[1][2] Formerly called The JWRP,[3] Momentum works to strengthen Jewish identity and connection to Israel through young mothers in their communities.
[6] In 1985 she was a participant on the first Jerusalem Fellowships trip to Israel, and her experience was so positive that she decided to take time off to learn more about Judaism.
[15][16] As of 2020, Momentum has brought more than 20,000 women to Israel[2] on a free, eight-day tour and learn program; participants only pay for their airfare.
She explained her rationale in an article on Aish.com,[24] in a live video performance,[25] and in speeches covered by local press.
[26][27] In 2023, Lori received The Jerusalem Unity Prize (International Category) on behalf of Momentum at Beit HaNasi, the President’s House.
"Momentum works tirelessly to strengthen Jewish identity and connection to Israel through young mothers in their communities," wrote Culture and Sports Minister Miri Regev.
"Rebbetzin Lori is a leading, unique and exciting version of the 'Queen of the Desert', a Zionist who loves Israel, two values for which Momentum never stops striving.