It never fails. Whenever I talk about demographics with ministry leaders, someone comes up with what they seem to think is a theological insight I have not considered, “Uh, excuse me…Jesus didn’t use demographics. So why should we?” I usually want to respond with an equally theologically obvious point, “No, but news flash, we ain’t Jesus either!” I don’t really say that. But the voices in my head—why don’t they stop? :)
Actually, I understand the trepidation about using what appears to be worldly means to accomplish heavenly objectives. Most objections to demographics are not based on teachings from the Bible, but from bias against using research in ministry. They think that no spiritual good can come from anything that involves spreadsheets, I guess. I believe in heaven there will be no spreadsheets or PowerPoints! Yeah! But on earth… If someone you coach is legitimately uncomfortable with talking about demographics, assure them God is not going to smite them for learning as much as they can about people.
Of course Jesus and the Apostles didn’t do demographic research to conduct their outreach communications. But neither did they have television, radio, newspapers, internet, direct mail, newspaper, outdoor, telephone and other forms of media. You can’t effectively use media channels without understanding demographics.
Obi-wan Demograph-obi: “Luke, Use the Good Side of the Demographic Force”
Using demography is not putting people in boxes as some object either. Demography is morally neutral; it is how it is used that can become evil. So if a person is a prejudiced person who tends to marginalize and stereotype people who are not like them, they are likely to use demographics that way too. But since we are not talking about people who will misuse demographics–we are talking abut you– there is no need for you to fear handling demographics in your ministry will get out of control.
[In case you just joined us, the study we are doing is not a comprehensive theology of everything about ministry or church life. This is a blog about marketing for churches. We are looking at various ways to use media to communicate the gospel and connect with people we would like to reach with the ministry of the church. If you are looking for some of my views on theology and marketing look here ]
Demographics are in the Bible
You can’t understand the significance of many of the things Jesus did until you comprehend the demographic barriers he crossed. Part of the science and art of Bible interpretation (hermeneutics) is based on understanding the demographics of the times when people in the Bible lived.
For example, the story of the Woman at the Well or the Good Samaritan won’t make much sense to you until you know the implications of who the people are in the story. That is, until you understand their demographics. You know, these were Samaritans and the Jewish people in those days didn’t get a long with Samaritans. For Jesus to make the Samaritan the hero in a story he told to Jews was scandalous. For Jesus to be talking to a woman, let a lone a Samaritan woman was very a very radical thing for a Jewish Rabbi to do. There is usually no need to explain the demographics of these Bible stories to ministers, since many of them are more familiar with the demographics of first century Palestine, than they are of their own town.
If knowing about the demographics of the people and places of the biblical world are important for exegesis of the Bible, then understanding the demographics of your present-day community will make making applications of scripture in sermons and other communications powerful too.
Jesus (and the Apostles) did let demographics inform the way they communicated. We know what Jesus said to the people in the Bible, but have you taken the time to consider the Bible gives much of their demographic context as well?
- Rich Young Ruler (Matt 19:16-30) male, Jewish, young, upper income, professional
- Samaritan Woman (John 4:1-26) female, divorced, Samaritan
- Widow in the Temple (Luke 21) female, older, single, poverty level income
- The Syrophoenician Woman (Mark 7:24-30): female, Greek, immigrant
- The Good Samarian (Luke 10:25-37) male, Samaritan, good (I couldn’t resist. :))
- Nicodemus: (John 3: 1-21) male, Jewish, highly educated, community and religious leader
Where to Get Demographic Information
There are a lot of sources for demographic information. All demographics in the USA are based off the census. Every 10 years the government goes from house to house with a survey that they use to compile the data about the people (legal and non-legal) who live in America. The census is mandated by the Constitution.
There are many reports on the Census Bureau website take a look at what you find there. You will find some helpful summaries on Census Scope as well.
If your church is affiliated with a denomination, your denominational offices may already subscribe to a service that allows you to pull demographics for your area. Most direct mail companies have access to demographic services you can use for a fee.
Also consider purchasing a demographic report for the area where you serve. Claritas is the most popular service used by direct mail companies.
For ministry, take a look at Percept and the Mapping Center The Adherents website has information about religious statistics in your area.
Develop a profile of your community
Factors such as age, sex, family size, occupation, income, education, religion, race, nationality, etc. directly impact how we communicate in ministry. Take some time pouring through the data and glean as much helpful ministry information as you can from demographics.
- What is the median age? Don’t stop there! Learn more about the age groups. What is the size of the largest population segments? (Or the segment your ministry targets, i.e. preschoolers, youth, senior adults, etc)
- How many people typically live in each home? Are they married with children, or singles living in apartments?
- What is the marital status?
- What is the education level of the people in your community? Many church leaders are far more bookish than the people they want to reach. How could that impact how you teach?
- What is the population distribution by income? Is your church in the Blue Collar part of town?
- What are the main occupations of the people in your town? You may find a ministry idea or two from knowing where people spend their working hours.
- Where do various ethnic groups tend to live? You may find an unreached people group in your own backyard. We spend a lot of money sending missionaries to the other side of the world to reach them, maybe your church needs to adopt a missionary mind-set and set out to reach the ones who have come to your city.
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