?Open hearts? campaign expands church?s reach
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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.
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By United Methodist News Service
June 25, 2007 | NASHVILLE, Tenn. (UMNS)
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The Rev. Larry Hollon
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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.
News media contact: Linda Green, Nashville, Tenn., (615) 742-5470 or newsdesk@umcom.org.
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Resources
United Methodist Communications
Igniting Ministry
The Barna Group | 
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