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Trends

7 New Statistics to Help Grow Your Church

tape measureA New Church Tape Measure
How Do We Measure Ministry?

The Old List of Statistics

One of the churches I grew up in had an usher/greeter stationed at the door to the sanctuary. With his right hand he shook the hand of each congregant as he or she entered the door. Behind his back, in his left hand, was a counter. He’d tap the button and tally the attendance. Most people had no idea they were a walk-in statistic.

 

In the same church in the hymnal rack were communion cards. Congregants taking a place at the communion table would drop proof of their presence in the offering plate. These would be forwarded to the church secretary who kept a big book with the name of each church member and their communion history.

 

A third measure is offering history kept as much for tax purposes as pledge purposes.

 

The church governing board will keep track of the income and expenses and asset values. At the end of the year, all of this valuable information will be forwarded to the denominational headquarters.

 

The problem is that this information is helpful mostly to professional leaders, specifically those considering a call. Does this congregation have enough money and a support base to afford pastoral services? is the question on their minds.

 

We are measuring these things out of tradition based on what was practical to measure in years past. A person sitting in the sanctuary is easily counted. A dollar placed in the offering plate can be added to the other dollars and counted.

 

Little of this information is of use to mission planning. It was probably NEVER a measure of true viability.

In Search of More Useful Statistics

If growth and mission are goals, the Church needs to start measuring things that matter—things that were impossible to measure years ago.

 

It is a new world. There are many ways to measure statistics that are far more helpful to mission planning. The more detail you have, the clearer your mission plan will be.

 

Here are statistics that are more important to mission and church growth.

  1. Participation in church activities
    How many attend every niche activity? How many youth take part in youth groups? How many children are in the nursery school? How many helped with the walkathon or mission project? How many attend midweek services or socials?
  2. Where people come from
    Many churches keep statistics on race. They do this a bit apologetically. It’s to measure their progress in fostering diversity, they’ll say. This is not a statistic that really matters. What matters is how do people learn about your church? What is their entry point? Was it a program? Was it through a network of friends or acquaintances? Did they learn about you on your website? Did they read about your project in the news? This type of information tells you which evangelism efforts are effective.
  3. Age demographics
    This information helps you plan a bigger picture. If your congregation is aging, you are going to need to find a way to reach younger demographics. If you are attracting unaccompanied children (common in urban neighborhood churches) you’ll need to plan supervision for their nurturing and involvement, especially reaching the adults in their lives.
  4. Membership cycle
    We are borrowing a concept from marketing. Businesses track how long it takes a person who expresses interest in a service or project to actually make a purchase? It is called the “sales cycle” and is often depicted as a funnel. You place all your prospective customers at the top and widest part of the funnel. Then you track their engagement as they filter through the ever-narrowing channel that leads to their conversion. If they drop out of the funnel before reaching the bottom, sales people want to know why. At the bottom of the funnel are the prospects who actually buy and hopefully form a brand loyalty. It’s called conversion. Conversion: one of those marketing words that evangelists share!
    The same process is vital to successful mission. How long does it take a visitor to your church to become engaged and join? What happened on their journey through the “membership funnel”? Why did some drop out? At what point did they lose interest? How can you improve the experience for other visitors?
  5. Ongoing engagement or member retention
    It is not unusual for an excited new church member to suddenly disappear or slowly become less engaged. Often, they don’t quit or transfer; they just stop showing up. Do you have a way of tracking this and addressing any problems. Their waning engagement could be demands or problems in their personal life—or they might have felt snubbed. If you don’t know, you can’t help them—and that’s the ongoing part of mission.
  6. Member interests, problems and goals
    The church has a tendency to pigeon-hole members. We encourage youth, but once you reach maturity, you are what you are. This has changed. We have reached an age of life-long learning. People are expected to retrain constantly. They are not going to feel comfortable participating in the world of church if they cannot grow. Churches must know member interests and provide channels to nurture and use new skills.
  7. Engagement outside of Sunday morning
    Today’s culture makes it impossible for some to attend church on Sunday morning. Some spiritual people have no interest in Sunday morning worship. They may still consider themselves loyal members, and they may have valuable skills that you need.

How can churches measure all of this?

It’s easier than it might seem.

 

A church BLOG provides these statistics—all built into the software. It takes some skill to offer the kinds of content that promote engagement that will give the best results, but within a year or two you’ll have a new picture of your congregation that will help you plan and carry out your mission.

  • You’ll be able to count views.
  • You’ll be able to see what pages attract the most interest.
  • You’ll be able to track whether they reached you through Facebook or what words they plugged into their search engine to find you.
  • You’ll be able to communicate directly with anyone who subscribes.
  • You’ll be able to see which days of the week and hours of the day get the most traffic. No need to schedule everything on Sunday morning.
  • You’ll get an idea of where people are from. It might surprise you to find that you might be engaging with people all over the world.
  • You’ll be able to track when people unsubscribe and that information can influence your mission.
  • You’ll be able to see skills and interests in profiles which they choose to make available online.
  • You’ll be able to plan educational offerings that connect with your readers.
  • You’ll be giving them a safe place to explore their relationship with God and his people.

 

If a congregation tracks these kinds of things and looks at weekly progress, they will be less likely to wallow in the status quo.

 

In addition, the blog is living evidence of your commitment to your community. You have a platform that is not defined by your church walls. You can use that platform to address neighborhood interests. You are no longer waiting for people to come to you; you are going to them. It’s the kind of social proof that younger generations expect.

 

Yet practically NO churches have a blog.

 

How do you account for that?

photo credit: Vanessa (EY) via photopin cc
13 Feb 2014

Transforming Trends in the Church-5

longtailTREND 5
The Long Tail

Huh? What’s the Long Tail?

This is a term familiar to marketers. It refers to niche marketing. Major retailers are generally interested in selling lots of just a few products. The emphasis is on creating products that will appeal to everyone.

This traditional business model is why it was hard to get a book published. Publishers wanted to make sure it was worth printing 100,000 copies minimally. If your interest was canoeing in Nepal or the life-cycle of spiders, you were out of luck!

The internet has made it possible for products that appeal to smaller audiences to be profitable, too. In fact, there is great potential in recognizing the people who go against the mainstream. It is a numbers game. There are an awful lot of people in the world!

The result in the publishing world, with which I am most familiar, has been an exciting explosion of new titles.

What does this mean for Church?

Actually, the Church is the original long-tail marketer. They’ve just forgotten it! Click to Tweet.

Jesus’ approach to ministry describes the long tail. Seek and serve the marginal members of society—everyone from the rich man and educated Nicodemus—to the dead, infirm, and dying—to the women and children with no status—to the foreigners.

As the Church grew, every neighborhood was a “niche.” But today, the Church is abandoning its strength, hoping for economic strength in size.

This may be a long-term disaster.

Large churches are not filling the gap of the abandoned small faith communities. A few are growing slowly but most are in decline. People like to worship with people they know. Being part of a crowd may be fiscally desirable, but faith doesn’t work that way. Most churches will continue with memberships hovering between 100 and 300 ( a third of them active) until the Church abandons them. That’s the way it’s always been and it follows the findings of sociology that it’s the way it will always be.

We already know the small church works well—perhaps even best. The challenge to the Church is to keep small churches viable and in keeping with their expectations. This requires entrepreneurial thinking which is not prevalent in the Church.

Churches like to do things the same way (while preaching transformation). They have an expensive infrastructure that resists change and requires size.

The concept can even be seen in their approach to mission.

Redeemer’s membership was always an immigrant population. Early members were western European. The immigrants of recent years represented five continents. Many from East Africa found their way to our door. We welcomed them and they were part of a truly transforming ministry.

The Synod, on the other hand, had a different vision for us. The older immigrants and their descendants had to die. (They waited eight years for this to happen at one point in our history—2000-2008). But new members came along. Their plan was not working.

Their pronouncement: White Redeemer must be allowed to die. Black Redeemer . . . we can put them anywhere.

Actually, SEPA had a vision for a Pan-African church. Something big. Something to boast about. Something that could exist without bothering white Lutherans.

africa-truesizeA Pan-African Church! When you realize the size of Africa, the concept is ridiculous. Africa is a BIG place, with varied customs and cultures. Our African members were amused at the idea. “They don’t speak our language in Zimbabwe!”

This is nothing new. Chestnut Hill, Mt. Airy, Germantown, Roxborough, Manayunk and East Falls look so close on the map. The managerial temptation is to try to unite them for efficiency and cost-savings. Four church closings in this area have not bolstered the memberships of the other churches. (Advent in Mt. Airy, Grace and Epiphany in Roxborough and the seizing of land in East Falls). (Shh! The doors may be locked, but we are still open!)

Urban people know their neighborhoods are distinct. So, too, are their ministries.

With size and managerial motives (among others, we suspect), SEPA Synod orchestrated the closing of our growing viable community congregation. Their plan (never discussed with our leaders) was to set our white members free to fend for ourselves (excommunicate us) and assign our black members to another site. Result: 82 Lutherans locked out. A squandering of new blood!)

Unfortunately, when you close churches in the neighborhoods where immigrants live, you take the resources that would serve them. Everyone in the neighborhood loses and the takers of the property get only a short-term advantage as they quickly spend the assets the communities developed over a century.

The future of the Church may be in rediscovering its past. The trick will be finding a way to make Long Tail Evangelism fiscally viable. The more active and inviting the ministry, the more realistic this will be.

Redeemer was well on our way to implementing a plan which would be supporting the congregation today with ample dollars to spare.  We saw ourselves serving several niches and felt uniquely qualified for this type of ministry.

If the Church is to be successful in recognizing the benefits of Long Tail Evangelism, they must help congregations explore the use of their assets for ministry, not seize them for their own financial fix.

The result is long-term loss to faith, community and potential.

Perhaps it is time we return to Jesus’ approach. Love that long tail.

 

24 Aug 2013

Transforming Trends in the Church-4

watch of old, pocketwatchTREND 4
Extremely short attention spans due to clutter.

Oh, my! This is a challenge for the modern church.

  • Five, two-hour sessions constitute today’s Bible School as opposed to two weeks, including weekend events.
  • Praise songs that repeat one simple theological concept. Let’s not think too hard when we are singing!
  • Fast food-style Eucharists (Take and dunk.).
  • Every event interrupted with snack breaks and coffee breaks.

All of these things are enjoyable but take something away from the experiences we once valued. No wonder today’s Christians don’t know the Bible as well as their ancestors. They also have less understanding of “church.”

Attention span was a challenge at Redeemer as a multicultural church. Our American culture often clashed with the more laid-back ways of our immigrant members. When we planned events we started with two extremes. “White Redeemer” (the Synod’s term, not ours) would advocate for a two-hour event. Our African members didn’t mind planning for the whole day. We managed to compromise. Events were planned for two hours, would last closer to three, and the social afterwards would last just as long for those who chose to stay. Most did.

The challenge to the western Church is to recognize that their members’ attention is demanded by many more sources than in yesteryear—professionally, socially and as family members.

We can keep offering the same sorts of educational events. The people who show up may never really connect.

This is where online ministry can shine. A simple thought presented daily will have far more impact than an hour-long Bible study. You may find that when members get together on Sunday that they are talking about the short messages they read during the week. (That’s been our experience.)

The Church can also be a slowing agent, a social retardant, a respite from the hectic pace of the Information Age. Try going against the norm now and then. Ask people to slow down and take time for God. Weave this into your more fast-paced ministry.

  • Study a four- or more-verse hymn together—something with some theologic substance like The Church’s One Foundation. Mix the hand-clapping mantras with something that may one day be of more comfort and guidance.
  • Change up the worship service. Add an object lesson. Divide the sermon into three with a comment on each of the major scripture readings. Illustrate the sermon with slides. (People who watch worship on TV are used to this!) None of this abandons the sacred order of liturgy. That would bring the roof down!
  • Change venues. Short attention spans might be lengthened if the surroundings change. Meet in different places (maybe even for the same event!). Move from the sanctuary to the fellowship hall to the outside. Take advantage of your church camps. Meet in homes. Small churches can meet in local restaurants. (We do!)

The short attention span is likely here to stay. Let’s work with it.

A pondering:

Many of the churches we visit have “fast food” Eucharist, (people file past quickly with just a nibble of a foretaste of the feast to come). This can be a shock to the senses of those who were raised kneeling together with family at the altar. A few provide an option. The communicants who filed through the line were invited, if they wished, to retire to the altar. Several did.

What would happen if everyone did—and they stayed there in prayer for ten minutes, instead of sixty seconds?

photo credit: Berenice Decados via photopin cc
23 Aug 2013

Follow Your Conscience or Follow the Rules

Moses and The Ten CommandmentsTransforming Trends in the Modern World

Eight years ago, a leading entrepreneur in the marketing world published a list of 14 trends he foresaw as revolutionizing the business environment. Today Seth Godin wrote a post updating his prophecy.

We’re going to look at them one at a time to consider whether or not they apply to Church.

TREND ONE

1. Direct communication and commerce between produces and consumers.

This is so prevalent that it is today’s expectation.

Several times recently I’ve witnessed customers getting rough treatment from a salesperson. They are incredulous. So are the onlookers. They are mumbling to their companions.

What gives? Haven’t they heard of customer service?

There are still a few that haven’t. Sadly, they will always be with us. For the most part, corporate leaders know that they can’t simply ask employees to cite “policy” as a way to dismiss a disgruntled customer. The disgruntled have new power. Their story will be told around the world before nightfall.

The ability of everyone to tell their story to a vast audience has changed the business world. It’s made the business world a better place, I think!

What about Church?

Church relies on storytelling. It always has! Today, the storyteller is truly powerful. The filters are gone.

Church publications were once controlled by the people who could pay the enormous expenses for printing and broadcasting. No one outside an elite circle had a chance at being heard.

The costs are negligible today. That changes the nature of storytelling.

There is tremendous power in storytelling—whether the story is benevolent or critical. The Church can no longer rely on unhappy parishioners going home to sulk unnoticed.

That puts the same burden on Church leaders as business leaders carry.

We MUST deal with the problems and sensitivities that are raised among our members.

small_48098811The Church has very little practice at this!

The standard reaction from the structured Church is to cite rules (which can be fickle) and expect the faithful to obey. End of story.

One of the strongest and most traditional hierarchies in the world is having trouble with this. Roman Catholic religious leaders are beginning to respond to world problems with their own sense of right. They are pledging their obedience to God more than to man. They have the attention of national media.

Hierarchical pronouncements carry far less weight and there is really no way in the modern world to stop it. But the Church will keep trying. They’ve been in this business a very long time!

They will be slower to realize what business is already recognizing.

The average church member increasingly expects his or her voice to be heard. Christians will be far less likely to accept “Because I’m the Father” reasoning when they start to weigh important decisions.

By the way, this is the topic of next Sunday’s Gospel. Read Luke 13:10-17. Compare Jesus reaction to the Church leaders who cited rules in response to his Sunday ministry.

This very same dialog is going on in today’s Church. And that’s a good thing. A godly thing.

More to the Story

There’s more to this story however. Denominations used to put a lot of money and effort into providing resources for their member churches. They expected their constituency to buy their publications and curriculums without question.

Congregations now have easy access to publications and services from an endless array of sources—many of them FREE!

Denominations will have to compete for market share. They will have to see their constituency as reaching beyond the faithful—who may be more faithful than loyal!.

Could be daunting!

Could be fun!

MOSES: photo credit: wallyg via photopin cc
SIGN: photo credit: njhdiver via photopin cc
19 Aug 2013