The State of Religious Beliefs in the US According to a December 2017 Pew study, 90% of Americans said they believe in God or a higher power, including 72% of those who were religiously unaffiliated. Still, only 56% believe in God as described in the Bible and 33% in another higher power.   Fewer than half (49%) of adults 30–50 and 43% of adults younger than 30 believe in the biblical God. Eight of ten adults 18–29 believe in some kind of spiritual force. Just less than half (48%) of adults believe that God determines what happens to them most or all of the time, almost 80% think God has protected them and 66% believe God has rewarded them. Only 40% say that God has punished them.

Religion in Flux In a 2015 Pew Research study, comparing 2007 to 2014 data, the Christian share of the population decreased from 78.4% to 70.6%, while the share of unaffiliated Americans increased from 16.1% to 22.8%. The share of non-Caucasian Americans increased, accounting for 41% of Catholics (an increase from 35%), 24% of evangelical Protestants (from 19%) and 14% of mainline Protestants (from 9%). The median age of the religiously-affiliated increased to 52 for mainstream Protestants and 49 for Catholics. Religious intermarriage also increased from 19% to 39%.

Attracting Congregants and Donations Charitable giving to religious organizations increased 3.0%, to $122.94 billion, during 2016. Religious giving is the largest charitable category by revenues, followed by education, which increased 3.6%, to $59.77 billion. Some churches are focusing on attracting Millennials with an emphasis on community service and social justice. Modern “mega-churches” also successfully seek young members. Authenticity and community involvement are strong attractors. One factor pushing Americans from religion is its association in the public consciousness with conservative political beliefs on same-sex marriage and abortion, for example. Those without religious affiliation tend to be politically liberal.

What People Want from Congregations The fastest growing category of religious organizations is non-denominational churches, which increased from 54,000 during 1998 to 84,000 during 2012. Approximately two-thirds of recent immigrants to the US are Christian. In a Gallup poll, approximately three-quarters of churchgoers (76%) said sermons teaching scripture were the most important. A similar percentage (75%) also wanted sermons relevant to their lives. Some churches are expanding their reach by streaming services online and creating “pop-up” churches in areas outside their immediate community.

The Process of Switching Congregations Almost half (49%) of Americans said they had looked for a new congregation to join at some point in their lives. When Americans are looking for a new congregation to join, 85% attend services at the congregation being considered, 69% talk to members of the congregation and 68% talk to friends and family about the congregation. 55% may also talk to clergy at the congregation; 37%, look online for information; and 19%, call congregation members.

Advertising Strategies Although it’s rather rare for religious organizations to promote themselves with TV advertising, you can provide insights about why branding strategies apply to them just as much as any commercial business. Promote the flexibility and convenience of your services and activities including multiple times, locations and online access. Although most shopping malls and similar locations don’t allow solicitations or placing flyers under vehicles’ windshield wipers, you can still ask them for special permission, given you are not competing with any of the stores and highlighting a community institution.

New Media Strategies Post videos on your Website and social media platforms of testimonials of new members of the congregation, how they felt immediately welcomed and part of the family and how they chose the congregation over others. Consider online streaming of regular and/or contemporary-themed services on social media, especially to attract younger adults. Post short videos on social media from an occasional powerful sermon, with inserted commentary from the clergy, providing additional explanation of his or her statements.