It’s super easy to measure the measurable. I mean seriously. Take a head count and you’re good to go right? Well, not so fast. There is likely a lot of information that you’re missing if you simply count butts in seats. Let me propose a better way.
Ok before we dive into this let me set the stage a little. Admittedly, this is written from the perspective of a pastor of a church. But I’ve lived in the real world as well so some of the principles here are transferrable to other trades. Actually, I believe most of this information is transferrable.
One of the easiest things to do to measure the growth of an organization is to ask for some statistical data. The simplest form of data is raw numbers about how many people show up to events, gatherings, come through the door, etc. This is what we’ll call attendance numbers. This is the primary lot of information that most church bodies like to gather for their churches. And as easy as it is to gather, the information is totally invalid. Actually, it’s often times misleading to be quite frank. Raw attendance shows one side of an equation that does not tell you about overall health. That’s where we’ll spend the rest of the time in this article – growth verses health. You can be big but weak and that’s no good!
There needs to be a metric that measures movement or progress from one area to the next. Something that drives to a deeper level of engagement or ownership in the life of the organization. Mere attendance shows a level of knowledge about the organization and that’s helpful to an extent but there’s no ownership involved at all.
A better way to measure the overall health and vibrancy of an organization is to move from singular attendance data to a cyclical view of engagement. In the church I serve, we use four key concepts that show levels of engagement ranging from observation to participation to involvement to ownership. The key is to get someone to move through this cycle to exhibit ownership of what they believe in. The same is true for other areas of life, not just church life.
Take my time in car sales as an example. Someone knows the dealership exists and they even drive through the lot on a day when the place is closed. That doesn’t do you any good. They move to participation in what you offer, meaning they end up buying the car. That’s great and it helps your bottom line, but if they never return you’re missing out. When they become involved in what the dealership offers they’ll bring their car back for service. That’s when they are actually buying into the culture of the organization and not just getting a product from you. Finally, the ultimate is when they become repeat and referrals to your dealership. That’s when they own it as their preferred place of business.
This metric of moving people through a cycle of deeper engagement in the life of the organization is critical to long term viability and sustainability of the organization. If you’d like to see how this can apply to your particular are of work, I’d be glad to assist. Specifically if you’re a church or church planter, applying this to your context is the world in which I live currently! The end goal is to move us to a place of thriving instead of merely surviving in life, business and ministry.
