What is evangelization? Fr. Mike Schmitz talks data, messaging, and knowing your audience
“We have been called to heal wounds, to unite what has fallen apart, and to bring home those who have lost their way.”
– Saint Francis of Assisi
Evangelization is a buzzword in Catholicism. And for good reason. Evangelization is at the heart of our Faith. It drives our parishes, dioceses, apostolates, and organizations. Sharing the love of Christ is why we do what we do.
It’s why Vinea Research exists.
But we as the Church constantly fall short. People are leaving the Church. According to Pew Research, 13% of all U.S. adults are former Catholics.
And our ministries often lack the funds we need to change hearts and minds. We know this. And we give everything we have to change it.
So what are we missing? Fr. Mike Schmitz says data.
How does the Church define evangelization?
The Catechism of the Catholic Church defines evangelization as “the proclamation of Christ and his Gospel by word and the testimony of life, in fulfillment of Christ’s command” (glossary).
The United States Conference of Catholic Bishops says, “Evangelization happens when the word of Jesus speaks to people's hearts and minds. Needing no trickery or manipulation, evangelization can happen only when people accept the Gospel freely, as the ‘good news’ it is meant to be, because of the power of the gospel message and the accompanying grace of God.”
"For if I preach the Gospel, that gives me no ground for boasting. For necessity is laid upon me. Woe to me if I do not preach the Gospel!" (1 Cor 9: 16)
Evangelization, then, is quite simply proclaiming the Gospel. It is sharing Jesus in a way that resonates and changes both heart and mind. It is a proclamation of the goodness of God, of the power of redemption, of the story of Jesus’ life, death, and resurrection, and the call to the life God intends for each of us.
But Pope St. John Paul II called for a new evangelization—new in means, new in expression, and new in ardor. And figuring out what that means has been an extensive exercise. We’ve made changes to our churches and our liturgy, to our music and to our outreach.
Catholic resources abound in the digital world. We’re using many modern tools for evangelization, from television and radio to online videos, podcasts, and social media. Some of it works, and a lot of it does not.
Pope Paul VI spoke about this need first, proposing three key questions essential to the success of modern evangelization (emphasis added):
“In our day, what has happened to that hidden energy of the Good News, which is able to have a powerful effect on man’s conscience?
To what extent and in what way is that evangelical force capable of really transforming the people of this century?
What methods should be followed in order that the power of the Gospel may have its effect?” (Evangelii Nuntiandi, no 4)
He emphasized the need to “revise methods, to seek by every means to study how we can bring the Christian message to modern man” (Address to the College of Cardinals (22 June 1973): AAS 65 (1973), p. 383.).
Evangelization and data
Fr. Mike Schmitz says data transforms evangelization. Because knowing your audience drastically impacts how you share the Faith. In this video, Fr. Mike shares an example of research conducted among young college students. They found the top three reasons they were leaving the Church were:
hypocrisy in leaders,
teachings they don’t understand or don’t agree with, and
a perceived conflict between faith and science.
Even just this small amount of data completely tailors how Fr. Mike talks to his students. We need data and insight on the body of Christ in order to meaningfully support and nourish it.
How do we get it? Professional market research.
Market research uses proven, business-based methods help you gather and analyze information to uncover essential insights about the people you serve. You can determine the viability of a new service or product, and you can test the impact of existing products, programs, and services. All by talking directly to your existing or potential customers.
Why do market research?
Market research delivers action-oriented insights and recommendations into audience behaviors and underlying motivators. When you know what and how your audience thinks, you can:
more effectively reach, engage, and motivate your audience,
create more effective messaging,
demonstrate the impact of programs and products, and
motivate donors and investors.
Know your audience, speak their language
The message of the Gospel never changes. But in order to make it resonate, we first have to look. We have to listen to our audience. We have to know their desires, their trials, their hearts. When you know what and how your audience thinks, you can better connect with them and serve them.
Because when you speak to someone in their language, they tend to understand.
“O Lord, little by little with most tender and most merciful hand, touching and composing my heart, didst persuade me…” – Saint Augustine
Saint Thomas Aquinas said, “To convert somebody go and take them by the hand and guide them.” If you want to meaningfully support and nourish your people, first you have to get to know them even better.
That means recognizing their attitudes, studying their behaviors, understanding their spirituality, and uncovering their motivators.
You can do that with market research.
Why are businesses so successful in selling commercial products? Because they prioritize getting to know their customers. The same best practices and high-caliber methods can and should be used to serve the Church.
Vinea Research offers a full range of market research techniques to deliver critical customer insights that can help you transform your audience and achieve organizational goals.
We use a proven, systematic, and collaborative market research process. Our uniquely action-oriented approach gives meaning to your data, going beyond the "what" to discover the "why". You will gain actionable insights into your audience so you can more effectively reach, engage, and evangelize them.
"To convert somebody go and take them by the hand and guide them." – Saint Thomas Aquinas
Better methods, better evangelization.
Stop losing people
The Church has been losing members at an alarming rate, so the imperative to evangelize, and evangelize well, is essential. We must be able to attract people to its truth, beauty, and goodness.
"the Church's fundamental function in every age, and particularly in ours, is to direct man's gaze, to point the awareness and experience of the whole of humanity toward the mystery of Christ." – Pope St. John Paul II, Redemptor Hominis, 275
We can do more. The Church can do more. You can do more. You can carry out the Gospel mission to make disciples more effectively and expansively.
Tell us about the people you serve. Share your goals. Let's work together to proclaim the Gospel.
Who is Vinea Research?
Vinea Research was founded with the goal of applying proven, business-based market research methods to helping Catholic groups get the information they need to further the New Evangelization.
Vinea Research offers a full range of market research techniques to deliver critical customer insights that can help transform the way Catholic leadership, parishes, apostolates, and advocacy groups reach and motivate the people they serve.
Vinea Research is built on a team of experienced market research experts and deep knowledge and understanding of Catholicism. Our mission is to support Church leadership, apostolates, parishes, and other organizations by helping them better understand those they serve through expert market research and insights.