What we already know – The DNA of the Episcopal Church

2. What we already know – The DNA of the Episcopal Church   The personality profile came out of the aggregation of existing studies:  Around One Table  Mission Into the Future  Brand Champs Research  The Episcopal Church Strategic Plan 2010-2012  Hispanic Strategy Document  Map of Driving Forces  Branding: Findings and Recommendations (Episcopal Relief and Development)  Episcopal Congregations Overview  Facts on Episcopal Church Trends and Growth, various sources Plus interviews with the Presiding Officers and other leaders, and an audit of electronic and print communication materials. 

3. Personality traits Extroverted Welcoming, friendly, inclusive Aggressively focused on serving the wider world High value is placed on unity and affiliation Goes beyond conferring a sense of belonging to members, all the way to granting them a sense of ownership in the Church’s destiny  Grounded in early history of lay leadership and local control 

4. Personality traits Not assertive  No need to control or dictate outcomes New ideas welcomed “We invite people into conversation, rather than insisting that we have one answer.” Values for unity and affiliation NOT demanding of conformity Collaborative, but conversations not always resolved 

5. Personality traits Loving Seen by others as caring, nurturing, accepting and loving, and emphasizes these aspects in itself Naturally gives rise to a sense of inclusion and diversity Combined with extroversion, leads to emphasis on equity and social justice Focuses on feeding the individual’s needs for acceptance over the organization’s needs 

6. Personality traits • Optimistic Forward-looking, oriented toward change within the Church and in the world Implies a hope that change can succeed Voices may not be completely aligned, but all express a passionate devotion to the future of the Church For a church with such a long and rich tradition, there is a great deal of discussion as to where the Church is going in the future “A church willing to be in dialogue and willing to be changed. Come to us and be changed and we will be changed with you.”  DNA complemented the traits of our newcomers.  

7. We know who we are. Who are our prospective audiences? The 2010 census is expected to find that 309 million people live in the US. No racial or ethnic category describes a majority of the population. Audiences are fragmented, media is fragmented. In 2010, Latinos will be both the nation’s fastest-growing and largest minority - 50 million people. We are living in a time when people may prefer to be engaged in a language other than English, via media other than TV and Print. The “technology divide” between affluent white segments and minorities is shrinking much more rapidly than predicted.  Unlike other denominations, The Episcopal Church has no budget for TV, billboards, print, radio or broadcasting to reach these audiences. What we have is a website, Facebook page and Twitter account.

8. Where are our audiences and what are they doing? • Internet use is rising among Americans. Nearly 75% of adults (18 and up) used the Internet in 2009, compared to just over 50% in 2000. • Americans spend nearly a quarter of their time on social networking sites and blogs, up from 15.8% just a year ago, an increase of 43%. Source: Nielsen Netview and Pew Internet & American Life Project

9. Where are our audiences and what are they doing? “Social relationships cannot improve when people spend less and less time in face-to-face encounters.” —Luc Faubert, Consultant in IT Governance and Change Management “I met my wife online, reconnected with my old school friends online, stay in touch with my family overseas online, and have a wide circle of close online friends.” —Jeremy Malcolm, Co-Director of the Internet Governance Caucus VS. Source: Pew Internet & American Life Project

10. Faith online • 64% of the nation’s 128 million Internet users have done things online that relate to religious or spiritual matters. • Those who use the Internet for religious or spiritual purposes are more likely to be women. • The “online faithful” use the Internet for personal spiritual matters more than for traditional religious functions or work related to their churches. • 26% of the online faithful seek information about the religious faith of others. Most are doing this out of curiosity. • The majority of online faithful describe themselves as “spiritual and religious.” • Evangelicals are among the most fervent Internet users for religious and spiritual purposes. Source: Hoover, Stewart M., Lynn Schofield Clark, and Lee Rainie. Faith Online: 64% of wired Americans have used the Internet for spiritual and religious purposes. Washington, DC: Pew Internet & American Life Project, April 7, 2004.

11. Social media – other denominations The Roman Catholic Church generates 15 times more weekly discussion than The Episcopal Church or Presbyterian Church. There is very little buzz about the Presbyterian Church – little controversy thus far, and they are not very engaged in social media. The Episcopal Church generates lots of buzz, especially for its size. A year ago, the words that recurred in our reports were “divided”, “gay”, and “breakaway.” Presently, the words appearing include “God”, “bishops”, “Anglican”, and “Episcopal churches”. Source: NM Incite Total # of Online Message from August 1, 2009 – July 30, 2010

13. Where did we begin?

14. The Episcopal Church today

15. The first thing we learned from NM Incite • Q: On the web, where are the most conversations • about the Episcopal Church? • 1. Virtueonline • 2. Episcopalcafe • 3. Babyblue • 4. Cofe.anglican.org

16. Surprise! Lifestyle sites lead Episcopal Church buzz

17. People talk about The Episcopal Church at specific moments or stages in their lives

18. New moms shopping for a church

19. Parents also shop for the right university or school based on Episcopal Church affiliation. Talk.collegeconfidential.com 5/26/2010 “Sewanee is a known Episcopalian school. Episcopalians are, perhaps, the most welcoming and open of the Christian faiths. That shouldn't be a problem."  Talk.collegeconfidential.com 5/21/2010"My child has found St. Mark's to have a high "camaraderie quotient." There have also been many opportunities to work with other students on assignments in a truly collaborative manner (i.e., anything but the "group work" so dreaded by gifted students.) St. Mark's is Episcopalian, so the ethos is one of helping others, and respecting individuals.” Talk.collegeconfidential.com 4/18/2010 “Kent isnt Catholic, its Episcopalian, which is branch of Christianity. If you go to Kent, you have to attend a religious service at Kent on Sundays, but there is a church for Catholics in the town and other options for other religions. there is also chapel during the week, but all religions are welcome, and i havent heard anything bad about the religious aspect of the school.”

20. Three audiences that represent growth for The Episcopal Church

21. Some media habits of these three audiences Young Adults93% of young adults are online 93% own a cell phone 72% are active on social networking sites Moms 67% of moms are online at least 3 times a week 65% are on at least one social networking site 62% watch TV while using the Internet Latinos 85% of native-born and 87% of English-dominant Latinos are online 21% download videos 56% read news online 10% read about parenting or family information According to NM Incite, Facebook visitors have grown 33% percent in the last year (July ‘09 to July ‘10). Users spend more than 5 hours a month on the site. In July 2010, 35-64 year olds made up 49% of Facebook visitors. Source: Nielsen @Plan, Nielsen Netview, and Pew Internet & American Life Project

22. Some media habits of these three audiences Watch TV online(network websites or hulu)78% of 18-34 year-olds 79% of 25-34 year-olds Likely to download video 14% of all internet users17% of Latino internet users Broadband usage 71% of all internet users 68% of Latino internet users

23. Overview of the Newcomer Research

24. Emotional Inquiry – 3 stages of emotional connection Earliest experiences of church Discovering the Episcopal Church Finding a home in the Episcopal Church

25. Emotional Inquirymethodology Visualization Repetition and dynamic probing The emotional brain Focused on behavior and memory, not factual queries

26. Emotional Inquiry research specifics General study in English 29 Interviews in Los Angeles, Atlanta, and New York Latina study in Spanish 10 interviews in Los Angeles and New York Requirements for Respondents Attend service 3+ times a month Regular participant for 6 months – 3 years Regularly participates in at least 1 activity other than services We spoke with people from the following faith traditions: Orthodox Jew, Mormon, Baptist, Roman Catholic, Methodist, and the un-churched and unaffiliated.

27. Emotional Inquiry research – the respondents Young adults 19-30 Women with young children 25-40 Latinas 23-40

28. Something to keep in mind These newcomers are special – they come from churches that are very successful in attracting and retaining newcomers. That’s how we found them.

29. Summary of emotional insights Early experiences of church Sense of judgment breeds unbearable guilt Formulaic spirituality provides cold comfort The affirming community provides real comfort and protection Personal recognition creates self-worth and feelings of acceptance

30. Summary of emotional insights Early experiences of church Sense of judgment breeds unbearable guilt Formulaic spirituality provides cold comfort The affirming community provides real comfort and protection Personal recognition creates self-worth and feelings of acceptance

31. Summary of emotional insights Discovering the Episcopal Church The “Spiritual Inviter” initiates consideration Warm welcomes melt away trepidation Greater emotional proximity exists between priest and congregant Only when everyone is fallible can anyone succeed Accepted outliers promise a reintegration of the conflicted selves Simplicity removes the emotional impediments to God Finding a sacred retreat in a world of chaos

32. Summary of emotional insights Discovering the Episcopal Church The “Spiritual Inviter” initiates consideration Warm welcomes melt away trepidation Greater emotional proximity exists between priest and congregant Only when everyone is fallible can anyone succeed Accepted outliers promise a reintegration of the conflicted selves Simplicity removes the emotional impediments to God Finding a sacred retreat in a world of chaos

33. Summary of emotional insights Finding a home in the Episcopal Church An organic expression of organized individuality Structure as ritual inspires; structure in the form of rules oppresses Relationships trump rituals Personal redemption through the cleansing process of helping others A living tradition that is constantly being formed The Episcopal Church is similarly different

34. Summary of emotional insights Finding a home in the Episcopal Church An organic expression of organized individuality Structure as ritual inspires; structure in the form of rules oppresses Relationships trump rituals Personal redemption through the cleansing process of helping others A living tradition that is constantly being formed The Episcopal Church is similarly different

35. Latina study - cultural nuances Heartless bureaucracy of the Roman Catholic Church Need for “spiritual inviter” more pronounced Return to spiritual home

36. Common themes from all 3 audiences Approachability, recognition and acceptance are key Opportunity: Make people feel welcome and accepted beyond demographic barriers

37. Common themes from all 3 audiences The Episcopal church attracts people who question authority Opportunity: There is an opportunity to attract people who have an affinity for ritual, music, and tradition, but dislike the regimented nature of certain churches

38. Common themes from all 3 audiences People crave simplicity in the experience Opportunity: Provide a sanctuary from a “crackling world” of chaos

39. Common themes from all 3 audiences Church is about more than the worship experience Opportunity: There is an opportunity to build a communal experience that goes beyond the sermon

40. Common themes from all 3 audiences The church grows by way of invitation Opportunity: Equip people to be spiritual inviters

41. Common themes from all 3 audiences Sharing who the church is through story is effective Opportunity: Leverage the knowledge that storytelling is a way humans learn. Rely more on shared storytelling, rather than rational reasons to believe.

42. Common themes from all 3 audiences Respondents were from healthy, dynamic congregations—the path of strength Opportunity: There is an opportunity to understand what is working and replicate success in growing congregations

43. Summary of common themes

44. What we can do right now Start: Making all feel welcome Sharing stories and encouraging word-of-mouth, especially emblematic success stories of growing congregations Developing new ways to extend the invitation, and to equip the “spiritual inviters” Developing a consistent look and feel for our Church Increasing efforts to reach people going through a life-stage transition Finding new, unexpected ways to take the Church to the street

45. What we can do right now Stop: Using jargon, insider language, “church speak” Conveying facts rather than emotionally resonating stories Focusing on controversies Being fearful about asserting who we are

46. What we can do right now Continue: Keeping it simple Experimenting Welcoming everyone Discouraging and dismantling barriers Creating successful tribal practices (community) Connecting where people are already connecting Filling the “pipeline” with positive content Taking on social justice initiatives Reveling in our ritual and historical context

47. So now what? A few specific ideas for communication Experiential website that evangelizes Visual identity that references tradition but looks forward The Newcomer project -- series of videos Robust and vibrant social media strategy and implementation tied to our earned media efforts (Can you say Mitregate?) Increased focus on our three audiences in everything we do. A budget that reflects this increased focus – journalism, PR and marketing professionals from all 3 audiences on staff Audience research beyond the U.S. A marketing budget for the Episcopal Church

48. So now what? A few specific ideas for congregations • Mom-friendly congregations • Join conversations with young adults, latinas, and young moms via social media(babycenter.com chat room, foursquare on Ash Wednesday) • Make service opportunities known to high school guidance counselors,  and church tradition and events known to realtors  • Latina-friendly programs • Invite a high school or college student in your congregation to join the vestry

49. So now what? A few specific ideas for congregations Add a Sunday or Wednesday evening eucharist plus light supper, and call the event “Stump the priest” Work with others in the community Focus on growing, enabling, and equipping spiritual inviters of all ages in new ways  Every congregation tries one new way to take their church into the streets and the community in the next 12 months  Other ideas?