So let’s get onto the topic of Jews and proselytizing. It’s a topic that surprizes me when I reflect on how strongly I feel about it. I’ve noticed that others also feel very strongly about it. I wanted to unpack why it triggers something so powerful in me when I see Jews appearing to proselytize - that is - attempting to convert non-Jews to Judaism. It’s precisely because proselytizing is so alien to Jews in feeling and practice that I was struck by the posts of this online account:

Similar messaging even appeared on, (what presumably are), paid for adverts on roadside billboards:

Firstly, let’s not allow people of bad faith or bad intellect to pretend there’s some kind of anti-convert sentiment behind my reaction to this advert and my antipathy towards proselytizing. Converts are as Jewish as the prophets. My two favourite Jews in real life happen to be converts and they’ve enriched and deepened my relationship with my tribe. 

The question is really one of how non-Jews come to Judaism. 

As I understand it, converts are people who come to Judaism of their own volition. They are not caught by casting out a net as these billboards attempt. Following the compass of your own heart which points you towards the Jewish people is a beautiful power. The unique, organic footsteps that bring each convert to the true home of their soul are less likely to be reversed, retraced and tip-toed back out of than someone who was sold the religion as if it was a Subway sandwich. These are people who truly want to bind their destiny with us because they truly are us. Those who fall in love with Jews and convert before marriage have also experienced a calling of the soul - the organic flourishing of love within their heart. 

None of these converts were cold-called by a telesalesman offering them an opportunity too good to be true. They weren’t cynically recruited as an exercise in numbers. They weren’t randomly solicited, persuaded, manipulated, hunted or worked upon - which is exactly what these billboards are doing. They are trying to manipulate and work on non-Jews in order persuade them to abandon who they are - as if whoever they are is inherently a lesser thing - and to become Jewish. These adverts are capitalism in action. They are as tawdry as an advert for Doritos. Surely advertising the Torah like it’s some cleaning product competing against other cleaning products is rank? And I write this as a secular Jew. If you want Judaism to compete in the marketplace like Kentucky Fried Chicken or Mountain Dew - then I think that cheapens and degrades what you’re “selling”.

Adverts also target our insecurity. The heart of advertising is to tell us we’re not good enough unless we own this product. You smell bad. You look ugly. You’re uninteresting. Firstly, a non-Jew is as perfect as a Jew. They don’t have to become Jewish to have value - and Jews don’t need others to become Jewish for our tribe to have value. We don’t need to be validated by getting non-Jews to join us. Secondly: I think it’s irresponsible and distasteful for Judaism to proselytise as it risks taking advantage of the weak and vulnerable. If someone succumbs to your idealistic sales pitch when not at their best - you’re inflicting a lot of damage if they decide it’s not for them in the future. Someone extricating themself from a religion they adopted whilst in a bad place is more emotionally complicated than someone trying out a hair product and deciding it’s not for them. 

I also think we should be unashamed in saying it’s better to have quality over quantity. We don’t need members of the tribe just for the sake of it. In any venture in life, it’s better to have a small group of people whose hearts are truly into something than simply going for numbers. We have to ask the question: why proselytize in the first place? What’s the goal? We’re a tiny minority but our numbers are fairly stable. We’ve been around for thousands of years and aren’t going anywhere soon? Why proselytize? Why would we want to go out converting non-Jews? And why don’t we?

This leads to the most profound reason for not proselytising - one that’s important not just for the Jews - but for the world at large.

Jews choosing not to proselytize is the most beautiful rejection of an anti-totalitarian instinct. We don’t proselytize precisely because we’re not trying to take over the world. We just want a small corner of it where we can be free. And we’re happy for others to be free. We’ll mix and get on with everyone and participate fully in the world. But we’d be awfully unhappy if people didn’t accept us as we are and tried to stop us being Jews. We hope that everyone else mixes, interacts and participates as fully as they want to with the world. But we don’t think they should have to stop being themselves to do so. 

Whether people like it or not there’s a totalitarian instinct ingrained in the act of proselytizing. And it’s not just confined to spiritual faith groups. Political sects such as communism are also on a mission to convert people.

The starting point and end goal of those who proselytize is thus: if everyone is the same then the world will be a good place. If everyone accepts Jesus there will be heaven on earth. If everyone accepts the prophet Muhammed there will be peace. If everyone accepts the teachings of Marx there will be utopia. 

By NOT proselytizing, Judaism communicates that people can be different and the world can still be a good place. We don’t all have to think the same. We don’t have to dress the same. We don’t have to pray to the same God. We don’t need to dominate others and turn them into us. People are allowed to be different. It is the most profound example of live and let live in action. It is a rejection of mass uniformity and global group think. Jews - with their passionately held convictions and belief they possess certain truths - are not trying to force it on others. 

We need to absorb how revolutionary and powerful this concept is. To have ideas you cherish and believe are life enhancing - and to be able to enjoy them without trying to force them on others. It is bizarre that some people’s enjoyment of a thing is reduced if other people aren’t enjoying it too. To then go out and try to convert others by persuasion or the sword is an insane level of insecurity.

Proselytizing is not just questionable because it leads harassment, bullying and domination - the goal of global group think would be awful if achieved. A healthy nation, a healthy civilisation, a healthy planet will venerate difference - not domination. The friction of different perspectives is absolutely essential for human vitality and progress. 

So I honestly don’t know what the people who post materials that stray into proselytizing are playing at. Converts will come - as they do and as they always have done. And they are among the best of us. But going out hunting them isn’t bringing something to Judaism. It’s taking something away.

Anyway, it doesn’t affect me - I worship Zeus.

Only joking.

Thanks for reading. I hope I’ve converted you to the beauty of accepting converts without actively trying to convert people. 

Sending love to all Jews who are beautiful and perfect as Jews - and love to all non-Jews who are beautiful and perfect as non-Jews.

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