Detroit, USA - From Web sites and consultants to nationwide ad campaigns, local churches are pulling out the stops to retain and attract new members.
The number of people who haven't been to a church service in six months is growing -- about 1 million a year, studies show -- and experts say that's forcing churches to increasingly turn to technology and other tactics to woo members. And with the fall season, typically the time of year when families shop around for places to worship, Sunday schools and religious activities, getting the word out now is particularly important.
"We live in a culture that lives by marketing, so churches and synagogues find themselves part of a shouting war," said Ian Evison, director of research at the Alban Institute, an interfaith organization near Washington. "If you want kids to come to your youth activity, you have to shout louder than the competing programs for kids."
Find a niche is the advice the institute gives to churches it has consulted, including the Church of the Holy Cross in Novi, which used the institute's services to help it beef up attendance after the summer. Studies by the California-based Barna Research Group -- which provides resources to Christian ministries nationwide -- show that 45 percent of Americans attend church weekly. The number of people who haven't attended a church service in the past six month has grown every year by 1 million. This phenomenon has occurred even though many people who don't go to church are spiritually active: one out of five people reads the Bible and six out of 10 pray every week, according to Barna.
As a result, some churches have turned to using modern tools to stir interest and attract people who don't regularly attend services, especially now that the school year has begun.
"Our message is this: Try us out for a month," said the Rev. Joseph Neiman, rector of St. Mark in Paw Paw. The Episcopal church prominently welcomes church shoppers on its Web site. "See if we can help. If we can't, look elsewhere."
Angela Lippard and her fiance, Paul Collum, have been looking for a new Catholic parish to call home since July. They've visited at lease five churches because they want to be active in a community that is diverse, lively and true to the church's social teachings.
"It's been difficult finding everything in one parish," Lippard said.
Churches can't afford to sit back and hope people will come knocking, and many aren't.
The United Methodist Church launched a nationwide advertising campaign with television commercials three weeks ago, along with a local radio campaign in Ann Arbor. Church leaders say they expanded advertising after they found it increased first-time attendance 19 percent at 164 test churches, and overall worship attendance increased by 7 percent when the campaign began four years ago.
Gateway Church of Christ in Southgate started advertising its church at a local theater when Mel Gibson's "The Passion of the Christ" hit the big screen last year.
"We want to reach people where they are," the Rev. Dan Robinson said. "If they don't come to us we have to come to them. There is a loving family and we'd love for them to be part of our family."
On Sunday, Epic Church in Washington Township started holding its 9:45 a.m. services at the AMC Forum 30 in Sterling Heights. "Our heart's desire is to take the message of Jesus and communicate it in a way that is practical and relevant in everyday life," said Tim Kade, lead pastor of Epic Church. "That's what Jesus did."
Meanwhile, at the nondenominational NorthRidge Church in Plymouth, the ministry is built around expecting newcomers, making them feel comfortable. The church, which is frequented by 9,000 people every weekend, features parking assistance, videos, a band and a coffeehouse.
Instead of Sunday best, the church emphasizes casual wear. Instead of organ music, it plays contemporary music. Instead of traditional sermons, it features messages aimed at relating to people.
"We have to communicate in the language of our culture, otherwise the culture will never understand it," said Brad Powell, senior pastor of the church that was dubbed last month the fastest-growing church in the Midwest by Outreach magazine.
But for people like Jacqueline Robinson, her search for a new spiritual home wasn't about style, but more about content. She visited a couple of churches after leaving the Detroit church she had been going to for 20 years. She eventually returned to the Word of Faith in Southfield, where she went years ago when it occupied a storefront.
"When I walked in that Sunday I knew I was home," said Robinson, a Roseville resident. "The worship was anointed and it ministered right to my spirit."