1 2 The Unchurched and Southern Baptists in America Unchurched are Younger, More Male and Ethnically Diverse, Less Married Source: Barna Research Group,

The Unchurched and Southern Baptists in The Unchurched and Southern Baptists in AmericaAmericaUnchurched are Younger, More Male and Ethnically Diverse, Less Unchurched are Younger, More Male and Ethnically Diverse, Less MarriedMarried

0 20 40 60 80 100

Kids<18

Married

College Grad.

*Median Inc. ($000)

*Median Age

% Adults 18+

Unchurched

SouthernBaptists

Source: Barna Research Group, 5/99. Unchurched (n=601), So. Baptists (n=300). *Not a percentage.

0 20 40 60 80 100

Self-Desc. "Committed Christian"

Self-Described "Evang. Christian"

*Born-again Christian

Politically Liberal

Former Christian Church Attender

Have Attended SBC Church

Know Someone Who Is SB

% Adults 18+

Unchurched

SouthernBaptists

Psychographic Profile of the Unchurched Psychographic Profile of the Unchurched A Significant Number of “Unchurched” Individuals Have Some A Significant Number of “Unchurched” Individuals Have Some Church Experience. Many Describe Themselves as Born-Again, Church Experience. Many Describe Themselves as Born-Again, Committed ChristiansCommitted Christians

Source: Barna Research Group, 5/99. Unchurched (n=601), Southern Baptists (n=300). *Not a self-description; person has made a commitment to Christ that is still important in their life today, and he/she believes they will go to heaven because they have confessed sins and accepted Christ as savior.

Unchurched ChurchedNon-Baptists

Non-SBCBaptists

SouthernBaptists

Northeast

Midwest

Baptists Tend To Be Concentrated In The SouthBaptists Tend To Be Concentrated In The SouthUnchurched and Churched Are More Regionally DispersedUnchurched and Churched Are More Regionally Dispersed

Source: Barna Research Group, 5/99. Unchurched (n=601), Churched (n=401), Non-SBC Baptists (n=100), So. Baptists (n=300).

Top-of-Mind Awareness of Religious Top-of-Mind Awareness of Religious AffiliationsAffiliationsAmong All AdultsAmong All Adults

0 20 40 60 80

Mormon/ LDS

Presbyterian

Christian

Lutheran

Protestant

Methodist

Baptist

Catholic

% Adults 18+Source: Barna Research Group, 5/99.

Q1: ...What types of church denominations…come to mind?

Top-of-Mind (Unaided) Awareness of

Denomination / Religion

Top-of-Mind Awareness of Religious Top-of-Mind Awareness of Religious AffiliationsAffiliationsAmong the UnchurchedAmong the Unchurched

0 20 40 60

Mormon/ LDS

Presbyterian

Christian

Lutheran

Protestant

Methodist

Baptist

Catholic

% Unchurched Adults 18+Source: Barna Research Group, 5/99.

Q1: ...What types of church denominations…come to mind?

Top-of-Mind (Unaided) Awareness of

Denomination / Religion

Awareness of the Southern Baptist BrandAwareness of the Southern Baptist BrandSouthern Baptists Have Relatively High Awareness Among Non-Southern Baptists Have Relatively High Awareness Among Non-Baptists, But 2 Out of 5 Unchurched Have Never Heard of Baptists, But 2 Out of 5 Unchurched Have Never Heard of Southern BaptistsSouthern Baptists

Non-SBCBaptists

ChurchedNon-Baptists

Unchurched

Aided Unaided

Source: Barna Research Group, 5/99. Unchurched (n=601), Churched (n=401), Non-SBC Baptists (n=100). Note: totals may appear incorrect due to rounding.

Q4: What specific types of Baptist church... denominations are you aware of?

Southern Baptist

Awareness:*Note: 76% of SBC Sr. Pastors think that most unchurched adults have heard of Southern Baptist churches (Q14).

0 20 40 60 80

Don't Know

% Adults 18+ Aware of Baptist Church

Unchurched

Churched Non-Baptists

Non-SBC Baptists

Southern Baptists

Most People Are Most People Are NotNot Aware of Any Differences Aware of Any Differences Between Southern and Other BaptistsBetween Southern and Other BaptistsMajority of Baptists and Over Two Thirds of Non-Baptists Cannot Majority of Baptists and Over Two Thirds of Non-Baptists Cannot Cite AnyCite Any

Q6: Are you aware of any differences at all between Southern Baptist and other Baptist churches?

Source: Barna Research Group, 5/99. Unchurched (n=601), Churched (n=401), Non-SBC Baptist (n=100), So. Baptist (n=300).

37 28 24 7 4

0 25 50 75 100

Very Favorable

SomewhatFavorable

Neut./ DK/ NeverHeard Of

SomewhatUnfavorable

VeryUnfavorable

% Adults 18+

Q1A/8: ...Do you have a favorable or unfavorable impression of Baptist churches?

Two Out of Three Adults (65%) Have Two Out of Three Adults (65%) Have Favorable Impressions of Baptist ChurchesFavorable Impressions of Baptist Churches

Source: Barna Research Group, 5/99.

23 28 32 11 11

28 39 25 5 5

88 9 40

89 6 411

0 25 50 75 100

Unchurched

Churched

Non-SBCBaptists

SBC Baptists

Very Favorable

SomewhatFavorable

SomewhatUnfavorable

VeryUnfavorable

Impressions of Baptist ChurchesImpressions of Baptist ChurchesThe Vast Majority of Non-Baptists Have Either Favorable or The Vast Majority of Non-Baptists Have Either Favorable or Unformed Opinions of Baptist ChurchesUnformed Opinions of Baptist Churches

Source: Barna Research Group, 5/99.

% Adults 18+

Among the Unchurched, Baptists Are Viewed Among the Unchurched, Baptists Are Viewed About The Same As Other Large About The Same As Other Large Denominations Denominations But 1 Out 3 Have Never Heard of Or Have No Opinion of BaptistsBut 1 Out 3 Have Never Heard of Or Have No Opinion of Baptists

23 28 32 11 6

5 16 67 7 5

14 38 41 5 3

20 36 23 12 10

12 33 46 5 4

0% 20% 40% 60% 80% 100%

Baptist

Assy. of God

Methodist

Catholic

Presbyterian Very Favorable

SomewhatFavorable

SomewhatUnfavorable

Very Unfavorable

% Unchurched Adults 18+

Q1A: Do you have a favorable or unfavorable impression of the ___________church?

Source: Barna Research Group, 5/99. Unchurched (n=601).

1991* 1999

VeryUnfavorable

SomewhatUnfavorable

SomewhatFavorable

Very Favorable

Recent History Demonstrates Little Change Recent History Demonstrates Little Change in Unchurched Impressions of the Baptist in Unchurched Impressions of the Baptist ChurchChurchBut More Are Unsure of Their Opinions Today vs. 8 Years AgoBut More Are Unsure of Their Opinions Today vs. 8 Years Ago

Source: Barna Research Group, 5/99. Unchurched (n=601). *Previous Barna Research national survey.

Unchurched ChurchedNon-Baptist

VeryUnfavorable

SomewhatUnfavorable

More Unchurched People Hold Unfavorable More Unchurched People Hold Unfavorable Views of Baptist Churches Than Churched Views of Baptist Churches Than Churched People People But Only 1 Out of 6 Unchurched Has an Unfavorable But Only 1 Out of 6 Unchurched Has an Unfavorable ImpressionImpression

Source: Barna Research Group, 5/99. Unchurched (n=601), Churched (n=401)

Unchurched SBC Pastors*

VeryUnfavorable

SomewhatUnfavorable

Neut./ DK

SomewhatFavorable

Very Favorable

Q8/15: ...Do you have a favorable or unfavorable impression of Southern Baptist churches?*

Half of SBC Pastors Think the Unchurched Half of SBC Pastors Think the Unchurched Hold Unfavorable Impressions of So. Baptist Hold Unfavorable Impressions of So. Baptist ChurchesChurchesBut Only 1 Out of 3 Unchurched Aware of SBC Actually Feel But Only 1 Out of 3 Unchurched Aware of SBC Actually Feel That WayThat Way

Source: Barna Research Group, 5/99. Unchurched (n=601), SBC Pastors (n=401). *Pastors were asked whether they thought Unchurched had favorable or unfavorable impressions of Southern Baptist churches. Note: Excludes those unaware of SBC or differences between Southern and other Baptists.

Dissecting People’s Dissecting People’s Favorable OpinionsFavorable Opinions

Personal experience influences opinionsPersonal experience influences opinions Among the Unchurched who held a Among the Unchurched who held a veryvery

favorablefavorable impression of Baptist impression of Baptist churches, three quarters said that one churches, three quarters said that one reason for their positive impression was reason for their positive impression was that they had been raised as Baptist, that they had been raised as Baptist, they knew Baptist individuals, or had they knew Baptist individuals, or had attended a Baptist church at one timeattended a Baptist church at one time

Dissecting People’s Dissecting People’s Favorable OpinionsFavorable Opinions

Among those presently attending Among those presently attending a Southern Baptist church, the two a Southern Baptist church, the two most common reasons behind most common reasons behind their positive impressions were their positive impressions were personal experience (72%) and personal experience (72%) and affinity for the beliefs of Baptists affinity for the beliefs of Baptists (62%)(62%)

Dissecting People’s Unfavorable Dissecting People’s Unfavorable OpinionsOpinions

Among individuals who had Among individuals who had veryvery unfavorableunfavorable opinions of Baptist opinions of Baptist churches, Baptists’ extreme views churches, Baptists’ extreme views on political, social or theological on political, social or theological issues were the major factorsissues were the major factors

Dissecting People’s Unfavorable Dissecting People’s Unfavorable OpinionsOpinions

Many of these individuals said that Many of these individuals said that Baptists do not seem to accept Baptists do not seem to accept other people other people

They described Baptists as closed-They described Baptists as closed-minded, hypocritical, overly minded, hypocritical, overly conservative and forceful. In their conservative and forceful. In their minds, Baptist churches were too minds, Baptist churches were too “pushy” or intimidating“pushy” or intimidating

Bottom LineBottom Line

Many adults in the U.S. do not think about or Many adults in the U.S. do not think about or concern themselves much with the differences concern themselves much with the differences between denominations. Especially among the between denominations. Especially among the Unchurched, the prevailing perspective seems Unchurched, the prevailing perspective seems to be “a church is a church is a church.” to be “a church is a church is a church.”

Overall consumer impressions of Southern Overall consumer impressions of Southern Baptist Churches are soft. A large proportion of Baptist Churches are soft. A large proportion of consumers describe their impressions and consumers describe their impressions and attitudes as only “somewhat” attitudes as only “somewhat” favorable/unfavorable or neutralfavorable/unfavorable or neutral

The Unchurched and non-The Unchurched and non-Christians are Christians are fourfour times more times more likely than SBC Pastors and likely than SBC Pastors and Attenders to view SBC churches as Attenders to view SBC churches as “out of touch with the times”“out of touch with the times”

Key DifferencesKey Differences

The Unchurched are The Unchurched are ninenine times times more likely than SBC Pastors and more likely than SBC Pastors and 61% more likely than SBC 61% more likely than SBC Attendees to describe SBC Attendees to describe SBC churches as “judgmental”churches as “judgmental”

SBC Attenders were SBC Attenders were sixsix times times more likely than Pastors to more likely than Pastors to perceive that SBC churches are perceive that SBC churches are “judgmental”“judgmental”

Roughly 6 out of 10 adults (total Roughly 6 out of 10 adults (total sample) said that SBC churches sample) said that SBC churches are “judgmental”are “judgmental”

Perceptual Portrait of Southern Perceptual Portrait of Southern BaptistsBaptists

0 10 20 30 40 50 60

sincere about their faith

friendly

open to newcomers

compassionate

middle class

logical

narrow-minded

affluent

hypocritical

sophisticated

uneducated

% Adults 18+ Saying Very Accurately (top box) Source: Barna Research Group, 5/99. Total sample (n=1402).

Q12/17: …Do you think that the phrase __________ accurately describes the people who attend Southern Baptist churches?...

Southern Baptists Are Perceived Southern Baptists Are Perceived As…As…

0 20 40 60 80 100

very sincereabout faith

open tonewcomers

hypocritical

Unchurched

SouthernBaptist

SBC Pastors

% Adults 18+ Saying Very Accurately (top box)

Q12/17: …Do you think that the phrase __________ accurately describes the people who attend Southern Baptist churches?...*

Source: Barna Research Group, 5/99. Unchurched (n=601), So. Baptists(n=300), SBC Pastors(n=401). *SBC Pastors were asked how well phrase describes people that attend their own church (Q17).

0 20 40 60 80 100

narrow-minded

compassionate

affluent

Unchurched

SouthernBaptist

SBC Pastors

0 20 40 60 80 100

sophisticated

middle class

friendly

Unchurched

SouthernBaptist

SBC Pastors

An adult who had not attended a An adult who had not attended a worship service in a Christian worship service in a Christian church within the past six church within the past six months, other than for a special months, other than for a special event, such as a wedding, funeral event, such as a wedding, funeral or holiday serviceor holiday service

Definition of the UnchurchedDefinition of the Unchurched

The Unchurched adult The Unchurched adult population represents only population represents only about 3 out of 10 (31%) adults about 3 out of 10 (31%) adults in the U.S. in the U.S.

This projects to about 60-65 This projects to about 60-65 million adults (a number greater million adults (a number greater than the populations of France, than the populations of France, England or Canada)England or Canada)

Size of the Unchurched Size of the Unchurched PopulationPopulation

Nearly half (46%) used to be regular Nearly half (46%) used to be regular attenders of a Christian churchattenders of a Christian church

Over one quarter (26%) claim to be born-Over one quarter (26%) claim to be born-again Christiansagain Christians

One in four (39%) describe themselves as One in four (39%) describe themselves as committed Christianscommitted Christians

One third (35%) indicated they had visited One third (35%) indicated they had visited a Southern Baptist church at least oncea Southern Baptist church at least once

One in four (40%) say they know someone One in four (40%) say they know someone who is a Southern Baptistwho is a Southern Baptist

The UnchurchedThe Unchurched

The born-again Unchurched segment The born-again Unchurched segment represents some 16 million adultsrepresents some 16 million adults

(If this number were evenly distributed (If this number were evenly distributed across the 300,000 U.S. Protestant across the 300,000 U.S. Protestant congregations that exist today, each congregations that exist today, each church would receive an average of 53 church would receive an average of 53 adults. That would double the size of adults. That would double the size of roughly half the churches in America.)roughly half the churches in America.)

The UnchurchedThe Unchurched

Reasons for non-attendance

% Un-churched

% Un-churchedBaptist

% Catholic % MainlineProtestant

% SBCPastors*

Have to work / no time/schedule conflicts

21 30 15 24 13

Don’t know/ not sure 15 20 20 16 4Not interested / offersnothing / not relevant

14 10 13 12 44

Other 14 15 14 15 10Beliefs are different 8 3 12 3 4

Key Reasons Why the Unchurched Avoid Key Reasons Why the Unchurched Avoid Churches: No Time, Disinterest, Not Churches: No Time, Disinterest, Not RelevantRelevant Many SBC Pastors Presume CorrectlyMany SBC Pastors Presume Correctly

Q17/12: ...What is the primary reason you do not currently attend a Christian church?*

Source: Barna Research Group, 5/99. *Pastors asked primary reason they think Unchurched don’t attend. Note: Excludes Mormons, Jehovah’s Witnesses, Scientologists (all may consider themselves Christian).

(Sorted by % Unchurched)(Sorted by % Unchurched)Unchurched Religious BackgroundUnchurched Religious Background

15% of the Unchurched said they will 15% of the Unchurched said they will definitely attend a Christian church within definitely attend a Christian church within the next 3 months or sothe next 3 months or so

An additional 23% said they will probably An additional 23% said they will probably attend a Christian church within the next attend a Christian church within the next 3 months or so3 months or so

Even if this is overestimated, there is Even if this is overestimated, there is positive interest in visiting a Christian positive interest in visiting a Christian church in the near future among several church in the near future among several million Unchurched peoplemillion Unchurched people

Likelihood of The Unchurched Likelihood of The Unchurched Visiting a ChurchVisiting a Church

There are few There are few virgin Unchurchedvirgin Unchurched adults; most have experienced adults; most have experienced Christian churches first-hand in the Christian churches first-hand in the pastpast

Southern Baptists must deal with the Southern Baptists must deal with the perceptual baggage that past negative perceptual baggage that past negative or unproductive experiences have or unproductive experiences have createdcreated

Would be extremely important % Un-churched

% Un-churchedBaptist

%Catholic

%MainlineProtest.

How much people care about each other 46 60 41 39Quality of sermons preached 42 54 32 46Theological beliefs and doctrine of church 41 41 36 37How much church helps poor/ disadvantaged 38 45 36 35Quality of children’s programs1 36 45 31 34Impression of acquaintance who attends church 19 19 18 15

Important Factors In Visiting / Important Factors In Visiting / Evaluating a ChurchEvaluating a Church

Source: Barna Research Group, 5/99. Note: Excludes those who would definitely not visit a Christian church. 1Among those Unchurched with children under 18, 68% feel the quality of the children’s programs is “extremely” or “pretty” important.

Q20/25, 20: ...How important would_____be in your decision of what church you would visit /

attend?*

(Sorted by % Unchurched - Top 5)(Sorted by % Unchurched - Top 5)Unchurched Religious BackgroundUnchurched Religious Background

Attracting the Unchurched to SBC Attracting the Unchurched to SBC churches will take a significant churches will take a significant shift in direction for Southern shift in direction for Southern BaptistsBaptists

The Unchurched are looking to The Unchurched are looking to see the Church show its faith by see the Church show its faith by its worksits works

Factor Affecting Likelihood of Visit % MoreLikely

% MakesNo Diff.

% LessLikely

Invited by friend or neighbor 63 32 4(Personally) Invited by pastor of church 51 40 6Heard good things about church denomination 48 47 4Heard church made changes to be more relevant 43 45 10Phone call from church inviting to attend service 27 49 21Saw TV/ heard radio broadcast of church service 21 60 16Flyer or brochure in mail about church 16 63 20Name of church sounded appealing 11 77 10Saw newspaper or yellow pages ad about church 9 74 16

Most Effective Ways to Most Effective Ways to Encourage the Unchurched to Encourage the Unchurched to Attend a ChurchAttend a Church

Q19/18: ...Suppose that you_____. Would that make you more...or less likely to visit that church...?*

Source: Barna Research Group, 5/99. Unchurched (n=601).

(Sorted by % More Likely)(Sorted by % More Likely)

While awareness of Baptist and While awareness of Baptist and Southern Baptist brands is high, it Southern Baptist brands is high, it is essentially “empty awareness,” is essentially “empty awareness,” name recognition without any name recognition without any substantive understanding of substantive understanding of what the brands representwhat the brands represent

ConclusionsConclusions

Overall imagery for the Southern Overall imagery for the Southern Baptist Church is not negative, it Baptist Church is not negative, it is essentially undefined is essentially undefined

Southern Baptist Leaders, i.e. Southern Baptist Leaders, i.e. pastors, have over estimated pastors, have over estimated image issues for Southern image issues for Southern BaptistsBaptists

Southern Baptist Church members are Southern Baptist Church members are perceived as strengths to the brand perceived as strengths to the brand image. They are positively perceived as image. They are positively perceived as being:being:

sincere about their faithsincere about their faith friendlyfriendly openopen compassionatecompassionate middle classmiddle class logicallogical

Most Unchurched adults indicate Most Unchurched adults indicate little interest in what churches little interest in what churches have to offer. They are not have to offer. They are not negative toward churches, they negative toward churches, they just don’t think about attending.just don’t think about attending.

Unchurched Baptists emerge as Unchurched Baptists emerge as perhaps the easiest of the perhaps the easiest of the Unchurched groups to persuade Unchurched groups to persuade to return to churchto return to church

It will not be an easy sell, but it It will not be an easy sell, but it will be an easier sell than with will be an easier sell than with other Unchurched adultsother Unchurched adults

Prospective church members are Prospective church members are looking for a strong product:looking for a strong product:– People who care for each otherPeople who care for each other– A worship/ministry product that is A worship/ministry product that is

relevantrelevant– Not a friendly church, but a place to Not a friendly church, but a place to

make friendsmake friends

The greatest challenges facing Southern Baptist The greatest challenges facing Southern Baptist churches include:churches include:

- Creating a ministry that is distinctive- Creating a ministry that is distinctive

- Creating a ministry that is consumer - Creating a ministry that is consumer relevantrelevant

- Getting on the radar screen of the - Getting on the radar screen of the UnchurchedUnchurched

- Effectively motivating and mobilizing - Effectively motivating and mobilizing their greatest assets, members of their greatest assets, members of Southern Baptist churchesSouthern Baptist churches

A Word of Wisdom...A Word of Wisdom...

It is not good to have zeal without knowledge, It is not good to have zeal without knowledge, nor to be hasty and miss the way.nor to be hasty and miss the way.

Proverbs 19:2 (NIV)Proverbs 19:2 (NIV)

Research by George BarnaResearch by George BarnaCopy right NAMB, 2000Copy right NAMB, 2000

For more information: For more information:

Dr. John P. ChandlerDr. John P. Chandler

John.chandler@vbmb.orgJohn.chandler@vbmb.org

1 2 The Unchurched and Southern Baptists in America Unchurched are Younger, More Male and Ethnically Diverse, Less Married Source: Barna Research Group,

unchurched n

unchurched source

southern baptists n

unchurched adults

nonsbc baptist n

unchurched impressions

southern baptist awareness

southern baptists source

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