By Jessica Ravitz, CNN (CNN) - Of course Tevi Troy has heard the hubbub. He knows full well that his onetime boss, former President George W. Bush, plans to speak Thursday at a Dallas fundraiser for the Messianic Jewish Bible Institute – a group dedicated to converting Jews to Christianity. “I have yet to meet a Jewish person who hasn’t heard about this,” says Troy, who served as a Bush administration liaison to the Jewish community and was a former deputy secretary at the U.S. Department of Health and Human Services. The topic of conversion can prompt a visceral reaction for Jews whose darker times have been marred by persecution, expulsion and forced conversions. Millions have died for and because of their faith. “There’s good historical reason for the Jewish discomfort,” Troy says. But before Troy, an Orthodox Jew, will tread into this controversy, he wants to discuss the Jewish value of hakarat hatov, or “recognizing the good.” He says people should remember and appreciate that Bush was “a very good president to the Jewish people.” He was a friend to Israel during the Second Intifada, Troy says. He was an outspoken opponent of anti-Semitism. And in the wake of the murder of American journalist Daniel Pearl by al Qaeda in Pakistan in 2002, when Jews felt like targets, Troy says Bush took on terrorism. That said, when it comes to Bush’s decision to speak at the annual banquet for this messianic group, one that believes Jews like this former aide need to be saved, Troy admits, “I would be lying if I said I wasn’t disappointed.” CNN tried to speak with five other former Bush administration liaisons to the Jewish community, but only two of those responded. Both suggested Troy could speak for them, too. His words, though, are tempered. Others, such as Rabbi David Wolpe, who was dubbed America’s most influential rabbi by Newsweek in 2012, called Bush’s decision “infuriating.” The Messianic Jewish Bible Institute is representative of a longstanding effort to convert Jews, one that dates back to Paul in the New Testament who said, in Romans 1:16, that the Gospel should be taken “to the Jew first.” The institute's website features a menorah in its logo. Its chairman is listed as Rabbi Jonathan Bernis, a man who heads up another organization called Jewish Voice Ministries International, where an “Ask the Rabbi” feature includes an image of him wearing a yarmulke and Jewish prayer shawl. CNN reached out to Bernis at Jewish Voice Ministries but was told by a spokeswoman that he was not allowed to comment on the upcoming fundraiser. Then CNN asked where he had been ordained as a rabbi, and the spokeswoman hung up the phone. We also called the Messianic Jewish Bible Institute, which pulled down from its website any references to Bush’s upcoming appearance soon after Mother Jones broke the story. An institute spokeswoman said there would be no comment. A source close to Bush, who didn't want to be named, confirmed to CNN on Wednesday afternoon that the former president still plans to speak at Thursday’s banquet, where tickets reportedly range in price from $100 to $100,000. The source also said that Bush addresses all sorts of groups, secular and religious of varying stripes. Bush tells stories from the White House and speaks about his love for America, which includes a commitment to religious freedom and tolerance, according to the source. Had Bush’s onetime liaison to the Jewish community still been working with the former president or been asked, Troy said he certainly would have advised against such an appearance. Troy says the problem is most people don’t understand why talk of converting Jews stirs up such strong feelings in the Jewish community. “It dates back to a time when forced conversion was a serious issue, when the church was imbued with the power of state,” he says. Troy points to the Spanish Inquisition as an example, explaining how under duress and torture, Jews had to convert to Christianity or face expulsion from Spain in 1492. Those who stayed and exhibited any shred of Jewish observance were persecuted. The Messianic Jewish Bible Institute, founded in the mid-1990s, includes in its mission the goal to "educate Christians in their role to provoke the Jewish people to jealousy and thus save some of them." The institute's statement of faith also says that those who are born Jewish and "place their faith in Messiah Yeshua," Jesus, "have not disowned or separated themselves from their race and Judaic heritage, but remain sons and daughters of Israel." Missionary outreach to Jews in America isn't new. It dates back to the 19th century. A Hungarian man who called himself a "rabbi" established a ministry in 1894 to target Jewish immigrants in Brooklyn, offering them assistance, education and New Testaments translated into Yiddish. On the opposite coast in San Francisco in 1973, a Baptist minister - who was born Jewish - founded a proselytizing organization called Jews for Jesus. His small army has been knocking on doors and pounding the pavement ever since. A less aggressive approach, preferred by others who might call themselves Messianic Jews or Hebrew Christians, has been the establishment of Messianic “synagogues” and organizations. They’re sponsored by Christians, and they incorporate Jewish symbols and modified Jewish rituals. They’re often led by leaders who call themselves rabbis, use Hebrew phrases and wear traditional Jewish accessories. Critics cry false advertising, subterfuge and bemoan how such outfits, including the Messianic Jewish Bible Institute, which built its base in the former Soviet Union, often target Jews who don’t know better – what Rob Eshman of the Jewish Journalin Los Angeles called, “the low-hanging fruit of Jewish identity.” While Messianic Jews believe it’s possible to be Jewish while believing Jesus is the Messiah, others say this makes as much sense as a vegetarian who believes in scarfing down steak. The historical concern may have been rooted in forced conversions, but Troy knows that's not an issue today. In fact, the group Bush will address - and others like it - don’t really worry him. He’s more concerned about a recent Pew study that showed how a growing number of American Jews don’t identify with any faith, let alone their own. About a third of American Jews born after 2000 answered “none” when asked about their religious affiliation, the survey showed.  Of everyone surveyed who was raised Jewish, according to the researchers, 6% now describe themselves as Christian - mostly as Catholics, Protestants or "just Christian." Messianic Jews, Pew said, constitute a very small group. Meantime, though, the Pew survey also showed that 34% of those asked believe a person can be Jewish and believe Jesus was the messiah. But the fundraiser in Dallas, even if it features the likes of a former U.S. president, isn’t what’s hurting American Jews, Troy says. "Judaism," he says, "has other and bigger problems."