Lessons learned by professional church spies

The first thing Chuck Lawless noticed when he entered the church foyer was that the welcome center was empty, which made it pretty hard for a newcomer to feel welcomed on a routine Sunday morning. After several minutes of hanging around trying to look conspicuous, a staff member at this particular Pennsylvania congregation approached him and asked if he needed help. Lawless asked a perfectly normal newcomer question: Was there a small-group Bible study of some kind that he could visit?

Unaware that Lawless was trained church spy who was there conducting research, the staffer gave a surprisingly candid answer: "Do you want to visit a friendly one?"

By all means, said Lawless. He was then taken to a large empty room, where he deliberately sat next to the door. This meant that every person who entered the class -- approximately 60 in all -- had to walk past him.

"It was a wonderful class, with a real sense of community," said Lawless, who is an evangelism professor and the graduate dean at Southeastern Baptist Theological Seminary in Wake Forest, N.C. "People shared what was happening in their lives and some people shed tears as others prayed for them. It was really nice. ...

"Not a single person spoke to me or asked what I was doing there. And this was their friendly class."

Later, while preparing his confidential report, Lawless asked one of the church's leaders why the class members were so unfriendly. The blunt answer: "That's just our culture around here."

Actually, consultants who do church "spy" work know that outsiders rarely receive warm, friendly welcomes when they visit most American congregations, said Lawless, who does most of his work on these issues through the Society for Church Consulting in Louisville, Ken.

Apathy is the norm in many congregations and their leaders -- ordained or among the laity -- tend to fall into other predictable traps as well, which he included in a recent online essay entitled, "Eight Confessions of Church Spies." But everything starts with whether or not church people are friendly and welcoming.

"We tell our church spies that we want them to be alert -- from their arrival in the parking lot until they walk out the door -- to just how many people intentionally seek to interact with them in a friendly manner," said Lawless, in a telephone interview. "We tell them to count everything except for that moment in the service when the pastor tells everyone to turn around a greet visitors. If the pastor tells people to do something, then it doesn't count."

Other consistent problems include church websites that are boring, broken or full of out-of-date information, as well as church facilities that include few if any signs to help visitors find their way around.

Lawless noted that many churches seem to have no strategic vision for how to help newcomers, other than one or two people at the front door with "greeter" badges pinned to their chests. Some churches don't have clearly marked guest parking. Many are poorly equipped to promise parents that their children will be safe and secure.

Way too many boring, abstract, Bible-deficient sermons? Check.

Music ministries that show a lack of effort or, just as bad, feature worship-team leaders who are hamming it up like they're on a TV soundstage? Check.

"We tell our spies ... that if it seems like they have walked into an 'American Idol' show, then they have to include that in their reports," said Lawless.

In the end, the most important thing clergy and laypeople must realize is that many visitors who dare to walk through their doors are there because they are experiencing some kind of crisis in their lives. They are seeking help and sense of community, said Lawless, but they are also afraid of being ambushed and smothered.

Most newcomers and seekers are "afraid of being asked questions that they are not ready to answer. They're afraid of being embarrassed," he said. "They are afraid and they are confused and the last thing you can afford to do is leave them standing there alone wondering, 'What in the world is going on?'

"You have to welcome them and let them know that this is a safe place to find fellowship and help. But it's also important not to scare them off."

Southern Baptists without (many) baptisms

Visitors who enter Southern Baptist churches these days will usually see posters and pamphlets for everything from marriage enrichment retreats to tornado-relief fundraisers, from weight-loss classes to drives to find volunteers for African hospitals. But one thing is missing in the typical church lobby or fellowship hall, according to the leader of the denomination's LifeWay Christian Resources branch. It's rare to see appeals for members to join evangelism programs that strive to win local unbelievers to the Christian faith.

"Why is this? It's hard to say what happened to our commitment to evangelism. ... I'm not hearing any answers to this question that go deeper than anecdotes," said the Rev. Thom Rainer, who, before reaching what Nashville locals call the "Baptist Vatican," was founding dean of the Billy Graham School of Missions and Evangelism at Southern Baptist Seminary in Louisville, Ky.

"It's like our people lost confidence in the old evangelistic programs that our churches had been using for years and years," said Rainer, reached by telephone this week during the Southern Baptist Convention's annual meeting, held this year in Houston. "That's understandable, but the problem is that they never bought into anything new and moved on."

This sea change is directly linked to a recent statistic that should be causing "sorrow and rising concern" throughout America's largest Protestant flock, he said.

Think of it as the Baptist bottom line: Local churches reported 314,959 baptisms in 2012, a sharp 5.5 percent downturn from 2011. Baptisms have declined six out of the last 10 years, falling to the SBC's lowest number since 1948.

While hotter issues -- the Boy Scouts of America and homosexuality, for one -- will grab most post-Houston headlines, Rainer posted a pre-convention essay online seeking candid discussion of this painful question: "Where have all the baptisms gone?"

"Baptisms are our way to best estimate the number of people we reached for Christ with the Gospel," he wrote. "When someone declares that he or she is a follower of Christ in our churches, that person is expected to follow through with baptism. ...

"Of course, baptisms are an incredibly important metric for us in the SBC. We use that metric to see how we are doing on eternal matters. Yes, the metric is fallible. ... But that does not explain why we mention it less and less."

So what has happened in recent decades?

* The decline can, in part, be explained by the fact that nearly 20 percent of the convention's churches have stopped voluntarily reporting some, or all, of their annual statistics. "We don't know if some churches have stopped sending in baptism numbers because their annual number is zero," said Rainer.

* It's impossible to ignore the fact that the fastest rising statistic in American religion -- among those who attend church -- is the percentage of people who attend nondenominational Protestant" congregations. In previous generations, some of these megachurches would have had Southern Baptist signs out front.

The charismatic flocks in the Assemblies of God are growing as well, noted Ed Stetzer, president of LifeWay Research. Meanwhile, evangelism efforts remain strong in the SBC's growing number of African-American and Latino congregations. "It seems that the decline is largely in our predominately white churches," he said.

* Southern Baptists are strong in the rural Sunbelt and, while population growth in Southern States remains strong, Americans are increasingly moving to big cities and their suburbs.

* A key question Stetzer and Rainer agreed deserves study: How many SBC churches have stopped requiring baptism by immersion for those who move their memberships from churches that use different baptism rites?

* Another unanswered question: To what degree have birthrates fallen in Southern Baptist congregations? A decline would affect the number of baptisms among children and teens.

* SBC leaders would, if pressed, have trouble finding as many as 6 million of the nearly 16 million people whose names are on membership rolls in their churches. Why? Too often, churches have focused on mere "incantation evangelism" that expects people to recite a few "magic words" that prove they are Christians, said Rainer. That brand of faith is not enough.

"We have baptized too many members who seem to show no evidence of salvation," he said. The millions of missing members are "certainly not the kinds of believers who win other people to true faith in Christ."

What Baptists can learn from craft beers

It would be hard to imagine a vision of Baptist life edgier than the one served up by a recent Wake Forest School of Divinity graduate named Zachary Bailes. This parable starts something like this: Once upon a time, America was dominated by giant breweries that produced rivers of ordinary beers like Budweiser, Coors and Miller Lite. Some of their local outlets grew into mega-franchises that could seat thousands of people in shopping-mall-like facilities featuring giant video screens, pop-rock bands and witty Baby Boomer hosts who were treated like superstars.

But eventually many young adults grew restless, yearning for brews with more local character, spice and charm, robust beers like People's Porter, Cottonwood Endo, Carolina Blonde and myriad others. Some created Craft Beer collectives and then taprooms, spreading the word about this emerging do-it-yourself beer lifestyle.

So here is the church-growth gospel according to Bailes: If churches want to reach millions of independent-minded young Americans they should learn a thing or two from craft brewers. Yes, he thinks this is true for Baptists who don't drink beer, as well as the many Baptists who -- reality alert -- down a few cold ones now and then.

It's time, he said, for "craft churches" that reach niche audiences.

"Many people, and especially young adults, are willing to pay more for a quality product. ... Opting to shy away from the typical, freezing cold, American light beer, brewers and imbibers desire something with character and distinct flavor," argued Bailes, in an Associated Baptist Press commentary. He also edits the "Crazy Liberals and Conservatives" website.

"In an era where churches experience lower attendance rates, perhaps we would be well served to look into 'craft churches.' Craft brewers do not create the product to be the next 'big beer' producer, but rather isolate and engage a community. Megachurch models still work for some, but they have become the standard flavor without any distinct flavor."

On one level, it's easy to see this parable as a harsh judgment on decades of Evangelical Protestant megachurch culture. But the reality in America's increasingly post-denominational age is more complex than that, a fact liberal Christians such as himself must acknowledge, said Bailes, in a telephone interview.

Truth is, growth in most of America's "giant breweries," the major denominations in this scenario, peaked in the mid-20th Century and many have been in demographic freefall for decades, especially on the doctrinal left. The Southern Baptist Convention continued to grow -- driven by megachurches and growing ministries with Latinos and African-Americans -- until the past five years, when small declines slipped its membership under 16 million.

Meanwhile, the progressive, "moderate" Baptist camp in the wars to control the nation's largest Protestant flock has been having its own troubles. While it's hard to calculate a total membership statistic for congregations affiliated with the Cooperative Baptist Fellowship, this loose network eliminated 13 staff positions last year in the face of a nearly 20 percent budget decline.

That's the bad news, said Bailes. The good news is that Baptist life is rooted in a tradition flexible enough to allow independent-minded believers to start their own niche congregations that can speak to an age in America "in which, to be blunt about it, the church isn't the big dog on campus like it used to be," he said.

However, focusing new ministries on "craft churches" that target urbanites, college communities, artists and other hip, young demographics could, he acknowledged, lead to the theological equivalent of "beer snobbery" in which insiders are tempted to look down on the less enlightened.

The key, he argued, is to keep focusing on the needs of local communities and then to build networks of church leaders who share what they have learned.

"What would a more 'robust' church style look like? ... By focusing on the depth and flavor of the spiritual life offered, perhaps younger adults will drink deeper from the well of the local church," argued Bailes, in his essay.

"Wherever one stands on the issue of drinking, one element cannot be ignored: in what may be one of the largest industries in the United States, small, craft brewers are experiencing growth, not big-name brewers. Though many who read this might look over their shoulder when they walk into the beer aisle, or stay quiet about the 'fruits of the vine,' perhaps beer can teach us something."