ccmbc communications research...

CCMBC Communications Research Results v2: updated October 23rd 2015

Contact: Brent Smith 204.474.1654 Brent@6pmarke;ng.com

Overview

1.0 Corporate Objec0ves

2.0 Research Goals and Approach

3.0 Shared MB Iden0ty (perceived value of it and sources to date)

4.0 Readership Profile (demographics, readership habits)

5.0 Needs Fulfilled (func;onal, emo;onal)

6.0 Preferred Communica0ons Mediums

7.0 Most Valuable Content / Informa0on Types

8.0 Percep0ons of The MB Herald Name / Brand

9.0 Takeaways

2

1.0 Corporate Objectives

3

Related to the guiding of CCMBC’s approach to na7onal MB community building and crea7ng a shared MB iden7ty:

§  Engage MBs in a meaningful and representa;ve manner

§  Ensure the voices and needs of current Herald readers have been sincerely respected and incorporated

§  Iden0fy the types of informa0on / content MBs find most helpful

§  Iden0fy the most effec0ve communica0ons mediums with which to reach MBs

§  Assist CCMBC leadership in making an informed decision as to how to best invest the community building / communica0ons budget

1.1 Corporate Objectives

2.0 Research Goals and Approach

5

§  Iden;fy the most valuable content types desired by MBs

§  Understand how types of most desirable content differ by age group

§  Iden;fy the most effec0ve mediums for reaching MBs

§  Understand how medium preferences differ by age group

§  Iden;fy past and current Herald content with most value to MBs

§  Understand if the Herald name / brand is an asset when trying to gain readership from a higher percentage of the MB body

2.1 Research Goals

§  IDIs (in-‐depth interviews) with MB Pastors and Chairs across Canada §  Total par;cipants: 20

§ Pastors: 14 // Provincial Chairs: 6 § Rural: 5 // Urban: 15

§  Survey completed by 787 MBs (42 by print version // 96% are readers) §  Direct mail postcard to +13,000 Herald readers §  Email request distributed through churches §  MB Mission email request distributed to youth

§  Online survey results representa0ve at a level of: + / -‐ 3.5% at the 95% confidence level (assuming 20,000 readership)

2.2 Research Approach (qualitative / quantitative)

3.0 Shared MB Identity / Community

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3.0 Shared MB Identity / Community

9 Confiden0al: Not for Distribu7on

To help guide the development of CCMBC’s approach to na0onal MB community building and crea0ng a shared MB iden0ty, respondents were asked to rate their agreement with the following statement on a scale from one to ten:

“Nurturing a shared sense of iden,ty and community among

Mennonite Brethren churches across Canada is valuable.”

3.1 Shared MB Identity: research interviews


Leaders’ Responses:

§  Degree of Perceived Value: majority rated it at an 8 or more of ten

3.1 Shared MB Identity: survey results


Readers’ Response:

§  Herald readers value nurturing a shared sense of iden0ty

and community among MB in churches across Canada (average ra;ng of 8 out of 10 in agreement)



Why leaders believe a shared MB iden0ty / community is valuable:

A.) “We can do more together than apart” §  Without unity we can’t share resources §  Vast land with few things to pull us together §  Able to support each other, link arms and solve challenges §  Creates a family iden;ty and mission to work together toward the

same goal §  Allows us to think na;onally as a church



Why leaders believe a shared MB iden0ty / community is valuable:

B.) “Sense of self” §  Certainty of iden;ty, what we believe that sets us apart within a larger

group of people §  Important to share a common iden;ty in today’s world of radical

individualism §  We have shi`ing sands of belief, and we need doctrine and theology

to shape our mission and values

C.) “Preserve our heritage” §  Important to remember our shared history and tradi;ons



Past sources that foster a shared MB iden,ty and community:

§  Leaders generally view the Herald as effec0ve in helping build a shared sense of iden0ty among MBs in churches across Canada

§  Leaders iden;fied that communica;ons has a role to play in this area but no publica0on could ever do this on its own – given this reality, they perceive the Herald to be making a key contribu;on (to those who read it which is not the full church body)

§  Mul;ple men;ons that given there are few other sources of MB community building and shared iden0ty – so Herald is important



Past sources that foster a shared MB iden,ty and community: Reader Responses:

§  Top of mind (unaided) over half cite the MB Herald as having a role in cul;va;ng shared sense of iden;ty across Canada (54%).

§  35% cite Conferences specifically

§  11% iden0fied mission projects (i.e. camps, C2C, MB Mission, MCC)



Reader Responses:



How community building engagement is affected by age: Leader Responses:

§  MB Mission (i.e. SOAR Heartland) strong with youth

§  Younger people gravitate to C2C and church plan;ng efforts

§  Many of the sources of community building are more relevant to 30+ age group

§  People aged 50+ demonstrate much higher engagement in denomina;onal ac;vi;es

4.0 Readership Profile (demographics)

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4.2 Readership Profile: Demographics


§  Par;cipants represent both genders equally

§  Par;cipants are largely married (85%) and educated (93% with at

least some college or university).

§  35% have children aged 31 – 50 // 21% aged 20 – 30 years // 28% aged 19 or younger

4.2 Readership Profile: Demographics


§  63% are 55 years of age or more (of whom 35% are over age 65)

4.2 Readership Profile: Church Information


§  Nearly all (95%) are members of their church §  Members are loyal to their churches, with 36% having agended

their church for over 60 years, and another 32% for 41 – 60 years. §  Majority of churches agend churches that accommodate 100-‐500

adendees per week. §  Half agend church in suburban areas, one-‐quarter in city centres

and one-‐quarter in small towns or rural areas.

4.2 Readership Profile: Geography


4.2 Readership Profile


§  57% have read it for over 20 years

§  52% read every issue during the year

§  60% spend at least 30 minutes reading a single issue

§  Frequency and dura;on of reading varies with age

§  Older par;cipants tend to be more regular, aden0ve readers

§  Those under 55 are significantly less likely to read every issue during the year than those older

§  Those 65 and older are more likely to read for a longer period of 0me (over an hour for each issue)

5.0 Needs Fulfilled

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5.0 Clients’ Needs

§  Defining the most important func0onal and psychological needs that clients are expec;ng to have fulfilled through reading The Herald

§  Degree of success in mee;ng needs


5.1 Functional Needs: research interviews

Leaders’ Most Frequent Responses: §  Share stories among churches; both sorrows / challenges and success §  How MB theology intersects with daily life / current affairs §  Guidance on how MB theology interacts with culture when facing

challenges / wrestling with difficult issues §  Awareness about conference ac;vi;es, vision and leadership direc;on

Addi0onal Responses: §  Inform on MB news and events §  Safe place to dialogue about doctrinal issues §  Keeping MBs connected


5.1 Functional Needs: survey results

§  Providing a place where sensi0ve issues can be explored (25%)

§  Providing theological clarifica0ons and explana0ons (23%)

§  Providing a counterbalance to the secular messages received from popular culture (22%)

§  A source of informa0on (20%)

§  Resources on being a disciple of Jesus (20%)

§  Personal life events such as obituaries (20%)



News about people accep;ng new roles in church / ministry leadership

Conference reports and event info

Info / resources that equip MBs to reach

their neighbours with Christ

Info/resources on being a disciple of Jesus

Info / resources on developing as a leader

Place where sensi;ve issues can be

explored

Learn more about CCMBC’s vision and progress on missions

Theological clarifica;on and explana;ons

Info on personal life events

Chronicle the history of the MB church in

Canada

Understand the challenges other churches are facing in their communi;es

Provicd a counterbalance to the secular messages received from popular culture

Reports from partner agencies

Other (please specify)

5.1 Functional Needs: survey results


The Herald is seen as doing a good job of fulfilling readers’ func0onal / prac0cal needs (average ra;ng of 7 out of 10)

5.2 Emotional Needs: research interviews


Addi0onal Responses: §  Feel like part of a denomina;on we can be proud of §  Feel good about mission efforts; sense of accomplishment / “making a difference” §  Feel encouraged in my / our faith walk §  Themes of grace and forgiveness §  Feel supported / not alone; rela;ng to others facing similar challenges §  Understand how our beliefs play out in real life / diverse contexts

Leaders’ Most Frequent Responses: §  Connec;on to larger MB community, family; sense of belonging §  Feel guided in my / our faith walk §  Inspired by what God is doing in each others’ lives §  Feel comforted

5.2 Emotional Needs: survey results

§  Feel connected to the larger MB community in Canada (46%)

§  A refreshing place to spend 0me reflec0ng on a topic that magers to them (24%)

§  A place to be inspired by the good work of other MBs across Canada (23%) §  Feeling strengthened to follow Jesus and not the world (23%)



Feeling connected to the larger MB community in Canada

Feeling guided in my faith walk

Feeling confident in my understanding

of MB theology

Feeling strengthened to follow Jesus and not the world

Feeling inspired about mission efforts MBs are making across the country

A refreshing place to spend ;me

reflec;ng on a topic that magers to me

Safe place to think through polarizing / sensi;ve topics

A place to be inspired by the good work of other MBs across Canada

Being encouraged to live a life on

mission


5.2 Emotional Needs: survey results


The Herald is seen as addressing many of the readers’ emo0onal needs (average ra;ng of 6 out of 10)

6.0 Most Effective Communications Mediums

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Most effec,ve mediums to create a shared sense of MB iden,ty / community:

6.0 Best Mediums: research interviews

Leaders’ Most Frequent Responses: §  Video §  Facebook* (mul;ple pages / mul;ple groups)

*Opportunity for CCMBC to create Facebook content that churches can repost / control Addi0onal Responses:

§  Emails / E-‐newslegers §  Blogs / Online forums / Dialogue opportuni;es §  Website §  Podcasts §  App (reader-‐controlled content) §  All mediums – appeal to all different learning / consump;on styles

How most effec,ve mediums is affected by age:

6.0 Mediums and Age: research interviews

§  Frequent message of medium’s effec;veness being correlated with age – older print vs younger digital (lose +60 without print)

§  More recep0vity in all ages to mobile and tablet friendly mediums

§  Besides younger audience being more screen-‐focused, need ability to express opinion and dialogue (shut down by one way comm’n)

§  Facebook is crossing genera;ons

§  Middle-‐aged MBs very respond to emails and websites

§  printed publica0ons (37%)

§  websites with online news ar0cles (30%) §  Conven0ons (21%) // Study conferences (15%) §  Emailed newsleders (20%)

§  Social media (16%)

§  Video (12%)

6.0 Best Mediums: survey results (all ages) Most effec,ve mediums to create a shared sense of MB iden,ty / community:

Electronic publica;ons

Printed publica;ons

Websites with online news ar;cles

Social media

Travelling lectures

Podcasts

Videos and / or live streaming

Conven;ons (provincial and

na;onal)

Study conferences

Small group discussion materials that outline MB theology

Emailed newslegers

Printed newslegers


§  25-‐34 year olds chose printed as their number one medium (33%)

as did (36%) of 65-‐75 year olds (age +74 is 50%)

§  45-‐54 chose websites with online ar0cles as number one (34%) vs 25-‐34 year olds (20% in top two ) and (36% top two) for 65-‐74 years

§  25-‐34 year olds chose social media as one of top two mediums (26%) vs (8%) of 65-‐75 year olds

§  25-‐34 year olds podcasts (12%) vs (6%) of 65-‐75 year olds §  25-‐34 year olds emailed newsleder (14%) vs (29%) of 65-‐75 year

olds selected as one of top two mediums

6.0 Mediums and Age: survey results How medium effec,veness is affected by age:

Most effec7ve mediums to communicate with / reach their congrega,ons:

6.0 Best Mediums: research interviews

Most Frequent Responses: §  Facebook (mul;ple pages, mul;ple groups) §  Group emails §  Printed bulle;ns and handouts §  Website §  Best s;ll face to face

Addi0onal Responses: §  Videos §  Instagram (reaches older segment also) §  Podcasts §  All media required / mul;-‐media needed §  E-‐newslegers (designed) §  Mul;ple men;ons that print effec;veness is declining

Most effec,ve communica,on mediums used by their church :

6.0 Best Mediums: survey results

§  Live messages on Sunday (48%)

§  email newsleders (42%)

§  Sunday bulle0ns (40%)

§  Church mee0ngs (24%)

§  Church website with online ar0cles (22%)

§  Social media – facebook (15%)

Sunday bulle;ns

Church website with online resources

Printed reports

Social media

Live messages on Sunday morning

Church mee;ngs

Podcasts

Videos and / or live streaming

Small group discussion materials

Emailed newslegers

Printed newslegers

Other (please specify

7.0 Most Valuable Content Types

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7.0 Most Valuable Content: research interviews

Leaders’ Most Frequent Responses: §  Applying faith to prac;cal issues and challenges faced in our culture §  MB perspec;ve on current affairs §  Reports on mission efforts §  Statement of faith, maintain theological integrity, shared MB beliefs §  Stories of life transforma;ons

Addi0onal Responses:

§  What’s happening in MB churches na;onally §  Current Herald content is very strong §  Challenges faced by our MB leaders and our churches §  Informa;on on events and conferences

§  Stories on other Canadian MB churches (47% of respondents) §  Challenges they’re facing §  Successes they’re having §  How God is working in their church // growth

§  Theological explana0ons, issues from MB (40% of respondents)

perspec0ve, Bible Studies

§  Reports on missions and outreach (25%)

§  Personal tes0monies (14%) §  From Canadians across the country who are in MB churches

7.0 Most Valuable Content: survey results

§  Event Informa0on (6%) §  Conference Reports (5%) §  Current Herald Content (5%) §  Stories re: MB cultural heritage / tradi;ons (3%)

Note: % refers to percentage of respondents that iden7fied this type of content as being valuable to them (in an open ques7on response)

7.0 Most Valuable Content: survey results

How leaders perceive content effec,veness varia,on between age groups:

Leaders’ Most Frequent Responses:

§  Content need / desire is common to across all age groups; just different mediums required to deliver it

Addi0onal Responses: §  All ages need to hear stories focused on others in their age group §  More difference between people of MB culture vs. non-‐MB culture §  Younger people need opportunity for dialogue (not one-‐way) §  Some varia;on pending age:

§  Youth (sexual ethics, rela7onships, peer pressure) § Adults (scripture, family issues, money management) §  Seniors (health, what’s happening with MB friends across country)

7.0 Content by Age: research interviews

Content types leaders value in crea7ng a shared sense of MB iden,ty and community among churches:

Most Frequent Responses: §  Connec;on to other churches across Canada, and the challenges they are facing §  Clear MB posi;on on tough issues §  Theology mee;ng culture (the issues we face every day)

Addi0onal Responses: §  Trends and current affairs from an MB perspec;ve

7.0 Valuable Church Content: research interviews

§  Stories about how / where God is changing lives in Canada (43%)

§  Theological clarifica0on and explana;ons (21%)

§  Forum for where sensi0ve issues can be explored (21%)

§  “Crosscurrents” sec;on (16%)

§  Informa;on or resources that equip MBs to reach their neighbours with Christ (15%)

§  Reports from partner agencies, such as camps, mission (15%)

7.0 Valuable Church Content: survey results

News about people accep;ng new roles in church / ministry leadership

Adver;sing employment opportuni;es within the church

Info / resources on discipleship

Conference reports and event info

“Crosscurrents” sec;on providing MB and Anabap;st perspec;ves

Chronicle of the MB church in Canada

Info / resources that equip MBs to reach their

neighbours with Christ

Place where sensi;ve issues can be explored

Stories about how and where God is changing lives in Canada

Learn more about CCMBC’s vision and progress on missions

Info / resources on developing as a leader

Reports from partner agencies

Info on personal life events

Theological clarifica;on and explana;ons


8.0 Perceptions of Herald Name / Brand

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8.1 Perceptions and Age: survey results


§  The Herald is seen as most beneficial to people aged: §  55 to 64 years (35%) §  65 to 74 (24%) §  45 to 54 or (21%)

§  The Herald is seen as least beneficial to people less than 20 years of age (71%)

8.1 Perceptions and by Age


What age do you feel the Herald is most beneficial to?

8.1 Perceptions and Age


What age do you feel the Herald is least beneficial to?

8.1 Perceptions and Age: research interviews


Most Frequent Leader Responses §  Readership, effec;veness and impact correlated with age (decrease with age)

§  Older people who have been part of MB culture for substan;al amount of ;me love it

§  Younger people tend to have limited (if any) awareness of it

§  Younger audience is digitally / screen-‐focused, and interact with informa;on differently – expecta;on of dialogue and interac;vity

8.2 Satisfaction / Net Promoter Score


How likely leaders are to recommend The Herald:

§  Leaders’ likeliness to recommend: 8 §  8 = “passive” in NPS world; sa;sfied, but not ac;vely promo;ng

How likely readers are to recommend The Herald: §  Readers’ likeliness to recommend: 7 §  7 = “passive” in NPS world; sa;sfied, but not ac;vely promo;ng

8.2 Satisfaction / Net Promoter Score


Leaders’ likeliness to recommend – impact of age: Most Frequent Response: Likeliness to recommend is the same, regardless of age of church agendee that they’re speaking with; content s;ll relevant Addi0onal Responses: Would send link / online source to audience under age 30; would refer to printed copy for audience over age 30

8.3 Perceptions of Name: research interviews


Is the MB Herald name an asset when aDemp,ng to gain distribu,on to their congrega,on and to engage younger MBs:

Leaders

§  2/3 believe view the name as an asset or neutral

§  1/3 see it as an obstacle to reaching wider church body §  Largest challenge they iden;fied is lack of awareness with

non-‐members and people under 25

8.3 Perceptions of Name: survey results


Is the MB Herald name an asset when aDemp,ng to gain distribu,on to their congrega,on and to engage younger MBs:

Quan0ta0ve: Readers §  The Herald name is seen as an asset

(average ra;ng of 6 on a scale of 1 to 10) §  It appears to connect more strongly with an older audience,

with the following age ranges and ra;ngs on a scale of 1 to 10: §  35 – 54 rate it at 5 §  25 – 34 and 55 – 64 rate it at 6 §  65 and older rate it at 7

9.0 Takeaways / Implications

62

9.1 Summary of Findings


§  Having a shared sense of iden0ty and community with other MBs across Canada is valuable to many MBs

§  The MB Herald is seen as helping foster a shared sense of MB iden0ty and community (where few other things succeed)

§  Herald content is viewed as valuable to a wide range of age groups – the greater varia0on is in delivery method

§  Poten;al to have Herald grow and reach more of the church body through a mix of mediums / delivery methods (print AND digital: facebook, apps to customize content, emailed ar;cles, re-‐postable social content one ar;cle / idea / image / video at a ;me)



§  The most valuable types of content that readers are seeking includes:

§  Stories on other Canadian MB churches* (47%) §  Theology, beliefs, MB perspec0ve on issues (40%) §  Reports on missions and outreach by MBs (25%) §  Personal tes0monies from MB churches (14%)

* high differen;a;on opp here

§  Herald name is an asset for those that know it, not likely an obstacle for reaching more of the church body (keep for +middle ages)



§  facebook is a strong medium but churches struggle with finding the ;me and resources to create fresh content (CCMBC opportunity)

§  Exis0ng Herald + new mediums require promo0on – this has been an obstacle to reaching more of the church body (pastors are key)

§  Reach 18 to 24 via interac0ve, online approach (i.e. facebook, app)

§  Provide mul0ple points of view including the MB view §  Tackle challenges young are facing (da;ng, peer pressure, drugs) §  Mission and discipleship are highly relevant §  Consider a unique name for the app (i.e. wire, shimmer) §  Stories about how God is changing lives in Canada §  Develop online content first then consider a younger print version §  MB heritage could get trac0on on social jus0ce, social ac0on, poverty

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Thank You Brent Smith Marke;ng Strategist brent@6pmarke;ng.com 6P Marke;ng 421 Mulvey East Winnipeg MB 204.474.1654

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