Why Demographics Matter
If you’ve been in church planting for any amount of time, at some point you have dealt with demographics. As a pastor, I believe it is just as important to know my demographics. However, most pastors have no idea what to do with demographics or even how to read them effectively and apply them.
Demographics are important. But, let me be particularly clear: demographics will never replace the working power of the Holy Spirit. Demographics are a tool to understand culture, age, ethnicity, education, ideology, and religion(s) in any specified region.
Demographics & Exegeting Culture
Exegesis. Before my undergrad work, I thought I knew the Bible—then I was introduced to exegesis—everything changed. Biblical exegesis is a critical examination and explanation of a text, employing the original languages of Scripture.
If I am assessing a church or church plant, an imperative question is, do you know the demographics of your neighborhood, community, or city? While some pastors may be able to spout off percentages, reality comes when there’s a lack of application and comprehension. Similarly, if I can see Greek words, but have no idea what they mean, I cannot exegete a Bible passage—I’ll need help.
So, let me provide some help in which exegeting demographics can assist you to understand your culture and context.
Targeting. I won’t dive too far into targeting, but it can be highly effective. If you don’t know whom you are targeting and why (besides the gospel), you will never know how. With the ever increasing population shift of people groups through immigration, urbanization, and gentrification, church leaders must know who is in their community, the projected growth, and why they are there. People don’t just migrate somewhere for no reason.
Targeting specific people groups within my neighborhood is done when I notice a growing population shift within a specific grouping. Maybe there is a rise in a particular ethnicity, race, religious affiliation, or socio-economic status. Targeting will help leaders critically examine and explain what is occurring in their region, along with actually reaching them.
Community Needs. Every community has a need —when exegeting a community, you may uncover areas of plight, addiction, homelessness, or any myriad of social injustice and demand. The church should not only be serving these needs, but reaching the people affected by them, with the gospel. A comprehensive approach to help break the chains of poverty, despair, and bondage are fundamentals of the gospel.
Areas of Resurgence. Perhaps within your community an old box store was torn down, an old strip mall demolished, or restaurant closed? What’s replacing it? That’s the question you need to be asking. Municipalities must have tax revenue. Something will either be built in tis place, or your community is seeing a decline, both provide ample answers. We need to be observant and do a little homework. Is the old strip mall being torn down for some surge of economic growth? If a new restaurant is being built—what type is it? What does that tell me about the neighborhood? Should the church be revisiting its vision?
Areas of resurgence seem to occur within regions periodically, or cyclically. We once were geared up for the suburban sprawl, as people left cities. Now, people are leaving the ‘burbs and flocking to urban neighborhoods. Likewise, trends are showing that Wal-Mart and some of the bigger corporations, like Anheuser Busch, are in decline, as Millennials shift to more organic shops and craft brews. What does that tell us? It tells us that the church may be seeing a shift in mega-churches, possibly seeing future decline, while smaller more personal churches/church plants may be seeing growth.
Demographics & Spiritual Pulse
Spiritual Warfare. When I came to Richmond I wanted to know a little more about where I was engaging gospel ministry. It was revealed that Richmond, Virginia was one of the few cities along the eastern seaboard that was not affected during the Great Awakening. As well, there was a notable revival among African-Americans just prior to the Civil War, but the war squashed the Spirit’s zeal. Why is that important? History tells me what occurred within my community.
I know that some may not be advocates of prayer-walking, but there is most definitely a spiritual warfare taking place behind the scenes of your church. Do your homework and know your history.
Assessing Culture. While the Apostle Paul walked around Athens he was assessing the culture (Acts 17:14–31). With demographics in hand, what should I be looking for? I think if we are wise stewards of this information, we try to assess who lives within our community, city, and region. We want to know which religions are here because they’re not the same, nor can they all be approached in the same manner. Likewise, ethnic groups are not the same and bring with them a culture, perhaps, much different than our own.
If I want to engage the culture, I need to get out and view the community (walk it, ride it, experience it) and then read the demographics. For instance, our church has an inner city Liberian church plant. In questioning their pastor, he expressed that he wanted to reach his neighborhood more. I took one glance at the demographics and assessed that he should engage the culture with diverse arts projects (graffiti & folk art), music, celebrate recovery, and helping homelessness. Did all of that come from one look at the demographics? No, it came from experiencing the neighborhood and then reading the demographics.
Demographics & Sermon Delivery
Contextualization. I’ll use the same passage from Acts 17:14–31 regarding the Apostle Paul. When Paul was in Athens, he wandered around the marketplace (17:19) and assessed the culture, what they bought, how they talked, what they talked about, and how they worshipped.
Paul was examining how he was going to deliver the gospel to the Athenian people. While he was exegeting the people, he must have witnessed or understood much about their culture because he utilized an Epicurean philosopher and a Greek Stoic to explain the gospel (17:28–29). This is so important.
As a pastor I need to know the education level of my audience. If I’m constantly utilizing twenty-dollar theological terms with a congregation of people that have not graduated high school then I will have a hard time contextualizing the gospel to them. This is true if I am reaching a different ethnic group, or socio-economic group, as well.
There’s no reason to spend countless hours studying and preparing a message that no one understands. Demographics will help you understand who are the people within your region and help you reach and teach them the gospel.
Tools for How to find demographics:
Mapping: www.peoplegroups.org; www.census.gov; www.census.gov/quickfacts/table/PST045215/00
Community facts: www.factfinder.census.gov/faces/nav/jsf/pages/index.xhtml
Psychographics (lifestyles, values): www.neilsen.com/us
Religious Data: www.thearda.com; www.religions.pewforum.org