[2] Rabbi Herzfeld defended the choice on the grounds that the name makes clear that the synagogue is welcoming and open to everyone.

[8][9] Under Rabbi Herzfeld's leadership, it has taken a number of unusual initiatives, including advertising its services with leaflets and television and radio spots, holding free Yom Kippur services, and the installation of ramps and elevators to ensure that the synagogue is genuinely open to everyone.

[11] Ohev Sholom Congregation advertises itself as a dynamic Orthodox community that values Torah, prayer, and good deeds.

The congregation touts its location in NW Washington as easily accessible to surrounding neighborhoods in the District of Columbia and Maryland.

The congregation counts in its membership a growing number of working professionals, families with small children, and others.