who are our audiences? no racial or ethnic category describes a majority of the population. in 2010,...
TRANSCRIPT
Who are our audiences?
No racial or ethnic category describes a majority of the population.
In 2010, Latinos will be both the nation’s fastest-growing and largest minority - 50 million people.
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
Faith online
• 64% of the nation’s 128 million Internet users have done things online related to religious or spiritual matters.
• Most are women.
• The “online faithful” use the Internet for personal spiritual matters
• 26% of the online faithful seek information about the religious faith of others.
• 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 denominations
The Roman Catholic Church generates 15 times more weekly discussion
There is very little buzz about the Presbyterian Church
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.”
Source: NM InciteTotal # of Online Message from August 1, 2009 – July 30, 2010
Where did we begin?
The Episcopal Church today
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 church
Cincinnatimomslikeme.com 8/8/2010We've been going to The Redeemer Epsiscopal church in Hyde Park for about a year. .. 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… 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.
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.”
Three audiences that represent growth for The Episcopal Church
Some media habits of these three audiencesYoung Adults
93% 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 site
Latinos85% of native-born and 87% of English-dominant Latinos are online21% download videos10% read about parenting or family information
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. By July 2010, 35-64 year olds made up 49% of Facebook visitors.
Source: Nielsen @Plan, Nielsen Netview, and Pew Internet & American Life Project
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 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 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
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
Common themes from all 3 audiences
Approachability, recognition and acceptance are key
Opportunity: Make people feel welcome and accepted beyond demographic barriers
Common themes from all 3 audiences
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
Common themes from all 3 audiences
People crave simplicity in the experience
Opportunity: Provide a sanctuary from a “crackling world” of chaos
Common themes from all 3 audiences
Church is about more than the worship experience
Opportunity: There is an opportunity to build a communal experience that goes beyond the sermon
Common themes from all 3 audiences
The church grows by way of invitation
Opportunity: Equip people to be spiritual inviters
Common themes from all 3 audiences
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.
Common themes from all 3 audiences
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
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
Discouraging and dismantling barriers
Creating successful tribal practices
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?
Experiential website that evangelizes
Visual identity that references tradition but looks forward
The Newcomer Project
Robust and vibrant social media strategy
Increased focus on our three audiences in everything we do
A budget that reflects this increased focus
Audience research beyond the U.S.
A marketing budget for the Episcopal Church
So now what?
Mom-friendly congregations
Join conversations with young adults, latinas, and young moms via social media
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?
