How changing a church name unleashes emotions — And guidelines to decide if you should change it (Part 1)
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If you've ever been in a church that has discussed changing its name, you know this can be a contentious issue. However, this contention can be a positive sign that people feel strongly and care about their church.
This reticence to a name change often occurs because long-devoted members fondly remember a time when that name signified a vibrant spiritual community. To them, changing the name is almost like killing the memory of their spiritual community. As a church researcher and coach, I've discovered there are three guidelines research says we must consider before changing a church's name.
1. Communicating an uplifting message.(What message does your name send to the community?)
The American Congregation Study (http://www.FaithCommunitiesToday.org) is one of the most exhaustive studies of U.S. churches. Polling over 30,000 churches of all denominations, I analyzed this data and noticed that there are seven signs of healthy churches.
One of the seven systems is what I call "communicating a positive message."
Sometimes this occurs when a church is in a conspicuous location. When people are seen going to and from the facilities, and church signage advertises children's ministry, Vacation Bible School, small groups, added worship times and/or celebrate recovery programs, the community receives a positive message.
A church name likewise communicates a message to the community. A church's history, personality, focus and theology can all be communicated through a name. And these are reasons that name changes are often considered.
The starting place is to ascertain what your name communicates. If you are a church focused on reaching non-churchgoers, and I hope you are or will be, then start by asking people who don't go to your church their perception of a church. They don't need to be non-churchgoers, just people who don't go to your church.
A short email survey of community influencers is an easy way to start. Email community leaders such as the superintendent/principals of schools, local business leaders, non-profit leaders and other community leaders. Ask them, "Please give us a confidential and unvarnished appraisal of our church's strengths and weaknesses." Evaluating their responses will help you decide if the church's name conveys a positive message.
But remember that even when a church's reputation today is poor, older congregants know the message that church name conveyed from many years ago. Their fond memories of the spiritual vibrancy in the past must be considered and if it all possible accommodated.
For example, First Presbyterian Church was a client in an affluent city. The church was situated on top of what was known in the community as Tower Hill. Some of the newer leaders wanted to change the church name to something that reflected their growing contemporary worship service. One leader suggested, "Tower Hill Church, because our popular preschool is named "Tower Hill Preschool."
And "Tower Hill Church" communicates a friendlier welcome to younger families. I pointed out that focus groups with longstanding members felt that First Presbyterian signified to them a stately and important ministry to this city. A fight was brewing and it was going to be big.
But, Jason (the pastor) led an effective compromise. The name remained officially First Presbyterian Church. But unofficially and in with a new byline it was now referred to as Tower Hill Church. By using a formal name and an informal byline, the communication power was not lost by using a name that was favorable to only a portion of the congregation. The Bible reminds us in Acts 15 (more on this in Part 2) that this level of compromise and caring about one another's perspectives is a hallmark of a community of believers.
Only after considering what a church name communicates to non-members, as well as the historical vibrancy for older congregants, should you move on to Step 2.
2. The name game and changing how a name is perceived. (What do Amazon, Yahoo, Google and Salvation Army have in common?)
There is a popular trend today of changing church names. Having interviewed many non-regular churchgoers, I've noticed they often poke fun at the way church names seem to change rapidly, indiscriminately and toward trendy descriptors.
Twenty years ago, "First Church" may have become "Community Church," "New Life" or "Crossroads." And today with the arrival of a new pastor and younger attendees, that name may be changing to "Journey Church," "The Point," "The Bridge" or some similar iteration. Community residents often say when visited, that these churches seem like dying old churches or struggling church plants that are just trying to put on a pretty face.
My experience has been that changing a name of an organization will not save a dying organization—unless the organization's personality also changes. In the business world, examples of awkward and unusual names abound that nonetheless exemplify something different.
Yahoo is defined by Merriam-Webster as "a boorish, crass or stupid person." Google now stands for a search engine, but it was derived from the word "googol" used by mathematical nerds (I was one) to describe a mind-bogglingly large number. And everyone knows that Amazon denotes a purveyor of all types of consumables, but it has little to do with a South American river (other than the river by that name is the largest river by discharge of volume in the world).
And until recently, one of the most highly regarded Christian denominations in national polls was the "Salvation Army." But their name is not the most welcoming. Yet their actions have changed what people think when they hear the name. I recommend clients change the culture before they change a name. People are becoming aware that a name change often signifies a desperate church.
In Part 2, you will learn about whether a denominational name should be attached to your name and the "5 Characteristics of a Good Name Change."
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Bob Whitesel (D.Min., Ph.D.) is a foresight coach, professor, and award-winning author of 14 books. For over 30 years, he has guided leaders and churches to pivot and engage what’s next. He holds two earned doctorates from Fuller Theological Seminary and teaches on leadership foresight, church health, and organizational change. His website is www.ChurchForesight.com. Learn More » |
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- The power of an unoffendable heart (by Tom Crenshaw)
- How did Jesus deal with animosity? (by Chris Bolinger)
