1. CHHSM Survey Findings & Communication/Marketing Plan
November 15, 2016
Cleveland, Ohio
Thanks… Congrats to CHAMP on 25 years… Thanks Beth, Board and Staff, prayers for those who are in need of service

2. Rev. J. Bennett Guess Vice President CHHSM guessb@chhsm.org
My background… how long here, not ordained, member of UCC

3. About the Survey / Participation

4. About the Survey
CHHSM conducted a church-wide survey in Fall 2016 to help shape the CHHSM’s strategic plan and to provide guidance on future ministry initiatives.
The survey was open to “anyone who has an interest in serving others,” whether or not they were familiar with CHHSM or the United Church of Christ (UCC).
Participants identified themselves and their involvement in CHHSM and/or the UCC in a variety of ways, so segmenting and cross-analysis of survey results would be possible.    

5. How was the survey promoted?
A ‘communique’ went out to CHHSM’s entire list.
An was sent to all Conference Ministers, inviting them to participate and share to their Conference lists. (Reminders sent.)
Targeted Facebook ads to UCC people reached 7,200 with 227 clicking through to the survey.
Survey link was shared by 39 churches or persons on Facebook.
Featured in UCC’s weekly e-zine, “Keeping You Posted,” which reaches 50,000-plus readers.
Several CHHSM CEOs reported forwarding to their staffs.    

6. Who participated? 345 surveys were completed and submitted.
In keeping with UCC membership, 57 percent of respondents were over age 60, 36 percent were in their 40s or 50s, 7 percent were in their 20s or 30s. No respondents were under age 19.
89 percent were white and 11 percent people of color. (Nationally, UCC membership is 87/13).
69 percent were female; 30 percent male; and 1 percent transgender or gender variant (3 respondents).
79 percent straight; 21 percent LGBTQ.   
Significance:

7. Who participated?
52 percent were lay persons; 46 percent were UCC Authorized Ministers (ordained, commissioned or licensed); and 2 percent were Authorized Ministers in a denomination beyond the UCC.
Of the Authorized Ministers, 24 percent were local church pastors (51); 8 percent worked for CHHSM ministries (17); 7 percent were chaplains (15); 5 percent worked in Conference Ministry (11); 4 percent were national/global UCC staff (7); and 14 percent identified as working in another setting of ministry (30).
Note: While Authorized Ministers were one of the target audiences for this survey, they represent a high percentage of respondents (46 percent). This likely skews the survey toward respondents being more informed about UCC matters than if the number of Authorized Ministers had been more in line with the general UCC makeup. Still, a majority of respondents were lay persons.

8. UCC involvement?
Participants were sophisticated in their knowledge of, history with and involvement in the UCC.
61 percent had been familiar with the UCC for more than 25 years; 23 percent for 10 to 24 years; 14 percent less than 10 years. Only two percent had very little or no knowledge of the UCC.
35 percent grew up in the UCC, 43 percent were members who came from other denominations. 10 percent were employed by UCC ministries.
Significance: Participants in this survey are highly knowledgeable about the UCC.

9. CHHSM participation?
79 percent identified as having no formal relationship to CHHSM.
21 percent were board members (13), CEOs (10), employees (28), Nollau graduates (15) and service recipients (7).
81 percent had never attended a CHHSM annual meeting; 18 percent had attended. (1 percent were not sure.)

10. Knowledge, Attitudes, Impressions

11. Have you ever heard of the UCC’s Council for Health and Human Service Ministries (CHHSM)?

12. If asked to name some CHHSM ministries, how many would you know?

13. Under 40 respondents: If asked to name CHHSM ministries, how many would you know?

14. Over 60 Under 40
Quite Well 37% 32% A Little Bit 30% 42%
[67%] [74%]
Heard Acronym, Vague 15% 26% Not At All 17% 0%
[32%] [26%]
By comparison: Have you ever heard of the UCC’s Council for Health and Human Service Ministries (CHHSM)?

15. Over 60 Under 40
Several/Some 58% 64% Little/None 42% 36%
By comparison: If asked to name CHHSM ministries, how many would you know?

16. What words do you most associate with CHHSM ministries?
“Meeting Human Needs” 80 percent “Compassion” 71 percent “Direct Service” 51 percent

17. What words do you most associate with CHHSM ministries?
“Social Justice” 41 percent “Charitable Care” 41 percent “Following Jesus’ Example” 39 percent “Not-For-Profit Enterprise” 39 percent
Significance: 1) Only 41 percent associate the word “social justice” with CHHSM ministries in a denomination that prides itself on its social justice work and commitments.

18. What words do you most associate with CHHSM ministries?
“Charity” 18 percent “Advocating for Public Policy” 17 percent “Business Enterprise Historically Tied to the Church” 12 percent “Other” 2 percent
Significance: 1) Only 17 percent associate the phrase “Advocating for Public Policy” with CHHSM ministries in a denomination that prides itself on its social justice work and commitments. 2) The phrase with the least amount of resonance with respondents was “Business Enterprise Historically Tied to the Church,” which suggests that respondents dismiss the idea of CHHSM being a “yesteryear” or outdated endeavor.

19. When words do you most associate with CHHSM ministries?
Significance: This question came at the end of the survey, removed by quite a distance from the words and phrases suggested earlier in the survey. Most comments were positive, with “service,” “compassion” and “compassionate” being the most common. More-negative phrases also appeared: “unknown institutions,” “acronym,” “struggling.”

20. Agree or Disagree?
STRONGLY/
SOMEWHAT AGREE
85%
84%
Health and human service ministries are vital to the future of local churches. Health and human service institutions are born out of church members’ passions to serve God by serving others.
Significance: The top 3 phrases with the most resonance with respondents were those tied to the ministries and passions of local churches and their members.

21. Agree or Disagree?
STRONGLY/
SOMEWHAT AGREE
83%
CHHSM should play a more active role in helping congregations address local needs.
Significance: The top 3 phrases with the most resonance with respondents were those tied to the ministries and passions of local churches and their members.

22. Agree or Disagree?
STRONGLY/
SOMEWHAT AGREE
80%
72%
I understand why local congregations would have an on-going interest in being a member of the UCC denomination. I understand why faith-based health and human service ministries would have any on-going interest in being a member of CHHSM.
Significance: The two statements about ministries’ relationship to denominational structures were included for sake of comparison, with just slightly less understanding why health and human service ministries would be members of CHHSM when compared to understanding why local congregations would be a member of the UCC.

23. Agree or Disagree?
STRONGLY/
SOMEWHAT AGREE
67%
66%
The corporate values of faith-based health and human service ministries are influenced by their denominational affiliations. CHHSM ministries are one of the most profound ways the church boldly lives out its mission today.

24. Agree or Disagree?
STRONGLY/
SOMEWHAT AGREE
*40%
*30%
If CHHSM had an “Age-Friendly Congregations” curriculum, my local church would consider using it.
CHHSM ministries, on the whole, are more financially stable than UCC local churches. *12% strongly/somewhat disagreed. 48% not enough information.
*9% strongly/somewhat disagreed. 61% not enough information.
Significance: In both questions, respondents overwhelming chose between agree or not enough information; very few disagreed.

25. Agree or Disagree?
STRONGLY/
SOMEWHAT AGREE
*27%
*29%
CHHSM and its member ministries are fairly well known across the UCC.
CHHSM and its member ministries are fairly well known in my region of the UCC, but not uniformly across the whole church.
*60% strongly/somewhat disagreed. 14% not enough information.
*47% strongly/somewhat disagreed. 24% not enough information.
Significance: In both questions, respondents had strong opinions in disagreement, suggesting that many believe CHHSM is not well known across the denomination. In other words, even if they themselves know of CHHSM, they believe others do not.

26. *5% strongly/somewhat disagreed. 71% not enough information.
Agree or Disagree?
STRONGLY/
SOMEWHAT AGREE
*24%
*20%
CHHSM has added new member organizations in the past five years.
The majority of CHHSM ministries are growing.
*5% strongly/somewhat disagreed. 71% not enough information.
*2% strongly/somewhat disagreed. 68% not enough information.
Significance: These questions were designed to examine perceptions of CHHSM viability in an era of church diminishment. In both questions, respondents overwhelming chose between agree or not enough information; very few disagreed.

27. Agree or Disagree?
STRONGLY/
SOMEWHAT AGREE
*17%
3.30% strongly 13.55% somewhat
CHHSM is basically an organization that honors the church’s historical ties to old institutions, but it has little relevance to the church of today. *55% strongly/somewhat disagreed. 28% not enough information.
Significance: This statement had the least resonance among respondents and with the most disagreement, suggesting strongly that respondents do not view CHHSM as a “yesteryear” or “has been” ministry.

28. My general impression of CHHSM is … ?
Significance: Many iterations of the sentiment “not well known,” “unknown” and “never heard of” are interspersed among many more positive phrases.

29. Relationships

30. UCC denomination holds it health and human service ministries in high regard as central to the mission and identity of the church:
General CHHSM Insiders*
Very much 29% 29%
Somewhat 30% 43%
Not Much 18% 27%
Not At All 3% 1%
No Opinion 20% 0%
By comparison: Relationships
*Board Members, CEOs, CHHSM staff, Nollau graduates

31. CHHSM ministries greatly value, promote or leverage their UCC affiliation:
General CHHSM Insiders*
Greatly 31% 46%
Somewhat 28% 54%
Not Really 5% 0%
No Opinion 36% 0%
By comparison: Relationships
*Board Members, CEOs, CHHSM staff, Nollau graduates

32. On the whole, when considering the relationship between the UCC and its health and human service, which statement do you believe to be most true?
CHHSM ministries feel a closer relationship/kinship toward UCC than the UCC does toward CHHSM ministries.
The UCC feels a closer relationship toward its CHHSM ministries than the CHHSM ministries feel toward the UCC.
*Board Members, CEOs, CHHSM staff, Nollau graduates
19% %*
6% %*

33. -- continued from previous slide --
On the whole, when considering the relationship between the UCC and its health and human service, which statement do you believe to be most true?
-- continued from previous slide --
The UCC and CHHSM ministries maintain a fairly mutual bond of relationship/kinship.
The UCC and CHHSM ministries maintain very little relationship/kindship whatsoever, in either direction.
No opinion/Not enough information to answer
*Board Members, CEOs, CHHSM staff, Nollau graduates
26% %*
8% %*
41% %*

34. My UCC Conference:
Maintains strong relationships to its CHHSM ministries. Maintains fairly loose relationships to its CHHSM ministries.
Maintains no relationships to CHHSM, that I’m aware.
Does not have CHHSM ministries, that I’m aware.
No opinion / Not enough information to answer.
20%
24% 8% 6%
42%
Significance: CHHSM Insiders (board members, CEOs, CHHSM staff, Nollau graduates) generally felt the same as total respondents.

35. My local UCC congregation:
Maintains a strong relationship to at least one CHHSM ministry. Maintains a loose relationship to at least one CHHSM ministry.
Maintains no relationships to a CHHSM ministry, that I’m aware.
Used to maintain a relationship, but no longer does.
Might be interested in a relationship with CHHSM, with some help.
No opinion / Not enough information to answer.
17%
19%
18% 2%
15%
33%

36. Health and Human Services in UCC Local Churches

37.   
Most prevalent health and human service ministries in UCC congregations:
Food Pantry or Feeding Program
Homelessness Ministries
Backpack or School Supplies
Ministry to Drop-Ins and Transients

38. Do you consider your church to have an
entrepreneurial approach to identifying and
addressing human needs in your community?
Yes, very much so. Yes, somewhat.
Yes, historically, but not so much now.
No, but we are focused on maintaining what we already do.
No, my church is more focused on our members’ needs.
Other / I am not involved with a local church.
15%
33% 5%
27%
13% 9%
Significance: Nearly half of respondents say their local church is very much or somewhat entrepreneurial in its approach to identifying and addressing human needs.

39. Have any of your local church’s ministries become independent organizations, governed by their own board of directors and/or operating budget?
Yes, but they maintain a relationship with our congregation. Yes, but the relationship is now distanced or minimal.
Yes, but the organization has since closed or disbanded.
No, I don’t believe so.
No opinion/Not enough information to answer.
18% 7% 1%
58%
17%
Significance: 18 percent of respondents (55 people) knew of ministries that could potentially be CHHSM members.

40. Yes, it could be a possibility. No, I do not believe so.
Does your local UCC congregation include a ministry organization, agency or institution that might be interested in joining CHHSM, if it had more information?
Yes, it could be a possibility. No, I do not believe so.
My church doesn’t have any such organizations.
No opinion / Not enough information to answer.
18%
23%
17%
42%
Significance: 18 percent of respondents (55 people) knew of ministries that could potentially be CHHSM members.

41. Communications/Marketing

42. 33% 92%* 21% 58%* In what ways do you receive news/information
about CHHSM and/or UCC-related
health and human service ministries?
I receive communication from CHHSM (Diakonie) or follow CHHSM on social media.
I receive communication directly from CHHSM organizations or follow them on social media
*Board Members, CEOs, CHHSM staff, Nollau graduates
33% %*
21% %*

43. 27% 26%* 24% 5%* In what ways do you receive news/information
about CHHSM and/or UCC-related
health and human service ministries?
There is occasional communication disseminated by my local church or UCC Conference about CHHSM ministries.
There is occasional communication disseminated by the national UCC denomination about CHHSM ministries.
*Board Members, CEOs, CHHSM staff, Nollau graduates
27% %*
24% 5%*

44. 5% 11%* 23% 3%* In what ways do you receive news/information
about CHHSM and/or UCC-related
health and human service ministries?
I receive communication via local secular media sources.
I never hear about UCC-related health and human service ministries.
*Board Members, CEOs, CHHSM staff, Nollau graduates
5% %*
23% 3%*

45. Do you believe CHHSM does a good job promoting or sharing information about its member ministries?
Yes, most of the time. Yes, but it could be better No, I rarely hear from CHHSM about its member ministries. No, I never hear from CHHSM about its member ministries.
No opinion/Not enough information to answer.
*Board Members, CEOs, CHHSM staff, Nollau graduates
17% %*
25% %*
25% %*
17% %*
16% %*
Significance: General UCC audiences hear very little about CHHSM, with 42 percent saying they rarely/never hear about CHHSM ministries. CHHSM insiders (e.g. membership), however, feel generally good about how we community, although they, too, strongly believe that improvements could be made.

46. Do you believe the UCC does a good job promoting or sharing information about CHHSM member ministries?
Yes, most of the time. Yes, but it could be better No, I rarely hear from CHHSM about its member ministries. No, I never hear from CHHSM about its member ministries.
No opinion/Not enough information to answer.
*Board Members, CEOs, CHHSM staff, Nollau graduates
6% 5%*
25% %*
33% %*
15% %*
20% %*

47. Do you believe the CHHSM does a good job
promoting or sharing information
about the UCC to its member ministries?
Yes, most of the time. Yes, but it could be better No, CHHSM shares what is happening in CHHSM, but not much about UCC. No, not that I can see.
No opinion/Not enough information to answer.
*Board Members, CEOs, CHHSM staff, Nollau graduates
7% %*
19% %*
10% %*
14% %*
51% %*
Significance: CHHSM insiders do not feel that they receive much information about the UCC beyond CHHSM ministries.

48. I believe CHHSM’s website is … ?
Excellent Good Confusing / Hard to Navigate Outdated
I’ve never visited the website (or don’t recall), so I cannot speak to this.
*Board Members, CEOs, CHHSM staff, Nollau graduates
3% %*
27% %*
4% 8%*
2% %*
65% %*

49. I believe CHHSM’s social media presence is … ?
Strong Average Improving Weak and Ineffective
I do not follow CHHSM on social media, so I cannot speak to this.
*Board Members, CEOs, CHHSM staff, Nollau graduates
8% %*
16% %*
4% %*
6% %*
58% %*

50. Do you remember seeing CHHSM’s posts on Facebook or Twitter, either original content or shared by others?
Yes, I see CHHSM’s posts regularly. Yes, I see CHHSM’s posts occasionally. Yes, I’ve seen at least one, sometime I’m sure. No, I do not recall seeing CHHSM posts.
I’m not on Facebook and/or Twitter, so I cannot say.
*Board Members, CEOs, CHHSM staff, Nollau graduates
13% %*
14% %*
10% %*
55% %*
9% %*
Significance: 55 percent of people who cared enough to fill out this survey and ARE engaged in social media cannot recall ever seeing CHHSM on Facebook/Twitter. Lots of room for improvement among general UCC audiences. 2) CHHSM insiders are way more engaged with CHHSM on social media than the general UCC audience.

51. If provided more opportunities,
would you be interested in learning more about the UCC’s health and human service ministries?
Yes, I definitely would be interested in learning more. Yes, I’m somewhat interested in learning more.
No, I’m not really interested.
45%
42%
13%
Significance: An overwhelming number of respondents expressed interest in learning more about CHHSM. At the end of the survey, in response to an optional question, more than 60 persons shared their addresses and requested in be added to CHHSM’s monthly e-newsletter subscription list.

52. Take Aways: What have we learned?  
Respondents strongly dismissed the idea of CHHSM being a “yesteryear” or “has-been” ministry, expressing in multiple ways that health and human service ministries are central to a vital UCC and its future.
Those under age 40 were slightly more likely to both know about CHHSM and its member ministries and to be able to name specific CHHSM ministries than those over 60, suggesting CHHSM may be doing a better job of communicating to younger UCC audiences than older, given CHHSM’s heavy reliance on and social media delivery systems for communication purposes.

53. Take Aways: What have we learned?
The phrases most associated with CHHSM are: “Meeting Human Needs” (80 percent); “Compassion” (71 percent) and “Direct Service” (51 percent). “Public Policy Advocacy” (17 percent) ranked lower than expected, suggesting the need for CHHSM to be more explicit about its members’ work to address social justice concerns.
Phrases that most resonated with respondents were those tied to the ministries and passions of local churches, with a strong belief that “CHHSM should play a more active role in helping congregations address local needs.” (83%)   

54. Take Aways: What have we learned?
Only 33 percent said they receive some form of communication about CHHSM, and a disturbing 23 percent affirmed that “I never hear about UCC-related health and human service ministries.” This strongly suggests the need for two CHHSM communication/marketing goals: the need to greatly expand CHHSM’s audience reach into the wider UCC and the need for CHHSM to become more of a conduit between its member ministries and general UCC membership, connecting them to one another.   

55. Take Aways: What have we learned?
An overwhelming number of respondents (87%) expressed interest in learning more about CHHSM.
18 percent of respondents indicated their local church had started stand-alone organizations that might be interested in CHHSM membership.