Chapter 13 of 20

12: Reaching the Skeptics

12: Reaching the Skeptics

  • groups of people who share a common physical space and have some common religious views, but are not personally connected to each other in meaningful or life-changing ways
  • organizations that add little, if any, value to their communities; their greatest value stems from the limited times they serve the needy in the community
  • organizations that stand for the wrong things —wars, preventing gay marriage and a woman’s freedom to control her body, sexual and physical violence perpetrated on people by religious authority figures, mixing religious beliefs with political policy and action
  • led by people who have not earned their positions of influence by proving their love of humankind, and thus are not deserving of trust
  • Impersonal media efforts are almost guaranteed to be ignored. No skeptics we interviewed said they were “much more likely” to consider attending a church if they received a direct mail solicitation or had exposure to advertising about a nearby church via television, radio, newspapers, or billboards.
  • Fewer than one out of ten skeptics said they might consider attending if a friend invited them to a church service; if they received a telemarketing call from someone they did not know; if they encountered the church through some type of social marketing or other online experience; or if they heard a sermon via a podcast, CD, or some other means. Discovering that a church had multiple locations in the area also did little to motivate them.
  • Among the most hopeful means of connecting with skeptics were events open to the public, such as concerts or seminars, sponsored by a church (10 percent said this might make them much more interested in a church). Also showing promise were projects undertaken by a church designed to help the needy in the community, resulting in a reputation for loving the poor (mentioned by 12 percent).
  • The approach rated highest by skeptics (14 percent) revolved around having a congregation in which the older people regularly connected with and shared life experiences with younger adults. Considering that a large share of skeptics are younger adults, many of whom have grown up without effective parenting or mentoring, the desire for this kind of practical, hands-on life assistance makes sense.
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