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Evangelism

Understanding How Size Is Part of Your Congregation’s Brand

Recognizing the influence of size on their mission prospects is tough for many congregations.

Size determines your relationship with your regional body more than with your community.

Your perception of your congregation may be at odds with that of your regional body.

When you create your congregation’s brand (your mission/vision statement), you are usually thinking about your relationship with your community. The perception of your regional body can make or break your attempt to move your congregation in the direction you want to go.

Congregations need to do some work before they turn to their regional body. Many lay people don’t know how their regional bodies think.

Regional bodies have an agenda that must be recognized. They need to find gainful employment for their pastors, matching them with existing congregations. Most of their function involves fitting clergy pegs into congregational holes. Theoretically neither pool is finite but the fact is that few new clergy positions are made and recruitment of pastors to fill new ministry roles lags behind need. Regional leaders often settle for working with what they have and like everyone else in the world, they work to make their jobs easier.

At the same time, congregations imagine that there is a large pool of pastors with the skills they need, eager to serve their efforts to transform their ministry. This is not realistic in today’s church.

Regional bodies do not have great firsthand knowledge about the congregations they serve. Regional leaders change every 4-6 years and may not have visited with your parish in decades. They know what they hear from pastors, who have a vested interest in what they share. They collect annual data on giving and attendance without information to explain the data. Your congregation may have a very thick file of anecdotes from previous pastors who may have been disgruntled for any number of reasons as they interacted with your regional body. Often this interaction comes when pastors are seeking a new call and no longer feel any loyalty to their existing congregation. Their carefully recorded observations may have nothing to do with your current situation. They may have been self-serving, untrue, or less than the whole story. But this private record carries a lot of weight. Your regional leaders will consult this file before meeting with you.

Too often that private dialog between pastors and regional leaders creates prejudicial branding for a congregation — for better or worse.

Congregations need to take control of their image. Reversing prejudice is never easy.

Congregations must learn to tell their own story without the clerical filter. Ideally, they must look for ways to stand out in the denomination. We’ll cover some ideas for this later.

For now, it is helpful to understand how regional leaders think. They think in terms of church categories. There is a place for each existing congregation in a prescribed structure that relates to size and therefore budget and the available pastors willing to serve as you plan your mission.

These are the four general categories.  

1. Family Church

A family church is small with less than 100 members. Leadership in these churches is often influenced by family heritage. Clergy serving these congregations must recognize that members value the viewpoint of a few patriarchs or matriarchs who may have provided continuity through many pastorates. That’s a challenge for many clergy who want to be viewed as “the CEO.”

Regional bodies often consider these churches to be dying. Nevertheless, it is how most congregations start. They have a strength and social structure that can outlast many a larger church.

Family churches will likely have to settle for part-time clergy and receive very few choices in the search process.

2. Pastoral Church

Pastoral churches have about 100-200 members, too big to be controlled by family groups but still small. These congregations rely on pastoral leadership. There will be a council or vestry. It’s strength or influence will vary with the relationship they build with their pastor.

Pastoral churches are likely to be given the names of seminary graduates, second career pastors, part-time pastors or pastors winding down into their retirement years. Regional leaders may also try to place pastors who have failed elsewhere in this size congregation (beware!).

Most churches in the United States fit into these first two categories. Most regional bodies and clergy think that viability is in the next two categories. 

3. Program Churches

The next larger churches have up to 500 members. Clergy love this size church because they can support one pastor and a small staff. They are often popular with new families or people in transition because (as the title suggests) they offer programs to fit specific needs. Regional bodies wish every church were this size or bigger! It would give them stability, too. The problem is that they are few in number with clergy vying for their calls and the career trajectory they offer.

Congregations of this size will be given several candidates to consider.

4. Corporate Church

Corporate churches exceed 500 members and may have up to 3000. These churches have little need for a regional body, but they get a lot of attention because they are able to contribute the bulk of the regional body’s budget. They are plum positions for clergy who want prestige. They always come with the responsibility for facilities and staff. Most churches this size have multiple clergy with specific skill sets and lay staff. Their challenge is to provide the personal touch that small churches have. They constitute a very small percentage of the total number of churches, but there is a tendency to assume that all churches aspire to be like them.

Corporate churches will have no trouble finding clergy interested in serving them.

In between each of these groups is a transitional category. Churches can grow from one category or shrink to smaller category. It is during these transitional stages that congregations are harshly examined or judged.

Your community is not thinking about where your church fits into this structure, but your regional body is. Their perception of your size influences your access to professional services, which influences your ability to meet your ministry potential.

Tough words but true. Congregations working on a branding strategy must grapple with how they are already viewed by their own denomination.

Is your congregation trying to move from one category to another?

If it is, seriously consider how you will tell your story to your regional leaders.

Do you see why the last step we proposed (self-study) is important? Too often congregations turn to their regional leaders for help with this process without realizing the prejudices already in place. Do some work before you turn to your regional body.

05 Oct 2012

Branding 101: Know Thyselves

In yesterday’s post we talked about the branding of Christianity and pointed out that Christians carry some heavy historical baggage.

Let’s move on.

Most Christians regardless of denomination feel pretty good about being Christian. They may feel less sure of their place within the Church. Such uneasiness inhibits evangelism or outreach.

Spending some time on branding should help.

The most common advice of church analysts is to write a mission statement or vision statement. Frankly, most mission and vision statements are variations on the same theme and state the obvious.

Mission statements are part of branding. But the process for arriving at mission statements can be dry and even threatening.

Thinking in terms of branding will either help you write a clearer mission or vision statement or make them unnecessary.

Remember, branding is about how we are perceived—first by ourselves and then by others.

Start with some kind of self-study.

The temptation in attempting a self-study is to begin to rehash congregational history and statistics—the good and the bad. These days it is often the bad. This can be a technique of hierarchy to make your situation feel hopeless. That makes their job easier and they might get the value of your assets. (Sorry to be so blunt, but self-interest is part of that long history of the church we talked about in yesterday’s post.)

You’ve probably already been this route. How has it worked?

We’re betting that it led to self-criticism that eroded your congregation’s self-confidence. We’re also betting that it helped you stay mired in the past. If you started the process with a dozen people, you probably ended up with one or two finishing the job as others fell away.

So, don’t spend a lot of time on this. It is fuel for the naysayers.

Knowing yourself is the first step in telling your story. Ask some questions that will teach you about your congregation.

Here is one idea to help the process of self-examination in a positive way.

Create a survey.

This should be totally un-intimidating and should be plenty of fun! Keep the questions upbeat.

Give people enough time to think about their answers. Let them study them during the week, if necessary.

Write your own questions, but here are some ideas.

  • What are your most memorable three verses from the Old Testament?
  • What are your most memorable three verses from the New Testament?
  • Can you remember the favorite Bible verse of one of your parents?
  • What is your favorite quotation of Christ?
  • How would you describe Jesus to someone who had never heard of Him? or Describe Jesus in ten words or less.
  • Write a haiku poem describing our church.
  • What are your three favorite hymns?
  • What is your favorite church season?
  • What makes you proud to be a member of our congregation?
  • If you could change one thing to improve our congregation’s mission, what would it be?

Notice how the questions stretch people’s thinking. If you asked them to choose just one hymn or verse, you’d get weaker results.

Also notice how there is nothing in these questions that will wear away at people’s confidence the way statistics and history can. The questions concentrate on strengths, spiritual gifts and hope. They allow for the introduction of negative but in a way that won’t bog you down.

Collect the results and discuss them together. Hold a survey party. Let people tell you why they chose their answers. Quote the scripture. Sing a few of the hymns. This should reveal something about the priorities of your people. You will soon understand why they come to church faithfully and they will be practicing telling their story! Tricky!

This process will help you define your mission.

For example, a hymn choice such as “There’s a Wideness in God’s Mercy” or “O Zion Haste” reveals an interest in mission work. “A Church’s One Foundation” might reveal an interest in teaching doctrine. “Just As I Am” or “Peace Like A River” may point to an interest in social justice. Let the people discover themselves.

In the end, ask people to summarize what they’ve learned. Pose the question something like this:

I’ve learned that our Church is capable of the following great things:

1.
2.
3.

Understanding yourselves is the first step in branding your congregation. Have fun! Be proud!

05 Oct 2012

A Provacative Link That Should Interest Evangelists

Here is a link from Coca Cola’s marketing team. They are telling us exactly how they intend to double their business by 2020. That’s a lot of sugar water!

The techniques and strategies should interest every serious evangelist. Coca Cola has a story to tell and doesn’t mind telling us exactly how they plan to do it. Their marketing people are well paid and experienced story-tellers. Let’s invest our dimes wisely and listen in for free!

We have a story to tell, too!

[youtube http://www.youtube.com/watch?v=LerdMmWjU_E?rel=0]
21 Sep 2012

How Does Your Congregation Tell Your “Why” Story?

 . . . because God first loved us

Yesterday I received an email from a young fellow who makes videos with passion. He had a brainstorm and he was soliciting help. He wanted to make a video of people telling their “Why Story.” He made a little video imploring people to send a short video with an answer to the question, “Why do you do what you do?”

I had never taken a self-video before. But I spent about a half hour creating my Why video. I had never responded to a video by posting a film to YouTube before. But by the end of the day I had mastered that. Took four tries.

This morning I came across a video of a TED conference presenter, Simon Sinek. He gave a 17-minute talk on how the Why question drives all successful enterprises. Watch it.

[youtube http://www.youtube.com/watch?v=qp0HIF3SfI4?rel=0]

It seems the Why question is pretty important. How well does your church communicate your “why”?

Why do you gather together on Sunday mornings? Why do you want others to join you? Why does  faith matter in the lives of your individual members?

If your only answer is “so that we have enough financial support to keep going,” you will not succeed as a church.

It’s a simple question. What’s your answer?

18 Sep 2012

Involving the Church or Engaging the Church

A recent blog written for nonprofits addressed the difference between involving supporters or engaging supporters. Read it. It applies to faith communities.

Congregations have levels of involvement.

  1. Attendance at functions.
  2. Attendance at worship.
  3. Involvement in education.
  4. Support with offerings.
  5. Greater support with offerings.
  6. Participation in worship (reading the lessons, taking the offering, communion assistance)
  7. Participation on committees and governing boards.

And then we come to outreach, a most fundamental reason for gathering together in Christian community.

There are levels of involvement here, too. Many congregations never pass levels one and two.

  1. Attendance.
  2. Support with offerings.
  3. Active support to raise money. (Bake sales, car washes)
  4. Support of social service agencies. (Walk-a-thons, Charity runs)
  5. Assisting organized charities or social service agencies in events (helping with a building project for Habitat for Humanity, traveling to disaster areas to help with clean-up)
  6. Active involvement in a cause (running a day school, organizing a food pantry, visiting a prison, cooking and delivering meals to the homebound)

This last level reaches the highest level of commitment—hands on engagement in ministry.

In the Church, we often settle for coins in the coffer when sweat on the brow is better stewardship.

It’s the difference between involving people in ministry and engaging them. It may make the difference in the vibrancy of your congregation.

Think about it! No one talks about their offerings. People talk about the things they actually do! What a great way to tell the story!

How might your congregation engage your members in ministry?

photo credit: Plan for Opportunity via photo pin cc
13 Sep 2012

A Pastor’s Secret Transformation Weapon

The Children’s Sermon As Catalyst

A pastor may think that a children’s sermon is a waste of time. The children might be better off somewhere else, engaged in age appropriate activities.

The children’s sermon time is so much more. It is a golden opportunity to introduce change to your congregation.

Many pastors do little more than talk at the children—a watered down “trailer” of the 20-minute version about to come.

It is painfully obvious in many cases that the pastor has little experience talking to children. All those years of seminary study so you can expound to five-year-olds!

The children’s sermon is a time when you can communicate to everyone. Many adult Christians have not been well-schooled in church matters. This is an opportunity to not only reach the children but to review basic church teachings without “talking down” to the adults.

You can experiment in the few minutes you spend with the children. Few will object. It is a chance to create the experience modern worship so desperately needs—something that people will remember and talk about when they go home and off to work.

In the business world, this is called creating a “remarkable” experience. Business people know that their best advertisers (evangelists) are customers (congregants). They aim to provide the best service possible so that the customer/congregant talks about his or her experience.

Most worship services are fairly predictable in format and even in content. They are no doubt meaningful to the congregants, but few are anything anyone will talk about during the week or even remember a few days later. (Quick! What hymns did you sing in church last week?)

More people will be tuned in for a ten-minute children’s lesson than for the full 20-minute version. Use this opportunity to create a “remarkable” experience.

This is a pastor’s opportunity to introduce change without objection. Congregants may not even notice that the praise song you taught the children last week is the sermon hymn this week.

The children’s sermon is an excellent opportunity to introduce media, teach the kids (and adults) to move in liturgical dance, practice a new prayer technique, read a story or poem, or perform a little drama. Don’t put a stopwatch on the activity. Some sermons may be five minutes long. But if people are engaged, milk the moment.

Here is a list of guidelines.

  • Don’t treat the adults as passive bystanders. Engage them in music, question and answers, or other activities. Enlist their help. They will be more likely to step up to help the children then if you asked them to do something for their peers. Ask a choir member to lead or teach a new song, for example. Or have an usher explain what happens to the coins the children put into the offering plate. It will strengthen your congregation’s sense of community.
  • Don’t be afraid of repetition. Kids love it. Adults learn from it, too.
  • Don’t be afraid of interaction. Throw out a question to the adults. Better yet, have the children ask questions. Imagine one of your older members telling the story at work: “In church yesterday, a little girl asked me a question . . . .” 

It’s all about story-telling. We all love to tell the story. The children’s sermon can be the vehicle for congregational story-telling. And this can lead to transformation.

photo credit: Jenn Durfey via photo pin cc
07 Sep 2012

Why Don’t More Churches Blog? Answer 2!


Here’s another answer to the question “Why don’t churches blog?”

Church leaders don’t understand the reach and impact of the internet or the new definition of community.

Congregations, by tradition, are geographically bound. For several decades, congregations which had support from people who lived some distance from the church building were criticized. Membership was considered “scattered.” The regional or centralized church didn’t care about this as long as offerings were flowing, but if there were any signs of fiscal trouble, a “scattered” congregation was in trouble with its judicatory.

Geography is no longer as important as it once was. There are definite benefits to physical community, but it is not the sole criterion.

Community is a group of people with common interests. People, today, are discovering people with common interests all over the world. Just because this was not possible from 35 A.D. to 1985 A.D. doesn’t mean it has no value in 2012 A.D.

Recognizing that the Church and its sense of community has changed WILL redefine Church and its structure of support and service.

2×2 is on the frontline exploring this new definition of Church. We are learning every day. Our effort, barely 18 months old, has taken our ministry to places we never imagined.

Our regional office considers us “scattered and diminished” and worthless.

Scattered? Not when they made this claim, but today, maybe. But now it doesn’t matter!

Diminished, not at all. 2×2 (Redeemer) is reaching more people every week than it ever reached on a weekly basis at any time in its history. We can prove it!

Some contacts are fickle accidents. Others are developing into true friendships. That’s really not so different than the neighborhood church that reaches many visitors with only a small percentage actually joining.

We made all of these connections by blogging daily on diverse subjects, analyzing the wealth of online data, and producing content that answered the needs revealed in search engine data.

We did it on a shoestring budget — less than $100 per year. We followed our own members’ interests and talents.

We’ve only just begun. We’re here to help and serve.

Contact us if you need help developing an online ministry.

05 Sep 2012

Niche Churches — Hmmm!

This is from a blog by the Rev. Larry Peters, a Lutheran pastor from Tennessee. He was commenting on the writings of Terry Mattingly.

If churches want to reach millions of independent-minded young Americans they should learn a thing or two from craft brewers. . . . It’s time, he said, for “craft churches” that reach niche audiences.

This is an astute observation. Small churches have been serving niches for some time.

Our Ambassador visits reveal that most churches, large or small, serve a niche, but probably with little intent!

The largest church we visited (non-Lutheran and twice the attendance of the largest Lutheran church we visited) was a congregation of 25-35-year-olds.

Birds of a feather . . .

Small churches know their niche. Any intention of being all things to all people, though tempting, is out of reach. Even if people wanted that kind of ministry, (and most mission statements sound like they do!), finding leadership is daunting.

Church leaders often view small churches as failures—undesirable places for pastors to serve. Part of this is economics. All churches must rise to the same budget expectations, which in the modern era have priced many communities out of the faith business. Pastors assigned to small churches often view their role as care-taking, never bothering with outreach. Some even use the offensive term “hospice ministry.”

Perhaps it’s time to seriously examine the economics of church.

People will make their church home where they can see their offerings and efforts at work. They will neither participate nor attend a church where they do not feel fully welcome.

We at Redeemer know the difference between being welcome to attend church and being welcome to participate. Our bishop made it clear that we are not welcome to participate in SEPA Synod. She seized our property and pledged to close our church and reopen it under new leadership. She wrote to us that current members could attend this new, improved Lutheran church but former members would not be permitted to participate. She unilaterally denied us vote or voice. When we started visiting churches she sent a letter to pastors warning them!

How’s that for a welcome statement!

Redeemer was welcoming East African immigrants who were moving into our community—not just to use our building, which is the more common outreach approach, but to join their traditions with ours. We saw our unique niche ministry as adding to the mosaic of the greater church.

But SEPA was determined that one population had to die before a new population could be fully welcomed. As Bishop Burkat said, “White Redeemer must be allowed to die, black Redeemer . . . we can put them anywhere.” Control of assets was the objective.

Religion is not supposed to be a spectator sport.

Part of the problem with niche ministries is that few pastors are trained to serve niche populations.

Defining a niche (while recognizing the likelihood that niches will change every decade or so) may not be such a bad idea. It will take decades to recognize and train leaders to actively serve niche ministries and not view them as “hospice” assignments.

Another problem with niche ministries is that the “niches” that are most in need (the ones the Bible talks about), often can’t support them.

The true mission of the church is defeated by cost—at least with today’s budget and funding expectations.

Meanwhile, rejected and criticized by our denomination, Redeemer has created a niche ministry. You are visiting it now. Today, two months into our third year, we are reaching more people every week than the largest church in our denomination’s local region. We are just getting started.

photo credit: Grant MacDonald via photo pin cc
29 Aug 2012

Valuing the Small Church for What It Is

Small churches are the Church’s secret weapon.
They just don’t know it!

Here’s the paradox of church work.

The mission is to reach all the world, right?

Only a small percentage of the world can afford to support “church” the way it is understood in the West. Even we in the West are having a tough time of it! Do we really welcome the ill and indigent to be part of the economic burden of Church?

The Church has set itself up for perpetual failure. It blames the few people who are supporting it for that failure. Result: morale is in the pits. Visitors sense gloom!

The people who still support neighborhood congregations are very good people. Passionate. Self-sacrificing. Dedicated beyond measure!

The Church, blinded by economics, saps as much from them as possible before exercising hierarchical powers — constitutional or not — throwing its strongest supporters to the curb (literally in Redeemer’s case!).

Forced church closings, where hierarchy self-righteously grabs assets is bad enough. When this is done by design it is downright sinful.

Church regional bodies have been taught to ignore struggling churches and wait them out. It’s right in the book used to train regional managers of various denominations (co-authored by SEPA’s own Bishop Claire Burkat).

“You do not have the luxury of giving everyone who asks for help whatever time you have available. Some tough decisions need to be made as to where your Regional Body is going to invest time, energy, and resources. Thinking in terms of TRIAGE is a most responsible thing to do at the present time. Congregations that will die within the next ten years should receive the least amount of time and attention. They should receive time that assists them to die with celebration and dignity. Offer these congregations a ‘caretaker’ pastor who would give them quality palliative care until they decide to close their doors.  It is the kind of tough-minded leadership that will be needed at the helm if your organization is to become a Transformational Regional Body.”

There it is in black and white. Don’t waste time and resources on congregations that will close in ten years (if you do nothing).

A decade is long enough to fight two world wars!

And so the premise for mission changes. This part is not written down in congregational mission statements.

Churches want people who can support the way things are. Even better if they could support the way things were. Property and the staff come first. Programming and mission a distant last.

What would happen if the Church concentrated — really concentrated — on small church ministry? What if they found a way to help congregations be small, proud and strong — as opposed to dictating ministry solutions that work only in larger settings.

Small churches still have one big thing going for them. People still tend to prefer smaller churches!

It’s up to the smaller churches to insist on a change in attitude. This may not be as hard as it seems. Together, small churches outnumber large churches.

Find your voice! While you still have one!

17 Aug 2012

When the Church Ignores the Obvious

Another Chapter in a Tale of Two Churches

In 1979, Alfred Krass, A United Christian Church pastor from nearby Levittown, Pa., wrote a “white paper” on Evangelism in Mainline Denominations, published in Christian Century magazine.

Reading this study 33 years later reveals that many of the issues raised remain serious issues in mainline denominations. As is often the case in the Church, issues raised that are not on the popular agenda are often ignored.

Rev. Krass’s paper ends by identifying two questions for which he saw no denominations taking any steps to address. One involved the methods of communication used by the Church. The article did not foresee the internet and its tremendous potential for change (largely ignored by the Church).

The other problem he identified 33 years ago was the absence of families in Church and the ineffectiveness of motivating families as evangelists.

Redeemer’s Ambassador visits reveal that this is still a crying need in the Church. Rev. Krass identified the absence of 15- to 45-year-olds. Redeemer’s Ambassador visits reveal that the spread is now even broader. With very few exceptions, among the nearly 50 churches we have visited, children and youth are absent. When present, they can be counted on the fingers of one hand. Furthermore, the missing age group in church today is more realistically 1-50.

This was not true of Redeemer. Our age spectrum was fairly broad with no one age group dominating.

This problem unaddressed for the last three decades remains a problem. What are we doing about it?

The missing age group is the demographic where multiple generations actually live together under one roof — or in today’s world — under two roofs. The prevalence of the divided family is probably a big part of the problem. Religion can be an additional divisive agent.

How do we shape our message so that it reaches this majority population?

He closes with a point that church camps are ideally situated to minister to families. Interesting! Redeemer was a big supporter of church camping, making sure that as many members as possible were able to attend family camp and other church camping programs. Perhaps Rev. Krass’s ideas were working for us!

East Falls is an interesting place to study this question. This traditionally working class neighborhood happens to be blessed. It is a nice place to live and raise families and many generations stayed in East Falls through the years of “white flight.” Property values are strong despite the average family income. Families that raised six kids in their millworkers’ rowhouses and hung onto their property are now property rich. The vultures are all too willing to swoop in.

The conditions in East Falls and the actions of leaders of its faith communities reveal the priorities of hierarchies.

East Falls has Redeemer, where SEPA Synod has evicted the families and locked the doors, claiming the property the congregation had owned and the building they had built on working class salaries. More recently, St. Bridget’s Roman Catholic Church, was forced by its hierarchy to close its school. Redeemer had a strong family ministry. St. Bridget’s School was the hub of parish activity.

In sharing their experiences, both congregations noted the same thing. The “hierarchy” wasn’t listening. (Note: Lutherans aren’t really hierarchical. Their leaders just act that way.)

Another thing the two congregations have in common: Their hierarchies see church property as of more value to them when they are occupied by people who can pay more to use them than church members who live in the neighborhood.

Interesting, indeed!

photo credit: John Carleton via photo pin cc
08 Aug 2012