Monday, June 16, 2014

3,384 or 3,900 and why "visibility" is not the answer

This is a delayed post of the usual post I do about Unitarian membership numbers reported in the Annual Report.

The number of Unitarian members reported in the Annual Report is 3384, down 84 people from 3468 last year. A drop of about 2.5%.

Here's how the numbers look over the last few years:

2005: 3952
2006: 3754
2007: 3711
2008: 3642
2009: 3658
2010: 3672
2011: 3560
2012: 3468
2013: 3384

Despite a short blip in 2008 to 2010, the numbers continue to fall steadily.

In addition to the official numbers this year there was a congregational survey that reveals a few interesting things. One of the outcomes was that the survey suggested that the number of regular people in our communities was more like 3900 regular people in Unitarian congregations. This is hardly surprising as official membership numbers are likely to be smaller than actual numbers for many different reasons.

The most interesting thing for me about the survey was the number of visitors. In one month the 80 congregations that responded reported 831 visitors. Scaled up - this would suggest 1300 visitors a month to all congregations.

Let's make that a bit more pessimistic and make it 1000 visitors a month. That is still an astounding number. That's 12,000 visitors a year. OK, let's err on the side of caution and scale it down again to 10,000 visitors a year.

This suggested that all we would have to would be convert 10% of our visitors to members and we would have 1000 new members a year. Even if we're losing a few hundred a year through death - all of this suggests we really should be growing.

If these numbers are anywhere near accurate it points to a very clear picture: all we have to do to grow is repel fewer visitors.

(With due reference to Peter Morales who came up with this phrase, as far as I know)

This is very clear: visibility should not be a strategic priority. We are visible enough to get 10,000 visitors a year. A priority should be healthy and hospitable congregations. Lots of people are visiting us, they're just not staying. They are not finding what they're looking for, they don't want to hang around.

Healthy and hospitable congregations need to be our priority. That's what we need to be looking into.

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