You’ve never heard about psychographics?
Well, it’s not too late to learn—and you should.
Recently, I was having coffee (of course) with an experienced church planter/pastor—he’s a very respected friend. We were discussing the many models, programs, and classifications of planting and revitalizing churches. A great edifying conversation.
We briefly touched on the topic of how church planting gurus utilize demographic data for missional engagement but have no concept of psychographics.
What is psychographics? In a nutshell, psychographics is detailed qualitative consumer market information. It is the results, opinions, activities, and interests of specified demographics.
In layman’s terms, psychographics helps to know what people enjoy, are passionate about, participate in, and love—it’s basically an Instagram photo.
Let me give you two of the most important psychographic information tools.
A psychographic view provides the possible ways and means in which a church may reach a demographic. One such way is by examining the activities that people enjoy.
For instance, I have demographic information (true story) about the county and town where my church is located. I have spent six years in a revitalization, here. The demographics, from census.gov, illustrate that the town has grown faster than the county—but the African American population has grown by an astounding 120%, while the Caucasian population has decreased by over 7%. What does that tell me? It tells me a lot about the people group I am reaching.
However, what demographics do not tell me is how to reach the new African American members of the community—and what they value. This is where psychographics comes in handy. Psychographics will show me what activities my community is passionate about—the online gaming, crafts, fishing, fortnite (if you have to ask, forget it!), football, surfing, kayaking, sewing, bingo, etc.
Psychographics tells me how people spend their time, not merely their interests. It’s great to know the socio-economics of my community, but if I don’t know the psychographic activities then I don’t know the community.
This psychographic analysis is very insightful. I, not only, want to know about the community’s passion, but I want to know their attitudes towards those passions. How does my community feel about President Trump may not mean much to you, and you may not care, but if the community strongly despises the President—probably my first missional outreach should not involve a “Trump 2020” booth.
What does the community think about Christianity? Adoption? Sports salaries compared to teacher salaries? What do they think their greatest social need to be? Do they care about environmental protection, recycling, or clean water?
Knowing the attitudes of the people that you are reaching is a major bonus. This is nearly identical to the Apostle Paul walking through Athens, making the summation, “I perceive that in every way you are very religious. For as I passed along and observed the objects of your worship, I found also an altar with this inscription: ‘To the unknown god.’” (Acts 17:22–23). The people of Athens were passionate about their gods—Paul used their passions to reach them.
There are several other facets of psychographics that are very helpful, I listed the two that I enjoy researching. To me, activities and attitudes tell me how people “tick” and what motivates them. I’m going to provide some graphics below. Each of the graphics has a linked source—do yourself a favor and click on some of those links.
As far back as I can remember I have played team sports.
I was born with a competitive nature. I am the youngest of three boys. To survive, I was required to push harder and better. To be frank, I learned to loathe losing. But, I’m grateful that I was raised in an era when only winners received trophies.
While I surpassed many of my peers in natural ability, I hated to see them struggle. If my teammates didn’t produce—the team suffered. I quickly learned the effectiveness of teamwork.
Nearly every team sport has an individual that excels—but a team that wins utilizes a collective input and mutual investment.
The plurality of oneness
Surely, the phrase “plurality of oneness” seems like an oxymoron. And, sort of—it is. But within the realm of any fruitful organization should be a collaboration and unification of differing talents.
For example, the Apostle Paul manifested God’s design for the church—that there would be “apostles, prophets, evangelists, shepherds, and teachers” (Eph. 4:11). More than mere office titles, each of these five labels provides unique giftings and talents—for the whole.
The respective offices illustrate a plurality of oneness—teamwork.
Effective team building is not found in gathering similar talents, but diverse. As another example, think about football. Not everyone passes, or kicks, or runs, or blocks—yet each teammate’s unique skillset completes the whole.
Seeking diversity with clarity
Everyone knows that if you gather ten Baptists in a room, you’ll have ten opinions and a casserole. Yet, in all seriousness—team diversity is good—if done correctly.
In Paul’s “team-list” (above), while there is a uniqueness of talent, there is also a unified vision. When seeking team members, two essential foundations exist in building and developing a successful team.
We briefly examined the first—gathering a diversified group of people. Second, each of the team members must understand the organization’s vision. With vision, clarity comes succinct goal setting and completion.
When a diversified team collaborates with a unified vision then creativity, innovation, and goal setting help to reach specified key objectives. However, diversity without vision clarity is merely an opinionated fellowship.
Creating key objectives for specific results
Why have a team at all? What is the purpose of a team?
Normally, a team is created because it outshines the effectiveness of what one person can accomplish. Therefore, a team should exist to achieve strategic objectives with specified results.
Recently, I read John Doerr’s book, Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs.It seems that “OKRs” are the new buzzwords. OKRs are objectives and key results.
To maintain a unified vision within the diversified team, write down realistic and achievable goals. Concurrently, the team should also log a measurable means of identifying how each objective is met (i.e. how do we know when the objective is complete?).
But remember, having a diverse group helps achieve a unified vision by utilizing each person’s talents, but each team member may have differing methods of achieving a specific goal. The purpose of writing down the objectives and key results allows each team member to be invested in the process and know when/how to move forward.
Think of a young child singing their ABC’s. My youngest daughter used to skip over the letter N, singing, M.M.M.O.P.
Did she complete her objectives? Not really. First, she repeated “objective” M, three times. She also missed “objective” N, completely. And, in the grand scheme of things, failed to sing the alphabet—the entire reason for learning the song.
However, I loved to hear her sing. And, when she got it correct—ice cream was always a good reward.
Celebrate the small victories
Everyone likes to be edified. Too many times organizations do not celebrate the little wins of reaching key objectives. When visible results are measured and the steps to fulfilling the vision come to pass, it is important to recognize a job well-done.
This last point is not a team building feature, but it will solidify validity and provide encouragement. Collectively celebrating is something every team strives to witness.
Celebrate the small victories of the team.
Not long after arriving at my revitalization position, I envisioned the church distributing invite cards within their neighborhoods, workplaces, and communities. This seemed to be an easy, low stress, and high impact, approach to evangelism. In turn, the evangelism initiative would work as a cyclical driving force for outreach. The outcome was average, probably as good as expected. But I learned from it.
I’m not one of those people that believes that the church is either missionalor attractional—I believe it is both—and always has been. So, when conceiving the invite card engagement, it was to be more effective than mailers—a “no brainer.” But, there’s much more potential here—stick with me.
For 4–6 weeks, a deliberate church-wide initiative is set forth. The purpose is to garner support from every member to participate. The pastor expresses to the church the importance of total involvement in the new project.
The design is to invite as many people as possible (hopefully unchurched, unreached, nones and dones), with invitation cards. This event should be less stressful than walking door to door or street evangelism, seeking a high impact opportunity. The invitation cards should have the proper information regarding the church, website, address, times, and other essentials. Each member is expected to personally hand the cards out within their surroundings.
Now comes the fun part—if you like validation, team building, and leadership development. An outreach for the sake of outreach is still good works, and an outreach for Christ’s sake is edifying and glorifying to God—but what if we utilize and measure the initiative for greater purposes?
I learned something in my doctoral work—there should always be quantifiable or quantitative evidences. How do we know what we are doing is working? In this case, we could possibly count heads of new arrivals and/or, ask. But, for this article, we’d like to utilize the information from our initiative to create something greater within the church—leadership development and gift recognizability. How do we do this?
Every time a member arrives at the church building, they log in to an easily created program, which asks several questions: (1) How many cards did you hand out this week? (2) Where did you distribute the cards: a. neighborhood, b. workplace, c. community; (3) Have any of your invitees responded: a. small group, b. home Bible study, c. church Bible study, d. Worship service.
The questions are straight forward, they should take no less than two minutes to fill out. This also can be done by logging into a dedicated Facebook or website page. If your church has some tech savvy people, this initiative contains numerous possibilities.
The Key Results
Here’s the good stuff—utilizing the data. People have begun logging in and posting their results. We now have real identifiable and measurable information. We can see where the cards are going, who is taking them, how many each person gives out, and perhaps, what we’d like, the giftings of members.
Example: let’s say that our leadership is reading the church’s weekly data and notices that “Bob” has handed out a whopping 150 cards in one week! This sounds amazing—as a leader, he’s someone that I want to keep my on. Let’s also say that “Mary” has handed out 15, but 10 of the 15 are attending a Bible study in her home. Next comes “Kirby, Logan, Kim, Shania, Deb, and Tracey,” they all live within the same neighborhood. The leaders notice that none of this group’s cards have been distributed within their neighborhood, some were distributed at workplaces, and in the city, but none in their collective neighborhood.
How may leaders use this information?
Building A Leadership Pipeline
Noticing Bob’s amazing ability to hand out the invites, I want to reach out to him. It is highly likely that Bob has a gift for evangelism—at least we know that he’s not an introvert. Bob may be more comfortable in handing out cards than speaking, so it is vital that we encourage Bob and begin to edify his giftedness. We want to bring out what is already there. I would team Bob up with our evangelism and missions team, as well as, work one-on-one with Bob is disciple-making development.
For Mary, it seems that she has the gift of hospitality—she enjoys being with others. She’s invited people that she knows, or at least that she feels comfortable being around. According to the data, Mary has begun a home Bible study. Leaders should target this information to help advance Mary into a home group leader. It’s time to get Mary connected with the Life Groups leaders. While she may be intimidated by the idea at first, encouragement and cultivation will bring out her natural ability to facilitate, be hospitable, and organize.
Lastly, and these are only three examples, the last group of people may tell us that Kirby’s, et al., neighborhood may be an area of un-fallow ground (i.e. hard to reach). Leaders may gather these neighboring members to assist them in launching a church sponsored outreach (block parties, door to door, etc.). Bringing these members together and walking them through the stages of creation, organization, engagement, and implementation of neighborhood outreach will create future leaders when impacting other communities.
As you see, the church can utilize technology for the good and to help create a leadership pipeline. These are just a few examples; the ideas and implementations are almost endless.
Last week I attended and lead an equipping lab at the Exponential Conference in Orlando, Florida. The theme this year is Heromaker—based off of Dave Ferguson’s new book. At first glance one may assume that Hero-maker is only a marketing angle for book sales—to the contrary. A hero-maker is a multiplier, a reproducible disciple-maker, a mentor, coach, and/or a person who invests their time, resources, and life, to see others grow in Christian maturity. The leaders at the conference stressed that they were not the heroes, but hero-makers—desiring to see others become leaders in engaging and growing in the Christ-life.
But, let me clarify something I recently read—there’s a misconception regarding the definition of Hero-maker—as if the conference were promoting “superheroes” or creating prideful people—that’s far from the truth and even farther from what I experienced. I saw dedicated individuals humbly pouring out their time and life—selflessly. The main reason I wanted to write this article was to point out three things that I observed—and they’re all very encouraging.
Exponential was sold out—10,000 people jam-packed into the First Baptist Church of Orlando. There were numerous Spirit-filled speakers on the main stage, not to mention the numerous breakout equipping labs. One thing that I loved, I didn’t see dry ice vapor-clouds, hear thumping music, and bump into hipsters. I networked and met with a myriad of believers, differing denominational leaders, and church planters—each demonstrating a kingdom-minded attitude.
With nearly every person that I met, there was a sense of urgency in reaching the lostness of their communities—worldwide. With each story I heard, people pouring their hearts out about the lostness within their community and desiring to see their churches engage mission. There were seriously devoted believers seeking practical ways to reach the lost.
But, another beautiful aspect concerning a conference such as Exponential—it’s not merely North America, or a specific denomination—it’s global and multi-denominational; not to mention, multi-diverse, multi-ethnic, and multi-generational. Everyone is working together for the common goal of reaching the unreached—to engage lostness. This one thing gave me confidence in the universal Church.
So many times, we hear dismal numbers of failure, church decline, and the ever increasing amount of closed doors—but Exponential was different. It was a breath of fresh air—Spirit-filled air—breathed out through the lives of the many who attended.
My doctoral work was in reproducible disciple-making, explicitly for church planters to reach new converts. I studied and researched ecclesiastical history and what went wrong and what was done right. I studied and research many contemporary discipleship models. I studied and researched small groups, immersion groups, home groups, community groups, and all kinds of missional gatherings. I researched a few North American church planting organizations, too. I also studied and read nearly every book written in the last 100 years, pertaining to discipleship.
I mention that because I was excited to see what was happening at Exponential. While the organization that I’m the director, New Breed, plants churches via reproducible disciple-making, most do not—at least that was part of my doctoral findings. Needless to say, I was somewhat discouraged about the state of the current church—until I hit Exponential.
At the conference, there was a sincere ground swell of thousands of people and leaders dedicated to seeing things change—not for the sake of change, but to see Christ exalted and the church engaged in making disciple-makers. There were speakers who were championing the small church, movements, and innovation—all within the realm of re-discovering disciple-making.
While I wished that I could report everything was awesome and smelled like roses—that’s not altogether the truth. I was able to see one thing that I didn’t like—namely, empire building. There are some organizations which are not team players—they’re focused on their own agendas—but, be relieved, I want to help you navigate toward kingdom-minded opportunities.
If you’re like me—a networker, mobilizer, and catalyst type, who yearns to see people grow in Christ and communities reached—then your best opportunity to collaborate is with the smaller organizations. The larger ones may not give you the time of day, nor be invested in true collaboration. It is what it is.
However, I can’t speak for every large organization—but I can say that the smaller ones are hungry for working together, sharing secrets and models, and seeing Christ magnified at any expense—even if it means sharing inside information which may be utilized and adapted by another organization.
The fact is, the smaller organizations are not in it for money—or better stated—they don’t have an overhead to payout. Most of them have passionate volunteer staff—they have a vision they believe in and are committed to see God bring it to fruition. As I stated, I’m the Director of New Breed, but when I met with Patrick O’Connell from New Thing, he was as excited to connecting as I was—even though we both serve in like capacities. I saw this of enthusiasm time and time again.
The smaller organizations seem to be more kingdom-minded because they are collaborative—working with other believers to reach the ends of the earth. Needless to say, I met some fantastic people and would encourage you, if you’re seeking collaboration and encouragement—attend of the next upcoming Exponential conference (www.exponential.org).
I’ve always been cast into leadership positions. As a boy, I was chosen to be a captain in neighborhood games. As a teenager, it was organized sports in school. Leadership followed me into the Navy and then into the culinary arts field. I worked my way up: sous chef, head chef, executive chef, and then restaurant owner. Now, I’m a pastor and director of operations for a national church planting network.
William Shakespeare had it right, “Be not afraid of greatness: some are born great, some achieve greatness, and some have greatness thrust upon ’em.” I can relate—not in greatness, but having leadership cast upon me. As an entrepreneur, I was self-taught.
Here’s 7 things I wished someone told me about leadership.
- Time Is Not Money
Growing up where the city never sleeps or if you make it there, you’ll make it anywhere—the mantra is “time is money.” I quickly learned this was untrue. Time is a gift. I gained knowledge, studied people, cultivated relationships, and networked.
Occasionally in the restaurant business, time was my enemy. Or so I thought. If you believe time is money—time becomes an adversary. But you quickly learn: time cannot be defeated, only accepted and enjoyed. Rome wasn’t built in a day. You cannot accomplish everything today. Do what you can, with excellence, and leave the rest for another day. Stop living in bondage to time. No one gets out of life alive.
- Not Making a Decision is Making One
Oh, how I wished someone told me this. Procrastination is a decision. If you fail to be decisive in leadership and trust your intuition, a non-decision may be costly. True leaders take risks. Sometimes those risks may not work out, but it’s always better than procrastination. Why? Failure is a better teacher than success. Procrastination is laziness.
- Sometimes Biting Your Nose Off To Spite Your Face Is Good
I worked for a guy who fed me the tag line—don’t bite your nose off to spite your face—I wanted to fire a lazy cook. He made it clear: wait until the end of his shift.
While somewhat true, when things are not done with excellence, it’s time to pony up. It’s just for a season. A job done correctly is essential if your name is on it. Horrible service reflects horrible leadership. You’re not doing anyone a favor by rewarding a terrible work ethic with employment. If they won’t heed training, let them go. If not, it will come back to haunt you.
- Innovation Listens
Just because you’re a leader doesn’t mean that you have the best ideas. Listen to the people you hired—you hired them for a reason. They will respect you, if you do. Innovation can save time, vitality, and money. As well, a leader should never be intimidated by innovation.
- Leaders Must Continue Learning
Whatever leadership role you possess, people look to you for vision and guidance. Always keep your skills honed. If you don’t—people will go somewhere else. Continue to study in your field. Make sure that you know the new trends, statistics, methods, etc. Knowledgeable leaders produce knowledgeable people.
- A Nap Goes A Long Way
Fact: burnout occurs in leadership. I used to think the harder and longer I worked the more I could get done. Baloney. A tired body makes mistakes.
“Power naps can alleviate sleep deficits, boost brain improvements to creative problem solving, help verbal memory, along with perceptual, object, and statistical learning. [Naps] help us with math, logical reasoning, reaction times, and symbol recognition. Naps improve our mood, feelings of sleepiness, and fatigue. Napping is good for our heart, blood pressure, stress levels, and surprisingly, even weight management.” Leadership health is very important.
- Always Be Yourself
Stop trying to be someone else—it’s phony. If you do what you love, do it with passion and you’ll be a natural leader. Make your own decisions, prepare for failures, accept them, and move on. You don’t need to know everything. Be yourself.
 George Dvorsky, “The Science Behind Power Naps,” September 26, 2013, accessed February 19, 2016, http://io9.gizmodo.com/the-science-behind-power-naps-and-why-theyre-so-damne-1401366016.
I’ll say it … someone has to speak up. We should be ashamed at the actions of the Western Church.
For years I have been involved in church planting. However, it wasn’t until I became involved in finding financial support for planters and developing a collaborative initiative for church planting that I saw the ugly truth.
Before I begin, I want to shed light on some reality. Sometimes I feel like I’m beating a dead horse with these numbers—and while numbers are data, they reveal the truth. With 80–85% of all American churches either plateauing or in decline, and only 10–15% of pastors equipped to turn around churches, we need to admit there’s a huge problem. An elephant in the room.
Only 26% of America is evangelical (I realize that some don’t like that terminology) and a staggering 71% of Americans are either nominal in their faith or have no religious affiliation at all. 96% of Americans have heard the name Jesus Christ, placing us in a post-Christendom society. Lastly, just to maintain the 26% evangelical rate (to keep up with population growth), we would need to plant 3–5,000 church per year!
But it’s never going to happen and I’ll tell you several reasons why.
Approximately one year ago I founded a collaborative initiative in Richmond, Virginia, called, Planting RVA. While I’m not promoting it, I’m using it as analogy. I believed (and still do) that if any city is to be saturated with the gospel, it must be a collaborative effort of gospel-centered churches, associations, and denominations. Biblical students understand that reaching cities (like Paul; Rom 15:20) is imperative for saturation. So, while many different associations were initially intrigued at the idea, the reality of collaboration became a farce.
Organizations, denominations, and associations will only get involved if there’s an asset for them or perhaps to find out what someone else is doing, but not for support. Don’t fool yourself. I quickly found out one truth—the American church is very self-centered.
One local Baptist seminary (President) advised me that they are only involved in events and programs that benefit them. I humbly asked if they’d like to help sponsor a collaborative church planting conference, if they had any students that may be interested in church planting, or professors—I was shot down:
“We basically ‘sponsor’ the events, programs and worthy causes which arrise out of our own work, ministry and budget” (cut and pasted).
I asked for a one on one meeting to discuss the fact that Planting RVA works with their “primary denominational partners: the BGAV …”
I was shot down again. Even from sharing coffee! (The blasphemy!)
Anyway, what I find abhorrent about the response is the revelation as to why certain churches in our area decline to help collaboratively plant churches and to see kingdom growth—because they’re taught to be empire builders—to align only with theological and doctrinal presuppositions. How do I know that? His last email response:
“As I am sure you know, even though we live in a postdenominational age[,] most connect with the church planting enterprise through denominational networks of one kind or another. This is primarily true because one’s theological perspective and church starting methods must be compatible. Consequently, as the seminary has needs for church starting expertise we will seek those resources through our partner organizations.”
This leads into the next point….
Lack of Unified Love
Lack of unity, self-centeredness, and greed will never help grow Christ’s kingdom. This ‘every man for himself’ mentality is not Christian love, nor can it reach an unchurched, unreached, and starving culture.
Don’t get me wrong, I believe that seminaries should indeed teach theology, doctrine, and align themselves with the agencies that support them—but to what extent? I love hearing about Together For the Gospel and these types of conferences, but when it comes to the actual aspects of working together—we’re all going down in separate ships because of our self-centered way of doing things.
Let me give you an example. Ever see a McDonalds? I bet next to it you’ll see a Burger King, Wendy’s, Chick-fil-A, or other food dive. But, drive five miles out of town; do you see a McD’s, Chick-fil-A, or one of those grab-and-go places? No, you don’t. Why is it that they all stack up on top of each other? Why don’t they build in small town USA, the projects, crack allies, or low-rent districts—that’s easy—it’s called revenue. It’s business 101. You go where the money is and don’t allow your competitor to reap all the profits. Don’t allow them to be the only game in town.
However, with this same model that denominations (and even non-denominations) desire to plant churches with and how they view the Christian faith. It’s a business—it’s greed and it’s also arrogance—it’s the mentality that we do it better, more hip, more missional, more liturgical, more traditional, more conservative, more blah, blah, blah.
Let me ask you this: Do you think starving people care about where they get a meal? Oh, but why don’t you make sure they get the fat steak cooked perfectly, right?
Read on …
Forget The Empire—Think Kingdom
Recently, I was invited to speak about church planting at a local conference. While I already knew how things behind the curtains of church denominations and associations worked, one message rang loud and clear—the American church is empire building. The motto: How can your church grow and become large?
I agree. Churches need revitalization. Here’s a secret about church planting. When churches plant churches the kingdom grows. If a church is in decline, one sure-fire way to grow is to plant or support a church plant. Why do I have the idea that you’re scratching your head?
Here’s the deal, if a church plateaus at 200 people (average church in US) and they plant another church, as they grow to 200 people, the mother/sending church has doubled in size. And, as the next generation (3rd church plant) is sent out, there is a potential of growing the kingdom even larger, to 600. This is first-century church growth.
But, that stands against the current model of empire building—of, I want ‘my’ church to be large (*as if it were yours!*). I hope this is convicting someone? But I bet it’s only angered some to justify their positions.
The reality: As long as the American church desires to “go it alone” and not work together, we will never see a Jesus movement occur and gospel saturation happen. We’re too busy with our own agendas.
I leave you with this to think about; the words of Jesus when the Disciples confront him:
John said to him, “Teacher, we saw someone casting out demons in your name, and we tried to stop him, because he was not following us.” But Jesus said, “Do not stop him, for no one who does a mighty work in my name will be able soon afterward to speak evil of me. For the one who is not against us is for us. For truly, I say to you, whoever gives you a cup of water to drink because you belong to Christ will by no means lose his reward” (Mark 9:38-41 ESV).
 This number varies depending upon the data. Mainly due to the addition of 1,800 churches closing per year—this adds to numerical figure, from 3,000 to approximately 5,000.