It might be the key.
Molly Matthews, CEO of Pushpay, a company that provides payment and engagement solutions to the faith-based and nonprofit sectors, shared how technology and data are revolutionizing church engagement. While traveling to a business conference, Matthews stayed connected to her home church through its livestream service, illustrating how churches are increasingly using technology to adapt to busy, modern lifestyles. Pushpay’s role in helping churches use big data enables them to better connect with their congregants by transcending the traditional Sunday service format.
Matthews emphasized the growing importance of data in a world full of distractions, where churches must compete for attention. She explained how using data allows churches to understand the rhythms of their congregants’ lives and tailor services and content delivery. For example, instead of expecting people to attend church only on Sundays, churches can offer livestreams or on-demand content for people who are traveling or have busy schedules. Matthews also pointed out that some churches are seeing growth despite national trends showing declining attendance, thanks to their ability to adapt and innovate using data.
Pushpay has helped churches tailor their services to specific needs. Matthews shared an example of a church in Cincinnati that created a Sunday evening service specifically for healthcare workers who were unavailable during typical service times. By understanding the unique needs of their community through data, the church was able to serve a growing group of people who previously lacked a church service time that fit their schedule.
The rise of digital engagement has also influenced how people choose a church. Matthews revealed that, on average, individuals will research and watch content from eight different churches before deciding which one to visit in person. This reflects a shift in how people seek out and interact with churches, where digital platforms, social media, and video content are critical in reaching potential congregants. Matthews noted that churches using data-driven strategies are creating more personalized and welcoming experiences for visitors, from how they are greeted to the atmosphere of the service.
Pushpay’s work also aligns with broader trends where churches are increasingly aware of social issues like loneliness, a growing concern that has significant public health implications. Matthews discussed how churches, through their data-driven approaches, are helping people at risk of loneliness find a sense of belonging, which is essential for emotional and mental well-being. By focusing on connection, churches can play a pivotal role in addressing the societal impact of isolation, offering a sense of community and belonging that combats loneliness.