The Circle of Faith

American Faith According to a 2011 Gallup Poll, 92% of Americans answered “Yes” When they were asked if they believe in God. Less than 90% of adults, 18–29, say they are believers. The number of Americans who have no religious affiliation has increased to 19%, the largest percentage of all previous polling. During 2010, mainstream religious denominations, such as the Catholic Church, the Southern Baptist Convention and the Evangelical Lutheran Church lost membership.

A Look at the Numbers Selected religious denomination memberships Catholic Church Southern Baptist Convention Evangelical Lutheran Church in America Church of Jesus Christ of Latter-day Saints Assemblies of God Jehovah’s Witnesses Seventh-day Adventist Church Yearbook of American & Canadian Churches Denomination 2010 Total Change from 2009 68.2 M 16.1 M 4.2 M 6.1 M 3.0 M 1.1 M 1.0 M - .004% - 1.5% - 5.9% + 1.62% + 3.99% +1.85% +1.16%

As Go Women, So Goes the American Church Women, long considered the dominant pew dwellers in the nation's churches, have shown a dramatic drop in attendance in the last two decades. Since 1991, the percentage of women attending church during a typical week has decreased by 11 percentage points to 44%, according to the Barna Group. Sunday school and volunteering among women also has diminished. Two decades ago, half of all women read the Bible in a typical week -- other than at religious events. Now 40% do. Barna found that the percentage of women who strongly believe the Bible is accurate in all it teaches declined by 7% to 42%. And those who view God as "the all-knowing, all-powerful and perfect Creator of the universe who still rules the world today" dropped from 80% to 70%.

Why Do Men Stay Away? According to a recent survey, men make up only 39% of the worshipers in a typical congregation. The percentage holds across the board, for every age category. Study after study has shown that many men who name themselves as Christian feel bored, alienated and disengaged from church. When men drag themselves to church, researchers say, it is not for themselves but to fulfill the obligations of their roles as son, husband, father or pastor.

Religious Identity Protestant/Other Christian Catholic Mormon Jewish Muslim Other Non-Christian Religion None/Atheist/Agnostic No Response Given 52.5% 23.6% 1.9% 1.6% 0.5% 2.4% 15.0% 2.5% GALLUP, Jan. 2 – Nov. 30, 2011

Religious Identity The detailed breakdown shows that about a third of American Christians are Catholics, while two-thirds identify as Protestants or some other non-Catholic Christian religion. All in all, 82.5% of Americans have some form of religious identity. Separate Gallup questioning earlier this year shows that 92% of Americans say they believe in God. This suggests that the lack of a religious identity is not in and of itself a sign of the total absence of religiosity. Additionally, in two separate Gallup surveys an average of 55% of Americans said religion is very important in their lives, another 26% said it is fairly important, and 19% said it is not very important.

Tales of Televangelism Religious organizations and pastors have used broadcast media from the early days of radio to the heights of TV viewership during the 1980s. Jerry Falwell, Pat Robertson, Jimmy Swaggart and Jim and Tammy Faye Bakker were able to attract as much as 85% of the total national religious TV audience during the 1980s. A 2011 poll of more than 100,000 Christians found that more than 90% “hate” Christian TV because of “too much begging for money, boring and poor quality programming and a lack of integrity among Christian leaders.”

Boosting Church Attendance A survey of national TV advertising from the United Methodist Church revealed that some viewers had a positive perception of the church, but church attendance did not increase. The “Catholics Come Home” campaign spent almost $4 million for network TV ads during late 2011/early 2012, and attracted a large number of non- Catholics. In a 2010 study, many major religious networks were unable to reach more than half of the total audience in 137, or approximately two-thirds, of all U.S. DMAs.

Polishing the Pastor’s Presentation A 30-year media consultant to large churches and local pastors recommends the use of experienced production professionals to create a total package that attracts and retains viewers. He also emphasizes the importance of relying on a TV media expert who knows how to maximize reach with the right ad or program placement. Churches and pastors must also learn how to tell a story with simple, understandable language, just as mainstream network programs do.

Advertising Strategies Approach mainstream denominations with faltering or decreasing memberships with a proactive message and schedule to boost attendance. Young consumers tend to research online, making it important for houses of worship to have an internet presence. From their website, churches can broadcast their worship programs online, encouraging participation from local consumers. Social media is necessary for attracting and retaining younger members of a congregation, and social media accounts dedicated to youth groups should be implemented and advertised.

Advertising Strategies Television advertisements have been proven to be the most effective way for houses of worship to reach new members. Delivering a consistent message on local television can help community members understand what a church, synagogue, or mosque is all about. Many people feel that their lives are not satisfying or meaningful. Tapping into the notion of life having a larger purpose is appealing to many people, as is the idea of using faith as a way to find a satisfying path in life-including in careers and family choices. To highlight the overarching themes of religion and how they apply to everyday life, religious spaces should host resume workshops and career counseling, which could be especially resonant with unemployment and job dissatisfaction so high.

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