A while back, I had the opportunity to spend time in two churches located in the same community. In fact, they were just a few miles apart. Our interactions with both churches happened in tandem, which gave us a unique view into what was going on inside and outside of each church, in real time. We were able to visit both congregations, spend time in the community, and have meaningful conversations with their pastors.

Both churches had something special. They were close to the same neighborhoods, same stores, same schools, and same apartment complexes. The buildings were similar in age, with comparable property sizes and auditorium capacities. Both had clearly invested in maintaining their facilities, incorporating modern technologies and keeping things looking sharp.

But here’s the thing… The church experience at each was completely different.

Church One

From the moment I walked in, I felt included. I was handed a bulletin that was relational and welcoming — full of pictures of real people and language that felt authentic. I didn’t know anyone there, but it didn’t matter. People were genuinely friendly. I spoke with several folks who had no idea I was a consultant (I didn’t tell them). I just said I was visiting.

As I looked around and interacted with people, I noticed something significant: people of all ages were present and engaged. Even more than that, generations were mixing, talking, laughing, connecting. No one was huddled off in cliques. The foyer, auditorium, and outdoor areas were alive with activity and energy.

When the service started, that energy continued. The music was modern and joyfully presented. It was clear the musicians were talented, but more than that, they were authentic. It didn’t feel like a performance. It felt like worship.

What struck me was how involved everyone was. Older generations were singing along to modern worship songs with hands raised, people smiling. The stage presence was strong, but it wasn’t staff-heavy. Volunteers were leading worship and giving announcements, which were short, story-based, and effective. The message was biblical, well-delivered, and packed with practical application.

After the service, I spoke with the pastor. We talked about challenges, but none of them had to do with getting people to attend. Their real focus was on equipping and mobilizing more people to go out into the community.

Church Two

The second church had a very different feel. The service was 2/3 full, the message was solid, but everything else felt a bit disconnected. Aside from a brief “good morning,” no one really spoke to me. That’s not uncommon. We’ve seen it many times in many places. But it’s always a missed opportunity.

I received a bulletin at the door, but it looked like something from twenty years ago. It had a picture of the building on the cover (the very one I had just walked into). Inside, it was mostly announcements, which would later be repeated from the stage.

The auditorium was comfortable, well-lit, and featured theater-style seating. When the service began, there was a strange mix of nostalgia and familiarity. It felt like everyone there had been attending for years, maybe decades. Certain transitions were awkward, but not in a way that bothered anyone. It was just understood. Like that’s how it always is.

The music was recent in terms of song selection (within the last five years), but it was presented in a much older style. It was more contemplative than the original intent. The audience skewed older, and that seemed to match the tone and style of the service. People sang, which was great to see.

However, the announcements dragged on for ten to twelve minutes and were packed with information. As a new person, none of them meant anything to me. The sermon was excellent. The pastor had a gift for communicating across generations. The service ended with a special music moment, featuring older vocalists and a slower, more formal tone. It probably felt meaningful for long-time members, but for a new person? It would be hard to connect.

Afterward, the pastor shared with me that their biggest concern was attracting a younger audience. They wanted to understand how to get people in those age brackets to attend.

One Big Contrast

In the weeks following these visits, I kept thinking about the contrast. One church had prioritized mobilizing people to bring the church into the community, and as a result, the community was showing up. The other church had a more internal focus and didn’t seem to have a clear plan for reaching out. That showed up in declining attendance and an absence of younger generations.

Both churches had challenges. But they were answering very different questions.

• The other church was asking, “How do we bring the church to more people?”
• One church was asking, “How do we get more people to attend?”

That contrast revealed two completely different mindsets around ministry, outreach, and growth. One church was focused on transactions via attendance, metrics, how many showed up. The other was focused on transformation through things like equipping people, sending them out, building relationships that would lead to lasting impact.

And honestly, that distinction matters more than we often realize.

What this Means for Your Ministry

Whether you’re a church, a Christian school, a faith-based nonprofit, or a faith-based business the lesson here is the same: clarity around your priorities is critical. Everyone wants to see growth. But if your definition of growth is only based on numbers (attendance, enrollment, participation, etc) it’s easy to become transactional in your thinking. The only thing that matters becomes reaching a certain number to feel successful.

But when growth is seen through the lens of multiplication, especially through mobilizing people, something powerful happens. You still grow numerically, but it’s a byproduct of transformation, not the goal itself.

So, What’s Next?

If you’re evaluating where your ministry is and where it’s headed, here are a few steps you can take:

1. Clarify Your Mission and Priorities

Take time to revisit the original mission of your church or ministry. Ask tough questions like:

• Are we more focused on getting people in the doors, or sending people out?
• Have we accidentally shifted from transformation to transaction?
• Are our current efforts aligned with our calling?

2. Evaluate the Experience Through Fresh Eyes

Try walking through your service, school day, organization, or program as a first-time guest. What would they feel? Would they be invited in or feel like an outsider? You might even consider inviting someone from outside your organization to give honest feedback. Sometimes it takes an outside perspective to see what you can’t.

3. Invest in Mobilization

Don’t just build programs. Build people. Develop systems and strategies that equip your community to engage the world around them. Discipleship, leadership development, and volunteer pathways should be priorities, not afterthoughts.

4. Use Tools and Data (But Don’t Let Them Drive the Mission)

Good data can inform your decisions, but it can’t replace your values. Tools like Barna or MissionInsite can help you understand your community better… but they work best when paired with clear mission, internal and holistic evaluation and thoughtful leadership.

5. Consider a Discovery Process

If you’re at a crossroads or beginning to sense misalignment, it might be time for a structured process like the Keen Edge Process. This journey walks you through discovery, strategy, and creative development to help ensure your ministry is aligned, effective, and positioned for lasting impact.

If you’re sensing the need for a shift or simply want to have a conversation about what could be next, we’d love to help. Reach out to our team and let’s talk about what’s possible when we realign around what really matters.