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July 14, 2008
Why Aren't More Seniors Being Reached?
Four reasons why evangelism of senior adults has been unsuccessful.
Both research and experience tell us that churches are essentially unsuccessful in evangelizing secular seniors adults. The graph below, from one recent study,* makes the point dramatically:
In our experience, there are at least four reasons why evangelism of senior adults has been unsuccessful. These areas must be readdressed before significant results will occur:
1. The church’s outreach emphases have traditionally focused on youth and young adults. The church, like the world, has placed a heavy emphasis on youth. In research conducted in 500 churches, we found that 8 of 10 churches had youth directors (volunteer or paid), but only 1 in 75 had a senior adult director!
Now, it is certainly important to have an effective youth program. But it is equally important to have an effective senior adult program. Churches should emphasize both. Unfortunately, ageism (discrimination against older adults) occurs in many churches. It is now time for a more balanced emphasis.
2. Evangelism strategy for older adults must be significantly different. Market research of how and why older adults determine to buy a product is finding that from middle age on, adults actually process information and perceive the world differently than in earlier years.
Marketing research has found that older adults a) buy from people they trust;
b) resist “hard sell;†c) want a clear understanding of benefits; and d) demand a quality product. Would not the above characteristics apply to making a faith commitment, as well? Most evangelism strategies do not take these issues into account.
3. Outreach does not take into account “windows of receptivity†in older adults. Again, research has shown there are times in people’s lives when they tend to be more open to becoming a Christian ... and there are times when those same persons tend to be resistant to the Gospel. Effective evangelism for senior adults follows Christ’s command to “turn your eyes to the fields that are ripe [receptive] unto harvest.â€
Those times when most older adults are most receptive to a change in religious commitment are during transitions in lifestyle. These are the times when people realize their traditional answers to issues of life and death are not satisfactory. It is when people sense a need for alternative answers that they are most open to Christ’s message. Senior adult groups growing through “conversion growth†understand this principle; those that are not growing have missed it.
4. The church does not provide adequate group options for seniors to become involved. It is critical to realize that senior adults are not one “homogeneous group.†They have different interests, lifestyles, concerns, and needs.
Again and again we hear newly retired persons say, “I don’t want to be part of that group of old people†(referring to the present senior adult group). The answer? Start new groups! Expect to see three, four, or more senior groups in those larger churches with an effective senior ministry. Each group will be slightly different, with each reaching a different piece of the mosaic. (See the book Catch the Age Wave, 2nd ed. for help in starting new groups for senior adults.)
*Reclaiming a Nation, Arnell Motz, Winnipeg: Trinity Western Press, 1990, p.163.
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Comments
I definitely agree that some churches do not provide enough options for seniors. My husband and I are in our 70s. Mid 20th century music and Branson music shows are not our thing. Being entertained isn't wonderful unless it is by grandchildren. We enjoy old hymns that glorified God, newer scripturally sound "worship music", and expository preaching. We are not ready to be "put out to pasture" but volunteer for Bible School and anything we can do.
Posted by: Sharon Green on July 16, 2008 3:18 AM
I totally agree. Seniors are not being reached nor are Christian Seniors being used. Churches are oriented toward the younger, contemporary. And senior ministries are viewed as baby-sitting or placating. Psalm 92:14 says, the righteous will bear fruit in their old age. I am located in So. Fla. Just the place where seniors need to reach seniors and, in fact, am in the beginning process of evaluating starting a church of just this sort.
Posted by: Gary Lowy on July 16, 2008 10:21 PM
Our church has decided to try to use retired adults first in looking at ministry opportunities. Recently we were looking for a men's ministry coordinator. Our first choice was a newly retired guy who has jumped in with both feet. So many retired adults have great experience and great ministry ideas. Why pastors seem to be afraid of them is a mystery! Are pastors to insecure in their ministry to allow retired adults to join the team?
Posted by: Joe Burchill on July 17, 2008 1:57 PM
I am a chaplain at a long term care facility in Ontario, Canada. I have worked for many years in VBS, Sunday School, youth and college and career groups, Women's Ministry and as a Christian elementary and high school teacher. I am also the wife of a minister. But my last 1 year working in long term care has really opened my eyes to the drought of spiritual care among the elderly or as some call this faze of life, the shut outs rather than the shut ins. Daily, I see people searching for answers to life's questions and the vast majority of my flock are eager to accept Jesus. It is a wonderful experience to go to work each day knowing that God has prepared a ripe field. Truly, I do nothing but listen--the easiest missionary/ministry experience of my life but the most rewarding!
Posted by: Kelly Scott on July 17, 2008 3:40 PM
First, I am concerned that the terminology is wrong. Seniors, aged, retired etc are all wrong, especially for Boomers and Builders. I have trade marked the term, "Seasoned Believers" and "Seasoned Saints" to describe my ministry. I also use the tag line, "Don't Retire Refire".
Second, there is an overemphasis on "The Church" as the source of all evangelism and ministry focus. Many if not most young people come to faith through Para-Church groups that then refer converts to a church. Think of Young Life, Campus Crusade, Billy Graham etc. We need "Seasoned Life" to continue "Young Life" and similar groups to reach the mature/seasoned among us.
Put on your innovative thinking cap and come up with some creative insights.
Posted by: Gary Sweeten on July 17, 2008 11:00 PM
Thanks for this great article, Chip! I always appreciate your insight.
My husband, Wes, and I have launched a new ministry this year addressing the giftedness and talents the Builders and Boomers have to continue to advance the Kingdom.
The name of our ministry is:
YES! Young Enough to Serve
Our mission is:
Helping midlife-plus adults experience
the joy of Christ in the fountain of usefulness through service and intergenerational influence
Our website is: www.yestoserve.org
We covet your prayers!!
Posted by: Judy Popineau Wick on July 28, 2008 1:45 AM
I totally agree with the thought that most churches seem to want to put those 55+ out to pasture by shutting them out of ministry opportunities. Emphasis is always on those 45 years and younger. I don't think this is what Paul had in mind in Titus 2:2-8 and it obvious that our local churches are handicapped without it. I strongly believe that at this age a great deal of our service unto God's church would be more beneficial as coaches to young people. But you won't get it by making those who are "seasoned" feel that the only thing they are good for is "giving their money." It's not an "either-or" group, but a "both-and."
Posted by: Bettye Hale on September 26, 2008 6:03 PM