Our Strategy

We seek an American Jewish community that stands for freedom and dignity for all Israelis and Palestinians by ending its support for the occupation.

American Jews need to decide: Will we allow the out-of-touch establishment to continue leading us down a path of isolation and fear that is wreaking havoc on the lives of millions of Palestinians and alienating a generation of young American Jews? Or will we unite to fight the occupation, and in doing so, resist the burden and bonds of a victim narrative and make Judaism relevant and meaningful to our generation?

IfNotNow is bringing this crisis of conscience into full public view for our community. Through public action and imaginative ritual, we are demanding that our community take action in the struggle for mutual liberation.

Our strategy is inspired by a long legacy of social movements in this country — from the Labor Movement to the Civil Rights Movement to Occupy to Black Lives Matter — that have used nonviolent action to create urgency around moral crises and catalyze massive changes in the mainstream.

We know that those of us who believe in freedom and dignity for all Israelis and Palestinians are the membership, youth, volunteers, and workforce upon which our communal institutions depend. We are the generation that feels increasingly betrayed by a community that doesn’t reflect our values, and the generation that the out-of-touch establishment is desperately trying to engage. IfNotNow is the expression of our collective power and the cultural shift necessary to build a flourishing, joyous, liberated Jewish community that actively supports the dignity of all people.