When to open

Since COVID, I’ve noticed a growing trend among Unitarian Universalist congregations — decisions about whether to close on a given Sunday. Here in New England, that often takes the form of deciding whether to open up when there’s a winter storm on Sunday morning. This has been especially noticeable because we’ve had a winter storm hit on each of the past Sundays.

Typically, three options are considered — (1) Have both an in-person service and a livestreaming option; (2) No in-person service, service available via livestream only; and (3) Cancel the service entirely. Congregations within a couple of miles of each other can wind up making different decisions based on their livestream capabilities vs. their in-person capabilities, as well as the needs and interests of their members and friends. There is no one correct answer. Yet although there is no one correct answer, canceling in-person services carries a significant risk.

Here’s how I explain that risk: Congregations are operating in an increasingly competitive market for people’s leisure time. We used to place based on the assumption that congregations were in competition with one another, e.g., the Unitarian Universalist congregation was in competition with the local Congregational church and Reform Jewish synagogue. But now our primary competition is with other leisure time activities. For many people, our primary value may not be religion and spirituality, but community and interpersonal contact. So here at First Parish in Cohasset, our most direct competition includes both the liberal UCC church across the street, and the local coffee shop a block away.

As it happens, I live above the local coffee shop. The past two Sundays, the coffee shop opened promptly at 7 a.m. as usual, regardless of the winter storms. Because I’ve noticed that the coffee shop is always open, I’m reluctant to cancel in-person services for a winter storm — if we do cancel, we’re essentially saying that we’re less important than a cup of coffee. At the same time, we offer livestreaming for anyone who’s still snowed in, or who feels physically unable to wade through snow and ice to get to services. (And maybe there’s a sense in which livestr4eaming allows us to out-compete the coffee shop.)

Yes, in-person attendance was low both weeks (on 2/9, 11 in person, 32 livestream log-ins; on 2/16, 20 in person, 20 livestream log-ins). Foot traffic at the coffee shop was also low, from what I could see. But First Parish wants to remain competitive with other leisure time activities, and that’s reason enough to stay open for both in-person and livestreaming during both winter storms. — Mind you, that’s me speaking as someone who’s worked in sales and marketing; I can totally understand why other congregations would think this strange.

A heads-up for congregational marketing

Cory Doctorow lays down an obvious marketing rule for 2024:

“If there was ever a moment when the obvious, catastrophic, imminent risk of trusting Big Tech intermediaries to sit between you and your customers or audience, it was now. This is not the moment to be ‘social first.’ This is the moment for POSSE (Post Own Site, Share Everywhere), a strategy that sees social media as a strategy for bringing readers to channels that you control….” (Here’s Cory’s blog post — just be aware the title of the post is Not Safe For Work.)

This applies to congregations, too. If you’re relying on Facebook as your central marketing strategy, that’s probably not a wise thing to do. Sure, it’s fine to use a Facebook account for marketing, but Cory’s point is that you really want to use that Facebook account to drive people to your own website. Which you control. So it cannot be censored, or walled off, or otherwise controlled by Big Tech.

Marketing for congregations

When I arrived at First Parish in Cohasset in August, I started watching for newcomers. Of course, I didn’t know most of the people, but each Sunday I would ask the long-time members if there were any newcomers.

We had no newcomers in August. One in September. None in October. Then two so far in November.

As a former salesperson, when I see so few newcomers I immediately assume that there’s no marketing going on. That’s what marketing does — it reaches people who are new to your business (and a small nonprofit organization like a congregation is a business). The primary form of marketing for most Unitarian Universalist congregations is a website. So I decided to take a look at the First Parish website. I found that since the COVID pandemic had started, there had been very little new material added to the website (no surprise there, people were busy doing other things). The administrator and I started adding content to the website at least weekly, beginning in October. Sure enough, we got a couple of newcomers stopping by in November.

I’d like to believe the tiny uptick in newcomers is a result of our markting efforts. Of course I know this is the worst kind of evidence — it’s all anecdotal, there’s no way of proving a causal relationship, etc., etc. I know that I could simply be deluded by confirmation bias here — I see something that confirms what I already believe, and continue to believe what I believe.

But I still think marketing works. If your website is your only form of marketing, then paying attention to your website should yield dividends.