2. Proclaiming UCC Identity The Stillspeaking Initiative  Isn’t it time we let the secret out about the United Church of Christ?  Isn’t it time we eliminated confusion with the Church of Christ?  We can accomplish these goals as we...  Use common branding  Focus on our “welcome of strangers”  Reach out via TV, radio, and print ads  The movement is growing

3. Reaching the alienated  Focus group testing showed...  The Bad News: The unchurched are extremely angry with “church” based upon personal experiences  Took focus group tests 1 to 1.5 hours to allow people to vent their anger and hurt  Focus group testers say people more alienated with the church than with any other product with which they have worked  The Good News: They want to come back and will do so if...  Invited  Made welcome  Given good information... without judgment

4. UCC Desired Brand Personality (Developed by Gotham, Inc., our ad agency)  My roots go back 2000 years, but I am very much now and today. I embrace modern intelligent thinking: Acceptance. Inclusiveness. Justice. I can even be light-hearted. My open-armed approach is appealing to people of all races and lifestyles. Which might explain why my congregations are diverse and unique.  Another funny thing happens when you're less judgmental. You allow people to search, discover and flourish. My friends come to me to seek their own answers, look inside themselves and explore their relationship with God.  In the end, my personality is reflective of Christ's. Open. Embracing. Nurturing. And eternally relevant.

5. It’s a match!

6. The Commercial  Designed to...  Speak to the alienated and those seeking a spiritual home  40% of adults who self – identify with a particular religion do not belong to a church or faith institution  80% of 20 year olds have never been to church

7. The Commercial  Designed to...  Let the world know there is a church unlike any they may have known  Invite people to come...and let them know  No matter who you are, no matter where you are on life’s journey, you’re welcome here  Raise the pride of members  Embrace common brand and theme:  God is still speaking,

8. Will it work? How did it work in the test group?  183 churches participated in test market in Lent, 2004  92% of members said commercial great or good.  First time visits up in some  Email excerpts...

9. And when we went nationwide…  In December 2004, on stillspeaking.com  Find a Church 112,343  About Beliefs 32,922  Firsts9,932  Total page views1,543,219

10. And that little dust up with NBC and CBS  Unprecedented visibility  Interviews  News stories  Web site visits

11. All over the world!  Stillspeaking.com visits (December 2004):  North America347,515  Europe16,843  Asia4,517  Oceania2,988  South America2,072  Africa545

12. … and during March 2005  Find a Church 42,844  February 7,356  About Beliefs9,873  February 2,115  Firsts2,820  February 659  Total page views461,666  February 180,494

13. Churches are excited!  More than 2,300 Stillspeaking congregations in May 2005  38% of churches  53% of members  Many, many stories of welcome and renewal

14. God is still speaking, 101 “Ron in a Box”  Introduction  UCC Heritage  Culture & Religion  Come to the Party  Building Identity Brand  Promoting Identity  Welcoming church

15. The Party Continues...

16. The Party Continues! How can I help?  Pray  Opt in  Attend training in your Conference setting  Train members of your church  Must have a web page – We’ll give you one  Save the date – throw a party  All Saints Celebrations November 5-6, 2005

17. How can I help?  Help us raise $3 million by November 2005  And another $3 million for Lent 2006  Support it financially – Donor Forms  Identify potential major donors  Use brand, use theme – Continue through 2007  Get “Ron in the Box” ($20) and “Graphics Kit” ($50) from United Church Resources 800-537-3394

18. What to expect...  God’s continued favor  New energy  Fast-pace – “Try it, do it, fix it” spirit  Risk – Expecting mix of success and failure  The commercial will air absolutely everywhere  Success!  Many of the alienated find a spiritual home  Members “fall in love again” – with their church and the United Church... of Christ

19. Is it worth the money and the time?  In line with other denominations  Methodists committing $62 million  Lutherans $20 million  United Church of Christ  Critical times – Easter, Christmas, back to school  Need to raise $21 million through 50 th Anniversary in 2007

20. Is it worth the money and the time?  What is the value of one person overcoming his or her alienation from God or a community of faith?  What is the value of one person finding a spiritual home?  What if it was you?... Or someone you love?

21. So... What are you going to do about it? And... How far are you willing to go?

22. View the Close of “Ron in the Box” and Celebrate!