When The Big Church Eats The Little Church

In the business world, “mergers and acquisitions” is a common phenomenon. Larger, better financed businesses regularly purchase and subsume more vulnerable ones. Now, according to this article, we’re entering a church “M&A” era where larger, younger churches are taking over much smaller, older ones.

The crux of the issue is that “The average Christian congregation in the U.S. is in precipitous decline, with just 65 members, about a third of whom are age 65 or older, according to a 2020 pre-pandemic survey.” Our local Lutheran congregation has approximately 150 members, about two-thirds of whom are age 65 or older.

Given the declining number of people attending church, should we assume collective spiritual longing has ebbed? Have we, for whatever reasons, become more materialistic, more secular, more Western European and Scandinavian?

The aforementioned National Public Radio article makes me think not. It suggests that young adults still find existential questions just as compelling as previous generations. It’s just that they want more vibrant spiritual experiences.

Here’s the conundrum. The 65+ crowd is holding tight to church traditions that are familiar and comforting to them. Like old hymns, and in the case of many Lutheran churches, Norwegian jokes. Traditions that unwittingly create distance between those on the “inside” of the tradition and those left “outside” them. Thus, leaving the older, smaller churches less diverse with respect to age, ethnicity, class, and life experience more generally. Which makes them even less welcoming to younger seekers.

I guess we shouldn’t be surprised that we’re in the process of having far fewer, albeit larger churches. Why should churches be any different than big box stores or airlines or mega-tech companies or any other sector of our economy where we’ve seen constant consolidation to the point where dated anti-trust laws are proving inept.

The challenge for the new, larger churches will be creating somewhat diverse, close-knit communities within their larger congregations. Communities within their community where people make friends, are known, and genuinely connect with a small group of people that are somewhat different than them.

Verily I Say To You, The Son Can Do Nothing Himself, Absent Branding

Two more church council meetings, but who’s counting. I think I have made positive contributions, but that’s for others to determine.

At last week’s meeting the pastors asked us to think about and be ready to discuss at the next meeting a handout entitled, “Four aspects of public faith essential to creating an Evangelism culture.”

I’m having a hard time getting past aspect one.

Branding

  • If you don’t brand your church, someone will do it for you.”
  • What’s your congregation’s central story?
  • Who is your neighbor? Do you have a sense of who your neighborhood and community? (sic)
  • Do you have a logo that is used numerous times and places so that when people see it they immediately think of you? Are you guiding principles (values) known and claimed? (sic)
  • Are worship time(s) and location on the main page of your ministry’s website?

I could nitpick the individual bullet points, like the first, which leaves you guessing who is actually speaking. Probably a church growth consultant with a joint Masters of Divinity/Masters of Business Administration degree. Or the third and fourth which read like one of my first year students’ drafts. But what would nitpicking accomplish?

The woefully faulty assumption seems to be that what’s needed to halt declining church attendance is employing logos more like successful businesses. If we just use our logo more effectively, this whole thing will turn around. LOL. SMH.

That thinking seriously depresses me. I seek as non-business a spiritual experience as possible.

I suspect the declining number of people who prioritize attending church on Sunday mornings don’t give a shit about their churchs’ logos. Nor do they want to be talked at as much as they want to connect with someone else, even one person.

People are alienated from one another. And lonely. Improved branding won’t change those realities. At all.

But I could be wrong, I don’t have a Masters of Divinity or a Masters of Business Administration.

*also hurting my cred, sometimes I skip church when there’s a major golf championship on television