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Delivering the Reason to Believe
Religion is no longer simply passed down in families. It is an active choice that individual consumers of religion make, including, and especially, millennials. Like every other area of consumer choice, there are going to be winners and losers. And like every other area of consumer choice, the religious congregations, or brands, that most actively provide today's consumer with a “reason to believe” and a superior customer experience are going to win.
The role Campos plays in helping congregations expand and grow for the next generation.
Campos is a customer experience and brand strategy firm that focuses specifically on helping growth-oriented organizations develop the strategies they need to thrive. Over just the past year, we have assisted Evangelical, Jewish, and Catholic congregations to better understand the needs of their members and use that critical information to position them for future growth.
We are highly attuned to how difficult—yet critical—it is for religious organizations to begin viewing their “industry” as one with infinite consumer choice, in which prospective “customers” are quite literally shopping for their service. We excel at working closely with congregations of all types as they transition to this line of thinking.
One of the first steps Campos takes with many religious organizations is to analyze their current congregant data (typically participation and giving figures) and append third-party data sources in order to provide insight into congregants’ broader beliefs and behaviors. Campos does this by using data from highly-respected third-party providers—providers that other consumer industries have been using for years. These organizations group every household in America into different consumer segments based on shared characteristics, shedding light on many different aspects of their lives. We match each congregant household to one of these groups, allowing us to look at over 66,000 purchasing, media, and other behaviors typical of those households. We also dig into hundreds of psychographic perceptions, as diverse as:
“It’s important to me to attend religious services”
“I consider myself to be a spiritual person.”
“My faith is very important to me.”
“I do some sport/exercise at least one a week.”
“I have regular medical check-ups even if I’m not ill.”
“The internet has changed the way I shop for products and services.”
“When I need information the first place I go is to the internet.”
This segmentation effort results in the identification and development of a deep understanding of the congregation’s key target segments. Once accomplished, the locations of comparable households—that is, those most open to an invitation—in the congregations geographic service area can be mapped.
While segmentation is most often the first step, Campos typically goes on to employ other tools of market research, including in-person interviews, focus groups, and surveys, to help growth-oriented congregations gain a deeper understanding of what practicing and prospective congregants need, expect, and desire from religious organizations. And, just like every other service that includes consumer choice, congregations use this insight to determine how to better communicate their message to the people most open to joining them.