Joel’s Jottings

A few weeks ago an interesting link popped up on an email. It was obviously “spiritual” but not necessarily “churchy.” The site was www.10thousanddoors.org. I’m kind of a church geek – so I clicked and explored a bit. It was interesting and eventually I came to see some obvious connections to the United Methodist Church, the largest Methodist denomination in the United States.

Last week as I was reading the paper I found an article about how this was part of a “re-branding” effort by United Methodist. In addition I learned the Evangelical Lutheran Church in America (ELCA) had also spent a good deal of money to “re-brand” themselves.

I don’t know about you, but when I have thought of brands I have thought about commercial ventures. Churches aren’t concerned with such a process – are they? Well, yes they are. I first became intimately aware of it about 4 years ago when my seminary alma mater went through a “branding study.” A number of alums expressed the opinion that this wasn’t what a seminary needed to be doing.

But as I lisetned to the president and staff talk about the process, I became convinced that this was really an important step. So learning that a couple of national denoinations were doing this was an interesting read. However, I am not aware that any such effort is going on in our Presbyterian Church (U.S.A.).

What the article said was that the research for both denominations indicated that people seek out church for connection to others through service. There is an irony in denominations doing the “branding” work where they learn that people do not join the larger “brand,” they join the local expression of it that fits their identity, commitments and connections.

Hummmm!! This sounds like exactly where North Decatur Presbyterian Church is. I have heard folks say “I’m a member here not because I want to be a Presbyterian, but because I find that the community is a place to serve and be connected.” Actually no one ever put it in those words – but that is certainly the message – no poetic license needed.

One of the task of the interim process is to do the work of identity formation. Outreach work – local and international – is part and parcel of North Decatur Presbyterian. The challenge is how to continue the work while also expanding it. Expanding does not necessarily mean to add more projects – it can mean finding ways to include more people not just with the chores of the work, but so they also feel ownership as well. When this happens, people come to participate and “join.” By “join” I do not simply mean becoming a member, but by becoming committed.

That is what community is about – finding ways to keep ourselves engaged – and to welcome others to share in the wonder of community. And it is a great “brand!”