strerching from Morningside to Marietta to Dunwoody, and, although their

experiences have been positive, Roth says she sees a lack of marketing from

tive members know that rhis is a place where your sense of Judaism is fulfilled, in addition to connecting with other congreganrs."

the synagogues. "I went to a young adult program :It a nearby temple. I
had a great time, bur I never heard from them since," she says, adding that

Ultimately, it isup to the synagogues to make their congregations attractive to prospective members by meeting them where they are, whether they

she sees lack of coordination within [he Jewish community. "I find th:n the
synagogues do not 'woo' you," she explains. "I do reaJize it might be diffi-

are joining to prepare for an upcoming bar or bat mitzvah, to find friends
in a new town or gain spirituality, Turoff-Mucha adds.

cult to figure out who is who, but I think that with some team effort, they
can reach out to members of the Jewish community."
Preis and Roth plan to stay in their Emory apartment for at least another year. But while the Emory area shuls are attractive to them, they are not
limiting themselves to their university neighborhood. For Roth, traveling
to the right rongregation isnot a problem. "I wouJdn'tmind going (Q DunWO<Xiy
if the shul is right," she says, adding that she is a member of the MJCCA.
Another facror in their decision is whether they will even sray in the
area, says Preis. "I love Atlanta, but I don'r know if we will be here forever," he adds, making their choice all the more crucial while they are here.
"I wam ro affiliate with what's right for us."

"Right now, people look to the temple as a someplace that takes money,
a necessity if they want their kids to go to religious school or if they have
spirituality needs," she explains. "The majority of other people don't see a
purpose in joining [a congregation]."
How can that be changed? Jews musr ask themselves why they would
want to join a synagogue in the first place, Turoff-Mucha says. "The synagogue shoppers need to revise their checklists," she explains. "It's not just
[about asking yourself] 'Where do 1want to go for services?' but [askingl.
'Is that aJl I want to do? Is their something more I should be doing Ue-.vishIyJ?'
It's not JUStabout where to go for the High Holidays. Challenge yourself.
[Ask yourself] 'Is that enough spirituality for me?'"
While the spiritual COStof affiliating can be high, it's the financial cost

Executive directors: attracting new members

\Vhile many prospective members feel the need to connect in a community-based setting, many synagogue shoppers say it is difficult to find
what theywam in such a large metropolitan area. Enter the synagogue executive directors and membership committees.
At Temple Kehillat Chaim, vice president of membership Rochelle
Turoff-Mucha uses her marketing background ro draw out more diverse
congregams. While most of the Reform Roswell congregation's members
are couples wirh young children, '\o,'e have outreach meetings that seek
our others," she says,such as seniors and empty-nesters. "I want to let prospec-

'I

that can make or break some families. While membership dues were not
problematic for the families interviewed for this article, the cost of affiliation -

several hundred dollars to more than a thousand dollars per year

for the average Atlanta congregation - has turned scores of potential members away, many synagogue staff members agree.
At Congregation Bet Haverim, a Rea:msrrucrionistsynagogue in Decarur,
Rabbi Joshua Lesser says a sliding scale fee is in effect.
"We do our best to work with people on all income levels. I believe
(hat you should contribute to the best of your ability," he says.
continued on page 36

I would be honored to have your

vote and support. If you need more
information or want to volunteer for
our campaign, please call me at
404-642-3156 or visit our campaign
office at Toco Hills.

'.

34 atlanta jewish life july/august 2002