what we already know – the dna of the episcopal church

What we already know – The DNA of the Episcopal Church

The personality profile came out of the aggregation of existing studies: Around One Table Mission Into the Future Brand Champs Research The Episcopal Church Strategic Plan 2010-2012 Hispanic Strategy Document Map of Driving Forces Branding: Findings and Recommendations (Episcopal Relief and Development) Episcopal Congregations Overview Facts on Episcopal Church Trends and Growth, various sources Plus interviews with the Presiding Officers and other leaders, and an audit of electronic and print communication materials.

Personality traitsExtroverted

Welcoming, friendly, inclusive

Aggressively focused on serving the wider world

High value is placed on unity and affiliation

Goes beyond conferring a sense of belonging to members, all the way to granting them a sense of ownership in the Church’s destiny

Grounded in early history of lay leadership and local control

Personality traitsNot assertive

No need to control or dictate outcomes

New ideas welcomed

“We invite people into conversation, rather than insisting that we have one answer.” Values for unity and affiliation NOT demanding of conformityCollaborative, but conversations not always resolved

Personality traitsLoving

Seen by others as caring, nurturing, accepting and loving, and emphasizes these aspects in itself

Naturally gives rise to a sense of inclusion and diversity

Combined with extroversion, leads to emphasis on equity and social justice

Focuses on feeding the individual’s needs for acceptance over the organization’s needs

Personality traitsOptimistic

Forward-looking, oriented toward change within the Church and in the world

Implies a hope that change can succeed

Voices may not be completely aligned, but all express a passionate devotion to the future of the Church

For a church with such a long and rich tradition, there is a great deal of discussion as to where the Church is going in the future

“A church willing to be in dialogue and willing to be changed. Come to us and be changed and we will be changed with you.”

DNA complemented the traits of our newcomers.

We know who we are. Who are our prospective audiences?

The 2010 census is expected to find that 309 million people live in the US. No racial or ethnic category describes a majority of the population. Audiences are fragmented, media is fragmented.

In 2010, Latinos will be both the nation’s fastest-growing and largest minority - 50 million people.

We are living in a time when people may prefer to be engaged in a language other than English, via media other than TV and Print.

The “technology divide” between affluent white segments and minorities is shrinking much more rapidly than predicted.

Unlike other denominations, The Episcopal Church has no budget for TV, billboards, print, radio or broadcasting to reach these audiences. What we have is a website, Facebook page and Twitter account.

Where are our audiences and what are they doing?• Internet use is rising among Americans.

Nearly 75% of adults (18 and up) used the Internet in 2009, compared to just over 50% in 2000.

• Americans spend nearly a quarter of their time on social networking sites and blogs, up from 15.8% just a year ago, an increase of 43%.

Source: Nielsen Netview and Pew Internet & American Life Project

Where are our audiences and what are they doing?

“I met my wife online, reconnected with my old

school friends online, stay in touch with my

family overseas online, and have a wide circle

of close online friends.”

—Jeremy Malcolm, Co-Director of the Internet Governance Caucus

Source: Pew Internet & American Life Project

“Social relationships cannot improve when people spend less and less

time in face-to-face encounters.”

—Luc Faubert, Consultant in IT Governance and Change Management

VS.

Faith online

• 64% of the nation’s 128 million Internet users have done things online that relate to religious or spiritual matters.

• Those who use the Internet for religious or spiritual purposes are more likely to be women.

• The “online faithful” use the Internet for personal spiritual matters more than for traditional religious functions or work related to their churches.

• 26% of the online faithful seek information about the religious faith of others. Most are doing this out of curiosity.

• The majority of online faithful describe themselves as “spiritual and religious.”

• Evangelicals are among the most fervent Internet users for religious and spiritual purposes.

Source: Hoover, Stewart M., Lynn Schofield Clark, and Lee Rainie. Faith Online: 64% of wired Americans have used the Internet for spiritual and religious purposes.

Washington, DC: Pew Internet & American Life Project, April 7, 2004.

Social media – other denominationsThe Roman Catholic Church generates 15 times more weekly discussion than The Episcopal Church or Presbyterian Church.

There is very little buzz about the Presbyterian Church – little controversy thus far, and they are not very engaged in social media.

The Episcopal Church generates lots of buzz, especially for its size.

A year ago, the words that recurred in our reports were “divided”, “gay”, and “breakaway.” Presently, the words appearing include “God”, “bishops”, “Anglican”, and “Episcopal churches”.

Source: NM InciteTotal # of Online Message from August 1, 2009 – July 30, 2010

Where did we begin?

The Episcopal Church today

The first thing we learned from NM Incite

Q: On the web, where are the most conversations about the Episcopal Church?

1. Virtueonline2. Episcopalcafe3. Babyblue4. Cofe.anglican.org

Lifestyle sites lead Episcopal Church buzz

Surprise!

People talk about The Episcopal Church at specific moments or stages in their lives

New moms shopping for a churchCincinnatimomslikeme.com 8/8/2010We've been going to The Redeemer Epsiscopal church in Hyde Park for about a year. I know that's nowhere near Springfield twnshp, but I have found that I love the Episcopal Church and practices- I wish I would have found the church/religion earlier in my life. They welcome everyone, from all walks of life, are very focused on outreach and ministries, which I feel is important. The services are very traditional, but the church itself has very open, encompassing views. Members are encouraged to study the Bible, discuss lessons and life experiences and draw their own conclusions- it's OK to disagree. It's a very welcoming and non-judgemental church in my opinion. Mommysavers.com 8/16/2010Dh and I are both Cradle Catholics and have decided we will not raise our kids Catholic (not because of lack of faith, but issues with tolerance and doctrine) We are leaning toward Episcopalian, very similar to Catholic, but more our speed. I guess there are many "recovering Catholics" in the Episcopal church.

Parents also shop for the right university or school based on Episcopal Church affiliation.

Talk.collegeconfidential.com 5/26/2010“Sewanee is a known Episcopalian school. Episcopalians are, perhaps, the most welcoming and open of the Christian faiths. That shouldn't be a problem."

Talk.collegeconfidential.com 5/21/2010"My child has found St. Mark's to have a high "camaraderie quotient." There have also been many opportunities to work with other students on assignments in a truly collaborative manner (i.e., anything but the "group work" so dreaded by gifted students.) St. Mark's is Episcopalian, so the ethos is one of helping others, and respecting individuals.”

Talk.collegeconfidential.com 4/18/2010“Kent isnt Catholic, its Episcopalian, which is branch of Christianity. If you go to Kent, you have to attend a religious service at Kent on Sundays, but there is a church for Catholics in the town and other options for other religions. there is also chapel during the week, but all religions are welcome, and i havent heard anything bad about the religious aspect of the school.”

Three audiences that represent growth for The Episcopal Church

Some media habits of these three audiencesYoung Adults93% of young adults are online93% own a cell phone72% are active on social networking sites Moms67% of moms are online at least 3 times a week65% are on at least one social networking site62% watch TV while using the Internet

Latinos85% of native-born and 87% of English-dominant Latinos are online21% download videos56% read news online10% read about parenting or family information

According to NM Incite, Facebook visitors have grown 33% percent in the last year (July ‘09 to July ‘10). Users spend more than 5 hours a month on the site. In July 2010, 35-64 year olds made up 49% of Facebook visitors.

Source: Nielsen @Plan, Nielsen Netview, and Pew Internet & American Life Project

Some media habits of these three audiences

Watch TV online (network websites or hulu)78% of 18-34 year-olds 79% of 25-34 year-olds

Likely to download video14% of all internet users17% of Latino internet users

Broadband usage71% of all internet users68% of Latino internet users

Overview of the Newcomer Research

Emotional Inquiry – 3 stages of emotional connection

Earliest experiences of church

Discovering the Episcopal Church

Finding a home in the Episcopal Church

Emotional Inquiry methodology

Visualization

Repetition and dynamic probing

The emotional brain

Focused on behavior and memory, not factual queries

Emotional Inquiry research specifics

General study in English 29 Interviews in Los Angeles, Atlanta, and New York

Latina study in Spanish10 interviews in Los Angeles and New York

Requirements for Respondents Attend service 3+ times a monthRegular participant for 6 months – 3 yearsRegularly participates in at least 1 activity other than services

We spoke with people from the following faith traditions: Orthodox Jew, Mormon, Baptist, Roman Catholic, Methodist, and the un-churched and unaffiliated.

Emotional Inquiry research – the respondents

Young adults 19-30

Women with young children 25-40

Latinas 23-40

Something to keep in mind

These newcomers are special – they come from churches that are very successful in attracting and retaining newcomers. That’s how we found them.

Summary of emotional insightsEarly experiences of church

Sense of judgment breeds unbearable guilt

Formulaic spirituality provides cold comfort

The affirming community provides real comfort and protection

Personal recognition creates self-worth and feelings of acceptance

Summary of emotional insightsDiscovering the Episcopal Church

The “Spiritual Inviter” initiates consideration

Warm welcomes melt away trepidation

Greater emotional proximity exists between priest and congregant

Only when everyone is fallible can anyone succeed

Accepted outliers promise a reintegration of the conflicted selves

Simplicity removes the emotional impediments to God

Finding a sacred retreat in a world of chaos

Summary of emotional insightsFinding a home in the Episcopal Church

An organic expression of organized individuality

Structure as ritual inspires; structure in the form of rules oppresses

Relationships trump rituals

Personal redemption through the cleansing process of helping others

A living tradition that is constantly being formed

The Episcopal Church is similarly different

Latina study - cultural nuances

Heartless bureaucracy of the Roman Catholic Church

Need for “spiritual inviter” more pronounced

Return to spiritual home

Common themes from all 3 audiences

Approachability, recognition and acceptance are key

Opportunity: Make people feel welcome and accepted beyond demographic barriers


The Episcopal church attracts people who question authority

Opportunity: There is an opportunity to attract people who have an affinity for ritual, music, and tradition, but dislike the regimented nature of certain churches


People crave simplicity in the experience

Opportunity: Provide a sanctuary from a “crackling world” of chaos


Church is about more than the worship experience

Opportunity: There is an opportunity to build a communal experience that goes beyond the sermon


The church grows by way of invitation

Opportunity: Equip people to be spiritual inviters


Sharing who the church is through story is effective

Opportunity: Leverage the knowledge that storytelling is a way humans learn. Rely more on shared storytelling, rather than rational reasons to believe.


Respondents were from healthy, dynamic congregations—the path of strength

Opportunity: There is an opportunity to understand what is working and replicate success in growing congregations

Summary of common themes

What we can do right now Start:

Making all feel welcome

Sharing stories and encouraging word-of-mouth, especially emblematic success stories of growing congregations

Developing new ways to extend the invitation, and to equip the “spiritual inviters”

Developing a consistent look and feel for our Church

Increasing efforts to reach people going through a life-stage transition

Finding new, unexpected ways to take the Church to the street

What we can do right now Stop:

Using jargon, insider language, “church speak”

Conveying facts rather than emotionally resonating stories

Focusing on controversies

Being fearful about asserting who we are

What we can do right now Continue:

Keeping it simple

Experimenting

Welcoming everyone

Discouraging and dismantling barriers

Creating successful tribal practices (community)

Connecting where people are already connecting

Filling the “pipeline” with positive content

Taking on social justice initiatives

Reveling in our ritual and historical context

So now what? A few specific ideas for communication

Experiential website that evangelizes

Visual identity that references tradition but looks forward

The Newcomer project -- series of videos

Robust and vibrant social media strategy and implementation tied to our earned media efforts (Can you say Mitregate?)

Increased focus on our three audiences in everything we do.

A budget that reflects this increased focus – journalism, PR and marketing professionals from all 3 audiences on staff

Audience research beyond the U.S.

A marketing budget for the Episcopal Church

So now what? A few specific ideas for congregations

Mom-friendly congregations

Join conversations with young adults, latinas, and young moms via social media(babycenter.com chat room, foursquare on Ash Wednesday)

Make service opportunities known to high school guidance counselors, and church tradition and events known to realtors

Latina-friendly programs

Invite a high school or college student in your congregation to join the vestry

Add a Sunday or Wednesday evening eucharist plus light supper, and call the event “Stump the priest”

Work with others in the community

Focus on growing, enabling, and equipping spiritual inviters of all ages in new ways

Every congregation tries one new way to take their church into the streets and the community in the next 12 months

Other ideas?

So now what? A few specific ideas for congregations

what we already know – the dna of the episcopal church

Documents

episcopal church trends

futurea church willing

prospective audiences

sense of inclusion

sense of ownership

print communication

social justicefocuses

personality profile