Pitfalls to Avoid in Reaching
a Younger Constituency
by Lovett H. Weems, Jr.

There is no more pressing need for most American congregations than to reach younger people. The average age of church members in many denominations has increased tremendously. While the goal of ministering to a younger constituency is noble, there is never only one value or goal at stake. The goal of reaching younger persons cannot be accomplished unless it is achieved in a manner consistent with other core values.

The recent death of economic journalist Louis Rukeyser brings to mind an example illustrating this point – the example of public television’s counterproductive efforts to remake Wall Street Week with Louis Rukeyser. With so many television programs today focusing on the economy, it is hard to remember that in 1970, when Louis Rukeyser started his show, he pioneered business broadcasting. Wall Street Week with Louis Rukeyser, produced by Maryland Public Television (MPT), took off and enjoyed great success. At its peak, it attracted three million viewers and was the most-watched financial show on television.

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Leadership Vignette

Eat this Bread, Drink this Cup
by Jackie Hoy

A pastor learned lessons for leading
when communion practices were changed.

I have always believed in the centrality of communion. For me, a common loaf and the chalice are important symbols. But one of the two churches I serve had resisted the practice of serving communion by intinction. They served communion with individual plastic cups and individual cut-up portions of bread. When I was appointed to this church, I hoped to shift the practice toward the common loaf, chalice, and intinction.

The common loaf was an easy change. People seemed to appreciate receiving a portion of bread torn from the loaf by the pastor’s hand. Using a chalice was a greater challenge and involved many conversations. Some would not receive communion by intinction because of health concerns.

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Leaders do not need answers.
Leaders must have the right questions.

Leadership and passion are very related. A person can administer and manage without passion, but leaders need to feel a compelling vision. The following question is useful in getting at a person’s passion:

What breaks your heart?

Editors:  Lovett H. Weems, Jr. and Ann A. Michel
Production and distribution:  Joe Arnold

Copyright © 2006 by the G. Douglass Lewis Center for Church Leadership. Leading Ideas material may be freely distributed with attribution (exclusive of material protected by separate copyright).