H29-page 2 H29-page 1 SEGMENT H29: DESTINATION RECREATION Mission Impact Focusing your heartburst for the people around you Mission Impact Guide V 2.0 Middle-aged, mid-scale couples in rural towns and fringe suburbs working to enjoy their active lifestyles General Spiritual Insight: Resource: Mosaic by Experian Destination Recreation is part of the Lifestyle Group H (Middle-Class Melting Pot). Please refer to the description of Group H for the larger context of this segment's potential relationship with the church. Religious Perspective: "Faithfulness Means Being Brand Loyal and Cost Conscious" Key Behaviors: Worried About The Future, Avid Collectors, Balance and Moderation Strong Impressions: Inclination & Attitudes: Dutiful, Restrained, and Higher Need For Security, Prefer To Follow Mood & Values: High Concern For The Environment, Moderation In All Else
F22-page Q62-page G25-page 2 1 Comments: These laid back, blue collar couples between 35 and 50 are extremely sociable, and willing to volunteer for a good cause, but they don't tend to join any organization except their labor union. They are the core of what has been called the "silent majority". They don't have strong opinions, although they are basically optimistic people. All this means that people in this segment may well participate in a church, but probably won't become members. They prefer to be adherents, and feel free to increase or decrease their involvement as they see fit. Many of these people live in small, exurban, communities that are on the edge of wilderness, but accessible from the city. These communities actually attract wealthier, active lifestyle segments to resort or vacation spots, and the people in this lifestyle segment are the year-round residents who provide retail and public services in support of the more upscale residents. They are much more parochial than the upscale population, and tend to gravitate toward small traditional churches. These churches may be denominational or independent; Catholic, Protestant, or Pentecostal; but they generally focus on personal religion and avoid hot button social issues. People in this segment make friends easily and are comfortable as adherents. They probably don't want to serve an office, but they will volunteer for short term ministries. They are ready to respond immediately and generously to emergencies, but their spare time is taken up with outdoors activities like hunting and fishing.
H29-page 3 Relevant Ministry Choices: Leadership Hospitality Enabler It is often the relationship with the pastor that cements the connection with people in this lifestyle segment. Denominational affiliation, theological perspective, and professional certification are very secondary to the personality and integrity of the pastor. The pastor needs to be very friendly and accepting, available at any time, and able to shift gears from idle conversation to intentional Christian mentoring without hesitation. This pastor also enjoys the outdoor life and the exurban lifestyle. He or she is not particularly ambitious to climb the ecclesiastical career ladder, but has a very clear sense of vocation. The pastor speaks articulately about personal faith. He or she may be a modest preacher, but is an excellent conversationalist. The pastor does not need sophisticated administrative talents, but may have special training in counseling and pastoral care. Administration and mission is often delegated to boards and committees. Strategic decisions tend to be made by consensus, and the pastor facilitates parliamentary procedure. The pastor is usually not aggressive when it comes to church growth, and pays equal or more attention to members than visitors. The pastor is often considered an "employee" of the church, and is therefore expendable. In other words, the pastor can change, but the church will always carry on. Leadership This pastor is definitely a people person. He or she is not a strong advocate of any particular public policy or mission project, but focuses on encouraging inward spiritual life. The Basics Sincerity is everything for folks in this lifestyle segment. Greeters simply need to be friendly, neither pushy nor shy, and be present both for hello and goodbye. Ushers are unnecessary, because people in this segment generally sit at the back and don't read responsive or unison prayers anyway. Refreshments are often served in a basic hall or church basement, with direct access to the kitchen. Basic coffee, tea, and juice; and sugary desserts purchased in bulk from the grocery store are appreciated. In some communities, leftovers from speciality bakeries and restaurants are a big attraction. People will linger after worship for conversation, and may stay for a short presentation or meeting regarding some emerging community concern. These folks are simple and nonchalant about healthy eating. Basic coffee and tea (perhaps with flavored creamer), plus sugary snacks that are either homemade or purchased in bulk from a discount food chain are adequate. Provide lots of space for people to mingle with friends... or hold a brief meeting in the corner. The fact that women tend to be servers reflects the nostalgia of this lifestyle segment for women as homemakers... and no disrespect is intended. The reality, of course, is that these couples depend on dual incomes to support their fragile financial stability. Hospitality These people tend to be one-day-a-week Christians, so make the most of Sunday morning to engage them in serious conversation about life struggles and spiritual victories.
F23-page H29-page 4 Relevant Ministry Choices: Worship Education Inspirational, Mission Connectional Worship needs to be inspirational, but it should also be simple. People in this segment do not need to be inspired with elaborate liturgies or sophisticated worship. The worship service will never be able to compete with their love of the outdoors anyway! The inspiration comes from the sincerity of participants, and the joy that they experience in relatively simple, intimate, prayers and songs. The message of the preacher is grounded in the Bible, but primarily comes from the heart and the pastor's personal experience. Special music may be a soloist or amateur choir, and their personal emotion and authenticity is more important than professionalism. People in this segment may sing with all their hearts or be silent with all their hearts. Prayers lean toward spontaneous, with lots of opportunity for silent prayer or bidding prayer. There is often a strong mission component to worship. Storytelling or personal witness focuses on local missions or individual transformations. It may include practical suggestions for people to get personally involved, rather than simply appeal for financial contributions. There may be a second offering for mission. Curricular or Experiential, Biblical, Peer Most of the people in this segment are childless, but if they have opinions about children's Sunday school they will be fairly traditional. They anticipate that Sunday school will involve a curriculum based on Bible stories, and in a small church kids will be gathered of all ages. However, these are not people with strong opinions, and they will usually go along with any innovation that pastor suggests. The adults will be selective about Sunday morning educational programs. Only a small proportion will have college educations or advance training beyond High School. They are less likely to participate regularly in a traditional Bible study or topical class (although the proportion of single and widowed people may participate in order to socialize). They are more likely to attend in periods between hunting and fishing seasons, and to attend special one-time events with a relevant speaker or video. The topic is usually related to a particular mission project in which they have an interest (usually local or regional). Worship Passing the Peace is an important moment in worship, and may last several minutes. People will move about to greet one another in the sanctuary, and the pastor or priest walks among parishioners. Education The pastor is often the teacher or facilitator of the adult class.
H29-page G24-page 5 5 Relevant Ministry Choices: Small Group Outreach Designated Leaders, Affinity People have the same attitude toward participation in midweek small groups as in Sunday morning education. Their participation tends to be seasonal, and therefore involves short term commitments. They are most like to connect with small group affinities related to the outdoors, sports, and basic food and fellowship. They prefer to meet in homes or restaurants, and may take some small groups camping, hiking, or canoeing. Small group leaders need to be appointed and trained. Leaders may just host and facilitate a discussion based on a video, but probably not a book study. People in this segment prefer to be "followers" rather than "leaders". They don't want to stand out or be vulnerable to criticism. They are very talkative when they socialize, but may say little in an intentional discussion. For Themselves: Quality of Life For Others: Survival, Quality of Life The individuals and couples in this segment tend to be self-motivated, independent, and apolitical. They are not opinionated, but they are not easily manipulated either. They are parochial, but usually quite open minded. They are very friendly, but have a strong sense of personal spirituality. They respond well to ministries that honor and nurture their personal religion, and that help them connect with hands-on missions that improve the quality of life of a local community (public safety, environmental improvements, emergency intervention, and so on). They tend to be very compassionate toward strangers, and volunteer to provide the necessities of life (food, clothing, shelter, etc.) They can be very sacrificial to help others overcome natural or personal disasters and family emergencies. However, they do not want to "make waves" or become involved in controversies. They believe that God is important, but do not want to participate in aggressive evangelism. Their philosophy is live and let live. Small Group Small groups usually have a strong component for prayer, in all kinds, and support individuals in their personal spiritualities. They are very open and accepting of different religious practices and opinions, and leaders help individuals customize personal spiritual habits suitable to their personality and context. Outreach People often feel financially vulnerable, and are more willing to volunteer their time and talent than their discretionary income.
H29-page 6 Relevant Institutional Strategies: Property and Technology Stewardship/Financial Management Ecclesiastical or Utilitarian, Christendom, Modern or Postmodern Destination Recreation don't care much whether a church building looks ecclesiastical or utilitarian, but it should fulfill the basic functions of gathering people for worship, fellowship, and food. Buildings tend to be lowmaintenance, so that landscaping and facilities are tidy but not elaborate. As far as they are concerned, the building is only used on Sundays (unless it houses a community outreach ministry). Symbols tend to be classically Christian, but instantly recognizable and understandable. The natural environment surrounding the community is itself a symbol of the infinite. These people do not need stained glass or high class sacred objects, although they will honor Bibles, baptismal fonts, altars, and communion ware. The technology within the church building tends to be modern (with basic pews or chairs, simple audio systems, and books. They may not think it is cost effective to pay for video and wireless internet in the sanctuary. They will value post-modern technology in the office and fellowship hall, however. LCD screens and computer generated images are helpful, and large screen televisions provide video that enhances education and small groups. Property and Technology People in this segment are happy if the building is used as a community center, and are tolerant of the wear and tear a property may experience. Designated Giving, Lifestyle Coaching Couples in this segment have dual incomes, but still feel financial squeezed. They do not have a lot of investments and are low risk takers. Although they want to avoid debt, most are carrying large credit card balances. One reason they hesitate to join a church is that they want to avoid the guilt or pressure to financially support its overhead. They are unlikely to participate in any stewardship program that is remotely aggressive. They probably will not pledge, but they will be as generous as they can be. Their giving may go up and down during the year, and they may wait until the end of the year to make a large contribution. As adherents, they often prefer to designate their giving to particular ministries or mission targets. They may well appreciate coaching for Christian financial management. They welcome any help to reduce debt and interest payments, so that they can give save more, and give more to charity. They may be interested in developing a "portfolio" of mission targets to give money. They often prefer local missions, and like to be "hands-on" with outreach programs to which they contribute. Stewardship/Financial Mgmt. Their list of essentials for financial planning includes outdoors equipment: pickup trucks and SUV's, boats and outboard motors, campers and camping equipment, etc. These are not luxuries, and they will make sacrifices on housing, household items, clothing, etc. to afford them.
H29-page 7 Relevant Institutional Strategies: Communication Internet, Telephone, Gatherings People in this segment will use the internet for communication and commerce. They will participate in chat forums and instant messaging, and use other social media. You can reach these people through email and text, and advertise coming events through a church website. You can also reach them by home telephone and cell phone (unless they are out of range of a signal tower), and they will check messages regularly. They also appreciate reminders in more traditional ways... through posters, bulletin boards, and verbal announcements at worship and other gatherings. Communication Keep advertising brief and unobtrusive... but multiply opportunities for chat forums, social media, blogs, and other means of conversation. Resources: Download MissionInsite s Impressions Report for your mission field through http://www.missioninsite.com (Predefined Reports) Really Relevant (and) Always Faithful: How Churches and Ministries Target Mission In An Explosion of Diversity by Thomas G. Bandy (Available through Amazon) Download the MOSAIC Guide from Experian Explore the Interactive MOSAIC Guide from Experian