In High Holiday season synagogues are wondering: Will people pay dues?
With regular in-person High Holiday services off the table
due to the coronavirus, many synagogues are wondering whether they can survive financially.
By BEN SALES/JTA
Like many synagogues, Temple B’nai Hayim used to rely on the High Holiday season to survive financially.
The small Conservative synagogue in Southern
California would receive the lion’s share of its revenue in the run-up
to the holidays: Members sent in their annual dues, which included entry
to High Holiday services, and non-members purchased tickets just for
the High Holidays.But with the option of holding regular in-person High Holiday services off
the table due to the coronavirus, the synagogue is anticipating a
decline in revenue this year and responding by reimagining its financial
model from the ground up. Going forward, as long as congregants give
any contribution, they get access to everything the synagogue offers:
High Holiday services, a bar/bat mitzvah ceremony, even religious school
— virtually for now, someday in person. Annual membership dues, which
once cost $2,000 per two-parent household, will be abolished.“We
know a lot of people are hurting, and even if they give us a penny, we
know they are a true friend,” said Rabbi Jason van Leeuwen, the
synagogue’s cantor. He added: “We should be worried, and I don’t think
we should reasonably expect this new model to cover all of our
expenses.”Across
the country, synagogues are bracing for a significant reduction in
revenues. Though many are seeing increased attendance at virtual
services, without the annual cash infusion that in-person High Holiday
services bring, and with community members under financial pressure,
congregations across the denominational spectrum aren’t sure how they’ll make ends meet this year.“They’re expecting that their revenue will be down, in some ways, for the next year,”
said Amy Asin, the Union for Reform Judaism’s vice president for strengthening congregations.
Congregations are places, now more than they have been in the past, where people want
to belong,” she said. “That doesn’t mean that they’re in a financial
position to pay what they’ve paid in the past.”Adas
Israel, a 1,700-member Conservative synagogue in Washington, D.C., is
expecting a 20% drop in revenue this year even as it has seen a spike in
attendance at its online services. One recent Friday evening service
had about 1,600 screens tuned in — or nearly one for each member
household.To keep
congregants comfortable, the synagogue is not planning to increase its
annual dues this year, which can run to more than $3,000. And it’s also
hoping to save on expenses it no longer has, like food for kiddush after
services. But whether Adas Israel can avoid any layoffs among its 170
employees as the synagogue moves into an unprecedented future remains
unclear.“My
crystal ball broke a long time ago,” said Laurie Aladjem, the
congregation’s president. “I believe that many of our members join and
affiliate with Adas Israel not just for the High Holidays. We have a
really robust education department both for children and adults. We have
a preschool. We have a religious school that is bursting at the seams.
We have really robust adult education programming.”For
many U.S. synagogues, a fixed yearly membership payment has usually
included a High Holiday ticket, with nonmembers paying for a seat for
the Rosh Hashanah and Yom Kippur
services. (Discounts on fees are often reduced based on need, and few
synagogues actively turn away those who want to attend services.)
Because so many people generally pack the sanctuary on those days, the
holidays are often the driver of synagogue revenue.That’s
true across denominations, though it’s especially pronounced in
non-Orthodox congregations. Congregation Rodeph Shalom, a large Reform
synagogue in Philadelphia, would get 150 or 200 people at its Friday
night service — and 10 times that number on the night of Yom Kippur.
Beth Jacob Congregation, an Orthodox synagogue in Beverly Hills,
California, sees as many as four times its normal Shabbat attendance on
the Day of Atonement.“We
hope people understand that when they are buying a High Holiday ticket,
what they’re really doing is supporting the synagogue in its ability to
exist throughout the year,” said Rabbi Jacob Blumenthal, CEO of the
United Synagogue of Conservative Judaism and the Conservative Rabbinical
Assembly.On the
whole, High Holiday revenue is less critical to synagogues than it used
to be, according to Rabbi Daniel Judson, one of the authors of a 2016
UJA-Federation study which found that 57 synagogues nationwide had
eliminated annual dues entirely and now just ask for donations. As more
synagogues are making their High Holiday services free, they are less
dependent on the revenue they once generated.Judson
said, however, that those who donate to synagogues around this time of
year do so regardless of the fee structure, and this year will likely be
tough going. Historically, he said, for a medium-size synagogue, 60% of
annual revenue comes from annual dues.“I
think synagogues are less dependent on High Holiday revenue than
they’ve ever been before,” said Judson, dean of graduate leadership
programs at Hebrew College near Boston. “But it’s still part of the
regular calendar that people pay their dues so that they’re ready for
the High Holidays.”Orthodox
synagogues may have an advantage, as surveys show that Orthodox Jews
are more likely to attend synagogue regularly rather than just for the
High Holidays. Still, Orthodox synagogues may see a drop in revenue,
said Rabbi Adir Posy, the Orthodox Union’s director of synagogue and
community services. That issue, he said, could be particularly
pronounced in large cities with big Orthodox communities, where families
may bounce between synagogues and not feel a particular connection to
one congregation.“A
larger percentage of our membership have robust connections to communal
activity through the shuls throughout the whole year, so it’s a
conversation that is not waking up for the weeks before the High
Holidays,” Posy, an associate rabbi at Beth Jacob in Beverly Hills, said
in discussing Orthodox synagogues in general. “That being said, we are
seeing synagogues that are getting a lot more membership forms mailed
back with associate memberships or limited things.”Rodeph
Shalom, the Reform synagogue in Philadelphia, has three membership
tiers for its 1,000 members, and also allows for reductions if needed.
It’s maintaining that system, but plans to make its livestream High
Holiday services open to the public for free.Senior
Rabbi Jill Maderer said she isn’t sure what the lack of High Holiday
tickets will mean for the synagogue’s bottom line, but believes that
opening the prayers to the public is the right choice this year.“We
feel this is an opportunity to recognize people’s spiritual needs
across the community, and to open our tent to the broader community,”
she said. “I am concerned, and I am also extremely curious, as to
whether people will show the commitment without that stick hanging over
them. And I’m not afraid. I really believe in the community.”
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