Congregation Emanu-El’s recent free first-year membership offer was met with both excitement and anger.
Jackie Levi, membership services coordinator for the San Francisco synagogue, said she’s received “at least 100 phone calls” from families interested in joining the congregation at no cost for one year.
However, Rabbi Alan Lew, spiritual leader of Congregation Beth Sholom and president of the Northern California Board of Rabbis, has also received dozens of phone calls — all from other rabbis, and all of them far less enthusiastic.
“It’s not the approach but the attitude” these rabbis are concerned about, Lew said. “They’re upset this was done without [their] consultation.”
In an effort to bolster membership, the Reform congregation last week announced free membership or voluntary dues for the first year.
Emanu-El is funding the estimated $45,000 loss in paid membership revenue through a bequest. Nonetheless, Emanu-El Rabbi Stephen Pearce is encouraging other congregations to make the same offer.
But Rabbi Ted Alexander of Congregation B’nai Emunah contends that Emanu-El is the congregation of “the affluent and superaffluent,” and can therefore afford what others cannot. “They are doing irreparable damage to smaller congregations, Alexander said.
“You don’t get people into synagogue this way. It’s highly unethical to say, `I am the rabbi of the mink-coat synagogue and have an endowment so you can come for free. And everyone else should do the same.'”
Alexander insisted his words are not an attack on Pearce, but rather criticism of what he views as “an attempt to raid members from other synagogues.”
Pearce responded: “Why would someone get stolen away for a year? We’re not looking at members from other temples. We’re looking for nonaffiliated who don’t want to ask [for financial assistance]. We’re lowering the barriers.
“I’m not unsympathetic to other congregations,” he added. “But this is not a threat. It’s an opportunity for us and others to say, `Let’s look at the eight out of 10 who don’t belong.’ My point is that everything else has been tried. This is new and radical.”
Lew agreed that the one-year voluntary dues structure is an intriguing concept that “should not get lost in the shuffle.” However, he added, Beth Sholom has had record membership growth this year without making any similar offer.
“The assumption that this is the only way to get people in the door is ridiculous.”
But Lew, along with several other rabbis, contends that Emanu-El claims to speak for what will benefit the community while making its decision unilaterally.
In addition, the notion that other synagogues should be able to do the same “is naive,” Lew said. “That this is a matter of priority is patently untrue. I don’t know of another synagogue which could even think about spending that kind of money.”
Meanwhile, Alexander placed an ad in the Jewish Bulletin attacking Emanu-El’s effort and spelling out B’nai Emunah’s offer of free High Holy Days tickets and the notion of “contributing a fair share — everyone according to his or her ability.
“I think Emanu-El is barking up the wrong tree,” Alexander added.
“I’m inundated with offers of credit cards which are free for the first year and charge very low interest. And then they hike up the interest and charge for the card the next year.
“That’s good commerce. But I don’t think it works with dignity in a synagogue.”