“What in the world are we going to do about millennials?”
This is the question I heard the Church murmur and whisper and more recently shout from the rooftops. Some have given up, some have fared well, but many churches find themselves confused and desperately needing help when it comes to reaching so many that I call friends born mostly between 1980 and 1995. A few researchers expand this bracket to 2000, but many draw the line between Millennials and Generation Z somewhere between 1996-1998.
Lazy, entitled, man buns, unemployed, essential oils- while some these words are adjectives and some of these words are nouns, these are the descriptions of our generation. I won’t go on my soap box of why we are often misunderstood, but I think Tim Elmore says it well in his introduction to his book, Generation iY. He describes that if a seasoned sailor were out at sea and felt a new gust of wind from a totally new direction, he would not turn and fuss at the wind. Rather, he would adjust his sails accordingly. Churches, though, respond to millennials’ new and unique nature in quite polarizing ways.
Of each generation currently making up the population, millennials come in dead last on Church attendance. I have sat in seminary classes, Christian conferences, and across the table from various ministry personnel who have all found themselves either really excited about the changes millennials offered their churches or really lost as to how to handle them, an important piece of information to have under control considering we are now the largest generation.
So here are a few practical tips to better engage millennials, increasing their attendance and involvement.
1. Hire a millennial.
Many (especially GenXers) love to harp on what a lazy generation we are. We are so unemployed and lazy, yet what many don’t recognize is that many of us reached a working age when the economy was crashing. Others of us later in the bracket, came to a working age when many healthcare reforms were made, limiting many employers from the jobs they could offer. There are less and less blue collared jobs as they are being outsourced to various countries where manufacturing needs can be met at cheaper rates. There are very few full time jobs available. Employers are no longer coming to colleges and hiring students. Instead, we spend hours upon hours in a career center and crafting the perfect resume and cover letter, knowing our resume will typically only be viewed for about 45 seconds.
Churches, this can be to your benefit. Hire a millennial, maybe even part time. Invite them to meetings where decisions are made that effect your whole congregation and get their input. The most influential people to millennials are millennials. Want to influence us? Show us you believe in our generation by having one of us on your team.
2. Be clear about what you’re about.
Millennials are naturally distrusting of large corporations and organizations. Have a stated purpose and mission somewhere obvious on the wall, in your bulletin, and on your website. Don’t assume we will tithe because that’s what we’re supposed to do or what we watched our parents do if a clear budget is not accessible. When you’re hosting an event or launching a new campaign have a clearly stated purpose for it. Don’t just assume we are behind everything you are doing because we are a part of your organization. Our membership has to be enticed and maintained and offered a lot of coffee each step of the way.
3. Focus on visuals.
I really can’t say this enough. Maybe when you’re hiring a millennial, hire a graphic designer. If you publish absolutely anything typed in Comic Sans font or using WordArt you might as well go ahead and throw it in every millennial’s trash can. Millennials are experts on brand clarity and consistency. We are masters at social media marketing and this is a way we can really benefit your church and your ministry. But millennials will rarely be bought in if your bulletin, slideshow, and website haven’t had a serious facelift in the last 3 years, or really the last 3 months.
When we are new to town or looking for a new church in town, the very first thing we visit is a website. Here’s what will bring millennials to your church:
- aesthetic appeal
- easy to find times of when to be there
- stories of people who have been to your church via video
- clearly stated mission and purpose
- diversity of ministry staff (race and gender)
- up to date calendar of events with good graphic design promoting each event
Our generation is marrying later and later. The average age a millennial marries is around 28 years old. If your church drops off in the programs and events it offers between high school and young marrieds or young parents, you are dropping off on millennials.
6. Offer events that are solely about building community
While we are the most connected generation through social media, smartphones, etc., we are also the generation most starved for community. Many of us don’t work in an office where we know what’s going on with John in the cubicle next to us’s daughter. Many of us work from home or coffee shops because our work is photography, graphic design, social media marketing, etc. Millennials look to the church as a way to bridge true, deep, and authentic connection with others. If every event is packed with programming, it’s easy to miss the people around you. Millennials are looking for nights the church all go bowling together, movie nights in the parking lot, or other events that are just about getting to know each other.
7. Stop assuming we are useless.
I think this is a way churches are really missing out. The millennials in your church most likely cannot cross stitch and quilt like the boomers can, but they are creative. They can reinvent the same systems you have been using forever to check in preschoolers, often by suggesting new technology that could really benefit your ministry. Ask us questions. Show us our input is valid and we have a place in the church.
8. Offer services on Sunday night.
We are not a crowd that is okay with anything before 10am. Remember how you used to have that sun rise service for the boomers? Change it to a sunset service for the millennials and you’re right on track!
9. Share stories.
There is power in story and millennials are particularly captivated by them. Have members of your church share their story through a video or interview on Sunday morning. Have the person being baptized share their story of coming to know Christ. Encourage small group leaders to not just teach, but share about who they are. We want a place where we can know and be known.
10. Use social media.
Use it. Live it. Breathe it. Post your sermons, tweet quotes that stood out, put your next big event on your Instagram story. Reference social media in your sermons. Create Facebook events for your events. Create images of quotes from your church others can share to bring more and more people to your page.
Don’t know how to start? See number 1.
What insights do you have?