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I'll try to not be negative, but I feel like we've been here before.
"Fishing for Spirit" would be more succinct.I propose "Chasing the Spirit with a Fish"
Too bad "Challenge the Mind, Nourish the Spirit, Act in the World" is already taken by the UUs here in London because it covers similar terrain but is more "active" in that it uses actual sentences with imperative verbs rather than just nouns with descriptors.The full tagline:
Deep spirituality
Bold discipleship
Daring Justice
We definitely have. We have seen it at the national level and I have personally participated in many local initiatives. Many of our members here will likely say the same.I'll try to not be negative, but I feel like we've been here before.
No, I mean running after the Spirit, brandishing a fish."Fishing for Spirit" would be more succinct.
Such as The WonderCafe marketing campaign?We definitely have. We have seen it at the national level and I have personally participated in many local initiatives. Many of our members here will likely say the same.
The aim was to project the UCC as open-minded, diverse, and welcoming, spark curiosity, foster dialogue, and ultimately encourage visits or joins to local congregations.
For the original study, see Haskell's paper on Academia.edu.
Key findings:
Broader Context and Outcomes:
- The campaign sparked some curiosity and positive perceptions of the UCC as progressive/open.
- However, it often failed to inspire action (e.g., attending a service).
- Participants expressed frustration with perceived "vagueness" or reluctance to state clear opinions on theological/social issues.
- Overall, it highlighted limitations of religiously oriented marketing — especially internet-based — in persuasively promoting denominational affiliation amid decline.
- Haskell concluded the efficacy was limited, with the provocative, question-posing style not strongly motivating deeper engagement.
Some Positive Notes:
- The major ad components wound down by fall 2009, and the original WonderCafe.ca forum eventually closed (though an independent community, Wondercafe2.ca, formed from active participants and continues as a discussion space welcoming diverse backgrounds).
- Contemporary commentary (e.g., Catholic Register in 2010) criticized the edgy tone as pushing boundaries too far and suggested simpler promotion of the UCC's good works would have been more effective and cheaper.
- Membership decline continued unabated post-campaign: The UCC lost significant numbers through the 2010s and beyond, with critics (including op-eds referencing Haskell's work) pointing to WonderCafe as an example of misguided "adaptation" strategies that emphasized openness over doctrinal clarity — failing to stem the tide.
The campaign was described as "bold" and "daring" by UCC insiders and supporters at the time. It created spaces for genuine online discussion (including international participants), engaged some non-churchgoers in faith conversations, and aligned with the UCC's identity of diversity and exploration. It wasn't a total non-event — it generated buzz and some ongoing community — but it did not translate into measurable growth or reversal of decline.
In summary, while innovative for its era, WonderCafe did not succeed as a recruitment or revitalization tool. It remains a frequently cited case study in discussions of why progressive marketing approaches struggled in mainline Protestant contexts facing secularization.
The UCC has since shifted focus to strategies like migrant/new faith communities and the Toward 2035 vision for renewal.
Oh ffs, Rita....Long time members of WC/2 might know all this but I did not.
I listened to the whole thing and found it very repetitive. Was the data presented inconsistently?I just just listened to half the fecking thing, and then I skipped to the end, and do tell me rita if there is anything in there beyond:
The United Church of Canada got it wrong because they tried to emphasize social justice over religious control/obedience.