In this column, we launch a series of real-time insights on how to connect reliable data to Kingdom growth. Let’s address the first research insight from the previous column.
Research Insight: Your congregation should shift from simply counting individuals engaged with your congregation to capturing household-level demographics.
Counting the number and type of households offers a realistic look at who is participating in your congregation’s gathered ministry compared with who is in your community context or among the people groups you serve.
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How might this knowledge make your congregation more effective?
The reality is that only 10% of households in the U.S. are traditional, classic households — those have a husband and wife who may both be employed and have one or more children under 18. The other 90% of households are something else. If a congregation focuses its ministry primarily on traditional households, it overlooks many households.
7 insights to consider
1. You likely have people from a variety of household types engaged in your congregation. But where is your primary focus? Which household types do you prioritize in your programs, ministries and activities? If your pastor, staff and lay leaders prioritize classic, traditional households as the preferred household type, then your congregation will target its efforts there.
2. Counting only individuals can obscure whether a church reaches and embraces the full diversity of families and households in a community or only a slice of people, primarily from traditional nuclear families. Comparing congregational household profiles with local demographic data highlights underserved populations. These may include single-parent, one-person and multigenerational households, among other household types.
3. Comparing congregational demographics with neighborhood data helps leaders design programs, ministries and activities tailored to real needs. Ministry examples include eldercare support in aging neighborhoods, affordable after-school programs in areas with a high concentration of single working parents, and support groups for men and women.
4. Many congregational disciple-making programs default to standard age-graded tracks. Household insights encourage intergenerational initiatives, family-centered discipleship and specialized support groups for nontraditional households.
5. Decisions about tithing and other acts of generosity are made at the household level. Measuring financial giving and participation at the household level, rather than at the individual attendee level, yields far more accurate budgeting, giving-capacity forecasts and stewardship strategies.
6. The needs of the member care ministry can be measured because it is centered on households. Tracking households ensures that member care extends to non-attending family members, roommates and other household relationships, preventing isolated care for the individual in the pew.
7. Considering household dynamics helps identify critical life-stage transitions. For example, this includes ministry to empty nesters, the recently widowed and emerging adults establishing their own homes. Particularly consider newly empty-nest couples. These households have real-life needs that are often overlooked. They may disengage from active congregational life.
Based on this information about households, what new or revised actions should your congregation take? Who will take these actions and by when?
Look for more research insights on these questions in two weeks.
EDITOR’S NOTE — George Bullard spent five decades in Baptist congregational and denominational ministry. His ministry roles included three churches, three associations, three state conventions and one national entity. He began as a columnist for TAB Media Group’s publication The Baptist Paper in 2022. Bullard now serves as a strategic thinking mentor for Christian leaders through his ForthTelling Innovation ministry. TAB Media Group published his new book “Soaring with Faith: The Difference Maker for Congregations” — available on Amazon.
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