast that information.
“My Jewish-Irishness isn’t quite so bizarre, as, say, [James] Thurber’s eyesight,” Salinger wrote, referring to the American author and cartoonist, who was legally blind by that time. “But nonetheless, second-rate reviewers would probably find the information just provocative enough to use and misuse over and over again, and I’d end up being expected to wear a Star of David and a Shamrock on the back of my sweatshirt. So, please, let’s be careful.”
Salinger’s other famous works include the 1948 short story “A Perfect Day for a Bananafish,” which follows the Irish Catholic-Jewish Glass family, who also make appearances in “Franny and Zooey.”
The letters, previously unpublished, were acquired from a private collector and will be on view at the New York International Antiquarian Book Fair at the Park Avenue Armory from Thursday to May 3.
The bookseller is also currently offering a first edition of the script of West Side Story, inscribed by all four writers of the play, book, and music: Leonard Bernstein, Jerome Robbins, Arthur Laurents, and Stephen Sondheim. Peter Harrington has also sold a rare, first printed edition of “De Bello Judaico” by Josephus Flavius, the first-century Roman-Jewish historian.
The triad of letters is currently offered at a set price of $47,500 and includes two typed letters by Salinger, with his signature, and a carbon copy of Woodburn’s reply. It also includes a reference to one of Salinger’s “lost stories,” a prequel to “Catcher in the Rye” that was not to be published until 50 years after his death.
Salinger died in 2010 at the age of 91. The “lost story,” “The Ocean Full of Bowling Balls,” was set to be published in 2060, but in 2013, it was pirated and leaked online.
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