| How Your Congregation Reacts to Recession  Reacting to Recession, a study by London‘s M&C Saatchi, uncovers the attitudes and behavior adopted by different groups of consumers and finds eight typologies with distinct approaches to the use of their money. Churches can benefit from understanding each segment and adapting their communications in regards to generosity, giving and financial projects. Each typology has adopted a different predominant behavior or ‘strategy’ to cope financially with the downturn, and it is this behavior that defines each grouping.
Crash Dieters (26%) identify and cut out all non-essential spending until things improve. They live from week to week, and when the money runs out, they’re forced to take drastic action.
Scrimpers (13%) down-trade rather than cut out. They are more likely to substitute brands with private labels rather than dropping them altogether.
Abstainers (15%) want to maintain their lifestyle and postpone big purchases until the situation improves.
Balancers (9%) rob Peter to pay Paul. They prefer sacrifice to compromise.
Treaters (12%) don’t find it easy to cut back, but know they have to. So they reward their frugalness with regular small treats.
Justifiers (12%) are happy to give, but in the current climate they want to be sure their money is well-used. They’re looking for value deals.
Ostriches (9%) feel unaffected or in denial and are spending normally.
Vultures (4%) are looking to profit from others’ misfortune. (Let’s hope your church doesn’t have any of those!)
The findings of this study indicate certain communication techniques and language that may work well among certain segments, but not others. Take some time and evaluate the primary typology present in your church and modify your communication strategies accordingly.
Adapted from Center for Media Research Brief, 6/3/09 |
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