'Open hearts' campaign expands church's reach
By United Methodist News Service
The "Open hearts, Open minds, Open doors" campaign of The United Methodist Church launched in 2001 and is increasing awareness of the denomination. A UMNS video image courtesy of Igniting Ministry.NASHVILLE, Tenn. (UMNS)-Now in its seventh year, the "Open hearts, Open minds, Open doors" campaign of The United Methodist Church is reaching more "seekers" each year, according to new research.
Thirty percent of those surveyed in 2006 were aware of the campaign, up from 27 percent the previous year and 14 percent in 2001 when the campaign began.
"The impact of the advertising is that awareness is growing from year to year," said the Rev. Larry Hollon, chief executive of United Methodist Communications. "The research also indicates that our messages continue to be believable and important to the audience-and they are effectively shifting people's attitudes about the denomination in a very favorable way."
In 2006, the church spent more than $6 million on the campaign, which primarily paid for television ads but also included billboard ads and radio and cinema spots, according to Diane Denton, a spokeswoman for The United Methodist Church.
The purpose of the campaign is to increase awareness and recognition of The United Methodist Church's basic beliefs and to promote willingness to visit a United Methodist church among people ages 21-60 who do not attend a United Methodist church and are searching spiritually.
Each year, United Methodist Communications commissions independent research about the effectiveness of the denomination's "open hearts" advertising campaign.
More than 1,200 people from six test markets (Sacramento, Pittsburgh, Des Moines, Roanoke, Springfield, and Tallahassee/Gainesville) were interviewed by the Barna Research Group regarding their impressions of the denomination, their willingness to visit a United Methodist church, and their perception of the "open hearts" message.
Highlights of the research shows:
.Thirty-seven percent of all respondents said their impression of The United Methodist Church was very or somewhat favorable;
.Those who had seen the advertising were 47 percent more likely to have a favorable impression of The United Methodist Church than those who had not;
.Nearly half of the target audience-47 percent-expressed willingness to attend a United Methodist church, with 11 percent being very willing;
.Fifty-eight percent of those exposed to the advertising recalled the tagline: "Open hearts. Open minds. Open doors.";
.Seventeen percent of respondents said they would definitely or probably visit a United Methodist Church in the next three months.
The survey also looked at 10 different statements about United Methodists to measure respondents' perceptions of the denomination. Slightly more than half of those surveyed agreed with the top five perceptions of United Methodists as people who: care for and support each other; accept people from different walks; would accept you for who you are; help people in the community; and care about justice and peace for all people.
This story was based on a news release from the Office of Public Information at United Methodist Communications.
Thirty percent of those surveyed in 2006 were aware of the campaign, up from 27 percent the previous year and 14 percent in 2001 when the campaign began.
"The impact of the advertising is that awareness is growing from year to year," said the Rev. Larry Hollon, chief executive of United Methodist Communications. "The research also indicates that our messages continue to be believable and important to the audience-and they are effectively shifting people's attitudes about the denomination in a very favorable way."
In 2006, the church spent more than $6 million on the campaign, which primarily paid for television ads but also included billboard ads and radio and cinema spots, according to Diane Denton, a spokeswoman for The United Methodist Church.
The purpose of the campaign is to increase awareness and recognition of The United Methodist Church's basic beliefs and to promote willingness to visit a United Methodist church among people ages 21-60 who do not attend a United Methodist church and are searching spiritually.
Each year, United Methodist Communications commissions independent research about the effectiveness of the denomination's "open hearts" advertising campaign.
More than 1,200 people from six test markets (Sacramento, Pittsburgh, Des Moines, Roanoke, Springfield, and Tallahassee/Gainesville) were interviewed by the Barna Research Group regarding their impressions of the denomination, their willingness to visit a United Methodist church, and their perception of the "open hearts" message.
Highlights of the research shows:
.Thirty-seven percent of all respondents said their impression of The United Methodist Church was very or somewhat favorable;
.Those who had seen the advertising were 47 percent more likely to have a favorable impression of The United Methodist Church than those who had not;
.Nearly half of the target audience-47 percent-expressed willingness to attend a United Methodist church, with 11 percent being very willing;
.Fifty-eight percent of those exposed to the advertising recalled the tagline: "Open hearts. Open minds. Open doors.";
.Seventeen percent of respondents said they would definitely or probably visit a United Methodist Church in the next three months.
The survey also looked at 10 different statements about United Methodists to measure respondents' perceptions of the denomination. Slightly more than half of those surveyed agreed with the top five perceptions of United Methodists as people who: care for and support each other; accept people from different walks; would accept you for who you are; help people in the community; and care about justice and peace for all people.
This story was based on a news release from the Office of Public Information at United Methodist Communications.
posted by TN Conference UMC @ 6:07 AM
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