• I.D.

    Thinking Anglicans has the story that all of us in the Scottish Episcopal Church should be thinking about at the moment. One of the most important stories that concerns Episcopalians in Scotland for quite a while.

    It is to do with the recent release of figures from the last census – the one that was conducted in 2011.

    The figures are absolutely fascinating.

    Firstly, there are a lot more people who claim to think of themselves as Anglicans in Scotland than might have been expected. However, the majority, the vast majority of them don’t think of themselves as Scottish Episcopalians.

    Here are the figures:

    Church of England 66,717
    Episcopalian 21,289
    Scottish Episcopal Church 8,048
    Anglican 4,490
    Church of Ireland 2,020
    Church in Wales 453
    Total 103,017

    Now there is a lot to say and I’ll probably not say it all today.

    Firstly, notice how many people in Scotland claim to be Church of England.

    If we add together those making a claim on an identity that thinks of itself as Episcopal we get 29 337. That is less than half of those who claim to be Church of England.

    We’ve got a wee identity crisis and we need to start to think about it.

    Now, note the number of people who were actually turning up at church in the same year (drawn from the Annual Report of the Scottish Episcopal Church). This was 14 126. So about 14% of those who claim to be Anglicans in Scotland are turning up on a typical Sunday in the Scottish Episcopal Church.

    We’ve got a wee turning up problem and we need to start to think about it.

    Now, take a look at the number of people whom the church claims belong to it – again from the Annual Report. That same year we claimed that we had a membership of 34 916 whilst we had a communicant membership of 24 650.

    For a church which is in so many places primarily a Eucharistic church (that’s what we do) then we’ve got a wee faith problem and we need to start thinking about it.

    I was very keen that we discuss the church’s statistics at last year’s General Synod. We did talk about them but I’m not entirely sure we did as much with them as I had hoped we would. The Primus tried to be upbeat about them and say that you don’t learn everything about a church by its statistics and that he found things to be hopeful.

    For myself, I only partly agree with him. I think there is a lot of hope about in the Scottish Episcopal Church – far more than amongst my presbyterian friends whose church, despite being many times bigger than my own, seems to be collapsing at a local level all across the country. However, I think we can learn things from numbers and I wish these census statistics had been available at Synod. I think that reflecting creatively on the numbers is something that we need to do at every synod.

    Disappointingly we don’t have census figures that we can apportion to dioceses – if we did we could see positions of relative strength and look at where the church was doing least well at attracting people who not only ought to be connected to it but actually claim to government that they are connected.

    Here are some hunches:

    • We’ve a significant branding problem. There’s only one church of the Anglican Communion in Scotland yet even the census report (based on write in responses) has six different lines relating to us.
    • Some of the people who claim to be Church of England will make their way to the Church of Scotland and never know the difference. This infuriates Episcopalians but we should be thinking about why we are so invisible to those people.
    • The various diocesan mission schemes that are underway are not working terribly well and not likely to work terribly well. They all seem to have been devised by people who are living in an age before the internet began. None are using particularly well, the central tool that people use to drive trade, create impact, generate conversation. Until we start to get this right we are going to decline. Individual churches which opt out of this are opting out of survival.
    • We need to talk about our identity in terms relating to various levels of debate about Scotland and England. A long time ago, Canon Alice Mann (who helped us so much as a Province) said that we needed to do a lot more work on this. We’ve not done it and we are suffering from not having done it.
    • Our corporate identity (motto, visuals and name) are such that they always need explaining and are used badly. I’ve been to churches recently who have described themselves (in every font and style imaginable) as:
      • Scottish Episcopal Church
      • Scottish Episcopal Church (Anglican)
      • Scottish Episcopal Church (Anglican Communion)
      • Scottish Episcopal Church (In full communion with the Church of England)
      • A member church of the Anglican Communion and Evangelical Alliance
      • and with no denominational affiliation at all. (eg my own congregation).
    • Numbers matter hugely
    • We need to work very hard on our national profile. Bishops have a special role to play here and though they’ve been doing a lot better at being local voices in the press recently we are not really creating much Scotland-wide impact.
    • We’ve changed our corporate identity before and at least have to talk about doing so again.
    • The Mission and Ministry Board cannot focus on anything because its remit is too large. It needs to be split in two and there needs to be a rethink of which committees go with which boards. For example, maybe Communications and Mission (or even better Outreach or Evangelism) have something to do with one another.
    • Mission is a word that is so widely and inappropriately used that it now means nothing except when one is applying for a diocesan grant.

    Our identity crisis is revealed by asking people from outside the church what they think we are. “Oh, are you the Church of Richard Holloway?” say the intelligensia. (Yes, still they do).

    “Oh, aren’t you just the English Church?” say a whole bunch of others.

    Now we need to think about these things. What should our next step be?

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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