The last post “This Generation Loves “Authentage” pondered this increased longing for things “authentic” and “vintage”. Marla Saunders commented on the post with two excellent questions:
The First - “So is this predisposition toward a traditional looking church aesthetic only, or does it translate into action?”
My experience suggests the longing isn’t about aesthetics at all. The interest in vintage architecture is a symptom of far deeper needs or “soul cravings”. Soul cravings like the “Our Search to Belong” or the “Valuable Life Goal“. (see the Underlying Movement tab). For some insight into these “Soul Cravings” check out this excerpt from a March 11th post titled “Don’t Make Us Walk This Life Alone” regarding the reaction to a presentation I shared:
Moraine Valley Church is a typical, predominantly white congregation, in the South suburbs of Chicago. You know what I mean….quiet and respectful through a presentation. So I was caught off guard when a young adult man up in the left balcony spontaneously shouted out something like“That’s Right” to a point I just made. I had just finished pondering the impact of the “Digital Age” and the aching need of younger people for:
- Participation
- Networks/Connections
- Authentic Insight
- Pragmatic Answers
As typically happens after sharing these Digital Age needs with young people around the country, several were crowded around my wife and me, asking questions and sharing thoughts. When I asked what provoked the unusually passionate “That’s Right” comment…one man in his early twenties shared:
- We just want to know you older guys.
- We want to be known too.
- We want insight.
- We don’t want to walk this life alone.
Interesting. As they lingered, the longing was evident in their (some tearful) eyes.
Interesting isn’t it that a group of twenty year old guys are telling a 50 year old stranger that they want to know you, be known, gain insight, and not walk alone. I sense this Authentage issue isn’t about architecture at all. It’s about authentic connection and insight. I sense this old vintage architecture simply symbolizes those attributes.
Check out these additional posts for more insight and validation:
Hold It!….Don’t Throw Out Those Hymn Books Just Yet
So What’s This “Hymn Book” Issue Really About?
ADHD Christians
The Second – Would they attend the one that feels more like Starbucks even while saying they prefer the more traditional?
Of course there are many factors as to why people go where they do. It’s far more about relationships, soul cravings, and help with insight than architecture. Our research clearly shows people attend church for the first time primarily because someone they respect invited them.
However, I believe it was Churchill who said, “We shape our buildings and then our buildings shape us.” Space matters. If the architecture is aligned effectively with the “soul cravings” and mission, people
are more inclined to enthusiastically invite others. And once they do, if their invitation, the message, the spirit of the leadership, and the feel of the architecture all communicate, then a clear and compelling message seems to happen. A clear and compelling message about freedom in Christ, a place to be known, a place for insight, and a place to walk together frees the Spirit to do remarkable things.
So when designing our church buildings, why does it need to be either/or? Could our imagination be big enough to think “Both/And”? Could we design buildings with connecting space (i.e., Starbucks) and more traditional sacred space together? Yes, together. Both kinds of space helping address our soul cravings…the most significant being a relationship with God Himself.
Hey dad,
I like that you ended with the fact that the sacred cathedral worship space could be fit together with a connection space. Love, J
There are implications in this research that hit several levels.
1. Most churches, quite obviously, are already locked into one architectural style or another. Therefore we have to find a way to reach that underlying “longing” in ways other than architecture. Just as the best contemporary artwork references earlier art influences, and new music builds on old foundations, perhaps new church design and retrofit needs to remember the underpinnings of earlier church design. Incorporate stained glass somewhere in the design/accessorizing choices to invoke deep set memories? Use a high level of craftsmanship in areas like woodworking etc. to connote permanence? Perhaps it is the “shifting sand” nature of more casually designed spaces that causes outsiders to feel that the church won’t exist in this form for a long period of time?
2. I hate this term but do not know of a better one…could marketing campaigns reach out to that authentic/vintage need?
3. I’m still wondering what happens once the outsider steps into the building, whether traditionally designed or not. I have to believe that it is the actions of the people they encounter and the messages they hear which determine whether they come back again. On one of your earlier posts the Third Place Consulting guy (I presume Jim, though he did not use his name in your comment) mentioned that he tries to keep a coffee cup in his hand because it builds a bridge when connecting to people. Brilliant. I’m also a big proponent of viewing your carpet replacement as a ministry expense and allowing coffee into a sanctuary. Giving nervous people something familiar to hold can literally change their demeanor and experience of your service.
4. Your discussion of the younger guys looking around for input from the older guys rings true, as well. I believe that one of the unintended consequences of the radical shifts in worship paradigms lately has been the separation of generations. Some of the older guys, while wishing the younger crowd well, are not inclined to follow them into the new worship style. And some of the younger guys — busy establishing and growing and innovating — lack the energy and drive to reach upward for mentoring. This gap may need to be bridged outside of church walls, in the community spaces and via internet. It is interesting to me that the 20-30′s are beginning to perceive that lack.
Lots of good stuff to think about here, Ed. And after thinking…to act?
Marla,
I agree we must find multiple synergistic ways to address the longings. As one of them…space does matter so…. when we can we need to build on elements of past designs as you suggest. Elements that elicit the kinds of thoughts and feelings we know are important today. Jesus did the very thing with stories. Stories that elicited the feelings and insights he was moving them towards.
Marketing, humm. We do more and more, actually much of this but at the same time we must be diligent not to appear contrived or artificial in any way. Faith is still about the heart and relationships. So as we incorporate tools such as marketing and intentional facilities we must ensure we don’t step back and depend on those elements too much. People generally come to church and faith through relationships of love and trust.
Your third point is right on and aligns with my previous thought above. People, people, people. If you have that right then marketing and intentional facilities can create a tail wind for your efforts.
This cross generational thing is one of our big opportunities. For the first time in church history we have people in church from three different ages…..Print (boomer parents)…Broadcast (boomers)…Digital (our kids). This stretch to understand each other is tough. It would be wise for church leadership to become very intentional in bridging it as you suggest. Especially since the the 20-30 year olds are asking for insight as you mentioned.
Thanks for the dialog Marla.
Ed
I had an interesting discussion last night with one of our lead pastors and a couple of our “go to” people on getting things done in the church. The go to girl was mentioning a previous direct mail piece we’d used. One we all agreed was poorly designed. $40,000 and 8 direct responses. And yet the crowds at Easter swell by double (in our case to about 25,000 people on Easter). Why? People. Personal invitations. It all comes back to relationships, which can only be forged one on one. Even the direct marketing that does work does so because it holds out the promise of a place where you can belong and enjoy relationships.
Marla,
All our research, as well as others, clearly shows people come to church and Christ primarily through personal contact. As a result I sense this connection piece to ministry is so vital.
I appreciate what your trying to do with your blog. This is such a vital issue. Keep up the good work.
Regarding the direct mail piece. The key to good direct mail is a strong offer of course. Without it they are dead in the water. Even with a strong offer you can only count on a 1% response rate on average. In another business I’m involved with we do over 300,000 pieces a year.
For what it’s worth.