• Good Vicar, Bad Vicar

    Rather a flutter in the doocot over some comments that Justin Welby made a couple of days ago in an interview on Radio 4 which is worth listening to in its entirety. The quote that has got people talking is this one:

    The reality is that where you have a good vicar you will find growing churches.

    [The Church] needs to be very flexible in how it engages locally and it needs to be very clear about it’s intention of growing its numbers. It doesn’t happen accidentally. All the research we’ve got is that if we don’t actually set out to grow the number of people and draw people to the reality of the love of God in Jesus Christ it doesn’t happen.

    But before we get to that, there were two interesting things about the interview that most people have not picked up on. Firstly the number of times the Archbishop used the word local  in describing the Church of England. Then secondly he explicitly said that it was silly to compare the Anglican Churches to the Roman Catholic Church. Want to know why that is interesting – well check out this piece from Andrew Brown which appeared in the Guardian a few days before under the heading “The Church of England’s unglamorous, local future”.

    So what the Church of England needs to do is to re-establish itself in the ordinary life of the country. Its instinct is obviously to do this with grand gestures, speeches, proclamations and debates, but this is entirely wrong. Instead of pretending it is a single coherent entity with clearly defined opinions and policies – something which simply isn’t true and never will be – it should just forget about the national level and get on with things locally.

    This lesson has already been learned slowly and painfully at the international level. The attempt to present the Anglican Communion as a coherent church that could negotiate as an equal with the Roman Catholics has been an unmitigated disaster. When the resulting posturing was not vacuous it was poisonous, especially about gay people. The Anglican Communion is finished now. The schism happened and nobody cared. Individual churches have flourishing links in the ruins and this is a good and vital thing. But this is nothing to do with the Lambeth Conferences, any more than European trade was nourished by the Holy Roman Empire.

    One would have thought, listening to the Archbishop’s interview that he had been scripted by Andrew Brown. Church is local – we are not the Roman Catholic Church seems to be the line of the week. I hope that someone gets the chance to press the Archbishop on the other elements of Andrew Brown’s thesis – that the schism has happened already and that disestablishment is already a reality.

    But I digress, what about this business of Good Vicars leading to church growth?

    The trouble is, the notion of a Good Vicar bringing about growth does tend to conjure up the idea of Bad Vicars leading to decline. Then people (by which I mean vicars, for vicars are people too, you know) get all upset because they presume that if decline is happening then they must by definition be Bad Vicar.

    It is far too simplistic a way of looking at things.

    It seems to me that what leads to growth is not simply a Good Vicar but good synchronicity between clergy and congregation. Sometimes a congregation gets someone with just the right skills for that moment and also is able to accept them, love them and allow them to lead. And sometimes that doesn’t happen.

    If anyone knew the secret of making it happen between clergy and congregations then there would not be any decline in churches.

    But then decline is caused by a lot more things than Bad Vicars anyway. Demographics are one of the big factors. If people move away from an area, the chances are that a church will suffer. If the people in an area are aging then the chances are that a congregation will be aging too. But, and it is a big but you also have to take into account different ways of thinking about locality and transport. If people are prepared to travel to get to the doctor, supermarket or hairdresser then we can presume that they will do that over religion. Add to that an increasing mistrust of denominations and you have a very complex situation. Bizarrely you still get lots of churches advertising the fact that they care about their denomination right up front on their websites when the truth is, people don’t care about that so much as whether they will find congenial company as they try to grasp the coat-tails of angels.

    In the midst of the fluttering about all this today I’ve been interested in seeing someone teasing on twitter with the notion that there is going to be some new research published soon which appears to suggest that having one priest to one congregation is the most likely situation that will lead to growth. I’ll be very interested in that if and when it comes out.

    And what of Justin Welby’s Good Vicar thesis? It is a surprising thing for him to have much to say about given how little vicaring he personally has done. More than that, it is a situation that is incredibly complicated and which isn’t just about being good or bad. Time, place, company and circumstance matter just as much as innate qualities. And yet….and yet, the truth is, I also know that within what he was saying was something rather important which is that vicars – clergy generally matter. Should they be miserable, unsupported, unloved and sad there is almost no chance of a church in their care thriving. Clergy matter an enormous amount and if one wants churches to grow one does need to think about clergy rather a lot.

    The short version is, clergy matter. And so do bums on pews. The two are related. But oh, oh – it’s complicated.

    Am I right?

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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