From October 3-6, 2024, over 120 North American leaders gathered at New Vrindaban, WV, for the North American Leadership Conference. This event brought together leaders from across the United States and Canada to discuss topics central to ISKCON’s future. However, none were as exciting as the “3/35 Vision”, an ambitious growth plan outlined by the North America Regional Governing Body (RGB) for the next decade. ISKCON News spoke with Jaya Krsna Das, a key RGB member, President of New Vrindaban, and the GBC Zonal Supervisor for the Northeastern U.S., about the scope and goals of this visionary plan.

ISKCON News (IN): There’s a perception that ISKCON is in decline in the West. Does that align with reality?
Jaya Krsna Das (JKD): Actually, ISKCON has experienced notable growth in North America over the past decade. Since 2014, ISKCON centers in the U.S. have grown from 59 to 96 and in Canada from 13 to 25. We’ve acquired, built, or developed over 20 new temples, and book distribution has doubled. The RGB has established structured leadership and support, and many men and women have been trained as leaders across the continent.

IN: Could you summarize the 3/35 Vision?
JKD: ISKCON North America aims to inspire 3% of the North American population — approximately 12 million people — to engage in Krishna Consciousness at some level by 2035.

IN: How did the 3% goal originate?
JKD: About 1.4% of North Americans are of Indian or Nepalese origin, and many are naturally drawn to Krishna consciousness. Extending that to a similar percentage of the local population brings us to the 3% target.

IN: Does Krishna Consciousness in this vision mean traditional “devotee” status?
JKD: Srila Prabhupada emphasized that success isn’t about the number of initiates; initiates focus on preaching and temple service. Instead, it’s about people participating in singing in kirtan, dancing, taking prasadam, and understanding the philosophy.

IN: This seems like a massive goal. What would you say to those who view it as unrealistic?
JKD: The RGB views 3/35 as a “Rhino” goal, a term Srila Prabhupada used for highly ambitious aims. Achieving this would be celebrated widely, but even trying is honorable. This goal clarifies our focus and inspires ISKCON members to meditate on their contributions to Srila Prabhupada’s mission.

IN: What are the intermediate goals to help achieve 3/35?
JKD: The 3/35 initiatives focus on four growth areas (outreach, kirtan, prasadam distribution, and youth) and four support areas (devotee care, education, administration, and retreat centers). Over time, we expect a “hockey-stick effect” of growth: gradual at first, then exponential. Biannual meetings will assess progress with support from RGB Development Director Acyuta Keshava Das.

IN: Could you elaborate on the four growth areas?
JKD: Traditional and creative outreach programs will build the backbone of the envisioned growth. The innovative programs by North American devotees like the Krishna House concept, Wisdom of the Sages, Bhakti Community alongside Congregational Development Ministry initiatives like Bhakti Vriksa and Bhakti Home, the Damodara program will support the intended growth. Large-scale prasadam distribution will help people reach a higher consciousness and gradually understand Krishna consciousness. ISKCON youth are connected to other students through their education and can attract peers through relevant presentations of Krishna consciousness. Kirtan is also a key growth initiative, bringing the ever-growing Kirtan audience closer to Krishna consciousness.

IN: What resources are available for temples to start working toward 3/35?
JKD: Initiatives will issue guidelines and support material for each initiative. Representatives of ISKCON’s international ministries in North America are preparing 3/35-specific plans to address the need for education, devotee care, outreach, youth engagement, and more. This will encourage broad-based participation and inspire exponential growth.

IN: How can individual devotees participate in the 3/35 Vision?
JKD: Every devotee is invited to join the initiative’s teams, participate in local 3/35 initiatives, and contribute by engaging others in Krishna Consciousness through sharing, home programs, and Iocal events. The aim is not rigid quotas but inspiring devotees to share Krishna consciousness as much as possible.

IN: Where can people learn more about the 3/35 Vision?
JKD: More information will be available on the North American RGB website. Devotees can also contact Acyuta Keshava Prabhu, the North American Development Director, via WhatsApp at 714-398-6474.

IN: Is there a final message you’d like to share?
JKD: In these troubled times, people need peace, a higher purpose, and supportive practices. ISKCON has the wisdom to lead people to real happiness, and the 3/35 Vision provides a pathway to widely share Krishna consciousness, aiming to make the world a better place.