Over the past decade, more than 250,000 families in North America have signed up their children to receive free Jewish-themed books and resources each month from PJ Library®. At a time when religious affiliation is down by traditional measures across faiths, why is a Jewish program for children attracting so many followers? The Harold Grinspoon Foundation recently commissioned an independent evaluation to find out. Who are these families? What is it about this Jewish program that is drawing them in and keeping them in?