Tim Avery at Christianity Today’s Off The Agenda asked me to write an article on the way small churches are viewed by others. The result is Small Churches Need a Brand Revival, and I hope you read it. Here’s how it starts:
After the presidential election, I read a lot about the Republican “brand.” Nearly every living pundit was talking about how the Republicans needed to repair the damage the election had done to it. The word “brand,” of course, is marketing jargon for reputation and public image. I’ll leave the politics to others, but I think a group in definite need of brand revival is small churches.
I proceed from there to lay out my case for why small churches get no respect, and for a small church brand revival. Let me know what you think.
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“Students don’t want to serve in the local church when they graduate; they want to do something more exciting.” — Southern Baptist seminary administrator
A prominent seminary administrator made that comment to me several weeks ago. I’ve been rolling it around in my head since then, disturbed and challenged by its implications. If his comment had been the first I had heard, I might not be so concerned. But several months ago, another seminary leader expressed the same sentiment — seminary students are not planning to serve local churches.
Of course, this might be their perception because they did not conduct a scientific survey. But, let’s assume it’s true — that seminary students see themselves serving in more exciting settings than the local church. If that is the case, then we have some serious work to do.
First, those of us in local churches have to ask ourselves, What signals are we sending that turn off seminarians? Some answers come to mind very quickly:
- churches can be slow to change;
- established congregations are typically older and certainly not cool;
- most churches are single staff settings;
- pastoral ministry isn’t viewed as cutting edge;
- most church programs are inward-focused; and
- denominational politics turns young adults off.
Those are the answers that popped in my head immediately. I’m sure you and I could think of more if we really tried.
Second, the more pressing question is, How can we help seminarians in their quest for meaningful ministry? Here the answers come more slowly, but I have a few thoughts:
- Embrace the age of change. I’ve written before that church as we know it is going to change dramatically and soon. Those of us in churches need to recognize that trend and dialogue with seminarians about where they see church heading. After all, whatever future the church has is in their hands.
- Underwrite experiments in ministry. Most of us in mid-life are not going to start a coffee shop church, or an arts enclave, or a neomonastic order. But seminarians might, and they could try out those ideas under the sponsorship of existing churches who have the funds and resources to help make those ministry experiments happen.
- Participate in reverse-mentoring. Jack Welch, former CEO of GE, had all his senior management reverse-mentored by younger employees. The younger employees understood the value of the internet, mobile computing, and social networking and Welch wanted his senior managers to learn from them. Churches and current church leaders need to do the same. Seminaries could create space for reverse-mentoring workshops where local church pastors and denominational leaders could sit and listen and learn from the emerging generation of church leaders.
- Provide seminarians opportunities for service. Seminarians need hands-on opportunities to minister at the local church level. Most seminaries require field work, but I’m talking about a real position with real ministry responsibility. The Lilly Endowment has offered grants for new seminary graduates to work full-time in a local church setting. While this is an encouraging approach, too few grants are available. Churches and seminaries could figure out how to do this in a way that gives seminarians good church experiences, allowing them room for innovation in their area of responsibility.
Churches of all denominations are facing three converging crises — clergy shortage, declining church attendance, and aging congregations. No wonder the current crop of seminary students wants to work any place but the local church. Time will tell if current church leaders will engage with this new generation of church leaders to forge new expressions of church ministry. That would be exciting.
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