Transcript Document

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 traits
Extroverted
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 traits
Not 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 conformity
Collaborative, but conversations not always resolved
Personality traits
Loving
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 traits
Optimistic
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
VS.
“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
Source: Pew Internet & American Life Project
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 denominations
The 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 Incite
Total # 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. Virtueonline
2. Episcopalcafe
3. Babyblue
4. Cofe.anglican.org
Surprise!
Lifestyle sites lead Episcopal Church buzz
People talk about The Episcopal Church at specific moments or
stages in their lives
New moms shopping for a church
Cincinnatimomslikeme.com 8/8/2010
We'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 8/16/2010
Dh 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 audiences
Young Adults
93% of young adults are online
93% own a cell phone
72% are active on social networking sites
Moms
67% of moms are online at least 3 times a week
65% are on at least one social networking site
62% watch TV while using the Internet
Latinos
85% of native-born and 87% of English-dominant Latinos are online
21% download videos
56% read news online
10% 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 video
14% of all internet users
17% of Latino internet users
Broadband usage
71% of all internet users
68% 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 Spanish
10 interviews in Los Angeles and New York
Requirements for Respondents
Attend service 3+ times a month
Regular participant for 6 months – 3 years
Regularly 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 insights
Early 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 insights
Early 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 insights
Discovering 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 insights
Discovering 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 insights
Finding 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 insights
Finding 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
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, 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
So now what?
A few specific ideas for congregations
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?