Green Outreach: Recycling the Past?
Since we are recycling everything else and trying to become a more green nation, can we just recycle the outreach strategies of the past? Is outreach really just an activity that takes people outside of the four walls of the church to express their faith? What will it take to make our outreach fresh and relevant (and to work)? Given the recent reports by the Pew Foundation that demonstrate across the board decline in all Christian churches, and the dire predictions of Barna and other researchers predicting a decline in church participation by 50% by 2025, outreach is certainly not something that we can relegate to the category of non-essential, or just recycle from decades gone by re-using old strategies. Our culture has shifted, and our outreach has to change to be effective. We can become green, but only by aligning our outreach strategies with the real environment in which our churches now exist. Here are some things that we should consider.
Outreach is not just marketing. While effective marketing lets people know that we are available and that our service may fit their needs, it is not personal and is only one part of the picture.
Outreach must build new credibility. Our brand is tarnished. There are great misconceptions about the real identity of the church and the church’s Lord, we need to demonstrate that we are current, credible, real and valuable. Our outreach must not reinforce stereotypes that keep people away, but rather show them something that meets their personal sense of need.
For the younger generations, outreach must involved community service. The value held by the emerging generations is, “if you don’t make your self valuable in the community, then you are not credible.” Our outreach has to give legs to a heart of service for others.
Outreach that touches tangible and felt human needs will have a greater impact. Our consumer culture has been trained to ask, “what is the benefit of this product, for me?” Our outreach cannot express an obligation, a burden or a duty, but must help people connect felt needs of the heart with the willingness of God to enter their daily reality.
Outreach has to become lifestyle for our people and our institutions. Just like the environmental strategies to reduce the carbon footprint—it is all about lifestyle. Programmatic or purely attractional (get them to the church for a program) approaches fall short when it comes to creating an outreach lifestyle.
Outreach has to grow beyond the episodic. Some of our outreach efforts are similar to annual demonstrations by protest groups. We simply make a “show of force” once in a while so that people know we are here. You cannot build a ongoing relationship with someone using only with an annual turkey basket. Outreach has to become regular, personal and a normal part of our Christian routine, and it cannot feel like outreach.
Here are a couple of suggestions:
One. For entry level, try Angel Food Ministries, it provides a personal contact twice a month, can have dramatic impact in creating large outreach impact and meets a real human need.
Two. Complete a needs assessment. This teaches all who participate to be good at listening and networking, and prepares the church for a long term outreach focus.
Three. Make personal contact with people outside the four walls, a regular part of your church life. Check out the Externally Focused Network for some ideas.