The Rebbe's Army: Inside the World of Chabad-Lubavitch

by Sue Fishkoff

“Excuse me, are you Jewish?” With these words, the relentlessly cheerful, ideologically driven emissaries of Chabad-Lubavitch approach perfect strangers on street corners throughout the world in their ongoing efforts to persuade their fellow Jews to live religiously observant lives. In The Rebbe’s Army, award-winning journalist Sue Fishkoff gives us the first behind-the-scenes look at this small Brooklyn-based group of Hasidim and the extraordinary lengths to which they take their mission of outreach.

They seem to be everywhere—in big cities, small towns, and suburbs throughout the United States, and in sixty-one countries around the world. They light giant Chanukah menorahs in public squares, run “Chabad houses” on college campuses from Berkeley to Cambridge, give weekly bible classes in the Capitol basement
in Washington, D.C., run a nonsectarian drug treatment center in Los Angeles, sponsor the world’s biggest Passover Seder in Nepal, establish synagogues, Hebrew schools, and day-care centers in places that are often indifferent and occasionally hostile to their outreach efforts. They have built a billion-dollar international empire, with their own news service, publishing house, and hundreds of Websites.

Who are these people? How successful are they in making Jews more observant? What influence does their late Rebbe, Menachem Mendel Schneerson (who some thought was the Messiah), continue to have on his followers? Fishkoff spent a year interviewing Lubavitch emissaries from Anchorage to Miami and has written an engaging and fair-minded account of a Hasidic group whose motives and methodology continue to be the subject of speculation and controversy.

Genres: Judaism, Nonfiction, Jewish, Religion, Judaica, History, Biography

368 pages, Paperback

First published January 1, 2003

Reviews

[Daniel · Rating 5 out of 5]

If you are Jewish, you know Chabad (and even if you are not, you may still know Chabad). This group of Hasidim from Brooklyn has overtaken the world with their black hats, bushy beards and long coats, putting Judaism on the map in places where it was happily underground, seeking to spread the words of Torah following the vision of the late Rebbe Schneerson.

Chabad has a special image that makes it incredibly fascinating and frightening at the same time. Their brand of Judaism is so in-your-face that it becomes intimidating. And yet, at the bottom, they are simply Jews trying to reach out to other Jews, as asked by their late leader. Fishkoff's book delves into the world of Chabad via its shlichim, the emissaries of Chabad that go all over the world to open new Chabad centers where to welcome other Jews. Fishkoff is an unbiased writer, having done the book on an assignment and without an agenda, which makes her a welcoming voice able to present both sides of the argument in a rational way. To Fishkoff, Chabad lives through its shluchim, who more than anything else are the reason for Chabad's acceptance in each place they have taken root. The organization as a whole is fraught with controversy, especially as it relates to the rest of the Jewish world, but as individuals, the shluchim have managed to win over the hearts of their communities, a story one sees repeated over and over again as the book progresses.

As a convert, Chabad is one organization that both draws me and repels me. They are there to reach out to other Jews, normally eschewing dealing with conversions and converts, and horror stories of converts' experiences with Chabad abound. Their strict interpretation and practice of Judaism can be off-putting to even other Orthodox Jews, creating the impression that it's their way or no way. This, of course, is not true, at least not in my experience, nor in that of the author. Chabad-Lubavitch hasidim are part of a group that lives their lives in a particular fashion, one that they realize is not to everyone's liking, but in their roles as emissaries of the Rebbe, they are there for all Jews, regardless of observance levels. It is this role that the book showcases the most; though it presents chapters on education and family life, the focus is on the Chabad shluchim in their roles as emissaries of the Rebbe, the work they do, the challenges they face, and the zeal and contentment with which they pursue it all.

I do not agree with Chabad in a lot of issues, nor does the author, and I have yet to resolve what exactly is their position vis-a-vis me as a convert, but one thing is for sure: after reading this book, my level of respect for the individual shlichim increased a hundredfold. At the end of the day, they are Jews spreading the Torah, bringing others Jews back into Judaism, seeking to keep our way of life alive in the modern world. For that they will always have my appreciation and gratitude.

[Kate · Rating 4 out of 5]

I enjoyed this book. It was pitch-perfect for me since I was looking for neither an indictment of the Chabad folks nor a sales pitch. Written by a journalist with an insider's eye and skeptic's critical distance, the book's argument is that, basically, the Chabad movement embodies both some of the best (in their outreach, welcoming of strangers, willingness to meet people where they are and do the work that needs to be done) and some of the worst (gender segregation, a dismissal of secular education, intra-movement conflict) in contemporary Judaism.

I found the day-to-day details of the lives of Chabad emissaries fascinating, and the bulk of the book profiles different Chabad outreach efforts (largely in America, although Thailand does receive some serious attention). I wish that the book had more thoroughly addressed the role of Chabad in Israeli politics. Likewise, I felt that the chapter on the divisions within the Chabad leadership was not especially strong.

[Michelle Jones · Rating 3 out of 5]

I think just about every Jew has an opinion on and a fascination with Chabad, on some level. My opinion is of course skewed by the fact that Chabad rejects both my flavor of Judaism (Conservative) and my very status as a Jew (only Orthodox conversions count in their eyes). Even so I recognize that Chabad does very good work in many arenas and this book highlighted that good work even more.

This was a really good book. Well written, well researched and it neither endlessly praised nor condemned Chabad. It answered a lot of questions I have about Chabad and their Rebbe but I’m still left wondering about the strong messianic bent that’s present in some (a lot?) of the Chabad world and how on earth the Rebbe didn’t have a succession plan in place.

[Marcus Johnston · Rating 4 out of 5]

Fishkoff did an incredible amount of research for this book and it shows. Wow! Great writing, great in depth knowledge, and a real insight into the Chabad organization. She even interviewed one person I actually knew and one person I want to know! Since this is a personal experience story inside the Lubavitchers, the story does get repetative after a while, but it's still an interesting and enlightening read!

[Samuel Kordik · Rating 5 out of 5]

This is a very thorough look at the people, lifestyles, beliefs, and structure of the Chabad Jewish movement. It is also a great example of what effective discipleship-driven missions could look like. Before reading this book, I had very little knowledge of Chabad—I knew it was a type of conservative, observant Jewish belief, and I had used Chabad.org frequently as a study resource. I did not realize the scope of the movement, nor did I realize the incredible levels of commitment, vision, and influence the movement’s adherents have.

On one level, this is just a well-written journalistic investigation into Chabad, filled with interesting people and anecdotes and spanning from the frontiers of Alaska to youth ministry in Bangkok to the halls of power in Washington, D.C. This book covers nearly every aspect of Chabad, including a brief summary of their history, how the organization operates, what its key beliefs are, and how it is structured and financed. It also addresses several key modern controversies, including the role of women and messianism within the movement.

On another level, this book showcases an incredibly effective evangelistic and discipleship outreach campaign driven by a love of God and a love for people. Chabad outreach is brash and outspoken yet aimed at reaching people where they are at and meeting the needs they are uniquely equipped to address. Missionaries demonstrate a high level of commitment, personal vision, and drive for the mission. Becoming a missionary is held in high esteem. Assignments are as families and are permanent—they are moving into a community for life. Missionaries are expected to quickly become self-sustaining through fundraising and operations.

This book was given to me with the recommendation to read it in view of the lessons it had for Christians as a model for effective missions and discipleship. It did not disappoint in this regard and provided a thought-provoking example of what would be possible if we took seriously Christ’s Great Commission.

[Matthew Taub · Rating 5 out of 5]

An exhaustive and surprisingly even-handed examination of the inner workings of "Schluchim," the worldwide emissaries Of Chabad-Lubavitch (a form of Hasidic Judaism known for proactive outreach to less observant and unaffiliated Jews). By turns critical and praiseworthy, and covering all manner of topics from mikvahs to marketing to messianism, I found interesting insights here. A movement devoted to strict Jewish observance jettisons its most loyal followers to far-flung locales to spend their time with mostly lax observers of the faith, and with little support other than emotional encouragement. The experience can be financially stressful, and--despite a constant stream of events, with many guests always coming and going--a bit lonely. The author shows how Chabad has helped fill a void where traditional institutions were lacking, from outreach to college students and Israeli tourists in east Asia, to public displays of Jewish pride (think menorah lightings), to support and outreach programs for prisoners, addicts, and the developmentally challenged. Still, criticism abounds, namely concerning efforts that are less outreach than "inreach," disrupting and dismantling existing Jewish institutions and congregations, and a messianic fervor involving the sect's late seventh Rabbi that is still ultimately unresolved, and compromises their appeal for many to this day.

[Nicola · Rating 4 out of 5]

My children went to a Chabad-Lubavitch daycare so I wanted to learn more about the culture of the women who took care of them. Fishkoff offers an in-depth look at the history of the movement and the passion of those who live it. She admits at the beginning that her book is a largely flattering portrait, and it is. The enthusiasm and dedication of the men and women who devote their lives to getting secular Jews to become more observant and, more importantly, do mitzvahs or good deeds, is really admirable. I would have liked to know more, however, about how the men and women who are not running Chabad houses in far-flung locales live their day-to-day lives and figure out how to raise large families in one of the most expensive cities in the world.

[Nick Escobar · Rating 4 out of 5]

The world of Chabad is fascinating to anyone who learns of the movement be they Jewish or not. My introduction to Chabad came upon meeting my now friend, Rabbi Dovid while in college. Though not Jewish myself, the Rabbi was always there to talk with me and work with me as I covered religious topics for the student newspaper. It was he who gave me this book as a thank you and acknowledgement of our time together and it served as another expression of his boundless generosity. Anyone who has met a Chabadnick should read this book to better understand their convictions and the source of their passion.

[Jonathan Meola · Rating 4 out of 5]

Interesting look at the growth of modern Chabad... gives the reader some insight as to how the movement was inspired by their Rebbe to go out and engage with Jews all across the globe. The shlichim (emissaries) who take on this challenge basically go into a community with not much more than a year's salary (if that) and have to hit the ground running.

Some rabbis have met with much success, such as Bal Harbour/Surfside FL's Rabbi Sholom Lipskar, who founded what is now known as "The Shul of Bal Harbour" - a huge congregation on the north end of Miami Beach that serves thousands of Jews with educational, social, and spiritual programs. Others haven't quite reached that level of success yet, and a few emissaries have (sadly) had to abandon their efforts over the years.

[Reb · Rating 4 out of 5]

amazing catalogue of the outreach work that Chabad folks have been able to do, based pretty much on not doing anything else. very frustrating to see that this is, for many in America, the face of organized Jewry; very inspiring to see how many people respond to a radical message of love and generosity and care.

go read the book, but in some ways I think it boils down to this, for me: if we are to transform the world into a place of true service and compassion, we really must be willing not to be middle class (in material as well as cultural terms).

quite good. not particularly deep, but spectacularly well researched and thoughtfully written.

[Karin F. · Rating 4 out of 5]

A fascinating, comprehensive, and unbiased examination of Chabad-Lubavich. Fishkoff travels the world meeting shlichim (Chabad emmissaries) who literally bring Judaism to the Jews, wherever they might be. She deftly tackles Chabad's political influence, their duel shtetl-wordly existence, funding sources, admirers, detractors, and of course the Rebbe as Moshiach issue. Perhaps more importantly, our intrepid author illuminates just who these people are and why they are spending their Friday afternoons hanging outside the subway in Park Slope asking me, "And you Jewish? Do you need candles for Shabbat?"

[Laurel · Rating 4 out of 5]

Well written and deeply interesting to me. I thought a lot, reading this, about community and faith and my own life. But it felt-- I don't know-- a little too generous. Seemed to skim over a lot of the ways in which a contemporary non-orthodox reader might be critical. Seemed to avoid engaging with questions. I kept finding myself wanting to join Chabad, and then pulling back and going, "Ummm, now, wait. We haven't talked about how one might be, say, GAY in that world. Or what if I wanted to write secular books? Or what if I wanted to do the campus work, and have my husband raise 14 kids?"

But still, a really good book. And I learned a lot.

[Sam · Rating 1 out of 5]

One would expect an unbiased and factual book from an author positioning herself also as a journalist. This book is nothing but a set of fairy tales and interviews with members of a leadership cult. There is no fact-checking or second opinion provided whatsoever. Although there are a few tiny bits of valuable information here and there, it's not worth going through the pile of rants of an endless number of missionaries to scoop them out.

[Julia · Rating 3 out of 5]

a feel-good book about some of the background behind the Chabad-Lubavitcher "movement" of recent decades...

is not a critical piece, and just generally supplies the reader with what Chabadniks think and believe of themselves, their outreach work and of the Rebbe (shlita).

[penny shima glanz · Rating 3 out of 5]

Interesting. I’ll leave it at that.

[John · Rating 4 out of 5]

As I expected

After a friend invited me last.month to a Chabad Shabbat morning service, followed by lunch and afternoon prayers at the house nearby of the rebbe and his family, I felt intimidated. But, as the kiddush was sponsored by my friend for my recently deceased wife (z"l), although she'd never have entered a shul with a separation between men and women, I of course agreed. I was welcomed throughout by the small minyan and congregation. This shifted my perception of Chabad. I associated it with the mid-1990s, the telethon in L.A., the We Want Moshiach Now! bumper stickers, and to what felt to many a disconcerting front of inclusion masking a deeper reality of separation from the larger Jewish assimilated and the non-Jewish majority, who were seen as inferior and easy marks.

Given Sue Fishkoff's book comes around the millennium in its coverage, this readable account captures, especially in the epilogue, the years right after the Rebbe Schneerson's death. Her focus isn't on him (since then, two biographies by well-known academics have appeared), but on the Lubavitcher foot soldiers, the army of agents, schlichim. Similar to Mormon emissaries, but the Chabad outreach, rather than converting, seeks to gather in disaffected Jews. Fishkoff in thematic chapters follows the expected missionary campaigns, into far-flung foreign cities, but more often strongholds of Jewish America such as Southern Florida, as well as less expected outposts as Fresno, Salt Lake City, prisons in the Southwest, and drug rehab clinics. I liked the section about how building a mikvah was crucial.

Why? Without it, ritual purity is impossible, and therefore sex, and thus the continuity of a Jewish family and a viable network of fellow believers. Yet, much of Chabad is supported by those outside its ranks. Nostalgia, guilt, making amends, respect for those who don't give in to the assimilation of the majority of Jews in much of the world today. Fishkoff doesn't always follow through on those whose tales of returning to a more observant practice portend, however. What happened to the Christian husband, I wondered, after his wife chose to turn to the "Crown Heights" version of Orthodoxy? What are the success rates of staying in Chabad, given that stories of those leaving traditional Judaism abound? Does Chabad acceptgays? Intermarried families? What about non-Orthodox converts?

I didn't find real surprises here. I kept comparing the late Nineties peak awareness of Chabad in the wake of the Rebbe's death, and the numbers which the movement must have attracted from those who found Reform or Conservative denominations too bland, too pricy, or too accommodating to marrying out, contrasted with what a generation later becomes a rapidly secularizing "nones," a blend of different faiths or rituals one chooses for oneself, or the "spiritual but not religious" tendency accelerating throughout global.society.

Fishkoff for the time.presents a journalistic take. We see infighting among Jewish organizations, spats over menorahs on public property, turf wars over Change seen as "discount" chain undercutting synagogue rates for education, membership, and programs. As the slice of North American Jewry with two born-Jewish but non-Orthodox parents with kids who raise their kids Jewish in turn surely has not been expanding since this book appeared, What may a sequel reveal about today's Chabad: are they primarily set on bringing in people without Jewish mothers, given facts, are they serving their own children who grew up in Chabad more, or are they, somewhat ironically it occurs to me, seeking lists of people with Jewish surnames, many of whose fathers are Jewish, not their mothers? After all, 70% of Jews outside Orthodoxy marry out, compared to about half a third of a century ago.

[Rich · Rating 2 out of 5]

Although the author sprinkled in a few bits about some of the negative aspects of Chabad, overall it seemed like an endorsement of their approach. Not because it’s a good thing for Judaism, but because those involved are so dedicated and enthusiastic. I’ve met many misguided, but enthusiastic people. The fact that they are dedicating so much of their time and energy to something that I am diametrically opposed to doesn’t make me like the cause any more. I feel there were more mentions of people claiming to have been cured of ills after being in the presence of the Rebbe than their negative judgment (although outwardly welcoming) of other streams of Judaism, their extreme political views, treatment of women, etc. If only the book had been more balanced on both the good and bad instead is seemingly rationalizing the bad because the adherents are so enthusiastic and dedicated. Missed opportunity in my opinion.

[Dale Brown · Rating 5 out of 5]

The Rebbe's Army describes the Chabad Movement- and how they reach to their fellow Jewish people and encourage them to identify with Judaism and become more observant. The book described the system of Shlichim, Jewish young chabad couples who go to places they do not know to set up a household and set up Chabad programs that bring Jewish people into Judaism. Rabbi Shneerson led the group until his death. The book talks about how he led and how people still visit his grave and follow him. The book was written in 2003 and I would like to read an update. It is hard to believe that the young couples described in the book are now in their 40's . Are they still in the same place? The book was thought provoking, easy to read, interesting, and well researched

[Caitlin · Rating 4 out of 5]

When I picked this up, I was expecting a critical view of Chabad and its shluchim. I was pleasantly surprised that Fishkoff openly admits her own very non-Chabad background, but still provides a balanced, thoughtful look at the group. Of course, some things she writes can't be said for all Chabadniks (you will certainly meet Chabadniks who read popular fiction, or believe in evolution), even though it is portrayed that way for some aspects of their daily life. Regardless of your opinion on Chabad, Fishkoff presents the good and the bad in a manner that leaves no doubt as to why Chabad enjoys the worldwide reception it receives.

[Glittervomit · Rating 4 out of 5]

Very interesting overview of the Chabad movement. Although it does get a bit long in describing the lives of the shlichim, it certainly draws a beautiful picture of the work they do. My own favorite chapter was the last, where the true lost Jews were sought out of drug problems. The mental image of a Jew banging on the door to demand another Jew call his mother was one of the more moving stories, and it only gets better.

[Joel Kleehammer · Rating 4 out of 5]

This was a truly good book. Sue Fishkoff got it right where others have not. This book does not focus on the entirety of the Chabad Lubavitch movement, rather just on the emissaries the movement sends out, the shlichim. You probably have an opinion of them (in addition to the movement and the Rebbe). My life has been forever changed - improved - because of the shlichim, and I am grateful for that. I was glad to see this well-written work that does justice to these wonderful people.

[Sharon · Rating 4 out of 5]

From a journalistic point of view it is filled with information, history and opinions of knowledgeable people who live the chabadnik lifestyle. The work that each one of the shlichim does for their community and for Judaism is commendable beyond words and I truly admire and respect the young couples dedicating their life so fully. It's not a lifestyle for everyone, (it's not my lifestyle) but I gladly perform mitzvot and try to be a better person than I was yesterday.

[B. · Rating 5 out of 5]

I was familiar with Chabad only on a superficial level -- there is a large Lubavitcher community in the city where I live -- and was interested to learn more. What I really liked about this book was that it was nonfiction that read like good fiction -- the people were fascinating and the stories were interesting and well told.

[Becky · Rating 4 out of 5]

An incredibly interesting book and well worth reading. The author is very sympathetic to her subjects -- a bit too sympathetic for me at times. It is an interesting look at a Jewish sect that borders on a cult (some would say more than borders). Nevertheless, this group does some very interesting work in proselytizing its own anywhere it can find them.

[Ari · Rating 4 out of 5]

The book is sympathetic to Chabad, but written by an outsider. I came away very impressed by the influence that the Lubavicher rebbe had, both on his movement and on the wider current of American judaism. The author is prepared to discuss the bad as well as the good -- there is a chapter about the messianic streak in Chabad, with some analysis of how central it is.

[Laurie · Rating 3 out of 5]

I learned a great deal about Chabad which I had been very curious about. They are totally different from other Hasidic sects in their welcoming approach to all Jews, even non-observant ones. This book also reminded me that Jewish philosophy is the strata upon which western civilization was built.

[Tracy · Rating 4 out of 5]

This is a fascinating book about the Lubavitchers - I have a Lubavitch community in my neighborhood and it has been really interesting to learn about. Now I can truly understand the "Good Card" I get everytime I go to the grocery store

[Elana · Rating 5 out of 5]

Sue Fishkoff is such a great journalist - I wish that she would write a follow-up to this book that follows Chabad during the past 10 years (this book wraps up in the early 2000s). Fascinating, detailed account of the history and contemporary life of Chabad Lubavich.

[Adam · Rating 4 out of 5]

A fascinating look into an equally fascinating movement. I learned so much about the Chabad-Lubavitch movement and have come away with a respect for the teaching and, more so, compassion they provide people around the world.

[Alisha · Rating 3 out of 5]

I enjoyed this book, but I definitely felt like it didn't really give the complete picture.