Surprising Insights #5: Impressed by First Impressions

I’ll never forget a story a colleague told me about going to church in a small Victorian country town where she and a friend were holidaying.  They found the local Anglican church on Sunday, and went in at service time.  The place was mainly empty, so they picked a pew and slid in.  The first person to talk to them was an elderly lady who came over and said grumpily, ‘You’re sitting in my spot’.  

This chapter discusses the study’s findings that first impressions matter.  Interestingly, most respondents were more affected by the impressions on their second visit, rather than their first.  But they had decided within a few minutes of their first visit as to whether they would come back or not.  Many put it down to being overwhelmed by everything first time around.  

Be that as it may, the point is that the formerly unchurched notice things about both people and facilities that influence their decision to return.  There wasn’t much about this in the chapter, but I rather suspect that the transfer churched are fussier about things like worship and music preference. 

The study showed that the top five first impressions had to do with:

1. Friendliness - 311
2. Nice facilities/ adequate space -161
3. Nursery/ preschool/ children’s ministry - 102
4. Organisation (instead of chaos) - 111
5. Greeters and welcome centres - 117

The numbers refer to the number of respondents (out of the study total of 353) who mentioned this factor as a positive towards their decision to return and eventually join the church.  

Rainer rightly discusses the impact of consumerism and the consumer mentality on churches.  Two or three generations ago church was where you went locally to serve others.  Now visitors ask what the church can do for them, or their children.  He acknowledges that it is difficult to draw the line between being seeker-friendly and driven by consumerism, but uses the example of one outstandingly evangelistically successful church as the paradigm: excellence is what matters.  ‘Mediocrity breeds indifference, but excellence attracts…’ says that church’s pastor.  So even if you’re starting a church in a dingy rented living room, with no children’s ministry, you should be encouraged to strive for excellence in the service and in quality of your friendly welcoming fellowship.