Targeting Your Audience
Any business person would tell you that if you don't understand your customers, you're not going to get very far in influencing them. You need to understand who your customer is, what motivates them, and what it takes to sell something to them. The Church is not a business, but we are in the "business" of "selling" the Gospel -- to people both inside and outside the parish. The business world has some things to teach us.
"Pillars" vs. "Pew Sitters"
Serving in a parish, whether as a staff member or volunteer, can give us a distorted view of reality. All parishes have a core group of people who are "pillars": the small percentage of the parish who are particularly engaged. The others are sometimes called the "pew sitters," those who are much less active in parish life, perhaps only attending weekly liturgy (and at that, perhaps less frequently).
The "pillars" are the in-crowd who financially support the parish, volunteer, and attend parish events. These folks may complain a lot, but when it comes down to it, they may put up with almost anything in the parish, from poor preaching to incompetent administration. They are also disproportionally older, with life circumstances than other generations. It is natural for leaders to think about the parish from this perspective, because these are the folks they see and talk to most. And the leaders are effectively "pillars," too.
When we plan events and promote them from this perspective, we can become perplexed and frustrated. Why are so few people coming to our parish events? Why don't others support the parish financially?
If the parish is the focus of your life, it's hard to understand why it isn't for everyone.
The "pillars" are the in-crowd who financially support the parish, volunteer, and attend parish events. These folks may complain a lot, but when it comes down to it, they may put up with almost anything in the parish, from poor preaching to incompetent administration. They are also disproportionally older, with life circumstances than other generations. It is natural for leaders to think about the parish from this perspective, because these are the folks they see and talk to most. And the leaders are effectively "pillars," too.
When we plan events and promote them from this perspective, we can become perplexed and frustrated. Why are so few people coming to our parish events? Why don't others support the parish financially?
If the parish is the focus of your life, it's hard to understand why it isn't for everyone.
Everyone Else
The "pillars" and the "pew sitters" are not our entire audience. In fact, they are a small part of it. There are also those parishioners who attend liturgy a couple times a year. There are also those who were raised Catholic, but never attend. And those who were not raised Catholic.
Compared to Jesus' parable, there are many, many "lost sheep" compared to the few who are in the fold.
This is not about watering down our message, but how we can best invite and form those who are not already engaged. It is about understanding their lives, speaking their language, and working with their schedules. This is not about ignoring the "pillars" of the parish, but engaging them to transform the parish so it and the Kingdom can grow!
It means planning events in the parish that would be attractive for a seeker, so that active parishioners can invite their friends and family members.
Compared to Jesus' parable, there are many, many "lost sheep" compared to the few who are in the fold.
This is not about watering down our message, but how we can best invite and form those who are not already engaged. It is about understanding their lives, speaking their language, and working with their schedules. This is not about ignoring the "pillars" of the parish, but engaging them to transform the parish so it and the Kingdom can grow!
It means planning events in the parish that would be attractive for a seeker, so that active parishioners can invite their friends and family members.
The Risk of Invitation
In promoting evangelization, we ask our parishioners to invite their friends and family members to come to the parish. But we need to understand the cost and risk our parishioners see in doing so.
We have to start with why many Catholics are reluctant to even admit their faith affiliation or active membership. The sexual abuse scandal, financial scandals, teachings on sexuality, limited role of women in the Church, and the way the Church is portrayed in the press can make Catholics look quite naive or "backward" to secular audiences. Many people look down at you when you say you are a practicing Catholic. Some may feel the need to follow the admission with an explanation or even an apology.
Just admitting to practicing Catholicism is a risk. How might it affect my friendship with a neighbor or acquaintance? What if they never think of me the same way again. It's much simpler to not say anything.
Then realize that actually inviting someone raises the bar. If they actually attend, what will they find? Will what they hear in the homily embarrass me? Or will they just be bored? Will they be welcomed or ignored? Will they think I'm crazy to come here?
The one who mentions their faith or extends the invitation will have to live with the person afterwards, so they put that relationship at risk. When we plan and offer events that parishioners have a high degree of confidence that their friends or family members would appreciate, we make it much easier for them to extend an invitation. Consider how some churches use Vacation Bible Schools to evangelize.
We have to start with why many Catholics are reluctant to even admit their faith affiliation or active membership. The sexual abuse scandal, financial scandals, teachings on sexuality, limited role of women in the Church, and the way the Church is portrayed in the press can make Catholics look quite naive or "backward" to secular audiences. Many people look down at you when you say you are a practicing Catholic. Some may feel the need to follow the admission with an explanation or even an apology.
Just admitting to practicing Catholicism is a risk. How might it affect my friendship with a neighbor or acquaintance? What if they never think of me the same way again. It's much simpler to not say anything.
Then realize that actually inviting someone raises the bar. If they actually attend, what will they find? Will what they hear in the homily embarrass me? Or will they just be bored? Will they be welcomed or ignored? Will they think I'm crazy to come here?
The one who mentions their faith or extends the invitation will have to live with the person afterwards, so they put that relationship at risk. When we plan and offer events that parishioners have a high degree of confidence that their friends or family members would appreciate, we make it much easier for them to extend an invitation. Consider how some churches use Vacation Bible Schools to evangelize.
Seeking Seekers
If we expect our parishioners to stick out their necks to extend invitations, we need to make it as easy as possible for them.
One consideration is simply what events a seeker may be willing to attend. For some who have been away from the Church for years or never attended a Catholic church, simply setting foot on the parish grounds (and hopefully having a positive experience) is a huge step. They may not be ready to come to Mass.
Pastors and parish staff are used to talking to Catholics (and mostly active ones) all day long. We need to understand what motivates those who are not active.
One consideration is simply what events a seeker may be willing to attend. For some who have been away from the Church for years or never attended a Catholic church, simply setting foot on the parish grounds (and hopefully having a positive experience) is a huge step. They may not be ready to come to Mass.
Pastors and parish staff are used to talking to Catholics (and mostly active ones) all day long. We need to understand what motivates those who are not active.
Intentional Disciples
Note that the distinction between "pillars" and "pew sitters" does not necessarily align with who are intentional disciples. Some pillars may be active in the parish out of primarily social reasons or because they are "cultural" Catholics.
Likewise, "pew sitters" may be actively engaged in intentional discipleship but not find much of value in the parish life to support that work in the world. Involvement in parish life may actually be an impediment to these people, taking away limited time from their daily life mission.
Likewise, "pew sitters" may be actively engaged in intentional discipleship but not find much of value in the parish life to support that work in the world. Involvement in parish life may actually be an impediment to these people, taking away limited time from their daily life mission.
Marketing and Motivation
Parishioners are motivated by whether the time and effort to attend a parish event will be worth what they get out of it. Some may consider this selfish. But in many cases, it may be a wise form of time stewardship. Before a parish plans an event it should ask, is this an effective way to equip our parishioners in their daily life ministry? Events should also meet the high standards one would find elsewhere, especially in the work world.
When you offer a strong mission-based event, you also have to promote it well. People need to understand how an event will help their daily life call. They need to know that it won't be a waste of their time. The marketing of mission-based events is as important as the event itself, because the event is worthless if no one attends.
Events also need to be planned with logistics in mind. Some parishes schedule important offerings in both the morning and the evening, to meet the scheduling preferences of traditional workers and those who are retired. Good childcare can make a huge difference in the attendance of young families.
For events that are well-suited for seekers, we need to explicitly encourage and equip parishioners to invite their friends and family members. Print extra flyers that your parishioners can take to share with others. Promote the event on social media sites so parishioners can repost or share it with their online friends.
When you offer a strong mission-based event, you also have to promote it well. People need to understand how an event will help their daily life call. They need to know that it won't be a waste of their time. The marketing of mission-based events is as important as the event itself, because the event is worthless if no one attends.
Events also need to be planned with logistics in mind. Some parishes schedule important offerings in both the morning and the evening, to meet the scheduling preferences of traditional workers and those who are retired. Good childcare can make a huge difference in the attendance of young families.
For events that are well-suited for seekers, we need to explicitly encourage and equip parishioners to invite their friends and family members. Print extra flyers that your parishioners can take to share with others. Promote the event on social media sites so parishioners can repost or share it with their online friends.
Quotations
Another lesson which the Church must constantly recall is that she cannot leave simplicity behind; otherwise she forgets how to speak the language of Mystery. Not only does she herself remain outside the door of the mystery, but she proves incapable of approaching those who look to the Church for something which they themselves cannot provide, namely, God himself. At times we lose people because they don’t understand what we are saying, because we have forgotten the language of simplicity and import an intellectualism foreign to our people. Without the grammar of simplicity, the Church loses the very conditions which make it possible “to fish” for God in the deep waters of his Mystery. Pope Francis
Address to the Bishops of Brazil, 2013 |
Cover image from Pentecost, a painting by El Greco.