Small Size Parish Homes and the
Episcopal Future
A Method
This
blog is the result of an in-depth analysis of a small Episcopal
congregation identity using a cognitive consensus mapping methodology known as
metaphor elicitation. The method is grounded on the findings of neuropsychology
and linguistics, “Metaphors stimulate the workings of the human mind. By one
estimate, we use almost six metaphors per minute of spoken language… For
example, although both halves of the human brain enable literal and figurative
language (which includes metaphor), the right half is more strongly associated
with metaphoric language.” (Zaltman, Gerald, How Customers Think,
p. 37-38)
According
to most estimates, about 95% of thought, emotions, feeling and learning occur
in the unconscious mind. Most studies of denominational attitudes towards
church selection and congregational worship, educational and formational needs
are based on information gathered through verbal protocols (telephone calls,
group meetings, verbal focus groups and questionnaires) that rely on self-
reflection and self-awareness. These methods, even if conducted extremely well,
only open up 5% of thoughts, emotions and feelings about people towards
religious and spiritual issues.
Therefore,
advanced methods of cognitive consensus maps are the single most important way
of eliciting individual and collective attitudes about just why people are
attracted to the Episcopal denomination or a particular parish. Furthermore, it
is especially necessary when exploring the nature of such a right brain issue
as religious preference to use the methodology of metaphor elicitation.
The Study
This
study was conducted in a small Episcopal parish with a dwindling weekly
attendance of between 50 to 60 members with a statistical mode age of 70 years.
The statistical mode age is used rather than the mean or median because it is
more descriptive of the aging sketch of the congregation. The congregation had
been at one time an established pastoral
congregation from the fifties, but it began to decline rapidly in the
nineties. It was located in an urban middle
class neighborhood that had slowly become a working lower class community.
After experiencing a series of deaths of members, it appeared that the parish
would soon close. There was a final effort made to stabilize the situation with
an interim and then a new rector. Although the parish was aging, it had an
extremely youthful spirit. Under the guidance of the interim, the new rector
and vestry, a courageous plan for stabilization was designed.
Before
this study could begin, it was necessary to spend two years attracting some new
members. It was decided to target baby boomers 55 plus who were, for various
reasons, looking for a church. It was necessary to make radical changes in
liturgy, music and educational programs to achieve this immediate goal. After
some new members had become active in the parish, the new vestry decided that
it was time to ask three questions in order to grow: 1) How do we perceive
ourselves? 2) How does our local community perceive us? 3) How do we want to be
perceived?
In
order to answer this question, the parish began a study in metaphor elicitation
and consensus mapping. A representative sample of members was asked to become
participants in the study. Each member
was instructed as to how to gather visual images over the period of a couple of
weeks about their likes and dislikes for choosing a spiritual and worshipping
community. Then in a one to one metaphor elicitation technique session each
participant engaged in a one hour to two hour image description probe. The
purpose was to gather data on shared parish archetypes and core metaphors that
allow for the development of a shared deeply felt parish spiritual identity.
Findings
The
study is presently in stage two where we are connecting the lines between core
metaphors by means of participant construction of collages. In stage three, we
will then load these collages into digital program and present the findings to
the congregation. We will then begin to construct the congregational narrative
and target-seeker strategy. I am not able in this very short blog to outline
the various core metaphors and narratives findings, but I will offer a few
emerging findings.
1)
It became apparent in the study that people find
it easier to communicate what they dislike when selecting a particular
Christian community and style of worship.
2)
The most predominant core metaphor that has
appeared is personal friendship. It appears that in a small parish the
meaningful glue was the metaphor of the TV show Cheers, especially the phrase
“Hi Norm.” New people are attracted to the parish because they sense the gentle
presence of soul friends, as one participant found in the lyrics to the Cheers
song, “Making your way in the world today takes everything you’ve got. Taking a
break from all your worries sure would help a lot. Wouldn’t you like to get
away? Sometimes you want to go where everybody knows your name, and they’re
always glad you came. You wanna be where you can see, our troubles are all the
same. You wanna be where everybody knows your name.”
3)
If there is a metaphor that expresses how the
congregation does not perceive itself, it is the church with the huge stage,
electronic screen and over bearing electronic music. However, there were other
metaphors that expressed delightful openness to more mellow modes of
contemporary music. It appears that this congregation and the new members it is
attracting are somewhat counter-cultural when it comes to electronic approaches
to worship.
4)
Several of the participants offered, what we
named, “In Your Face” metaphors. There was a strong dislike for a
congregational atmosphere that is overbearing with controversial issues either
on the left or right of theological, ethical or social issues. Yet, there were
many metaphors that stressed the need for the parish to reach out to the needy,
especially persons and situations within the local community where the congregation
is located. These were metaphors of a loving, compassionate touching of those
in need.
5)
It has
become apparent during this study that there is most often a critical disconnect
between the traditional theological language of the church and the unconscious
longings of the soul for an inspiring and metaphoric language of the deep
structures of the human mind where we hear the whispers of the soul in a small,
spiritually intimate community.
6)
Finally, I suggest a certain triangulation
between this study and the study by C. Kirk Hadaway, Director of Research, The
Episcopal Church Center, “Congregation Size and Church Growth in the Episcopal
Church.”.This study is a must read, but it demands a careful read. He clears up
several misconceptions about what size of Episcopal churches grow and where we
find promise for the future. Good analytical triangulation happens when we find
touch points between qualitative and quantitative analysis. Hadaway’s work is
highly reliable because it is an excellent work in descriptive statistics based
on sound categorization. The conclusions seem to verify that there is a unique
identity and promise in small congregations, “In general, the larger the
congregation, the less likely to grow-except for the largest churches (those
over 800 in average Sunday attendance). These very large churches have added
substantially to the growth the Episcopal Church since 1995, but because they
are very few in numbers they do not add as many attendees as churches with ASA
of 100 or less…even though small churches are more likely to grow than larger
churches, not all small churches are likely to grow. Small rural churches are
most likely to decline and newer small churches are most likely to grow
(especially those in new suburban areas). The typical Episcopal congregation
has average Sunday attendance of 80 persons. It is the typical Episcopal Church
that has been our primary source of growth during the last decade.”
This
study indicates that there is something in the Episcopal cultural DNA that
forms into small church growth. Perhaps it is the energy of the Cheers
metaphor? Perhaps our tag line and brand identity is the metaphor of a
spiritual home something like Ernest Kurtz describes it, “Home is ultimately,
that place where we find the peace and harmony that comes from learning to
accept the imperfections of others. Such a place, such a home, can exist in
various settings, but its ultimate foundation rests jointly within self and
within some group of trusted others. Some places are more conducive to this
experience than others. But wherever and whenever we do attain that sense of
being at home we experience a falling away of tensions, a degree of balance
between the pushing and pulling forces of our lives.” (Kurtz, Ernest, The
Spirituality of Imperfection, p. 232)
In
conclusion, we might say, “The parish home is where the heart is.”