http://www.slate.com/articles/technology/future_tense/2015/10/synago_soho_synagogue_can_a_mobile_friendly_website_get_young_jews_to_pay.html

Since its founding 10 years ago, New York’s Soho Synagogue has been trying to reimagine the way that young, hip Jews interact with their religion. The trendy establishment hosts everything from comedy events before High Holy Days services to swanky loft parties. Originally they charged for events, but eventually they made most things free because the money wasn’t really covering the cost and, more importantly, they wanted to avoid the “did I drink my money’s worth?” mentality. Whenever there was an event, Rabbi Dovi Scheiner and his wife, Esty, founders of the synagogue, would send out an email with the details. As the list grew and word of mouth spread, more and more people came. So many that the Scheiners realized they had to change tactics.