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Lifestyle segment summaries (january 2016) read only

Lifestyle segment summaries (january 2016)

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Lifestyle segment summaries (january 2016) read only

  1. 1. www.ThrivingChurch.com
  2. 2. Demographics General Interest Psychographics Serious Empathy Lifestyle Segments Pinpoint Relevance www.ThrivingChurch.com
  3. 3. www.ThrivingChurch.com
  4. 4. • Attitudes • Behaviors • Lifestyle Preferences • Retail Priorities • Recreations • Relationships • Tastes • Habits • Political Perspectives • Outlooks • Work Ethic • Religiosity www.ThrivingChurch.com
  5. 5. 19 Groups 71 Segments A Power Elite 6 Segments 6.13% B Flourishing Families 4 Segments 4.42% C Blooming with Confidence 4 Segments 5.34% D. Suburban Style 4 Segments 5.02% E Thriving Boomers 3 Segments 5.13% F Promising Families 2 Segments 3.36% G Young, City Solos 2 Segments 2.01% H Middle-class Melting Pot 4 Segments 5.76% I Family Union 4 Segments 5.40% J Autumn Years 3 Segments 5.64% K Significant Singles 4 Segments 4.72% L Blue Sky Boomers 3 Segments 5.11% M Families in Motion 2 Segments 3.58% N Pastoral Pride 4 Segments 7.28% O Singles and Starters 6 Segments 8.83% P Cultural Connections 6 Segments 6.42% Q Golden Year Guardians 4 Segments 7.25% R Aspirational Fusion 2 Segments 2.92% S Struggling Societies 4 Segments 4.69%
  6. 6. For Lifestyle Segments Leadership Hospitality Worship Education Small Groups Outreach www.ThrivingChurch.com
  7. 7. Leadership Care Giver Enabler CEO Visionary Discipler Mentor Pilgrim www.ThrivingChurch.com
  8. 8. Hospitality The Basics Multiple Choices Healthy Choices Take Out www.ThrivingChurch.com
  9. 9. Worship Educational Transformational Inspirational Coaching Care-Giving Healing Mission-Connection www.ThrivingChurch.com
  10. 10. Worship Educational for the Lonely Transformational for the Trapped Inspirational for the Anxious Coaching for the Lost Care-Giving for the Discarded Healing for the Broken Mission-Connection for the Abused www.ThrivingChurch.com
  11. 11. Education Curricular Experiential Biblical Topical Generational Peer Group www.ThrivingChurch.com
  12. 12. Small Group Rotated Leaders Designated Leaders Curriculum Oriented Affinity Oriented www.ThrivingChurch.com
  13. 13. Outreach Survival Recovery Health Quality of Life Human Potential Interpersonal Human Destiny www.ThrivingChurch.com
  14. 14. For Lifestyle Segments Facility and Technology Stewardship and Finance Communication www.ThrivingChurch.com
  15. 15. Facility and Technology Ecclesiastical Utilitarian Christendom Contemporary Modern Post-Modern www.ThrivingChurch.com
  16. 16. Stewardship and Finance Unified Budgets Designated Giving Informed Philanthropy Lifestyle Coaching www.ThrivingChurch.com
  17. 17. Communication Newsprint Radio Television Telephone Internet Gatherings Multi-Sources www.ThrivingChurch.com
  18. 18. A01 American Royalty
  19. 19. Wealthy, influential couples and families living in prestigious suburbs “Divine Right” Churches make a valuable contribution to society. “My church should catch people’s attention” Expect to shape policy and choose personnel. Sporadic attendance, web and blog Good givers, abhor waste Clear strategic plans & measureable outcomes. Larger, influential churches and pastors. American Royalty A01 www.ThrivingChurch.com
  20. 20. Visionary, CEO Healthy choices; Educational, inspirational worship Curricular, topical, peer group; Designated leaders and affinity groups Programs: quality of life: outreach for anything “glocal” Key Insights: Adventurous and travel, cautious about advocacy; right of center political and ethical views, but willing to discuss differences respectfully. Leaders and Programs A01 www.ThrivingChurch.com
  21. 21. Ecclesiastical facilities, Christendom symbols, post-modern tech; High aesthetics Designated giving; informed philanthropy Communications: print, Internet, Smart Internet Key Insights: Money is a means of control; often prefer to be anonymous donor; strong opinions about personnel oversight. Scrutinize philanthropic giving. Resources and Communications A01 www.ThrivingChurch.com
  22. 22. A02 Platinum Prosperity
  23. 23. Wealthy, established empty-nesting couples in suburban and in-town homes “Divine Right” Drive for affluence, sense of well-being; Maj. Religions highly regarded, but new movements & fanaticism are suspicious. Prefer Christianity shaped by culture; loyal for tradition; sporadic attenders, but follow favorite theologians. Must respect the pastor or priest. Basic Christian morality and worldview are fixed patterns in lifestyle and career. Platinum Prosperity A02 www.ThrivingChurch.com
  24. 24. Visionary, Pilgrim leadership Multiple, healthy choice hospitality Educational, inspirational worship Curricular, topical, peer group; Designated leaders and affinity groups Programs: quality of life: outreach for anything “glocal” Key Insights: Adventurous and travel, cautious and advocacy; right of center political and ethical views, but willing to discuss differences respectfully. Leaders and Programs A02 www.ThrivingChurch.com
  25. 25. Utilitarian facilities, Christendom symbols, modern tech Unified budgets; informed philanthropy Communications: print, Internet, Smart Phone Key Insights: Money is a means of control; often prefer to be anonymous donor; strong opinions about personnel oversight. Scrutinize philanthropic giving. Resources and Communications A02 www.ThrivingChurch.com
  26. 26. A03 Kids and Cabernet
  27. 27. Prosperous, middle-aged married couples with children living child focused lives in affluent suburbs “Divine Right” High aesthetic sensibilities; high expectations for church effectiveness. Spirituality of heart healthy lifestyle. Gravitate to large churches, excellent programs, relevance to youth. Fanatical about child safety; generally conservative about sexuality and relationships. Tend to disengage as empty-nesters. Kids and Cabernet A03 www.ThrivingChurch.com
  28. 28. Discipler leadership Multiple and healthy choice hospitality Coaching and inspirational worship Experiential, topical, generational of CE; Designated leaders, curriculum or affinity groups. Programs: human potential, interpersonal relationships; outreach for quality of life Key Insights: Mission must bring personal fulfillment, and deepen parent – child or marriage relationships. Favor long-term mission. Leaders and Programs A03 www.ThrivingChurch.com
  29. 29. Ecclesiastical or utilitarian facilities; Christened in symbols, postmodern tech Unified budgets and designated giving; lifestyle coaching Communication: print, Internet, Smartphone Key Insights: Immediate access to essential information; little time, but strong opinions; expect dialogue. Resources and Communications A03 www.ThrivingChurch.com
  30. 30. A04 Picture Perfect Families
  31. 31. Established families of child rearing households living in wealthy suburbs “Divine Right” High aesthetic sensibilities; high expectations for church effectiveness. Spirituality of heart and healthy lifestyle. Social traditionalists, civic minded, concerned about moral character; Strong drive for affluence and sense of well-being; Often accept leadership in nonprofit Picture-Perfect Families A04 www.ThrivingChurch.com
  32. 32. The church is an important partner in the social contract; Value the church for its educational and social assimilation functions; More likely to join an established church with a rich heritage and aesthetic sophistication; Religion should “make sense”, interpreted as a psychological phenomena; skepticism about religion is growing; Often debate orthodoxy; Wary of irrational experiences and uncontrollable people A04 www.ThrivingChurch.com
  33. 33. CEO and Mentor Multiple choice hospitality Educational and inspirational worship Curricular, biblical or topical, peer group; Designated leaders, curriculum or affinity. Programs: human potential, interpersonal relationships; outreach for quality of life Key Insights: Knowledgeable leaders; prefer natural and artistic ambience. Provide awesome moments of meditation; great empathy Leaders and Programs A04 www.ThrivingChurch.com
  34. 34. Ecclesiastical, Christendom, postmodern Unified budgets and designated giving; lifestyle coaching Communication: print, Internet, Smartphone Key Insights: Quest for quality, updated technology; Dislike meetings, want access to detailed information; often frustrated with traditional organizational models. Resources and Communications A04
  35. 35. A05 Couples with Clout
  36. 36. Middle-aged, childless couples living in affluent metro areas; Caucasian, some Asian “Divine Right” High aesthetic sensibilities; high expectations for church effectiveness. Highly mobile, citizens of the world; Cultivate cross-cultural relationships Strong drive for affluence and sense of well-being; Couples with Clout A05 www.ThrivingChurch.com
  37. 37. Churches struggle to connect with them (No children) Gravitate to larger churches with big, global visions; High class churches focus on health, ethics, and philanthropy Uncomfortable with dogmatisms, willing to wrestle with ambiguity Always support openness and tolerance; Eucharist is important, but participation is infrequent A05 www.ThrivingChurch.com
  38. 38. Visionary, Pilgrim Healthy Choices Inspirational, mission-connectional worship Experiential, Topical, Peer Group education; Affinity groups with designated or rotated leaders. Programs: Quality of Life & anything global Key Insights: Worship not preferred way to connect Outreach and home groups Leaders and Programs A05 www.ThrivingChurch.com
  39. 39. Ecclesiastical or utilitarian, Contemporary, postmodern Designated giving, informed philanthropy Communication: Internet Key Insights: Positions on public policy influence financial giving; Little tolerance for inefficiency; Cashless, passionate internet users; Watch podcasts; Often change address, but are loyal to the church of their choice. Resources and Communications A05 www.ThrivingChurch.com
  40. 40. A06 Jet Set Urbanites
  41. 41. Mix of Affluent singles and couples living high-rise, fashionable lives in urban neighborhoods; “Divine Right” High aesthetic sensibilities; high expectations for church effectiveness. Global perspective, strong leadership Strong drive for affluence and sense of well-being; Jet Set Urbanites A06 www.ThrivingChurch.com
  42. 42. Churches struggle to connect with them Strong performing arts; Clear liberal social values; Question dogmas and doubt supernatural explanations; Sample many world religions, but generally loyal to Catholic or Protestant upbringings; Membership may be important, but attendance and participation not Likely to connect personally with a visionary pastor A06 www.ThrivingChurch.com
  43. 43. Visionary, Pilgrim Healthy Choices Inspirational, mission-connectional worship Experiential, Topical, Peer Group education; Affinity groups with designated leaders. Programs: Quality of Life & anything global Key Insights: Leaders model holistic healthy and blended spirituality; Leaders and Programs A06 www.ThrivingChurch.com
  44. 44. Ecclesiastical or utilitarian, Contemporary, postmodern Designated giving, informed philanthropy Communication: Internet Key Insights: Architecture is a theological statement and aesthetic priority; Money is a means to control policy; Website should link to global mission leaders, and provide constant feedback Resources and Communications A06 www.ThrivingChurch.com
  45. 45. B07 Generational Soup
  46. 46. Prosperous, middle-aged married couples with children living child focused lives in affluent suburbs “An important part of a healthy lifestyle” Keenly aware of lifecycles; high expectations for relevant programs Social, indulgent, include several generations at home; 50- and 20- “somethings” with interesting debates about religion, life, worship styles. Prefer traditional doctrines, but progressive methods. Loyal, if there are lots of options. Generational Soup B07 www.ThrivingChurch.com
  47. 47. Enabler and CEO of leadership Multiple choices hospitality Coaching and inspirational worship All options open in CE; rotated leaders and affinity groups Programs: health, quality of life on the interpersonal relationships; outreach for survival and human potential Key Insights: Charitable giving and personal involvement go hand-in-hand. Affinity groups often based on hobbies, crafts, music, and other interests. Leaders and Programs B07 www.ThrivingChurch.com
  48. 48. Ecclesiastical facilities; Christendom symbols; postmodern tech Unified budget and lifestyle coaching Communications: Internet, multi- sources Key Insights: Interior more important than exterior; financial managers must be credible spiritual leaders and active participants; dress conservatively, but opt for cutting edge technology. Resources and Communications B07 www.ThrivingChurch.com
  49. 49. B08 Babies and Bliss
  50. 50. Middle aged couples with large families and active lives in affluence suburbia “An important part of a healthy lifestyle Sociable, indulgent, keenly aware of life cycles. Dual career; seeking help to cope with busy lives. May relocate every 7 years for mobile careers and family needs. Both spiritual and religious; church is a part of a balanced lifestyle. Shop for churches that are child sensitive and family-friendly. Gravitate to large churches with lots of programs. Conservative, but open to creativity of Babies and Bliss B08 www.ThrivingChurch.com
  51. 51. CEO, discipler leadership; Multiple-choice hospitality; Coaching, inspirational worship Experiential, biblical, generational CE; Designated leaders, affinity or curriculum groups Programs: Human potential, destiny; outreach for health him a quality of life, interpersonal relationships Key Insights: Strong needs for lifestyle coaching, intimacy; fiscally very cautious, generous to help teenagers. Leaders and Programs B08 www.ThrivingChurch.com
  52. 52. Utilitarian facilities, Christendom symbols, postmodern tech Unified budget and designated giving, lifestyle coaching Communications: Internet Key Insights: Safe location and quality space for children; leaders must set a benchmark for giving; text a “thought for the day” for their personal spirituality Resources and Communications B08 www.ThrivingChurch.com
  53. 53. B09 Family Fun-Tastic
  54. 54. Middle-aged couples with large families and active lives in affluent suburbia “An Important Part of Healthy Lifestyle” Keenly aware of life cycles; High expectations for relevant programs; Very Sociable and Indulgent; High devotion to family; High sense of Well being; Long term residencies and lasting bonds with friends and churches; Prefer conservative social policies but rarely radical. Family Fun-tastic B09 www.ThrivingChurch.com
  55. 55. Religion & church attendance important; Stability more important than creativity; Reinforce traditional family values; Moderation is a virtue. Prefer churches over 200, don’t like to stand out in a crowd; Denominations with too radical policies (conservative or liberal) frustrate them; Dislike conflict, and may withdraw until it’s over. Hesitant about accountability. B09 www.ThrivingChurch.com
  56. 56. Enabler, CEO Basics, Multiple Choices Educational, Inspirational worship Curricular, topical, generational Ed; Affinity or curriculum groups with designated leaders. Inreach: Human Potential, Destiny; Outreach: Health, Quality of Life, Interpersonal relationships Key Insights: Pastor maintains harmony; Clear faith, but compassionate to adapt; Highlight mission trips; Youth are a priority. Leaders and Programs B09 www.ThrivingChurch.com
  57. 57. Ecclesiastical or utilitarian, Christendom, modern Unified budgets or designated giving; Lifestyle coaching Communication: Internet, Print, Gatherings Key Insights: Youth space and Sunday School crucial; Reluctant to set benchmarks for giving; Always keep donations confidential; Frugal, but generous in emergencies; Resources and Communications B09 www.ThrivingChurch.com
  58. 58. B1 0 Cosmopolitan Achievers
  59. 59. Affluent, mainly Asian couples/families enjoying dynamic lifestyles in metro areas “An Important Part of Healthy Lifestyle” Keenly aware of life cycles; High expectations for relevant programs; Very Sociable and Indulgent; High devotion to family; High sense of Well being; Focused on health and wealth; Travel and other cultures. Cosmopolitan Achievers B10 www.ThrivingChurch.com
  60. 60. Religion often associated with heritage and tradition. Respect the church, but do not attend very often. Content with accepted religious faith and practice; not philosophically adventurous; Aesthetics and spirituality closely related; Respect other faiths, but not especially mission-minded; Participate in churches that are broad- minded and non-dogmatic. Bi-lingual can be important. B10 www.ThrivingChurch.com
  61. 61. Visionary, Pilgrim Healthy Choices Inspirational, educational Curricular, topical, generational or peer group education; Curriculum groups with designated leaders. Inreach: Human Potential, Health; Outreach: Survival, Quality of Life Key Insights: Pastor need no visit, should not be intrusive into private lives; but should mingle before and after church. Leaders and Programs B10 www.ThrivingChurch.com
  62. 62. Ecclesiastical or utilitarian, Contemporary, modern Unified budgets or designated giving; Informed philanthropy Communication: Internet, Print, Gatherings Key Insights: Degree of generosity influenced by respect for the senior pastor; Internet provides reach, not depth; Resources and Communications B10 www.ThrivingChurch.com
  63. 63. C11 Aging in Place
  64. 64. Upscale boomer-aged couples living in city and close-in suburbs “It’s the right thing to do” First wave of baby boomers with an “approach/avoidance” relationship with the church. High interest in spirituality, exploring various religions. Lost interest in radical ideas. Frustrated by dogmatism and bureaucracy. Passionate for various social causes – preferred faith-based nonprofits. Religion part of a balanced life Aging of Aquarius C11 www.ThrivingChurch.com
  65. 65. Visionary, Pilgrim or discipler leadership; Multiple-choice or healthy hospitality; Inspirational – educational worship. Experiential, topical, peer group CE; Rotated leaders and affinity groups Programs: interpersonal relationships, health; outreach for human potential and quality of life. Key Insights: Generous, but not necessarily sacrificial; high self-esteem (ego?); emphasis on respect can lead to low accountability Leaders and Programs C11 www.ThrivingChurch.com
  66. 66. Utilitarian facilities, contemporary symbols, modern technologies Designated giving; informed philanthropy or lifestyle coaching Communications: Internet, print, gatherings Key Insights: Worship may be presentational, but they associate video technology with “mere entertainment” Resources and Communications C11 www.ThrivingChurch.com
  67. 67. C1 2 Golf Carts and Gourmets
  68. 68. Upscale retirees and empty-nesters in comfortable communities “It’s the right thing to do” Quiet and good taste, morality with minimum sacrifice. High commitment to career and sense of well-being. Over 65, regularly attend church. Religion provides continuity with past. Transfer membership to a church of the same denomination, and expect to feel right at home. Conservative values and beliefs – the church is a rock of stability. Golf Carts and Gourmets C12
  69. 69. Enabler, CEO leadership; Multiple and healthy choice hospitality; Inspirational or care giving, educational worship. Curricular, topical, peer group CE; Rotated leaders, curriculum groups. Programs: interpersonal relationships, health; outreach for human potential, quality of life. Key Insights: Volunteers disappear over the holidays; love the youth, but just like change. Worship is comfortable and predictable. Leaders and Programs C12
  70. 70. Ecclesiastical facilities, Christendom symbols, modern tech Unified budgets, informed philanthropy Communications: gatherings, print, phone Key Insights: Worship should never be “entertainment”. Prefer to talk to real people, not machines. Secretary must be well trained. People get what they deserve, and deserve what they have. Resources and Communications C12 www.ThrivingChurch.com
  71. 71. C1 3 Silver Sophisticates
  72. 72. Mature, upscale couples and singles in suburban homes “It’s the right thing to do” Quiet and good taste, morality with minimum sacrifice. High commitment to career and sense of well-being. Over 65, many widowed and divorced; Longtime residents, stylish homes; Relatively liberal; Church is part of education, social service, and arts networks; members old friends; Highly artistic worship, focused outreach; provide a strong sense of Silver Sophisticates C13 www.ThrivingChurch.com
  73. 73. Enabler, CEO leadership; Healthy choice hospitality; Inspirational, educational worship. Curricular, topical, generational CE; Designated leaders, curriculum or affinity. Programs: interpersonal relationships, health; outreach for human potential, quality of life. Key Insights: Trust church officers, but require good feedback. SS classes stay together a long time. Strong views about Eucharist. Leaders and Programs C13 www.ThrivingChurch.com
  74. 74. Ecclesiastical facilities, Christendom symbols, modern tech Unified budgets, informed philanthropy Communications: gatherings, print, phone Key Insights: Clear distinctions between sacred and secular space and time. Generosity most influenced by credibility of leadership. Often critical of personnel costs. Avoid answering machines! Resources and Communications C13 www.ThrivingChurch.com
  75. 75. C1 4 Boomers and Boomerangs
  76. 76. Baby boomer adults and their teenage/young adult children sharing suburban homes “It’s the Right Thing to Do!” Quiet good taste … High Well Being Morality with minimum sacrifice Households with 20-something children living at home. Disappointed empty-nesters, but remarkably harmonious households. Traditional lifestyles; right-of-center points of view. Family over career; sense of well being is tempered by money management concerns. Boomers and Boomerangs C14 www.ThrivingChurch.com
  77. 77. Differ about the importance of church. Parents still have a high commitment to family, and "kids" often influence lifestyle decisions. Lack of church involvement begets even more lack of church involvement by next generation.   Larger, resource size churches; or church plants. Contemporary in worship style … traditional in worship structure. Senior pastors often younger than staff. Short term activities; External focus. C14 www.ThrivingChurch.com
  78. 78. Discipler Multiple Choices Coaching, Inspirational Worship Experiential, topical, peer; Designated or Rotated leaders; affinity Programs: Interpersonal, Recovery Quality of Life; Human Potential Key Insights: Sunday school classes self-sustaining; Small groups creative and fun; Potential for mid-week Recovery Worship Leaders and Programs C14 www.ThrivingChurch.com
  79. 79. Utilitarian facilities, Christendom symbols, Modern or Post-Modern Tech Unified budget and Lifestyle Coaching Communications: Multi-Sources Key Insights: Most visible worship tech: Drum Set! Parents want a tax receipt, but children spend their tax refund. Resources and Communications C14 www.ThrivingChurch.com
  80. 80. D15 Sports Utility Families
  81. 81. Upscale, middle-aged couples with school- aged children living active family lifestyles in outlying suburbs “Generally speaking, God is often among our higher priorities” Over-programmed, self-motivated, and undecided; Spontaneous and sociable; High drive for affluence; High entertainment activities; Multi-generations in same household Boomers and Boomerangs D15 www.ThrivingChurch.com
  82. 82. Family is central, so the church must make family nurturing central; Church competes with many other clubs, sports, and other organizations; Somewhat skeptical of organized religion; Medium-sized independent churches; Relevant generational programs; No debt, practical visions; May live in starter homes … enthusiastic about church plants. D15 www.ThrivingChurch.com
  83. 83. Enabler, Discipler The Basics Coaching, Transformational Worship Experiential, Biblical or Topical, Generational; Designated or Rotated leaders; affinity Inreach: Quality of Life Outreach: Survival, Health Key Insights: Conservative pastor who avoids confrontation & cooperates with other churches; Short term projects; Convenience food and pot luck; Leaders and Programs D15 www.ThrivingChurch.com
  84. 84. Utilitarian facilities, Christendom symbols, Post-Modern Tech Designated giving and Lifestyle Coaching Communications: Internet Key Insights: Electronic keyboards standard; Hard to reach if you are not internet savvy, Easily distracted; Their challenge is how to spend tax refunds; temper self-indulgence; and how to spend any financial windfalls faithfully. Resources and Communications D15 www.ThrivingChurch.com
  85. 85. D16 Settled in Suburbia
  86. 86. Upper middle-class diverse family unites and empty nesters living in established suburbs “Generally speaking, God is often among our higher priorities” Over-programmed, self-motivated, and undecided; Spontaneous and sociable; High drive for affluence; High entertainment activities; Live close enough to the city to enjoy it, but far enough from the mayhem. Settled in Suburbia D16 www.ThrivingChurch.com
  87. 87. Look to church for fellowship, reassurance and hope … but distance themselves from excessive demands or extreme views. God, family, and personal development are all equal priorities. Middle of the road and moderate; Modest risk takers, limit debt; avoid leadership; Prefer larger churches, a sense of tradition. Can join a management board, but depend on professionals. Appreciate creativity, but not stress; D16 www.ThrivingChurch.com
  88. 88. Enabler, CEO The Basics, Multiple Choices Educational or coaching, inspirational Worship Curricular, Biblical or Topical, Generational; Designated leaders; curriculum Inreach: Quality of Life Outreach: Survival, Health Key Insights: Pastor is clearly pastoral; Eucharist meditative and calming; Laughter a sign of unity and health; Leaders and Programs D16 www.ThrivingChurch.com
  89. 89. Ecclesiastical facilities, Christendom symbols, Modern Tech Unified budgets; Lifestyle Coaching combined with informed philanthropy; Communications: Print, radio, some internet Key Insights: Usually about 10 years behind the cutting edge in technology; “Presentational” sanctuaries; Resources and Communications D16 www.ThrivingChurch.com
  90. 90. D17 Cul de Sac Diversity
  91. 91. Ethnically-diverse, middle-aged families settled in new suburban neighborhoods “Generally speaking, God is often among our higher priorities” Over-programmed, self-motivated, and undecided; Spontaneous and sociable; High drive for affluence; High entertainment activities; Mainly Hispanic and Asian, balance traditional and contemporary lifestyles. Settled in Suburbia D17 www.ThrivingChurch.com
  92. 92. Integrate heritage with cross-cultural realities; Church competes with career and family; Well-educated, can be effective board leaders … if properly motivated; Church is a part of a lifecycle transition; Work more central to identity than church; Success measured by possessions; Prefer larger churches … often with impressive contemporary architecture, state-of-the art technologies; landscaped grounds, regional visibility. D17 www.ThrivingChurch.com
  93. 93. Discipler, Visionary Multiple Choices Inspirational Worship Experiential, Biblical or Topical, Peer; Designated leaders; affinity Inreach: Human Potential Outreach: Quality of Life Key Insights: Pastor or priest a model of spiritual discipline, aura of holiness; Worship classically Christian, but blog, podcast, & post sermon immediately. Leaders and Programs D17 www.ThrivingChurch.com
  94. 94. Ecclesiastical facilities, Christendom or Contemporary, Postmodern Tech Unified budgets; Lifestyle Coaching combined with informed philanthropy; Communications: Internet, radio Key Insights: Technology demonstrates sound communication; Intimacy and internet can go together. Big visions motivate generosity; Resources and Communications D17 www.ThrivingChurch.com
  95. 95. D18 Suburban Attainment (Soulful Spenders)
  96. 96. Upper-middle-class couples/families in expanding suburbs “Generally speaking, God is often among our higher priorities” Emerging black professional class pursuing the good life in savvy and healthy ways Church is part of their identity; Preserve ties with old neighborhoods, but migrating to upgrade properties. Church as extended homogeneous large family; but tolerant and open Suburban Attainment D18 www.ThrivingChurch.com
  97. 97. Visionary, CEO leadership Basic or multiple-choice hospitality Inspirational or coaching worship Curricular, biblical, generational CE Designated leaders, affinity groups Programs for human potential Outreach for quality of life Key insight: Motivation is often more important than information; capture their attention with a big, bold, vision of social change. Leaders and Programs D18 www.ThrivingChurch.com
  98. 98. Utilitarian or ecclesiastical facilities; Christendom symbols, modern tech Unified budgets Lifestyle coaching Key communications: Telephone Gatherings Radio Key insight: Verbal communication demands constant repetition D18 Resources and Communications www.ThrivingChurch.com
  99. 99. E1 9 Full Pockets, Empty Nests
  100. 100. Empty-nesting, upper middle-class households with discretionary income living sophisticated lifestyles “Reasonable Religion, from Privileged Perspective, for a Better World” Objective distance. Expand personal space; Occasional passion for a cause Global, Progressive, Fulfillment; High concern for environment; High desire to broaden horizons; Work, career, senior management experience central to their self-esteem. Full Pockets, Empty Nests E19 www.ThrivingChurch.com
  101. 101. Once backbone of established church, but now distancing themselves and gravitating to faith-based non-profits; Frustrated by slow bureaucracies; Attend lectures, worship sporadically; Learn theology, resist spiritual discipline; Gravitate to counter-cultural churches, but with sophisticated tastes; Good strategic planners, but prone to micro-management; Rigorously align budgets, measure results, but may have idiosyncratic views. E19 www.ThrivingChurch.com
  102. 102. Visionary, CEO Multiple Choices, Healthy Choices Inspirational, Mission Connectional; Curricular or Experiential, Topical, Peer; Designated leaders; affinity Inreach: Human Potential Outreach: Quality of Life Key Insights: Leaders work long hours, stand up to pressure, take initiative; Child-friendly not a priority; worship an adult experience. Leaders and Programs E19 www.ThrivingChurch.com
  103. 103. Utilitarian or Ecclesiastical facilities, Contemporary, Modern or Postmodern Unified budgets or Designated Giving; Informed philanthropy; Communications: Print, Internet, Smart Phone Key Insights: High quality furnishings, or deliberate nostalgia; Generosity related to great mission stories and measureable results. Big visions motivate generosity; Resources and Communications E19 www.ThrivingChurch.com
  104. 104. E2 0 No Place Like Home
  105. 105. Upper-middle-class, multigenerational households in exurban areas “Reasonable religion, from privileged perspective, for a better world” Global, progressive, seeking fulfillment concerns for environment, big horizons Late wave Boomers 50+ and Buster children(20 to 30); different opinions, family values, surprising harmony No Place Like Home E20 www.ThrivingChurch.com
  106. 106. Church important to both generations; Neighborly but reserved toward newcomers Theologically conservative, strong fellowship, ecumenically minded; Prefer small and medium-size churches that offer options in worship and fellowship; May attend the mega church for its lively worship in small groups. No Place Like Home E20 www.ThrivingChurch.com
  107. 107. Enabler, Discipler leaders; Multiple choices; Inspirational and Coaching worship; Experiential, topical, peer group CE; Rotated leaders, affinity groups; Outreach: quality of life, relationships; for others survival and health Key insights: Local focus; loose denominational ties; Pastor mingles in the food court; Seasonal worship and special occasions; Leaders and Programs E20 www.ThrivingChurch.com
  108. 108. Utilitarian, Christendom, modern or postmodern Unified budget or designated giving, lifestyle coaching Print, Internet, telephone, gatherings Key Insights: Fiscal conservatives, avoid debt; Many renovations problems for wireless and Internet connections; Kitchen technologies particularly important Resources and Communications E20 www.ThrivingChurch.com
  109. 109. E21 Unspoiled Splendor
  110. 110. Comfortably established baby boomer couples in town and country communities “Reasonable religion, from privileged perspective, for a better world” Critical distance, personal space, occasional passion for a cause Intentionally chose rural life. Conservative, hard-working, mainstream. Spiritual and religious – sensitive to God in creation – connect with established churches. Eager volunteers, rarely challenge authority but have strong opinions. Unspoiled Splendor E21 www.ThrivingChurch.com
  111. 111. Enabler or caregiver, discipler leaders; Basic hospitality and multiple choices; Educational, care giving or inspirational worship. Regular, biblical or topical, peer group CE; Rotated leaders, curriculum groups. Programs: quality of life, interpersonal relationships; survival, human potential. Key Insights: The lead and gentle evangelism. Hesitate to enforce too much accountability. Strong opinions about Sunday school. Leaders and Programs E21 www.ThrivingChurch.com
  112. 112. Ecclesiastical facilities, Christendom symbols, modern tech Unified budgets for designated giving, informed philanthropy. Communications: print, telephone, gatherings Key Insights: Usually opt to reduce staff rather than change property; they watch a DVD, but don’t surf the web. Resources and Communications E21 www.ThrivingChurch.com
  113. 113. F22 Fast Track Couples
  114. 114. Active, young upper-middle-class couples/families living upwardly mobile lifestyles “Looking for God through (or with?) the eyes of a child” Critical distance, personal space, passion for a cause. High devotion to family. Extreme mobility – short-term residence. The house is more of a staging area than a residence. Often live in an ethical blur; self absorbed. Church involvement may be sporadic and crisis driven. They struggle with absolutes. Church must be convenient. Fast Track Couples F22 www.ThrivingChurch.com
  115. 115. Mentor, discipler leadership; Multiple-choice and take-out hospitality; Coaching, inspirational worship Experiential, topical or biblical, generational or peer group CE; designated leaders and affinity groups. Programs: human potential, relationships; reached the same plus recovery. Key Insights: Require consistent mentoring; open to the miraculous; avoid mere chit chat. Leaders and Programs F22 www.ThrivingChurch.com
  116. 116. Utilitarian, contemporary symbols, postmodern tech; Designated giving, lifestyle coaching; Communications: Internet Key Insights: Nuances of a message are often lost in translation; more likely to prioritize money for personnel and sacrifice property. Status conscious for a quality environment – a dress conservatively and avoid ceremony. Resources and Communications F22 www.ThrivingChurch.com
  117. 117. F23 Families Matter Most
  118. 118. Young middle-class families in scenic suburbs leading active, family focused lives “Looking for God through (or with?) the eyes of a child” Critical distance, personal space, passion for a cause; high devotion to family. Young adults struggling for work, prioritizing relationships, dual careers. Only a minority with an academic degree. Seek churches with programs for young Families Matter Most F23 www.ThrivingChurch.com
  119. 119. Discipler, CEO of leadership; multiple-choice and take-out hospitality; Coaching, inspirational worship Experiential or curricular, biblical, generational CE; designated leaders and affinity groups Programs: human potential, relationships; outreach for quality of life. Key Insights: Pastor credibility is crucial. Minimalist faith expectations, strong commitment to spiritual growth. Adults prefer midweek groups to Sunday school. Leaders and Programs F23 www.ThrivingChurch.com
  120. 120. Utilitarian facilities, Christendom symbols, postmodern tech. Designated giving, lifestyle coaching Communications: Internet Key Insights: Receptive to advertising; avoid controversial topics; not very status conscious; staff salaries and benefits comparable to the working experience of these young couples. Resources and Communications F23 www.ThrivingChurch.com
  121. 121. G2 4 Status Seeking Singles
  122. 122. Younger, upwardly-mobile singles living in mid-scale metro areas leading leisure- intensive lifestyles “Spiritual Truth is buried beneath an avalanche of religious hypocrisy” Web-savvy, self-indulgent, ardent social activism; Global, Progressive, Fulfillment; High Altruism and Giving; High Entertainment Activities Optimistically climbing the corporate ladder. Status Seeking Singles G24 www.ThrivingChurch.com
  123. 123. Unattached, educated, 30-40; Combine luxuries and social action; Indifferent or hostile to church; Prefer churches with major non-profit ministries; Rarely consider membership or worship; Many attracted to spiritual celebrities; Some attract to Gospel of Success; Organize charitable fund raising, but rarely join protest march; Liberal views may be obscured by self- absorption. G24 www.ThrivingChurch.com
  124. 124. CEO, Pilgrim Healthy Choices Inspirational, Mission Connectional; Experiential, Topical, Peer; Rotated leaders; affinity Inreach: Interpersonal Relationships Outreach: Anything except evangelism Key Insights: Pastor often a denominational maverick; Value ceremony as mission solidarity; Open to mystery and emotion. Leaders and Programs G24 www.ThrivingChurch.com
  125. 125. Utilitarian facilities, Contemporary, Postmodern Designated Giving; Informed philanthropy; Communications: Internet, Smart Phone Key Insights: Value trendy gadgets; Meet personally with CEO’s for outreach projects and micro-charities; Avoid huge charitable organizations; Websites are a hub of intimacy, and link to sites related to arts or justice. Resources and Communications G24 www.ThrivingChurch.com
  126. 126. G2 5 Urban Edge
  127. 127. Younger, up-and-coming singles living big city lifestyles located within top CBSA markets “Spiritual Truth is buried beneath an avalanche of religious hypocrisy” Web-savvy, self-indulgent, ardent social activism; Global, Progressive, Fulfillment; High Altruism and Giving; High Entertainment Activities Liberal, eclectic, 20-30, in funky, hip nbeighborhoods. Urban Edge G25 www.ThrivingChurch.com
  128. 128. Risk takers comfortable in insecure surroundings; Extremely skeptical of religion, but broadly “spiritual” and often artistic. Church is about artificial conformity & even oppression; but remarkable respect for priests & prophetic pastors who are spiritually disciplined and blessing the poor. Live in the moment, flaunt the “herd mentality”; intellectual; extremely relational; nighttime lifestyles; G25 www.ThrivingChurch.com
  129. 129. Pilgrim, Mentor Multiple Choices, Take-out Inspirational, Mission Connectional; Experiential, Topical, Peer; Rotated leaders; affinity Inreach: Interpersonal Relationships Outreach: Anything except evangelism Key Insights: Leaders are mystical or peophetic; Prefer spontaneity in worship; Small groups very unstructured; Leaders and Programs G25 www.ThrivingChurch.com
  130. 130. Utilitarian facilities, Contemporary, Postmodern Designated Giving; Informed philanthropy; Communications: Internet Key Insights: Gravitate to free wireless environments; Often follow blogs; Donate skills for charity; Raise money through entertainment venues Resources and Communications G25 www.ThrivingChurch.com
  131. 131. H 26 Progressive Potpourri
  132. 132. Mature, multi-ethnic couples with comfortable, active lives in middle class suburbs “Faithfulness means being brand loyal and cost conscious” Many first generation immigrant couples. Strong ties to old country & home church. Strong, extended family ties mean less time to volunteer in church. “Too Busy” but good givers. American values with ethnic twist. Attracted to churches with cross-cultural sensitivities. Always rally behind the Progressive Potpourri H26 www.ThrivingChurch.com
  133. 133. CEO, Enabler leadership The Basics and Multiple hospitality Inspirational, Educational or Care- Giving. Curricular, Biblical, Generational CE; Designated leaders, Curriculum groups Programs: Quality of Life, Survival, Human Potential Key Insights: Worship leadership a great honor. Gender and generational groups. Give generously to charities. Leaders and Programs H26 www.ThrivingChurch.com
  134. 134. Ecclesiastical facilities; Christendom symbols; Modern or Post-modern tech Unified Budgets; Informed Philanthropy or Lifestyle Coaching Communications: Print, television, telephone, gatherings Key Insights: Provide ample hospitality and mingling space. Any financial mismanagement very shaming. Provide ample information. Trend toward digital and internet use. Resources and Communications H26 www.ThrivingChurch.com
  135. 135. H 27 Birkenstocks and Beemers
  136. 136. Upper middle-class, established couples living leisure lifestyles in small towns and cities “Faithfulness means being brand loyal and cost conscious" Worried about the future, avid collectors, balance and moderation Dutiful, restrained, high need for security, Prefer to follow than lead; High concern for the environment Left the rat race for rustic, recreational and artsy communities. Birkenstocks and Beemers H27 www.ThrivingChurch.com
  137. 137. Spirituality is important … not religion; Nature a key to spirituality; Smaller, intimate congregations, strong sense of belonging without high expectations; Mainstream churches with high aesthetics for sacred space and liturgy; Inclusive, non-dogmatic, liberal … but avoid conflict. 1-day-a-week commitment, and charitable contributions. H27 www.ThrivingChurch.com
  138. 138. Enabler, Caregiver Multiple, healthy choices Inspirational, educational/caregiving Curricular or Experiential, Topical, Peer Rotated leaders, curriculum or affinity Inreach: Quality of Life, Human Potential Outreach: Survival Key Insights: Pastor a calming, rational influence; Pot luck suppers; Short term small groups for projects rather than spiritual life; Leaders and Programs H27 www.ThrivingChurch.com
  139. 139. Ecclesiastical, Christendom or Contemporary symbols, Modern Tech Unified budgets, Informed Philanthropy or Lifestyle Coaching Print, television, gathering, and basic cell phones Key Insights: Fun Fund-Raisers; Building as Community Center Resources and Communications H27 www.ThrivingChurch.com
  140. 140. H 28 Everyday Moderates
  141. 141. Mid-scale, multi-cultural couples and families living in mid-tier metro suburban settings “Faithfulness means being brand loyal and cost conscious” 40-65, childless (some teens) Worried about the future, avid collectors, balance/moderation “Average” is both norm & choice. Conformists, long residencies, deep roots Churches are reliable, not flashy; membership has privileges; Everyday Moderates H28 www.ThrivingChurch.com
  142. 142. Enabler – Caregiver leadership The Basics and Multiple Choices Educational Care-Giving worship Curricular, Biblical, Generational CE; Rotated leaders, Curriculum or affinity groups Programs: Quality of Life, Survival Key Insights: Worship leadership a great honor. Gender and generational groups. Cautious about money. Leaders and Programs H28 www.ThrivingChurch.com
  143. 143. Ecclesiastical facilities; Christendom symbols; Modern or Modern tech Unified Budgets; Informed Philanthropy or Lifestyle Coaching Communications: Print, television, telephone, gatherings Key Insights: Provide ample hospitality and mingling space. Any financial mismanagement very shaming. Provide ample information. Resources and Communications H28 www.ThrivingChurch.com
  144. 144. H 29 Destination Recreation
  145. 145. Middle-aged, mid-scale couples in rural towns and fringe suburbs working to enjoy their active lifestyles “Faithfulness means being brand loyal and cost conscious" Worried about the future, avid collectors, balance and moderation Dutiful, restrained, high need for security, Prefer to follow than lead; High concern for the environment Laid back, blue collar, “Silent Majority” Destination Recreation H29 www.ThrivingChurch.com
  146. 146. Volunteer for a good cause, but avoid organizational memberships; Optimistic without strong opinions; Participate in a church, but don’t join; Comfortable as adherents; The year round residents providing retail & public service in seasonal resort areas; Small traditional churches, personal religion; avoid controversy; Generous in emergencies, Committed to outdoor activities H29 www.ThrivingChurch.com
  147. 147. Enabler The Basics Inspirational, Mission Connectional Curricular or Experiential, Biblical, Peer Designated leaders, affinity Inreach: Quality of Life Outreach: Survival Key Insights: Pastor a People Person; One-day-a-week Christians Passing the Peace important Leaders and Programs H29 www.ThrivingChurch.com
  148. 148. Ecclesiastical or Utilitarian facilities, Christendom symbols, Modern Tech Designated Giving, Lifestyle Coaching Internet, corded and cell phones, Gatherings Key Insights: Fun Fund-Raisers; Building as Community Center; Use email for commerce, chat, email, advertising – Kijiji users Resources and Communications H29 www.ThrivingChurch.com
  149. 149. I 30 Stockcars and State Parks
  150. 150. Middle-class couples and families living in more remote rural communities “Religious practices cherish our past and can empower my future" Multi-cultural, extended family, friendly networks, strong work ethics Social, seeking affluence High commitment to career Empty nesters who like plenty of space, Natural surroundings Stock Cars & State Parks I30 www.ThrivingChurch.com
  151. 151. Church is the one organization they will join; Conservative politics and values; Won’t join parties & civic organizations, but will attend rallies; Deep roots in rural communities and family church Key Insights: Pastor always welcome; need not be ordained; Lay preaching appreciated; Lots of fellowship, gender-based groups; Food and fun with scripture and prayer; I30 www.ThrivingChurch.com
  152. 152. Enabler, Caregiver, Mentor The Basics Inspirational, Caregiving Curricular, Biblical, Generational Designated leaders, Curriculum or Affinity Inreach: Quality of Life, Survival Outreach: Survival, Recovery Key Insights: Pastor a spiritual authority; Classic hymns and camp songs; Memorized religion; Rehab and w Wellness Centers Leaders and Programs I30 www.ThrivingChurch.com
  153. 153. Ecclesiastical or Utilitarian facilities, Christendom symbols, Modern Tech Unified Budgets, Lifestyle Coaching Corded telephones, Print, Gatherings Key Insights: Memorials important; Unlocked doors; Skeptical of denominational overhead; Consensus decision-making Resources and Communications I30 www.ThrivingChurch.com
  154. 154. I 31 Blue Collar Comfort
  155. 155. Middle-class couples and families living in more remote rural communities “Religious practices cherish our past and can empower my future” Multicultural, family and friends, strong work ethic – value of friendly church. Relatively content couples and cost conscious consumers. Buy American and settle for durability. Shop around for the best church with the most helpful programs and least financial overhead. Open-minded, but membership has its privileges Blue Collar Comfort I31 www.ThrivingChurch.com
  156. 156. Enabler, CEO, discipler leadership; Multiple choices in hospitality; Inspirational, coaching or care giving worship. Curricular or experiential, biblical or topical, generational CE; rotated leaders, curriculum or affinity group Program: quality of life; outreach for survival, recovery, health Key Insights: Open-ended to community groups (12 Step, fitness, etc.) Keep church life uncomplicated! Leaders and Programs I31 www.ThrivingChurch.com
  157. 157. Ecclesiastical or utilitarian facilities, Christendom symbols, modern tech Unified budgets, informed philanthropy, lifestyle coaching Communications: Gatherings, print, Internet Key Insights: Websites are simple and static; comfortable with manageable debt; the building will get hard use. Resources and Communications I31 www.ThrivingChurch.com
  158. 158. I 32 Steadfast Conventionalists (Latin Flair)
  159. 159. Conventional Hispanic Gen X families located in coastal city homes “Religious practices cherish our past and can empower my future" Multi-cultural, extended family, friendly networks, strong work ethics Social, seeking affluence High commitment to career Hard working, 1st Generation Immigrants in their 40-s-50’s Steadfast Conventionalists I32 www.ThrivingChurch.com
  160. 160. Older, denser urban neighborhoods; Spanish primary language and culture; Religion important – Roman Catholic or Pentecostal – Focus for fellowship and mutual support Traditional expectations; duty before happiness; encourage tolerance; Traditional marriage and family, and female roles Key Insights: Reina Valera Bible at home; “Parish Church” Willing to try something new I32 www.ThrivingChurch.com
  161. 161. Discipler, CEO The Basics Inspirational, Caregiving, Educational Curricular, Biblical, Generational Designated leaders, Curriculum or Affinity Inreach: Quality of Life, Health Outreach: Survival Key Insights: Strong but flexible priest; Women more likely in Small Groups; Priority for education; Leaders and Programs I32 www.ThrivingChurch.com
  162. 162. Ecclesiastical or Utilitarian facilities, Christendom symbols, Modern Tech Unified Budgets, Lifestyle Coaching Corded telephones, Print, Gatherings Key Insights: Custodial and security concerns; Donate time rather than money; Resources and Communications I32 www.ThrivingChurch.com
  163. 163. I 33 Balance and Harmony (Hispanic Harmony)
  164. 164. Middle-class Hispanic families living lively lifestyles in city-centric neighborhoods “Religious practices cherish our past and can empower my future" Multi-cultural, extended family, friendly networks, strong work ethics Social, seeking affluence High commitment to career Younger version Steadfast Conventionalists 30’s and 40’s Steadfast Conventionalists I33 www.ThrivingChurch.com
  165. 165. More interested in novelty and change, open to marketing, online social media Strongly committed to Spanish culture, more adaptive Traditional church, family values; Women Key Insights: Reina Valera Bible at home; “Parish Church” Willing to try something new I33 www.ThrivingChurch.com
  166. 166. Discipler, CEO The Basics, Take-Out Inspirational, Caregiving, Educational Curricular, Biblical, Generational Designated leaders, Curriculum or Affinity Inreach: Quality of Life, Health Outreach: Survival Key Insights: Strong but flexible priest; Credible laity connect with visitors; Devotional resources; Community centers & grassroots advocacy Leaders and Programs I33 www.ThrivingChurch.com
  167. 167. Ecclesiastical or Utilitarian facilities, Christendom symbols, Modern Tech Unified Budgets, Lifestyle Coaching Internet, basic cell phones, Gatherings Key Insights: House Non-Profit agencies; Donate time rather than money; Email communications Resources and Communications I33 www.ThrivingChurch.com
  168. 168. J34 Aging in Place
  169. 169. Middle class seniors living solid, suburban lifestyles “God’s mission, our community, my church” Sink deep roots, enjoy being home, cherish grandchildren, and keep it simple. Longtime residents; local church integral to identity; value continuity with the past and concrete philanthropy. Their church is the “gold standard” for the church of their children and grandchildren. Aging in Place J34 www.ThrivingChurch.com
  170. 170. Enabler, caregiver leadership Multiple and healthy choices hospitality Care giving, educational worship Curricular, biblical or topical, and generational CE; rotated leaders, curriculum or affinity groups Programs: quality of life, interpersonal relationships; outreach for survival Key Insights: Large groups for women, men, teens; prefer basic training for Sunday school teachers; special worship services and holidays are important. Leaders and Programs J34 www.ThrivingChurch.com
  171. 171. Ecclesiastical facilities; Christendom symbols; modern tech Unified budget and informed philanthropy Communications: print, telephone, gatherings Key Insights: Often complain about poor communication; difficult challenge to build trust; often skeptical of professional capital fund raisers. Resources and Communications J34 www.ThrivingChurch.com
  172. 172. J35 Rural Escape
  173. 173. Older middle-class couples and singles living comfortable lives in rural towns “God’s mission, our community, my church” White middle-class seniors over 65, conservative with strong traditional family ties; Some may have military experience, but detach themselves from stressful events and a concern for contemporary issues Often isolated both geographically and intellectually; old-fashioned sensitivity and simple pleasures Rural Escape J35 www.ThrivingChurch.com
  174. 174. Deep roots, enjoy home, cherished grandchildren, keep it simple Very content in remote agricultural regions. Modest or manufactured homes. Spirituality and faith important, church attendance a duty and a pleasure. Traditional family values, some with military experience. Fellowship and tradition important. J35 www.ThrivingChurch.com
  175. 175. Enabler, caregiver leadership; Basic hospitality; Inspirational, care giving worship. Curricular, biblical, peer group; Designated leaders, curriculum or affinity group. Programs: survival, quality of life; outreach the same plus recovery. Key Insights: Connect Sunday school with private devotions. Large gender and age-based groups important. Leaders and Programs J35 www.ThrivingChurch.com
  176. 176. Ecclesiastical or utilitarian facilities, Christendom symbols, modern tech. Unified budgets, informed philanthropy. Communications: print, telephone, gatherings. Key Insights: Support denominational mission funds that emphasize quality of life or health – not public policy advocacy. Value sacred space. Resources and Communications J35 www.ThrivingChurch.com
  177. 177. J36 Settled and Sensible
  178. 178. Older middle-class empty-nesting couples and singles in city neighborhoods “God’s mission, our community, my church” Sink deep roots, enjoy being home, and keep it simple Local, traditional, planned lives High devotion to family and faith Longtime residents in changing neighborhoods Settled and Sensible J36 www.ThrivingChurch.com
  179. 179. Church is a stronghold and refuge; Worship provides hope and fellowship; Denominationally loyal; Give generously within pensions; Conservative on social issues; Liberal on economic issues; Traditional family values, but fight poverty, provide health care, protect safety Homogeneous churches preserve ethnic orientations; Pragmatic and adaptive so long as they can live quietly and undisturbed J36 www.ThrivingChurch.com
  180. 180. CEO, Caregiver leadership; Basic hospitality; Inspirational, care giving or educational. Curricular, biblical, peer group; Rotated leaders, curriculum or affinity group. Inreach: Quality of Life, Relationships Outreach: Health Key Insights: 2nd staff Associate Ordained Visitor; Hover in friendship circles; Religious & National pride go together Leaders and Programs J36 www.ThrivingChurch.com
  181. 181. Ecclesiastical facilities, Christendom symbols, modern tech. Unified budgets, informed philanthropy. Communications: print, telephone, gatherings, television. Key Insights: Kitchen & washrooms require upgrades; More open to professional fund raisers; Television is always on Resources and Communications J36 www.ThrivingChurch.com
  182. 182. K37 Wired for Success
  183. 183. Young, mid-scale singles & couples living socially active city lives “An Eccentric Habit with Only Occasional Advantages” Unattached, body conscious, fashion forward, active & urbane Progressive, Carefree, Self oriented High Entertainment Activities; Low devotion to families College graduates just starting careers; Wired for Success K37 www.ThrivingChurch.com
  184. 184. They know how to have a good time; Conspicuous consumers, crave recognition. Churches struggle to reach them: Mobile, preoccupied, socializing, working Become involved in liberal causes, art shows, rock concerts; Instant spontaneous action; Unconventional, multi-cultural, tolerant; Disinterested in religion, may get interested in spirituality. Conversation without condescension. K37 www.ThrivingChurch.com
  185. 185. Mentor, Pilgrim leadership; Multiple healthy choices; Inspirational, Coaching. Experiential, Topical, peer group; Designated leaders, affinity groups. Inreach: Interpersonal Relationships Outreach: Human Potential and any cause other than evangelism Key Insights: Texting and “Thought for the Day”; Unpredictable attendance; Websites are the classrooms Leaders and Programs J37 www.ThrivingChurch.com
  186. 186. Utilitarian facilities, COntemporary symbols, Postmodern tech. Designated Giving, Lifestyle Coaching. Communications: Internet, some print Key Insights: Being seen and opportunities for interaction; Give time & enthusiasm … not money; Resources and Communications J37 www.ThrivingChurch.com
  187. 187. K38 Gotham Blend
  188. 188. Mix of middle-aged, middle-class singles and couples living urban New York City and like lifestyles. “An Eccentric Habit with Only Occasional Advantages” Unattached, body conscious, fashion forward, active & urbane Progressive, Carefree, Self oriented High Entertainment Activities; Low devotion to families Only in large metro areas, many single and divorced, 40’s-50’s multi-ethnic; Gotham Blend K38 www.ThrivingChurch.com
  189. 189. Dense, energetic, diverse neighborhoods; Bilingual and multi-lingual; Work hard, play hard, learn constantly; Roman Catholic or Black Protestant; Mainstream struggle to reach them; Sporadic in worship; Progressive, liberal – model tolerance and multi-cultural harmony; Big, audacious, city reaching visions; Key Insights: Opportunities for cultural assimilation; Dating scene; Celebrate uniqueness; K38 www.ThrivingChurch.com
  190. 190. CEO, Visionary leadership; Multiple choices; Take-Out Inspirational, Coaching. Curricular or Experiential, Topical, peer group; Designated leaders, affinity groups. Inreach: Interpersonal Relationships Outreach: Human Potential, Quality of Life Key Insights: Larger than Life leaders; Topical, practical, thematic worship; Risk-takers; Leaders and Programs K38 www.ThrivingChurch.com
  191. 191. Utilitarian or Ecclesiastical facilities, Christendom symbols, Postmodern tech. Designated Giving, Lifestyle Coaching. Communications: Internet, some print Key Insights: Mingle and dialogue; Spend discretionary income on themselves; Outdoor signage; Resources and Communications K38 www.ThrivingChurch.com
  192. 192. K39 Metro Fusion
  193. 193. Ethnically diverse, middle-aged singles living urban, active lifestyles “An eccentric habit with only occasional advantages” Unattached, body conscious, urbane; Fashionable, progressive, self- absorbed; Low devotion to families. Middle age individualists uncomfortable with conformity. Creative, outspoken, liberal. Diverse relationships. Risk- takers. Cautious about church, strong social Metro Fusion K39 www.ThrivingChurch.com
  194. 194. Mentor, Pilgrim leadership Multiple and healthy choices hospitality Transformational, Coaching worship Experiential, topical, peer group CE; Rotated or Designated leaders, affinity groups Programs: Interpersonal Relationships; Human Potential, Quality of Life Key Insights: Multi-sensory worship; internet education Passionate about human rights and freedom of expression. Leaders and Programs K39 www.ThrivingChurch.com
  195. 195. Utilitarian facilities; Post-Christendom symbols; Post-modern tech Designated Giving; Informed Philanthropy or Lifestyle Coaching Communications: Internet, smart phone, some print Key Insights: Visibility and interaction crucial. Often carry significant debt; balance debt and generosity. Strong market for magazines. Resources and Communications K39 www.ThrivingChurch.com
  196. 196. K40 Bohemian Groove
  197. 197. Older, divorced and widowed individuals enjoying settled urban lives; “An Eccentric Habit with Only Occasional Advantages” Unattached, body conscious, fashion forward, active & urbane Progressive, Carefree, Self oriented High Entertainment Activities; Low devotion to families Never married or starting over, large circles of friends, active community groups; Bohemian Groove K40 www.ThrivingChurch.com
  198. 198. Laid back, enjoy music and hobbies, creative arts; Interested in spirituality, late adopters; Connect with churches with informal worship, intelligent preaching, great aesthetics; avoid membership. Eccentric, inconsistent values; Unpredictable views; Strong opinions; Key Insights: Individualistic iconoclasts; Alternative medicine; Celebrate uniqueness; Creative energy; K40 www.ThrivingChurch.com
  199. 199. Visionary, Pilgrim leadership; Multiple healthy choices; Inspirational, Educational. Curricular or Experiential, Topical, peer group; Rotated leaders, affinity groups. Inreach: Interpersonal Relationships Outreach: Human Potential, Quality of Life Key Insights: Curiosity and personal growth; Opportunities for feedback; Adult education and experts; Leaders and Programs K40 www.ThrivingChurch.com
  200. 200. Utilitarian or Ecclesiastical facilities, Contemporary symbols, Modern tech. Designated Giving, Lifestyle Coaching. Communications: Print, radio, modest internet Key Insights: Preserve history & architecture; Always update outreach; Act on impulse & just show up; Resources and Communications K40 www.ThrivingChurch.com
  201. 201. L41 Booming and Consuming
  202. 202. Older empty nesting couples/singles enjoy and relax lives in small towns “Always take time to smell the roses and appreciate what you have” Thrifty, outdoorsy, slower paced, small towns are just right. ”Snowbirds”? Transition to retirement, not committed to the trappings of success. Look forward to recreation and leisure with solid savings and discretionary income. Visit large, resource size churches for upbeat worship and variety of programs –but often feel lost in a crowd. Booming and Consuming L41 www.ThrivingChurch.com
  203. 203. Enabler, CEO leadership; Multiple, healthy choice hospitality; Inspirational, educational worship. Curricular, biblical or topical, generational; rotated leaders, affinity or curriculum group. Programs: interpersonal relationships, health; outreach for health, quality of life, human destiny. Key Insights: Intimate, long-term small groups. Love “children’s time” in worship. politically active, but separate church and state. Leaders and Programs L41 www.ThrivingChurch.com
  204. 204. Ecclesiastical facilities, Christendom symbols, modern or postmodern tech; Unified budget, informed philanthropy. Communications: Internet, print, television Key Insights: Landscaping important; provide regular financial statements for their scrutiny; appreciate religious broadcasting. Resources and Communications L41 www.ThrivingChurch.com
  205. 205. L42 Rooted Flower Power
  206. 206. Mid-scale baby boomer singles and couples rooted in established suburban communities and approaching retirement “Smell the Roses & Appreciate what You Have” Thrifty, outdoorsy, slow paced; Traditional, simple, and care-free Older, educated boomers (50s’ and 60’s); Approaching retirement with mixed feelings. Fear economic uncertainty, family estrangement, less recognition. Rooted Flower Power L42 www.ThrivingChurch.com
  207. 207. Tend to be firm in faith and in church and other civic organizations. A After they return from a once-in-a-lifetime trip to Europe (recovering ancestry), may volunteer in local charities, support environmental and health causes, or political parties.   Participate in name-brand or historic churches that are somewhat liberal; strong family values, ethical behavior, and excellent programs. Curious; like good sermons, relevant Con Ed, strong outreach. Rooted Flower Power L42 www.ThrivingChurch.com
  208. 208. Visionary or CEO Multiple or Healthy Choices Educational or Inspirational Worship Experiential or curricular, topical, peer; Rotated leaders; affinity or curriculum Programs: Health, Quality of Life; Survival Key Insights: They expect a church to share their concerns about “what the world is coming to”, and are ready to be a part of “what the church is going to do about it.” Leaders and Programs L42 www.ThrivingChurch.com
  209. 209. Ecclesiastical facilities, Christendom or Contemporary symbols, Modern Tech Unified budget and Informed Philanthropy Communications: Print, Radio, TV, Internet Key Insights: Low risk, large reserve funds; Internet primarily a library; May not use social media Resources and Communications L42 www.ThrivingChurch.com
  210. 210. L43 Homemade Happiness
  211. 211. Lower middle-class baby boomer households in remote town/country homes “Always take time to smell the roses and appreciate what you have” Thrifty, outdoorsy, slower paced, small towns are just right. Traditional, simple and carefree. A tenuous hold on middle-class status in hard times, enjoy simplicity, independent lifestyles. Lifelong members of the church; celebrate life cycle milestones in the church. Volunteer for many projects, but don’t waste time in meetings. Homemade Happiness L43 www.ThrivingChurch.com
  212. 212. Enabler, caregiver leadership; Basic hospitality; Inspirational, care giving worship. Curricular, biblical or topical Thomas generational CE; designated leaders, affinity or curriculum groups. Programs: interpersonal relationships, health; outreach for quality of life, survival, recovery. Key Insights: Migration of young adults to find work; potential addiction issues; small groups may continue a long time. Leaders and Programs L43 www.ThrivingChurch.com
  213. 213. Ecclesiastical or utilitarian facilities in the: Christendom symbols; modern tech Unified budget and lifestyle coaching. Communications: print, radio, phone Key Insights: Leave the building open for private prayer; it’s okay to take a second offering on Sunday morning for outreach; plan ahead to receive people who come early or late. Resources and Communications L43 www.ThrivingChurch.com
  214. 214. M44 Red, White and Bluegrass
  215. 215. Lower middle-income rural families, diverse adult & children household dynamics “God, Family, and Country” Jeans & work boots, outdoorsy, religious, family loyal, followers Top 3 priorities are equal. Agrarian roots, now living in subdivisions & mobile homes. Patriotic, own 3+ vehicles, don’t like to stand out in a crowd. Christian lifestyle more important than church attendance … very spiritual, not intellectual … hope for tomorrow, family focus. Red, White & Bluegrass M44 www.ThrivingChurch.com
  216. 216. Enabler, Discipler; Basic or Multiple Choice hospitality: Inspirational, coaching or transformation. Experiential or curricular, biblical, generational CE. Rotated leaders with some training and curriculum groups. Programs: quality of life, health; outreach the same plus survival. Key Insights: Small groups more important than worship as entry points to church. Target male head of households to reach family. Leaders and Programs M44 www.ThrivingChurch.com
  217. 217. Ecclesiastical or utilitarian facilities; Christendom symbols; modern tech. Unified budget, lifestyle coaching. Communications: radio, television, gatherings and some internet Key Insights: Church buildings should stand out; exterior signage very important; sheltered car ports, great nursery; flexible seating; informality; coach family Christian financial management. Some email, basic cell phone. Resources and Communications M44 www.ThrivingChurch.com
  218. 218. M45 Diapers and Debit Cards
  219. 219. Young, working-class families/single parent households living in small established cities “God, family, and country” Jeans and work boots, outdoorsy with multiple vehicles, religious and family loyal Under 35, starting out or starting over; raising children are more middle-class incomes; modest educations; changing circumstance. U-Haul truck is a common sight Faith is important, looking for the right church with family centered opportunities and low expectations. Cynical, but Diapers and Debit Cards M45 www.ThrivingChurch.com
  220. 220. Enabler, discipler leadership Basic, takeout hospitality Inspirational, coaching or transformational worship Experiential or curricular, biblical or topical, generational C.E.; designated leaders, affinity or curriculum groups Programs: human potential, quality of life; outreach for health and relationships Key Insights: Small-group important entry point into church – including sports. Leaders and Programs M45 www.ThrivingChurch.com
  221. 221. Ecclesiastical facilities; Christendom symbols; modern for postmodern tech Unified budget and lifestyle coaching Communications: Internet, radio, television, gatherings Key Insights: Leaders lead! Require visible benchmarks for giving; look for role models and mentors. Easy accessibility, central location, child friendly. Resources and Communications M45 www.ThrivingChurch.com
  222. 222. N46 True Grit Americans
  223. 223. Older, middle-class households in town- country communities in the nation’s midsection “The Lord is my shepherd” Solitude and self-reliance, retrofitted vehicles and large freezers. Over 45 with deep roots. Longtime residents in older homes. Very spiritual – church a routine. Casual, conservative, parochial – come as you are – predictable worship – local focus. True individualists – don’t like change. True Grit Americans N46 www.ThrivingChurch.com
  224. 224. Enabler, Caregiver, Mentor leadership; Basic hospitality and take-out; Educational or coaching, transformational worship Experiential or curricular, biblical, generational CE; designated leaders, affinity or curriculum groups. Programs: survival, quality of life, health; outreach for survival and human destiny Key Insights: Pastor available 24/7; Recovery can be important; time is not a factor. Leaders and Programs N46 www.ThrivingChurch.com
  225. 225. Ecclesiastical facilities, Christendom symbols, modern tech Unified budgets and lifestyle coach Communications: Prince, telephone, gatherings Key Insights: Growing interest in Internet gaming; look for role models and benchmarks for giving. Church buildings often sit on large, undeveloped land. Resources and Communications N46 www.ThrivingChurch.com
  226. 226. N47 Countrified Pragmatics
  227. 227. Lower middle-income couples and singles living rural casual lives “The Lord is my shepherd” Solitude and self-reliance, retrofitted vehicles and large freezers. Stepped up to brick or manufactured homes on recently developed lots Childless, traditional family values, Outdoorsy, wary of strangers, distrustful of authorities, sense of humor but stubborn about change Open to working & career women Countrified Pragmatics N47 www.ThrivingChurch.com
  228. 228. Prefer small traditional churches, unambiguous doctrines, strong fellowship Pastor: Enabler and Care Giver Leads, but not always has the last word Hospitality: The Basics, Take Out Worship: Inspirational, Care Giving CE: Biblical, Generational Groups: Rotated Leaders, Affinity or Curriculum – Recovery can be important Outreach: Survival, Quality of Life, Health Sometimes Human Destiny Leaders and Programs N47 www.ThrivingChurch.com
  229. 229. Ecclesiastical or Utilitarian facilities, Christendom symbols, modern tech Upgraded Kitchen Unified budgets and lifestyle coach Need visible benchmarks for giving Communications: Gatherings, Telephone some Print Key Insights: Dial-up internet; resist pledging, but some tithe; very sacrificial responding to natural disasters and family emergencies; Resources and Communications N47 www.ThrivingChurch.com
  230. 230. N48 Rural Southern Bliss (Gospel and Grits)
  231. 231. Lower middle income African-American multigenerational families in small towns “The Lord is my shepherd” Small towns mainly in south; life rotates around family, community, church. Bad economy means scrambling for jobs. Maintain an appearance of success. Baptists or independent church – attend regularly, Sunday school included, fellowship programs. Conservative faith, equal rights, open to Rural Southern Bliss N48 www.ThrivingChurch.com
  232. 232. Enabler, caregiver leadership Basic and take out hospitality Inspirational, care giving or transformational worship Experiential or curricular, biblical, generational CE; designated leaders and affinity groups Programs: survival, quality of life, health; outreach for health, human destiny Key Insights: Special training for nonprofit organizations Leaders and Programs N48 www.ThrivingChurch.com
  233. 233. Ecclesiastical or utilitarian facilities; Christendom symbols, modern tech Unified budgets, Lifestyle coaching Communication: gatherings, telephone, print Key Insights: Postmodern splurge for the pastor a cell phone with hands free ear piece Resources and Communications N48 www.ThrivingChurch.com
  234. 234. N49 Touch of Tradition (Work Hard, Pray Hard)
  235. 235. Working-class, middle-aged couples/singles living in world homes “The Lord is my shepherd” Solitary and self-reliant; retrofitted vehicles and large freezers. Very small communities and churches. Adults 35 to 50 delivered the chosen an old-fashioned agrarian lifestyle. Prefer to be close to nature. Support members, wary of newcomers and big institutions. Church often part of a larger circuit; often last anchor of survival for a community. Touch of Tradiction N49 www.ThrivingChurch.com
  236. 236. Enabler, Mentor leadership; Basic hospitality: Inspirational, healing worship. Curricular, biblical/topical, peer group CE. Rotated leaders and affinity groups. Programs: survival, quality of life, health; outreach the same plus human destiny. Key Insights: Family unit the closest thing to a small group; rapidly responsive and very sacrificial in response to natural disasters and family emergencies. Leaders and Programs N49 www.ThrivingChurch.com
  237. 237. Ecclesiastical or utilitarian facilities; Christendom symbol; modern tech. Unified budget, lifestyle coaching. Communications: gatherings, telephone, print Key Insights: The general store is a communication hub. Church rarely has financial reserves. Memorial flowers, flags, and plaques – especially for family and community members killed in war. Resources and Communications N49 www.ThrivingChurch.com
  238. 238. O50 Full Steam Ahead
  239. 239. Younger and middle-aged singles gravitating to second-tier status “Looking for heroes of faith” High-energy, online, music soundtrack in the background Self-reliant and self-absorbed; Progressive, sociable, discovering their potential Starting careers, plan to move on to bigger cities; Upwardly mobile and transient Prefer trendy, active, downtown neighborhoods Full Steam Ahead O50 www.ThrivingChurch.com
  240. 240. Churches connect through a credible spiritual leader who is part of a movement rather than an institution. Progressive, liberal churches. Part of a global village (not denomination) Wide open to experimentation and change. Few absolutes and lots of creativity. Aggressive social action & human rights; Pursues a clear mission in-person and on-line. Deep relationships through mission teams and social media; low expectations for membership, worship, or stewardship. Full Steam Ahead O50 www.ThrivingChurch.com
  241. 241. Pilgrim, Mentor leadership; Multiple-choices, Take-out hospitality; Educational, mission connection worship. Experiential/Curricular, topical, peer small group; Rotated leaders, affinity groups Programs: human potential, interpersonal relationships; outreach for quality of life, recovery, survival, health Key Insights: Need clear values; Worship should lead to action; On-line education Leaders and Programs O50 www.ThrivingChurch.com
  242. 242. Utilitarian facilities, contemporary symbols, postmodern tech Unified budgets and lifestyle coaching Communications: Internet, smart phone Key Insights: Architecture is important; High debt, generous hearts; Update quickly, apologize later; Resources and Communications O50 www.ThrivingChurch.com
  243. 243. O51 Digital Dependents
  244. 244. Mix of Gen Y and X singles who live digital-driven, urban lifestyles “Looking for heroes of faith” High-energy, online, music soundtrack in the background Adventurous, outspoken, creative risk- takers spend more time in the virtual world than the real one. College- educated, revel in multi-tasking. Worship is boring, struggle in traditional educational settings. Church is just not relevant. Sleep in! Digital Dependents O51 www.ThrivingChurch.com
  245. 245. Pilgrim, Mentor leadership; Multiple-choice hospitality; Coaching, mission connectional worship. Experiential, topical, peer group; Designated leaders, affinity groups Programs: human potential, interpersonal relationships; outreach for quality of life Key Insights: Long-distance participation in the global village. A challenge to discern purpose and meaning in the midst of daily experience. Leaders and Programs O51 www.ThrivingChurch.com
  246. 246. Utilitarian facilities, contemporary symbols, postmodern tech Unified budgets and lifestyle coaching Communications: Internet, smart phone Key Insights: Share quickly, not perfectly; update later. No (or bad) credit history. Website design is more important than church architecture. Resources and Communications O51 www.ThrivingChurch.com
  247. 247. Urban AmbitionO52
  248. 248. Mainly GenY, African American singles, single families established in small cities “Looking for heroes of faith” Under 35, striking out on their own; Entry level jobs, 20% unemployed, apartments in high density areas Lots of pride; duty and work ahead of good times; taking extra classes Rebelling against cultural expectations; Don’t wait for them to come to you – meet them where they are Urban Ambition O52 www.ThrivingChurch.com
  249. 249. CEO, mentoring leadership Multiple choices, take-out hospitality; Inspirational, coaching worship; Experiential or curricular, topical, peer group CE; Designated leaders and affinity groups Programs for human potential and interpersonal relationships; Outreach for survival, quality of life, health, and recovery. Key Insight: Addictions can be an issue Leaders and Programs O52 www.ThrivingChurch.com
  250. 250. Ecclesiastical or utilitarian facilities; Christendom symbols, modern tech Unified budget; Lifestyle coaching Communications: Print, gatherings, phone Key insight: Update outdoor signs; offer legal aid; career counseling; infant care; basic home medicine Resources and Communications O52 www.ThrivingChurch.com
  251. 251. O53 Colleges and Cafes
  252. 252. Young singles and recent college graduates living in college communities “Looking for heroes of faith” Under 35, striking defying stereotypes; Finding themselves, University employment, Liberal, politically disaffected; Relatively complacent, how pathetic; Self absorbed, it can be very generous Fluid, tribal social structure defined by affinities of taste and interest; diverse relationships; connect with a mission or a cause rather than a church. Colleges and Cafes O53 www.ThrivingChurch.com
  253. 253. Pilgrim, mentor Multiple choices, take out Coaching, Mission-Connection Worship Experiential or curricular, topical, peer group CE; Designated or rotated leaders and affinity groups Programs for human potential and interpersonal relationships; Outreach for survival, quality of life, health, and recovery. Key Insight: Every mission and Leaders and Programs O53 www.ThrivingChurch.com
  254. 254. Ecclesiastical or utilitarian facilities; Christendom or contemporary symbols, Postmodern tech Designated giving; Lifestyle coaching Communications: Print, Internet, gatherings, phone Key insight: Sacred ambience is more important and sacred space– and that extends to social media Resources and Communications O53 www.ThrivingChurch.com
  255. 255. O54 Striving Single Scene
  256. 256. Young, multi-ethnic singles living in Midwest and Southern city centers “Looking for Heroes of Faith” Progressive, sociable, seeking fulfillment High energy, enthusiastic, on line, music soundtrack in the background Transitional stage of life. Live in older apartments close to the “action”. Ambitious, motivated, over- achievers; Entertainment-intensive lives, sampling the smorgasbord of culture.   All about status and recognition, self- improvement, latest fashions & tech. Striving Single Scene O54 www.ThrivingChurch.com
  257. 257. More likely to spend Christmas in a new Caribbean destination than in church.   If they connect: Very liberal. strong on social action; Cutting edge in technology Big, bold vision to make the world a better place, but radically experimental in how to get there. Love novelty and change … conformity makes them uncomfortable. Go to independent church, church plant, or new religious movement before they ever consider joining a denomination. Striving Single Scene O54 www.ThrivingChurch.com
  258. 258. Visionary or CEO Multiple or Healthy Choices Coaching or Inspirational Worship Experiential, topical, peer CE; Designated or rotated leaders, affinity Programs: Human Potential, Interpersonal; Quality of Life; Recovery Key Insights: Despite appearances often insecure and worried about the future; Poor givers, strong volunteers Leaders and Programs O54 www.ThrivingChurch.com
  259. 259. Utilitarian facilities, Contemporary symbols, postmodern tech Unified budget and lifestyle coaching Communications: Internet, cell phone, and print Key Insights: Multi-tasking, often sleep deprived; Share quickly, not perfectly … repeat! Apologize later if necessary. Resources and Communications O54 www.ThrivingChurch.com
  260. 260. O55 Family Troopers
  261. 261. Families and single-parent households living near military bases “Looking for Heroes of Faith” Progressive, sociable, seeking fulfillment High energy, enthusiastic, on line, music soundtrack in the background Very transient; Identity crisis – uprooted lives; Fatalistic, short of cash; Guilt-ridden parents seeking normal family lives Family Troopers O55 www.ThrivingChurch.com
  262. 262. Expect the church to bring normality into their lives; help parent their children; Smaller, medium size churches that are very inclusive, tolerant of children; Follow traditions and rituals that bring continuity and meaning to life; Church is upbeat, positive; Messages of hope & unexpected blessings Avoid politics, public policy debates; Moral codes of honesty, equality, respect, fairness – confidence in prayer. O55 www.ThrivingChurch.com
  263. 263. Enabler, Mentor Multiple Choices Caregiving, Transformational Worship Curricular, Biblical, Generational CE; Designated, affinity or curriculum; Inreach: Human Potential, Relationships; Outreach: Quality of Life; Recovery, Health Key Insights: Extra training for marriage counseling, domestic violence, suicide prevention; Blessing more important than offering; Take-Home Sunday School resources; Leaders and Programs O55 www.ThrivingChurch.com
  264. 264. Utilitarian or Ecclesiastical facilities, Christendom symbols, modern or postmodern tech Unified budget and lifestyle coaching Communications: Internet, cell phone, and television Key Insights: Personnel more important than property; Wireless building, cellphone use; Technology in worship; Resources and Communications O55 www.ThrivingChurch.com
  265. 265. P56 Midscale Medley (Rolling the Dice)
  266. 266. Middle aged, midscale income singles and divorced individuals in secondary cities “God is good, and life gets better” Enormous challenges, hard work, English as a second language – restrained and dutiful Gen Xers who have been bypassed or left behind in the race for affluence. Rundown houses, small apartments – many didn’t finish high school – low-paying jobs. Religion is important – faith provides strength. Church as extended family of mutual support. Surprising optimism and openness to change using unconventional paths to success. Mid-Scale Medley P56 www.ThrivingChurch.com
  267. 267. Enabler, CEO leadership Basic hospitality with a few extras Care giving, inspirational or transformational worship Experiential, biblical or topical, peer group Designated/rotated leaders, affinity groups Programs: human potential, interpersonal relationships; outreach for survival, quality of life, health, recovery Key Insights: Exercise caution using lotteries for fundraising. Fellowship is as important as Leaders and Programs P56 www.ThrivingChurch.com
  268. 268. Ecclesiastical or utilitarian facilities, Christendom symbols, modern tech Unified budgets and lifestyle coaching Communications: Gatherings, print, phone, television Key Insights: Staff salaries and benefits may be seen as luxuries. Access to computers encourages tutoring. Audio and video technologies helpful in worship. Resources and Communications P56 www.ThrivingChurch.com
  269. 269. P5 7 Modest Metro Means
  270. 270. Mid-scale African-American singles established in inner-city communities “God is good, and life gets better” Enormous challenges, hard work, English as a second language; Restrained and dutiful High devotion to family, High importance of religious faith; Living in major metropolitan cities; Low education, high unemployment; High density housing Meager Metro Means P57 www.ThrivingChurch.com
  271. 271. Deeply spiritual and regular church goers; Readily volunteer for a good cause; Very compassionate – but often very outspoken; Church provides spiritual encouragement and strength in times of trouble; Center for social life; Membership and leadership both sincere and means of gaining social status; Conviction about faith and life, combines with an opportunity to stand out in a crowd P57 www.ThrivingChurch.com
  272. 272. Visionary, CEO leadership The Basics, Take-Out Inspirational or transformational worship Experiential or curricular, biblical or topical, peer group Designated/rotated leaders, affinity groups Inreach: Human potential, Relationships; Outreach: Survival, quality of life, health, recovery Key Insights: Pastor with strong personality; Security a major concern; Adult Sunday school; Leaders and Programs P57 www.ThrivingChurch.com
  273. 273. Ecclesiastical or utilitarian facilities, Christendom symbols, Modern or Postmodern tech Unified budgets and lifestyle coaching Communications: Gatherings, internet, phone, television Key Insights: Internet access at church; A tithe includes money and service together; Resources and Communications P57 www.ThrivingChurch.com
  274. 274. P58 Heritage Heights (Fragile Families)
  275. 275. Multi-cultural singles and families with mid and low incomes living settled lives in urban apartments “God is good, and life gets better” Enormous challenges, hard work, English as a second language; Restrained and dutiful High devotion to family, High importance of religious faith; Living in major metropolitan cities; Limited education and big dreams; Country of origin communities; Heritage Heights P58 www.ThrivingChurch.com
  276. 276. Faith and church very important; Key to identity, part of daily routine; Personal & household spirituality merge; Regular church attendance; Prefer worship to have structure and style; Symbols & music similar to homeland; Primary language shared by priest, pastor; Want to practice English in worship; Socially conservative; Economically liberal; Entrepreneurial in spirit; P58 www.ThrivingChurch.com
  277. 277. Enabler, CEO leadership The Basics, Take-Out Inspirational or Caregivingl worship Experiential or curricular, biblical or topical, Generational Designated/rotated leaders, affinity groups Inreach: Human potential; Outreach: Survival, quality of life, health; Key Insights: Extra training in immigration law, human rights, social issues; Masses vary in formality; Bi-lingual verbal announcements; Leaders and Programs P58 www.ThrivingChurch.com
  278. 278. Ecclesiastical facilities, Christendom symbols, Modern tech Unified budgets and lifestyle coaching Communications: Gatherings, print, phone Key Insights: Internet access at church; Invest in co-ops & non-profits; Repetition important; Resources and Communications P58 www.ThrivingChurch.com
  279. 279. P59 Expanding Horizons (Nuevo Horizons)
  280. 280. Middle-aged, mid-scale income Hospanic families living mainly within US border cities “God is good, and life gets better” Enormous challenges, hard work, English as a second language; Restrained and dutiful High devotion to family, High importance of religious faith; Older children and teens; Crowded conditions, industrial areas; Seeking the American Dream Expanding Horizons P59 www.ThrivingChurch.com
  281. 281. Anxious about prejudice & poverty, but surprisingly optimistic; Faith and church very important; Follow the tradition of their homeland; Spiritual households, regular worship; Traditional programs; Communicate with priest or pastor in primary language; Church as community center, hosts array of social and health services; Apolitical, but committed to law and order; P59 www.ThrivingChurch.com
  282. 282. Enabler, Caregiver leadership The Basics, Take-Out Inspirational or Caregivingl worship Experiential or curricular, biblical or topical, Generational Designated/rotated leaders, affinity groups Inreach: Human potential; Outreach: Survival, quality of life, health; Key Insights: Extra training in immigration law, human rights, social issues; Masses vary in formality; Bi-lingual verbal announcements; Leaders and Programs P59 www.ThrivingChurch.com
  283. 283. Ecclesiastical facilities, Christendom symbols, Modern tech Unified budgets and lifestyle coaching Communications: Gatherings, print, phone Key Insights: Sanctuaries look traditional, but outbuilding very utilitarian; Depot ministries (food, clothes, etc) Resources and Communications P59 www.ThrivingChurch.com
  284. 284. P60 Striving Forward (Ciudad Strivers)
  285. 285. Mid-scale Hispanic families & single parents in gateway communities “God is good, and life gets better” Enormous challenges, hard work, English as a second language; Restrained and dutiful High devotion to family, High importance of religious faith; Older children and teens; Crowded conditions, industrial areas; Seeking the American Dream Striving Forward P60 www.ThrivingChurch.com
  286. 286. Strong roots Mexican culture, but naturalized US for the children; Ready to take risks for long term goals; Hope is with the next generation; Religion and church very important; Faith provides hope and endurance; Church provides fellowship, mutual support Church brings continuity with homeland customs and festivals; Transient – so pack as much love and encouragement as possible in a short time. P60 www.ThrivingChurch.com
  287. 287. Enabler, Caregiver leadership The Basics, Take-Out Inspirational or Caregiving worship Experiential or curricular, biblical or topical, Generational Designated leaders, affinity groups Inreach: Human potential; Outreach: Survival, quality of life, health; Key Insights: Extra training in immigration law, human rights, social issues; Hotline for emergencies; Leaders and Programs P60 www.ThrivingChurch.com
  288. 288. Ecclesiastical facilities, Christendom symbols, Modern tech Unified budgets and lifestyle coaching Communications: Gatherings, print, phone Key Insights: Generosity through in-kind gifts; Depot ministries (food, clothes, etc.) Resources and Communications P60 www.ThrivingChurch.com
  289. 289. P61 Humble Beginnings
  290. 290. Multi-ethnic singles and single parent households with mid-scale incomes in city apartments “God is good, and life gets better” Enormous challenges, hard work, English as a second language; Restrained and dutiful High devotion to family, High importance of religious faith; Among the poorest in the country; 2/3 Spanish, African American; All about economic success; Humble Beginnings P61 www.ThrivingChurch.com
  291. 291. Self-confessed workaholics, even though family is important; Affluence is the root to respect; Faith and church very important; Worship attendance sets an example for children; Church helps religious & moral upbringing; Keep perspective, maintain balance; Meet friends, extra food, practical help; Volunteer for a good cause; Liberal attitudes support social reforms; P61 www.ThrivingChurch.com
  292. 292. Enabler, CEO leadership The Basics, Take-Out Inspirational or Caregiving worship Curricular, biblical, Generational Designated leaders, affinity groups Inreach: Human potential; Relationships Outreach: Survival, quality of life, recovery, human destiny Key Insights: Pastor has compassionate heart, but is no “soft touch”; Bi-lingual greeters; Youth programs; Drug intervention ministries; Leaders and Programs P61 www.ThrivingChurch.com
  293. 293. Ecclesiastical or Utilitarian facilities, Christendom symbols, Modern tech Unified budgets and lifestyle coaching Communications: Gatherings, print, phone, some internet Key Insights: Provide a computer center for access to job hunting and training; In-kind gifts and personal service; Resources and Communications P61 www.ThrivingChurch.com
  294. 294. Q62 Reaping Rewards
  295. 295. Relax, retired couples /widowed individuals in suburban homes living quiet lives “Faith of our Fathers (and Mothers! ), Living still” Brand loyal, low risk, very friendly, seniority matters. Survived tough times to achieve stable, comfortable lives; traditional views, but have not stopped growing. Interested in international events and the arts. Faith is a rock; church people are their friends; worry more about losing people then welcoming people Reaping Rewards Q62 www.ThrivingChurch.com

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Lifestyle segment summaries (january 2016)

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