• A moratorium on mission?

    communicants roll

    My introduction to irony came when I was but 7 years old, in the form of the title of the television programme. It was called: Why Don’t You Just Switch Off Your Television Set and Go Out and Do Something Less Boring Instead?

    It seems to me that this title allows us a way in to thinking about something that’s quite difficult to talk about in many denominations including my own.

    Here in this little corner of God’s vineyard we had a diocesan synod recently and in the company of others around the Scottish Episcopal Church we were asked to reflect on the diocesan statistics and to say something about what we thought that they meant.

    It was obvious fairly quickly that few people wanted to get up and talk about what is very obviously not terribly good news.

    Predictably, someone said that if we changed the way we measure the stats then maybe they would show that we are engaged with more people. Well, that’s true. However it is not really dealing with the question at hand. Some of the statistical records that we have got back over decades and are reasonably accurate. Indeed, I suspect the count we keep of how many communions each church has served is very accurate indeed. It is quite important, I think, to keep on recording the same statistics, even if in time, we decide that we want to know more in order to add something to our knowledge of what’s happening.

    The plain fact is that like a lot of mainstream denominations, our stats are going down. It is also plain that this is not a universal reality. Some dioceses appear to be doing a bit better. And within dioceses, some congregations seem to be doing better whilst others are doing worse.

    The whole point of gathering church stats is surely to try to understand the overall picture and see whether anything can be learned from them that will help people to plan for the future and make tweeks in our common life that might lead to growth – or at least starting to stem the decline. It is obvious that in this diocese at least, little that we’ve done in the last 30 years has made very much difference. We’ve had plenty of mission plans and plenty of decline.

    One interesting observation that I’m looking at right now is at least worthy of investigation. It appears that those dioceses which are engaged in Mission Action Planning are declining at a faster rate than those who are not engaged in that exercise in Scotland.

    Now, understanding why this might be so is rather important.

    Here are some possibilities:

    1. Perhaps it is the case that dioceses that are facing a more challenging situation are more likely to engage in Mission Action Planning.
    2. Perhaps it is the case that the priorities set by dioceses in their Mission Action Planning are the wrong priorities.
    3. Perhaps it is the case that Mission Action Planning just doesn’t work and is in fact displacement activity that people engage in because it is easier than tackling the situations which lead to decline – something which is a very difficult thing to do.

    The graph that I’ve posted at the top of this post is one that is causing considerable reflection here in the Diocese of Glasgow and Galloway. It shows fairly consistent decline over decades. The only particularly significant interruption to a fairly constant pattern is a significant drop in the first couple of  years of this century. This could be because that period was just after the collapse of the Mission 21 initiative through lack of funds. It could be because this period also saw the retirement of Richard Holloway who had given the Scottish Episcopal Church a significant profile that has never been recovered since. And it could be for neither of those reasons, for some other reason or it could just be one of those things we can’t explain.

    However it is also fairly easy to see that big changes in mission policy in the Scottish Episcopal Church have made little impact here in this diocese. We’ve tried to change the church so that the diocese is the focus of mission rather than having a Scotland wide policy and each local bishop is now thought of as the leader of mission in their dioceses. I’ve opposed that policy shift. Others have thought it was a good thing. Whether good or bad, there’s no sign in the numbers that it has made the slightest difference whatsoever. Similarly with the Diocesan Growth Strategy that a lot of effort has gone into here. Again, I’ve struggled with it as I’ve always thought the priorities were the wrong priorities. However my own views don’t really matter right now. It isn’t working regardless of what anyone thinks about it.

    To some extent, we should expect the stats for this diocese to have declined anyway just through demographics. Glasgow is depopulating and the population of Scotland is moving East. We should probably expect to see a small rise in the stats for Edinburgh diocese that reflect this. It is also the case that we may be doing less badly than some of our ecumenical friends.

    My questions at the moment are these:

    1. What lessons can be learned from churches which have been growing through this period against the trend? Are their priorities different to the priorities promoted through the mission planning tools that are often used?  (No-one ever asks me why we’ve grown here at St Mary’s).
    2. Why do we think anyone might want to join a Scottish Episcopal congregation and how do we communicate that?
    3. How do we develop a new ecumenism that allows us to ask openly:
      Who are the most likely people to come to repopulate Episcopal churches and what specific strategies do we have to attract and retain them?

    4. Should we be interested in thinking about the “market share” of those who go to church and how should we measure this?

    My suspicion is that growing churches tend to have good music, good websites, interesting worship and look somehow out beyond themselves – so I find myself asking whether we could be learning something from that.

    In other words, Why Don’t We Just Switch Off Our Mission Planning Schemes and Go Out and Make Our Churches More Interesting Instead?

    Do we need a moratorium on mission for 10 years until we’ve done that?

    Thoughts?

     

     

10 responses to “Advertise, advertise, advertise!”

  1. Matt Hanson Avatar

    Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..

    Matt Hanson

  2. Eamonn Avatar
    Eamonn

    How naff can you get? It was worth listening to a professional advertiser’s comments on the Lichfield advert on the Sunday programme on Radio 4.

  3. Gavin Drake Avatar

    Adverts that make people in the church feel comfortable are likely to be completely irrelevant to people outside the church. As the instigator and creator of the Lichfield football adverts campaign I stand by them – they did what we wanted them to do. We had a target and we achieved that target. The professional advertising chap on Radio Four was anti the adverts; but he was also anti the entire Christian message as a self-proclaimed militant atheist. His best effort? “Life” – which is a campaign he created for the Billy Graham missions 20 years ago. Hardly creative (now, 20 years on) nor fresh. His message was that the church should get rid of Jesus, God and all the “after life” stuff and concentrate on making people feel good now.

    One final thought, in this blog entry aren’t you demonstrating the Christian Christmas grumpetyness which you appear to be criticising in others?

  4. kelvin Avatar

    Thanks for your comments Gavin.

    You are quite right about my grumpityness though I was not particularly being critical of it in others. Indeed, being able to rely on other people’s grumpityness is one of the things which has ensured a lot of exposure for the CAN ads, for example, the Bad Hair Day campaign and the Meek, Mild As If one. It was the (mock?) outrage of the christian community that got those ads talked about.

    I’m a fan of what the CAN do, which I perhaps did not make clear in the above blog entry.

    I’d be interested to know what the target was and how achieving it was measured.

    I have to confess to feeling embarrassed by the Lichfield ad but then of course, it was not aimed at me.

    I also commented about past CAN campaigns here and here.

  5. Kennedy Avatar
    Kennedy

    Having listened to the CAN adverts, I am left asking what the message was and who was the target audience? If the intention was to familiarise the audience with the characters and motifs from the Christmas story then OK, but there is more that could be said in the time.

    You’ll permit me a small plug for the stuff that GRF produce.

    Have a listen:

    http://smallvoice.org.uk/wp-content/uploads/2008/09/01-ms-christianity.mp3

    Yes, this uses the style of the M&S ads but I think that it communicates something about the Christian message and in a form that a non-church person could relate to.

    The judges at the Jerusalem Awards seemed to like it as they awarded it the premier award in the ‘Shorts’ category at their awards ceremony last week.

    If you are looking for creative audio to use in churches or schools then have a look at http://www.audiopot.org.

    Kennedy

  6. kelvin Avatar

    Thanks Kennedy. I like the M and S Ad. Very clever. I always like hearing Albatross (the music underneath) because it reminds me of someone I knew a long time ago who used to play it (on large pipe organs) during communion.

    One of the drawbacks of the ads that I was speaking about above is that they all depend on knowing the Christian story. That is perhaps legitimate in a Back to Church Sunday as it is presumably aimed at folk who have gone away knowing something or other.

    The line about the penalty does kind of imply that substitutionary atonement is what we believe though.

    The Lichfield ad certainly got a lot of coverage and if that was the intention, it succeeded.

  7. Elizabeth Avatar
    Elizabeth

    I must admit I found the racing advert amusing. The football ones leave me cold. Aside from issue about inclusivity and dubious theology, I think living in Glasgow has made me very wary of any connection between religion and football.

  8. Coxy Avatar

    I think that the football one is excellent, as does my wife (and she can’t tell the difference between Liverpool and Arsenal – I guess they do both play in red though!). How is it not inclusive of men and women? As I see it there is good build up play from Mary and Joseph before Jesus scores…

  9. kelvin Avatar

    Hi Nick

    I’ve just rescued your comment from a spam filter – don’t know why it got swallowed.

    At St Mary’s we tend to avoid language like “men” where what is really meant is men and women, “mankind” when what is meant really is humanity etc

    This affects things like the language we use for hymns.

    We’d never sing, “Brothers, this Lord Jesus, shall return again” for example. In a mixed crowd it just seems rude.

    There is an ongoing degate about how far to go with this policy but by and large, language inclusive of men and women is the norm at St Mary’s and exclusive language tends to jar and be distractive when you’ve got used to more inclusive language in church. Thus the ad is something we couldn’t use because of the use of the word “man” meaning something other than just men.

  10. ryan Avatar
    ryan

    The term “banter”, as featured in the ad, should also be used by no-one anyway (and only partly because of Chewing the Fat). O the amount of people that have endured abuse and had it expained away as “just banter”.

    Wondering if “male” ads like this are ok if one also does female-centered advertising, or if the whole idea is hoary sexism. St.Silas does a Women 4 Women thing which I believe is popular. No Men 4 Men though.

    Hope I’m immune from the st.silasite ensnaring spam filter
    ;-).

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