Scouting for souls

American Demographics, March, 1996 by Marc Spiegler

"We'll look at all the demographic data," says American Society for Church Growth president Gary McIntosh. "Then we'll decide on three census tracts that seem promising and design the music, the classes, the communications, and the ads to be attractive to that group." In targeting a group he designates "Boomers and Busters," McIntosh might draw on a series of preferences such as faster-paced worships using modern-language Bibles; casual, celebratory services with practical sermons; louder sound; and more modern music. The generation raised on rock and roll, McIntosh seems to suggest, hankers for the experiential dimension of rock concerts when it wants to worship.

CURRENT CONGREGATIONS

Music plays an overpowering role in a church's success or failure, say many church-growth observers, because it can either make potential followers feel at home or alienate them. "I arrived as a pastor at First United Methodist in Austin, Texas, in 1973, and we had a fine organist who played baroque music beautifully," says Methodist planner Jack Heacock. "But I felt like we had people in the church who might be tuned to a different FM wavelength, so to speak. I suggested that we broaden the range a little, to hit a few more musical styles. We grew those two services from under 500 people in 1973 to nearly 900 people in 1988." The church's budget rose accordingly, from $160,000 to $1.5 million.

Since leaving the Austin church in 1989, Heacock has worked throughout the Methodists' Southwest Texas Conference, consulting with individual pastors to increase their flocks. "We as Methodists are ministering a program that worked well in the 1950s, but there are places where we have gotten stuck," Heacock says. "We need to learn how to surf with changes." Heacock has helped work wonders. As Methodist numbers dropped 4 percent nationwide, his conference's count rose 12 percent. Twenty-seven churches that adopted his strategies early on showed an aggregate increase of $1.6 million for ministry and mission budgets between 1990 and 1993. He does it by ensuring adequate staffing, having room to expand, and making sure churches offer subgroups to keep followers from feeling like more than passive observers.

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But he also sweats the details. "Parking is crucial. The average Methodist's car brings 1.68 people to church now, whereas 20 to 30 years back, it used to bring more like 4 people," he says. Signage also plays a crucial role in attracting new members. "You need to keep a constant vigil on signs, not only on the roads and highways to help people get to the church, but also at the church," he says. "Before you even get out of your car, you should know where to park, what side the nursery is on, what side the worship is on. And it has to be just as clear inside, so people don't feel any confusion."

Finally, Heacock points out the needs created by increasingly safety-conscious parents. "Baby boomers will not leave their infants in a room with toddlers, because they don't want to risk some kid accidentally poking their baby's eye out. With all the young families coming in, you need to have a nursery that is as classy as any room in the church."