Category Archives: Marketing & church growth

Guerilla marketing for churches, pt. 4

More from Jay Conrad Levinson’s Guerilla Marketing Excellence, as adapted for church marketing. Part 1 of the series has a general introduction to Guerilla Marketing [Link]; Part 2 talks about the “designated guerilla” [Link]; Part 3 talks about setting goals for marketing [Link].

*****

Customer reverence, Guerilla Marketing’s golden rule #6:

Consistently display your reverence for customers by trying to help them with consistent follow-up.

We don’t have customers in churches, so let’s call this one “Reverence for members and friends.” The best way to elucidate this golden rule is to give you some examples:

1) When a newcomer visits your church, you should send them a note of welcome within 48 hours. The Unitarian Universalist Society of Geneva has someone on their membership committee who sits down every Sunday after their third and final worship service, and hand-writes notes of welcome to everyone who signed the guest book. (This is one reason why this church now has three worship services.)

2) I’ve said this before, but it bears repeating: send your newsletter to everyone who walks in your door, especially those who lives within an hour’s drive. It helps if your newsletter is actually fun to read, but even if it isn’t, send it.

3) Once you have your church database set up, why not send a birthday card to everyone in your list of members and friends (especially kids)? Part of reverence of members and friends is simply acknowledging that they exist!

4) Send the newsletter to everyone possible, including young adults in college and graduate school, anyone in the military, and anyone whose job has taken them out of town for a year or two. While you’re at it, send printed copies of sermons to everyone who can’t make it to church, no matter what the reason they can’t make it.

5) Once a year, mail a book of bedtime prayers to families with children, using copyright-free material. If you’re a real guerilla, you’ll point out in the introduction that the material in the book is meant to supplement what happens in Sunday school (that’s a way to build attendance). And mail a devotional book to all adults, pointing out that the minister(s) use these readings during worship services.

6) Send postcard reminders to people whenever it makes sense. Families with children have very little time to spare and I’ve found the especially appreciate postcards — they can read them without opening them, and then stick them on the refrigerator as a reminder. Church youth group event? –send a postcard. Special event after church? –send a postcard. Important committee meeting? –send a postcard.

7) Once a year, send out a CD of your organist or star musician performing on your organ, or your wonderful piano. Point out that this music comes from a recent worship service.

I can hear the cries now: “But we can’t afford to mail all that stuff.” Maybe, but maybe you can’t afford not to. Did you know that many newcomers to liberal churches fade away after a year or two? Sure, getting people into small groups is the best way to retain newcomers, but as Levinson points out:

If you don’t stay in contact with your customer, somebody else will woo that rare person away from you. On a constant basis, you must fan the flames of love and loyalty. This will prove beyond any words that you practice customer reverence, an automatic safeguard against apathy.

How do you already practice reverence of members and friends? How do you already keep in touch in ways that build loyalty, and build people’s spiritual lives? Share your ideas in the comments section!

Transcendental change in liberal religion?

I don’t usually post my sermons on this blog, because for me the sermon is a spoken genre that doesn’t translate well into written form. But people at church seemed to like this sermon, so I thought, what the heck, maybe you might like it. And this sermon is for you, no matter what flavor of religious liberal you happen to be.

Be warned: if you were in church this morning, I usually ad lib 20-30% of the sermon, including most of the funny bits — so this is different from what you heard today.

Readings

The first reading this morning is from the book Walden, by Henry David Thoreau, from the chapter titled, “Sounds”:

What is a course of history or philosophy, or poetry, no matter how well selected, or the best society, or the most admirable routine of life, compared with the discipline of looking always at what is to be seen? Will you be a reader, a student merely, or a seer? Read your fate, see what is before you, and walk on into futurity.

I did not read books the first summer [I lived at Walden Pond]; I hoed beans. Nay, I often did better than this. There were times when I could not afford to sacrifice the bloom of the present moment to any work, whether of the head or hands. I love a broad margin to my life. Sometimes, in a summer morning, having taken my accustomed bath, I sat in my sunny doorway from sunrise till noon, rapt in a revery, amidst the pines and hickories and sumachs, in undisturbed solitude and stillness, while the birds sing around or flitted noiseless through the house, until by the sun falling in at my west window, or the noise of some traveller’s wagon on the distant highway, I was reminded of the lapse of time…. I realized what the Orientals mean by contemplation and the forsaking of works. For the most part, I minded not how the hours went. The day advanced as if to light some work of mine; it was morning, and lo, now it is evening, and nothing memorable is accomplished. Instead of singing like the birds, I silently smiled at my incessant good fortune.

The second reading is from the Hebrew prophets, the book of Isaiah, chapter 24, verses 5 and 6:

The earth lies polluted
under its inhabitants;
for they have transgressed laws,
violated the statutes,
broken the everlasting covenant.
Therefore a curse devours the earth,
and its inhabitants suffer for their guilt….

Sermon — “Transcendental Ecology”

In case you haven’t noticed, the historically liberal churches have been shoved off to the margins in the United States. Historically liberal churches such as the Episcopalians, the Congregationalists, the Methodists, the northern Baptists, the Disciples of Christ, the Presbyterians, the Quakers, and yes the Unitarian Universalists, have been losing members and influence for some forty years now. We used to be at the center of things. Forty years ago, during the Civil Rights movement, when Rev. Dr. Martin Luther King, Jr., called on church leaders to come stand beside him, we in the historically liberal churches went and stood. Some religious liberals even died for Civil Rights, including two Unitarian Unviersalists: Rev. James Reeb, and Viola Luizzo. At that time, we engaged with the outer world, and our opinions actually mattered.

Since that time, Unitarian Universalists and all the other historically liberal churches have been steadily losing membership and influence. (We Unitarian Universalists have actually been gaining members in the past twenty years, at about one percent a year; which however is not enough to keep up with population growth but at least we’re not shrinking like all the other liberal churches.) I sometimes feel that we religious liberals have spent the last forty years in a kind of a daze; we have spent the last forty years gazing at our navels. Sure, individual religious liberals work harder than ever to make this a better world — but as a group, as a liberal religious church, we are far from the centers of power and influence.

Of course, you know who is at the centers of power and influence. While we religious liberals have been gazing at our navels, the Religious Right, a loose coalition of many of the fundamentalist churches, some of the evangelical churches, televangelists, billionaires, and other conservative Christians, has gained in power and influence. The Religious Right has enormous influence in Congress and in the White House. The Religious Right is extremely well-funded. The Religious Right has charismatic preachers, some of whom have built churches of upwards of thirty thousand members. We are shrinking and increasingly irrelevant; they get to elect presidents.

I think it’s time for us to change. For the past forty years, we religious liberals have been coming to our beautiful church buildings, politely sad because global warming and massive species extinctions are destroying living beings that we consider sacred. Perhaps we even gently wring our hands, and we say we don’t quite know what to do. We know that environmental destruction is a religious issue. We know that one of the roots of the ecological disaster we face today is the simple religious fact that Western religion has mis-interpreted that passage in the Bible, the one where God gives us dominion over all other living beings, to mean that we can rape the earth and destroy at will. We know, too, that the Religious Right is happy for their God to have dominion over the United States, and for men to have dominion over women, and for men in the United States to have dominion over all over living beings — and when they say dominion, they don’t mean it in a nice, polite way, they mean domination. We religious liberals know all that, and when we leave our beautiful churches after coffee hour, we seem to forget all this until we next come to church, maybe four weeks from now. We conveniently forget that the ecological disaster we are now facing has deep religious roots.

I think it’s time for us to change. We no longer have the luxury of sitting quietly in our beautiful liberal churches. We no longer have the luxury of chatting politely with our friends at coffee hour about everything except the religious roots of the ecological crisis (to say nothing of the religious roots of gay-bashing, the religious roots of the widening gap between rich and poor, and so on). We no longer have the luxury of being able to separate our polite religion from the rough-and-tumble of real-world events; we no longer have the luxury of hiding our religious faith from the world.

So I’m going to try to set an example here this morning. I’m going to speak here publicly about my deeply-held religious faith, a religious faith that drives me to try, against all hope, to save what’s left of the natural world from further destruction. Maybe what I say seems a little raw; maybe I’m making one or two people feel uncomfortable. We have gotten out of the habit of speaking of our deeply-held religious beliefs here in our liberal churches; we have, in fact, gotten out of the habit of being religious. But that’s what ministers are for: to set the best example we know how to set, and to call people to be religious.

So let’s talk religion — to start us off, I’ll talk about my own deeply held religious beliefs.

I’m a Transcendentalist. When I was about sixteen, I had a transcendental experience. I was sitting outdoors at the base of Punkatasset Hill in my home town of Concord, Massachusetts, with my back against a white birch tree. There was this alley of white birches that someone had planted along an old farm road, and the fields on either side were still, at that time, mowed for hay twice a year. So I was just sitting there on a beautiful late spring day, and I was suddenly overwhelmed by a sense of the oneness of everything. I mean, this was an overwhelming experience, I really don’t have the words to describe it. Since then, I’ve had numerous other transcendent experiences, some more powerful than others.

What do these transcendental experiences mean? Well, I suppose I’m still trying to make sense out of those experiences. When I was about twenty, I found William James’s book Varieties of Religious Experience, in which he describes the various mystical experiences that people have. James said that perhaps a quarter of the population have mystical experiences of one sort or another, and in his descriptions of the various kinds of mystical experiences I could see the outlines of my own mystical experiences. But James’s book didn’t tell me about the meaning of my mystical experiences.

I found something of the meaning of my transcendental experiences in a book by my fellow townsman, Henry Thoreau. I had always disliked Thoreau when I was a child; when you grow up in Concord, and go to the Concord public schools, you get force-fed Thoreau and Emerson, and Alcott and Hawthorne for that matter. I don’t take well to force-feeding and so dismissed Thoreau. But at last I found that Thoreau’s book Walden probably described what I had been experiencing better than anything else, especially when he writes:

I love a broad margin to my life. Sometimes, in a summer morning, having taken my accustomed bath, I sat in my sunny doorway from sunrise till noon, rapt in a revery, amidst the pines and hickories and sumachs, in undisturbed solitude and stillness, …until by the sun falling in at my west window… I was reminded of the lapse of time.

I discovered that I, too, love a broad margin to my life. That broad margin is a margin to my life in which I have the time and the space to be able to be rapt in a revery, to reflect on the ultimate meaning of the universe. It is also a margin to my life where I can reflect on the difference between real religion, and religion as it is imperfectly practiced in the world around me.

When I have been able to sit “rapt in a revery,” I have come to the inescapable conclusion that there is a unity which binds all human beings together, which binds all living beings together — which, indeed, binds us human beings to the non-living world as well, to the sun and the moon and the stars above and the rocks under our feet.

I can put this into scientific terms if you’d like: all parts of the ecosystem are interconnected, these interconnections can be modeled in terms of systems theory using feedback loops and non-linear relationships; and to harm one part of an ecosystem will have wide repercussions throughout the ecosystem. I find I am quite comfortable with scientific language. I can also put this into the language of Christianity if you’d like: God’s creation consists of earth, moon, sun, and stars; of the ocean and all the creatures that live there; of the birds of the air; of the plants that grow and the animals that live on the earth; of human beings. And to harm one part of God’s creation is to do violence to God. I find I am reasonably comfortable with Christian language. Or if you like, I can also put this into the one of the dialects of neo-paganism, which might sound something like this: the Goddess who is Gaia, earth mother, mother of all that lives; the Goddess who is the Moon Goddess who sets the rhythms of the seasons; it is she whom we love and must respect, and to harm the ecosystem is to harm the Mother Goddess. I find I am reasonably comfortable with neo-Pagan language, too.

Right now, the specific language is less important than the fundamental underlying insight. In fact, we could even put this in words that the Religious Right might recognize:

The earth lies polluted
under its inhabitants;
for they have transgressed laws,
violated the statutes,
broken the everlasting covenant.

(Right after that, by the way, Isaiah goes on to say why the earth has become polluted: it’s because his people have twisted and mis-interpreted their religion.)

Yes, we have broken our covenant, our promises, to the earth. I am told by some religious liberals that in speaking this way, I’m not being decorous, I’m not being polite. (Funny how you don’t hear the Religious Right saying to each other, “Now be polite!”) But my religious faith sets me on fire; I’m not polite. I know that my faith can transform the world; I know that my faith can change the religious attitudes that lead to dominion theology and global ecological catastrophe; but I am told by some Unitarian Universalists that I am not polite, because I’m trying to change this nice comfortable little religion we’ve had for the past forty years.

Maybe that’s the problem: mine is not a comfortable faith. I have not been made comfortable by having transcendental experiences that cause me to sit rapt in a revery on a summer morning; I have not been made comfortable by the religious realization that my contribution to global warming and habitat destruction is morally wrong; I have not been made comfortable in the knowledge that our churches must grow quickly or sink into complete and total irrelevancy as the Religious Right gains more and more influence in the United States; I am not comfortable knowing that it is up to me and other religious liberals to combat the misguided religion of domination that is the Religious Right.

I suspect that I’m probably passing along some of my discomfort to you. I keep challenging you, I know; I am not the warm, cuddly pastor that I would kind of like to be. I would love to be able to stand up here week after week, and be able to preach warm, comforting sermons. I would love to be able to sit with you each week and pass on comfortable religious thoughts as you live out your life. It would be so much easier if we could just keep on with our small, comfortable little church; for after all, growth just means more work for us. I wish I could be a warm comfortable cuddly pastor, in a nice relaxed sleepy little church; but I don’t think either you or I have that luxury.

My friends, the world is changing around us. Very rapidly. Ten years ago, I would have laughed at the idea that these United States could turn into a theocracy run by a Religious Right who distorts Jesus of Nazareth’s message of love into a message of prejudice and intolerance, who use the Bible to justify ecological disaster. Ten years ago I would have laughed at this idea; now I believe such a theocracy is a remote but all-too-real possibility. It will be a theocracy based on a religion of domination: men dominating women, the rich dominating the poor, straight people dominating gays and lesbians, and above all humanity dominating and destroying the rest of the natural world. Because, they will say, it is God’s will.

If such a theocracy comes, it will not be comfortable to be a Unitarian Universalist. If such a theocracy comes, we in the liberal churches will have no one to blame but ourselves. We have let our religion become optional, sort of like joining a country club, or supporting National Public Radio. We have let the Religious Right steal the moral and ethical teachings of Jesus and the other Jewish prophets away from us. We have let the political liberals to completely separate environmentalism from religion. We have let our churches dwindle in size, even though we are told that our churches get more newcomers and visitors, relative to our size, than the churches of the Religious Right. And we have been coming to church when we feel like it, staying comfortable, looking always inward.

My friends, I know that many of you are facing serious personal challenges. There are people in this congregation who have are facing so much that they don’t have any energy left over for anything except staying alive. But that, too, is a very different thing from having a country-club church; when life is that overwhelming, you are not in a position to have a safe comfortable religion; life is not letting you have safety and comfort. If we could start remembering that the world is not a comfortable place for most people, maybe we could offer each other a lot more comfort.

I’d like to invite you to join me in remaking liberal religion; in remaking this liberal church. I invite you to be on fire with your liberal religious faith. I invite you to feel your religion so deeply that when life overwhelms you, your religion becomes a source of strength. I invite you let your religious convictions of love, compassion, and justice draw you into passion and commitment to heal the world. I invite you to be moved by your deeply-held religious belief that all living beings are sacred, that the whole ecosystem is sacred.

If we did that, this church, First Unitarian in New Bedford, would once again become a force to be reckoned with. As it stands now, a few people are impressed with our beautiful building, and maybe with our past exploits; but aside from that, our little congregation of less than a hundred people is safely ignored. But if we choose to do so, we could change the world.

Setting goals for Guerilla Marketing in churches

I’ve been adapting sections of Jay Conrad Levinson’s Guerilla Marketing Excellence to church marketing. Part 1 of the series has a general introduction to Guerilla Marketing Link Part 2 talks about the “designated guerilla” Link.

This essay is about setting goals for your marketing efforts, but does not derive from Levinson’s work — it comes out of my own experience as a salesman.

When I was in sales, we all had sales goals. If you grossed a million dollars this year, next year your goal would be for 1.1 million. If your net was 25%, you’d try to raise it a couple of percentage points. Why did we have sales goals? Two reasons: (1) so the sales manager had something to talk with us about during our annual review; (2) to raise our commissions, because commissions were based on a formula using gross and net sales.

As a guerilla marketer, I still think in terms of sales goals. The whole reason you do marketing is to reach your goals. If you don’t have goals, in my opinion you don’t have a marketing plan, you just have a feel-good festival. So let’s set some goals for our guerilla marketing plans.

Goal one: raise “gross membership,” or certified members, within five years

Go check out the your religious group “as a Percentage of All Residents,” a collections of maps on a Valpariaso University site, showing religious membership in the United States: Link. If you’re a Unitarian Universalists, go here: Link. Find your county, and see what percentage of the residents of your county are in your faith group — since I’m a Unitarian Universalist, I’ll focus on that map. Let’s say your county falls in the range of 0.3%-0.6% of the total population. Now check your congregation’s certified membership (i.e., certified membership as reported to the UUA each year) as a percentage of your service area (i.e., the geographical region you serve). If your congregation’s certified membership is a lower percentage of your service area’s population than there are Unitarian Universalists in your county (e.g., in our example, less than 0.3%), your first step is to raise your percentage up to the county standard.

If you equal or better the county rate within your service area, then your goal should be to raise your percentage up into the high end of the next range (e.g., in our example, closer to 1.5%).

Example: Here in New Bedford our certified membership this year was 86. Our service area (New Bedford and the adjoining town of Dartmouth) has at least 120,000 people. The map shows that in our county, Bristol County in Massachusetts, 0.3% – 0.6 % of the population reports themselves as Unitarian Universalists. Therefore, we should have between 360 and 720 certified members. Plenty of room for growth there! –we’ll shoot for 360 to start.

Goal two: raise “net membership,” or active members, this year

Determine your active membership. Active membership is calculated by taking the average weekly number of adults and children who are in your building for worship and Sunday school each week. (I call this “net membership” because in most congregations it is a smaller number than certified membership; rule of thumb is active membership is half of certified membership.) The average should be calculated over 52 Sundays a year; but do not include Christmas eve services, if any. (Please note if you’re not within the sociological bounds of Protestant Christianity, active membership is not a valid measurement, so you’ll have to determine what measurable number you can use here isntead — be sure to choose a number that you can check at least monthly, better if you can check it weekly — and I’d love to hear from other religious groups about what metrics you might use.)

Next, determine how many new members you need just to stay even. Most congregations experience a 10% to 20% attrition rate each year, cue to deaths, relocations, people drifting away from church, etc. If you keep great records, you might be able to calculate this accurately. Otherwise, estimate based on your perceptions of attrition rate (but don’t underestimate!).

Now determine the net growth rate you are going to aim for — maybe 5% for for boring congregations in areas not experiencing population growth, up to 25% for dynamic congregations fast-growing areas. Or look at what percentage of your congregation is first-time visitors, on average, each week. Add your desired growth rate to your attrition rate, which will yield a gross growth rate anywhere between 15% and 45%.

Then multiply your active membership by your gross growth rate to yield your target number of new active members. Example: Here in New Bedford our active membership is 42 adults and children. We experience moderate attrition of about 15%. We are a moderately interesting congregation in an area with slight population growth, and our congregation averages about 5% (2 individuals) newcomers each week, which means 20% net growth over a year sounds doable. 20% + 15% = 40%; 40% x 42 = 17 new active members in the coming year.

My sample goals for First Unitarian in New Bedford:

(1) 360 certified members by 2011, from 86 in December, 2005.

(2) 17 new active members (gross) in 2006-2007 church year, yielding a net rise in active membership from 42 now, to 50 at this time next year. This rate of growth should yield 117 active members by 2011, which by our rule of thumb would mean only 234 certified members, not 360 as in the first goal. However, that only means that reaching this second goal should be a piece of cake!

What are your goals for your congregation? Why not share them in the comments below?

Next installment: “Customer” reverence Link

Guerilla marketing for churches, pt. 3

Lots of religious liberals get discouraged when they hear about or see the slick marketing efforts of those mega-churches. They should remember what the critics of mega-churches point out: All that slick marketing is swamping the basic product, as mega-churches find themselves with a watered-down message, and most probably a fickle congregation who are ready to switch to another church should they get bored.

Those of us who are guerilla marketers know that you don’t need huge ad budgets and slick ad campaigns to really succeed. When I was selling building materials, I posted high gross (1.2 million dollars a year in the late 80’s), and high net (30% when the other salesmen were below 20%) by being honest and straightforward — and by using guerilla marketing techniques that didn’t cost a cent.

Among liberal churches, Unitarian Universalist congregations in particular serve a niche market that no other religious group serves. We don’t need to waste time with expensive mega-church techniques. We are poised for explosive growth, if we could just stop navel-gazing long enough to do a minimal amount of guerilla marketing….

Part 3 in a series adapting Jay Conrad Levinson’s Guerilla Marketing Excellence to church marketing. Part 1 of the series has a general introduction to Guerilla Marketing: Link. Part 2: Link.

*****

The world’s best customer list: Guerilla marketing’s golden rule #5:

Your own customer list is the best in the world — but only if it bulges with information about each customer.

This one is very simple for churches to implement. Buy the best church database software you can afford.* Make sure your office administrator or a talented lay person (you?) is trained to use it. Then start collecting information about everyone who comes into your church.

Two good ways to collect information:

1) Get your ushers/greeters to ask everyone they don’t recognize to sign a guest book. That guest book should ask for names of adults in the family, mailing address, email address, names and ages of children. Don’t ask if they want to receive the newsletter — if they’re within an hour’s drive, just send it to them!

2) Get staff and lay leaders into the habit of collecting information about everyone in your church. Your religious educator should be collecting names and birthdays of children. Your minister should know the name of everyone who participates in small group ministries. Your youth advisor should have the names and mailing addresses of all youth, and if their parents aren’t in the church, the parents’ names too. Every time the secretary takes a phone message, have her enter work phone and cell phone numbers into the database. Etc. Etc., etc., etc.

Once we have the information, we market the church, not just to outsiders, but to our current members and friends. Here’s a few ways we use database information at First Unitarian in New Bedford:

  • We send the newsletter to everyone we can.
  • We look at where our current members live (I have push pins on a big map) so we can see where we should advertise.
  • We send a book of bedtime prayers to everyone with kids.
  • We’re going to send that same booklet to everyone with grandkids.
  • We’re going to start asking for college and military addresses from every family with a child in college or the military.
  • The designated guerilla (me) reads over the entire list of members and friends every month, to see who’s coming and who might be slipping away.

How do you collect information about your congregation? How do you use it? Share your ideas in the comments section!

[* For the record, here at First Unitarian we just started using Shepard’s Staff, and so far we love it. It generates all the reports we need, and allows us to collects all the data we can think of; it’s even given us ideas for more data to collect. It’s far more flexible than our old Access-based database. So far technical support has been excellent. Also, Shepherd’s Staff is good financially for small churches because you can start out with a license for under 200 names, and then upgrade to an unlimited number of names later — that has allowed us to spread the cost of the program out over two years, since at the rate we collect data we’ll have well over 200 names by next fall.]

Ten reasons why mid-size churches are better

I’ve been getting tired of the way liberal religion is becoming increasingly marginalized in the United States, which means I’ve been thinking a lot about church growth. Did you know that most Unitarian Universalist congregations average less than 100 men, women, and children at worship and Sunday school each week? Same is true of other liberal churches. If we could only get those small churches to grow… but many people who belong to small churches say they like the feeling of knowing everyone at their church.

OK, maybe, but here’s ten reasons why mid-size churches are better:

(1) Mid-size churches are better than small churches because you don’t have to be on a committee every year, so there’s less volunteer burnout.

(2) Mid-size churches are better than small churches because you can serve on the committee you really like, whereas in a small church everyone has to serve on every committee.

(3) Mid-size churches are better than small churches because in a mid-size church with two ministers, even if you don’t like one of the ministers, there’s another minister that you might get along with.

(4) Mid-size churches are better than small churches because you can have lots more programs such as more adult religious education, more support groups, more small group ministries, etc.

(5) Mid-size churches are better than small churches because you can have bigger choirs (in small church choirs, you better be an excellent singer because you might be the only person in your section some Sunday!).

(6) Mid-size churches are better than small churches because you can have more programs for children and youth (like children’s choirs, dramatic productions, etc.).

(7) Mid-size churches are better than small churches because they are far more financially stable — if one big donor leaves a small church you’re in trouble — mid-size churches spread the financial load over more people.

(8) Mid-size churches are better than small churches because when a couple gets divorced, the mid-size church is big enough that both of them can still belong to the church (especially if there are two worship services).

(9) Mid-size churches are better than small churches because there are more small groups where you can really get to know people well.

(10) But the top reason why mid-size churches are better than small churches is because if all our small churches were mid-size churches, Unitarian Universalism would really be a force to be reckoned with in the world — if all our small churches were mid-size churches, there would be twice as many of us out there making a difference!

Now you add your own reasons why a mid-size church is better than a small church….

What’s holding us back?

I’m always reluctant to put sermons on this blog. Sermons are an aural genre, and the only sermons I find stand up to reading are sermons by Jonathan Edwards (not that I agree with his theology, but he writes a fine sermon). Besides that, I don’t think I write particularly good sermons, and I don’t want to embarrass myself by making them widely available.

But I actually feel pretty strongly about the topic of a sermon I preached on Thursday to the Ballou Channing chapter of the Unitarian Universalist Ministers Association. Liberal religion is shrinking right now — all the traditional liberal denominations are shrinking pretty quickly. I believe a big contributing factor to our ongoing decline is the relationships between ministers and congregants in smaller church. That’s what this sermon is about….

“What’s Holding Us Back?”

Salt is good; but if the salt has lost its saltiness, how will you season it? Have salt in yourselves, and be at peace with one another. [Mark, ch. 9, verse 50]

According to Charles Gaines, a Universalist minister who is now retired, there are 65,000 fewer Unitarian Universalists now than there were in the 1960’s. And considered as a percentage of the total population, we are in a steeper decline.

According to Bill Sinkford [president of the Unitarian Universalist Association], there are 250,000 people who are certified members of Unitarian Universalist congregations. But there are another 250,000 people who regularly report themselves as Unitarian Universalists on surveys and polls; and if you look at the demographic data, there are another five million people in the United States today who seem to be pretty much like the people who are already Unitarian Universalists.

Charles Gaines is convinced that we are declining. Bill Sinkford is convinced that there are large numbers of people who are ready to become Unitarian Universalists, if they could only find a way into one of our congregations. I’m convinced both Bill Sinkford and Charles Gaines are correct. We’re declining, yet we could easily be five times the size we are now. And so I ask the question, what’s holding us back?

Not that I have the final answer to this question. I have some ideas about what’s holding us back, and I’ll share a couple of these ideas with you today. But the real point of this sermon is to keep us talking — and maybe to get us talking openly about why we’re seeing such a precipitous decline in membership in our own district.

I’ll start by telling you about the congregation I served last year; I was the interim minister of religious education at the Unitarian Universalist Society of Geneva, Illinois. The Geneva congregation is about an hour due west of Chicago, in a fast-growing suburban area. They grew slowly but steadily from 1979 through about 1999, but in 1999 they hit a plateau and have not grown since. Yet I saw an average of about 6 newcomers each week visiting the worship services, they had a solid Membership Committee who did everything they were supposed to, the senior minister is known as an excellent preacher, they have a well-regarded church school for children, they have respectable youth programming. They were doing everything right, yet they were losing people just about as fast as they welcomed newcomers. So I had to ask: what was holding this congregation back?

Lay leaders, the senior minister, and I finally decided the congregation was facing a problem rooted in group dynamics. As you probably know, the Alban Institute, a group of church consultants and sociologists, have been studying the group dynamics of congregations for some time now. Arlin Routhage of the Alban Institute found that congregations operate in quite different ways depending on what size they are. Routhage identifies four different types of congregations based on size: family size, with up to 50 active members; pastoral size, with 50 to 150 active members; program size, with 150 to 350 active members; and corporate size, with 350 to 500 members. And do remember that “active members” does not mean how many people have signed the membership book; it means average worship attendance — adults and children — each week for twelve full months.

Arlin Routhage says that each of these four different size congregations looks quite different to a sociologist. And he contends that it is quite difficult to move up to the next size. The most difficult transition can be the transition from a pastoral size church — 50 to 150 members — up to a program size church — 150 to 350 members. The church in Geneva, Illinois, was facing just this transition. In order to make the transition, they discovered that they have to change the way they made decisions, the way they communicate with each other, the way they treat their senior minister, the way they do worship — in fact, there is very little they won’t have to change.

I’ll give you one specific example. Back when they had a less than a hundred active members, everyone knew that the way to find out about church news and events was to call up Lindsay Bates, the minister, and ask her. But in 2005, with just over 200 active members, it was impossible for everyone to “just call Lindsay.” Lindsay didn’t have enough hours in the week to answer all those phone calls! And with all those people at three different worship services — yes, they had to have three worship services — there’s no way church members could catch up with everyone and learn all the church news and events. As a result, lots of people felt left out, and so people start drifting away from the church. As fast as new people came in, others left. (You should know that everything I say about the Geneva church has been shared with them publicly.)

By contrast, in a program size congregation, everyone knows that you have to plan all events months in advance. Everyone knows that there are half a dozen sure ways to learn what’s going on at church — the church newsletter, the bulletin boards where you have coffee hour, the church Web site, the announcements printed in the weekly order of service, and letters mailed directly to church members (but not word of mouth). The ministers and leadership of the congregation know that they have to pay careful attention to maintaining these half a dozen communication paths, and they know they have to give everyone plenty of advance notice for all church news and events. So you see: two different size congregations have two completely different ways of doing things.

Let me work from another example. In all of North America, of all the Unitarian Universalist congregations that have been founded in the past thirty years, how many of those congregations have become mid-size congregations? Well, the answer is exactly one, and that congregation is the Horizon Unitarian Universalist congregation in Carrollton, Texas. Horizon was founded in 1987 with 34 members, and now they’re up to 350 members with a $350,00 budget, six acres of land, and an 11,00 square foot building. Their goal is to continue growing until they reach 750 members.

Their parish minister, Dennis Hamilton, says that one of the things that has allowed Horizon to grow was that they believe their congregation changes people’s lives, and changes the world. He put it more bluntly, so I’ll read you his words directly:

To grow and thrive a church must see itself as a redemptive force in the community, that its presence makes a difference. It cannot see itself as a reclusive retreat for free thinkers and rebels. Ministers need to project this vision for their congregations and members need to share in it.

So writes Dennis Hamilton. Are we all on board with that? We ministers know that our religion is a redemptive force in our communities. I have seen our churches literally save lives; I have seen our churches save people from spiritual ruin; I have seen people transformed into new human beings by the power of our churches. So what’s the role of a minister in such a redemptive church? Here’s Dennis Hamilton again:

I believe that central to growth from the pastoral to the midsize to the large church is the role of the minister. When I came to Horizon I did everything from making coffee to writing the newsletter. I attended every meeting and ended up being the one that people came to for decisions. Although our bylaws did not make me the CEO, I was acting in that manner. When we reached 120, I kind of awakened to what I was doing and vowed to change the way I acted. I refused to make decisions that were not mine to make, to grant permission, even to be involved in every committee. I backed off and let the board and congregation know what I was doing. I say I have become less competent every year. The result is that the church has become more competent. In the meantime, I have steered my ministry toward the staff and leadership, toward team building and training, toward preaching and worship and devotion and away from hands on or micro-managing.

Now I have been talking about ministers who serve in local congregations, and I have been ignoring those of you who are community ministers, or retired; yet each of you is also affiliated with a local congregation. I believe by virtue of being so affiliated, you can wield a great deal of power in your affiliated congregation, if you choose to do so. You community ministers are one of our brightest hopes right now; I wish I had it in me to be a community minister, because you are the ones who are living out our theological message in the public square; and in your affiliated congregations, you are a witness for what it’s like to live out our theological values in public. Yet I believe community ministers will want to be delightfully incompetent in your affiliated congregations, in order that other activities will not get in the way of this witness you offer. Retired ministers, too, transcend the bounds of one congregation; you too can be delightfully incompetent in witness of your now wider role.

Delightful incompetence is exactly what I saw Lindsay Bates achieve in the Geneva church. She would be firm about not answering questions about the church calendar, referring those questions to the church administrator. Lindsay is about the most competent person I have ever known, yet she was able to be delightfully incompetent. It was more than delightful incomeptence: it was a redemptive incompetence.

I believe being incompetent is very difficult for us ministers; I speak in part from my own experience as a minister serving a small pastoral-size church; it is much easier for me to just give in and be what that pastoral-size church would like me to be: a minister who is always available to talk with anyone in the congregation, 24/7; a minister who knows everything that’s happening in the church and can answer all questions; a minister who attends every meeting of every committee and always expresses an opinion. It’s so tempting to just give in and be so doggone competent; but I know that to do that would be to limit the size of the church; I know that in a program-size church availability translates into emotional fusion with the congregation, knowing everything disempowers the Board, and attending every meeting of every committee becomes micromanagement. So my current spiritual practice is to cultivate delightfully redemptive incompetence.

We sometimes allow our religion to be shaped by inconsequentials instead of by deeply-held theology; but we can no longer afford to do that; the world around us needs too much redemption. That’s why I think we ministers need a redemptive incompetence, which is to say, an incompetence that will allow our religion to regain its redemptive saltiness. After all, we are really in the redemption business.

Yes, it is true that the bills do need to be paid, the email does have to be answered, the newsletter really does have to get into the mail on Monday. But all those little details are flavorless without redemption. Jesus would tell us: “Salt is good; but if the salt has lost its saltiness, how will you season it? Have salt in yourselves.” If we lose the redemption, we’ve lost our saltiness. Salt yourselves with some incompetence. So may we flavor our lives; and so may we perhaps redeem the world.

If you want to read more about Dennis Hamilton’s approach to growing churches, I have the text of a presentation he did at the 2004 General Assembly on my old Web site — Link.

P. R. for religion

In this week’s New York Times Magazine, there’s an article profiling Larry Ross, who is described as “arguably the top public relations man for Christian clients in America.” Some of his famous clients include Billy Graham and Rick Warren (author of the best-seller The Purpose Driven Life). Ross has also worked on P. R. campaigns for the “Left Behind” series of movies, and for Mel Gibson’s “Passion of Christ.”

A workaholic who puts in over 100 hours a week at times, Ross has some interesting insights into using public relations to promote religion:

Ross characterizes part of his job as finding the sweet spot where faith and the culture intersect, because religion on its own often isn’t enough, as he sees it, to generate mainstream press. He offers his handling of [bestselling author] T. D. Jakes as an example. Today Jakes is the pastor of the Potter’s House in South Dallas, one of the fastest-growing churches in the country, with 30,000 members; he is also behind the “Woman, Thou Art Loosened” novel, film and gatherings, and he created the Metroplex Economic Development Corporation, which sponsors homeownership conferences and organizes training sessions for would-be entrepreneurs. After listening to hours and hours of the pastor’s sermons, Ross realized that what might appeal to a broader audience were Jakes’s efforts to economically empower African-American youth — Jakes was a business story, in other words. Not lon after that, Jakes landed a Page 1 profile in the Wall Street Journal. It was the preacher’s first major national exposure.

Are you religious liberals out there taking notes? Are you out there looking for “the sweet spot where faith and the culture intersect, because religion on its own [may not] generate mainstream press”? Now go read the article; it will give you some fine ideas to think about.

Guerilla marketing for churches, pt. 2

More from Jay Conrad Levinson’s Guerilla Marketing Excellence, as adapted for church marketing. Part 1 of the series has a general introduction to Guerilla Marketing [Link]

*****

The designated Guerilla, Guerilla Marketing’s golden rule #27:

Marketing will succeed only if time and energy are regularly devoted to it [by church leadership] or someone [they] designate]….

We all know that marketing is a lot like flossing your teeth. It is not a whole lot of fun, but there’s agony ahead if you don’t do it. So too with marketing. Unless you market daily, there’s going to be trouble in the form of low or no visibility…. Unless you have the time and inclination to market [yourself] with verve, imagination, and intelligence, be sure you have a designated guerilla.

From the point of view of a church, I believe the designated guerilla has to be someone who is available several days a week; who fully gets the central mission and values of the church, and who sees the big picture; and someone who has “verve, imagination, and intelligence.”

Often, the designated guerilla will be the minister in a small church, or one of the ministers in a mid-size church. This will mean that the Board and other lay leaders will have to remove things from the minister’s task list so that s/he will have time to devote to marketing. (Large churches might think about finding a membership coordinator or executive director to be the designated guerilla.)

What if the minister of your small or mid-size church doesn’t want to be the designated guerilla? Maybe you’ll luck out and find a retired marketing genius in your church. Maybe you can count on a dedicated chair of a membership committee. Or maybe the minister should learn how to do marketing. Remember, it’s like flossing: if you don’t do it, all your teeth will eventually fall out.

Who is your designated guerilla? If you’re the designated guerilla, how much time do you spend doing guerilla marketing?

Guerilla marketing for churches, pt. 1

Carol was cleaning out a bookcase, and came across a book she must have bought when it first came out back in 1993: Guerilla Marketing Excellence: The Fifty Golden Rules for Small-Business Success, by Jay Conrad Levinson. Perhaps you remember Levinson’s Guerilla Marketing books, a series of books written for people in businesses who didn’t have huge advertising and marketing budgets.

As I leafed through this book, I realized how much Carol and I learned from the Guerilla Marketing books. We started reading these books when I was a salesman and Carol was self-employed. From these books, we learned that you have to be in advertising for the long haul because results don’t come right away. We learned how to market through social networks. We learned that you can’t rely on just one form of advertising because people need to see your message in several different forms. We learned that you have to be scrupulously honest to get past the basic mistrust people have for advertising.

Rereading this book helped me remember something else: Marketing for church is very different than marketing for a small business. Churches don’t have promotions or sales or profit margins. Churches don’t have a customer base (we have people who are committed to church). Churches don’t have a product or a service to sell (we’re a convenanted community in which we transform our lives). And I also realized that marketing and advertising have changed in the past fifteen years — for instance, telemarketing is dead while Web sites are hot.

Yet as I read through Guerilla Marketing Excellence, I was struck by how much of the book was still timely, and how much of it was actually relevant to churches. So over the next couple of weeks, I thought I’d post some gleanings from this book — and maybe get you thinking about how you could do Guerilla Church Marketing yourself.

*****

Style vs. substance, Guerilla Marketing’s golden rule #15:

Emphasize the meat and potatoes of your offering rather than the plate upon which they’re served….

It is apparent that there is room in marketing for both style and substance. But the guerilla marketer sees to it that both are obvious and that the product or service always has the starring role.

This is a fundamental rule that sometimes gets forgotten in the church world. In my church, we like to put advertisements in the newspaper with this week’s sermon title. But I have yet to meet anyone who joined a Unitarian Universalist church because they saw a cool sermon title in a newspaper ad. We’re not even emphasizing the plate, we’re emphasizing the napkin.

But people do come to church because they have questions about the meaning of life, they come because they want to be transformed, they come because they know they could be better people than they are now. That’s our “meat and potatoes” (or rice and beans if you’re vegan). So why don’t we say that in our advertisements? What might that sound like?…

“If you want to transform your life, we’ll help you ask the tough questions. We help each other become the people we want to be.”

I’ll bet you can come up with something better. How do we emphasize the meat and potatoes, instead of the plate?

*****

What people really buy, Guerilla Marketing’s golden rule #3:

Gear your marketing to people already in the market, and know what they really buy other than instant gratification….

People do not buy because marketing is glitzy but because marketing strikes a chord in the mind of the prospect that makes that person want the advantages of what you are selling. Marketing does not work because it sells products or services but because it helps people realize the merits of owning the products or services.

To put this in church terms, we are not providing instant gratification. We are not trying to sell people on our “products” or our “services.” You come to church because your life will be transformed for the better if you do.

In churches, we are apt to advertise things like concerts, lectures, sermon titles, and programs. Those things fall into the category of instant gratification. Instead of coming to one sermon or lecture, we want people to stick around for at least three months of regular attendance at worship, because only then will they understand how church can change them. That’s what we need to communicate in our marketing: how our church will change them.

This may be why the most effective form of advertising for churches is word-of-mouth. Better than 80% of newcomers come to a church because they heard about it through a friend or neighbor. A friend or neighbor can show how church can change your life, in a way that a newspaper ad or a sermon title simply cannot.

I’ll bet you can expand on this further. How can we tell potential new members how church will transform them?

Next installment: “The Designated Guerilla”.