segment a01: american royalty american royalty.pdf · resource: mosaic by experian general...

Mission Impact Guide V2.0 by Thomas G. Bandy Group A, “Power Elite”

Download resources for your mission field through www.missioninsite.com. Mission Impact Guide V2.0 © MissionInsite, LLC

SEGMENT A01: AMERICAN ROYALTY Mission Impact…Focusing your heartburst for the people around you

Mission Impact Guide V 2.0

Group A, “Power Elite”

Wealthy, influential and successful couples and families living in prestigious suburbs

Resource: Mosaic by Experian

General Spiritual Insight: American Royalty is part of the Lifestyle Group A (Power Elite). Please refer to the description of Group A for the larger context of this segment's potential relationship with the church.

Religious Perspective:

"Divine Right"

Key Behaviors:

High Aesthetic Sensibilities; High Expectations For Institutional Church Effectiveness

Strong Impressions:

Inclination & Attitudes: Global Perspective, Leadership Mood & Values: Drive For Affluence, Sense of Well-Being

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Religion is a good thing, and the church as an institution makes a valuable contribution to society. People in this segment regard church membership as a status, and often choose churches like they choose cars. "My church should catch people's attention." They enjoy privileges of membership, and expect to shape church policy and choose church personnel. However, they may be sporadic in church attendance, and may gladly connect with a church via web casts on the internet from wherever they happen to be traveling. People in this segment can be extraordinarily generous givers, but only if the church has a proven record of excellent stewardship with minimum waste. They are generous benefactors of evangelical and social service missions with their time, expertise, and/or money, but demand clear strategic plans and measurable results. People in this segment generally prefer a larger church (but not necessarily a mega-church). It will usually be a church with multiple programs and significant resources. It will be a church of history or significant reputation, which is acknowledged as influential in a denomination or public affairs.

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Hospitality Compelling Issues: A high percentage of people in this segment have eastern US or southern US origins, and most are frequent travelers. Hospitality environments and refreshments should reflect their multi-cultural experience.

Leadership Compelling Issues: People in this segment value a leader with strong spiritual and health disciplines. The leader is both spiritually and physically fit. The leader strives to model healthy relationships with spouse and children, but relational failures can be tolerated. The leader is clear about moral and faith convictions, but is up-to-date on ethical and theological debates. The leader is a solid strategic planner, but creative and adaptable. .

Leadership Hospitality

Healthy Choices Environment is even more important than refreshments. Airy, illuminated, temperature controlled spaces are important. Space should be tastefully decorated, with symbols of faith and images of success. Wireless internet access and cell phone receptivity is crucial, and unobtrusive video screens linking people to relevant mission websites or current news is appreciated. Refreshments should be fresh and of high quality, and sensitive to any and all kinds of health issues. Greeters and ushers are expected to be well trained (especially sensitive to people with disabilities). However, they should not be too intimate or familiar. Provide warm greetings and offer liturgical resources, but do not micro-manage seating or participation in Eucharist.

CEO - Visionary People in this segment prefer a church with well trained, certified, paid staff. The senior minister or priest is an older veteran with significant experience in the church, and often with additional expertise from other professional sectors. The senior minister is ordained, and usually has an advanced theological degree. The senior minister is most often male, but a shrewd manager of a staff diversified by gender, culture, and age. He/She is an excellent administrator and teacher, and a classic motivational speaker. He/She is not expected to visit, but is quickly responsive to email and phone communications. The senior minister casts a big vision with city-wide or international implications. The vision has strong moral and social service components, but reflects fairly traditional doctrines. This leader maintains extensive networks with senior leaders and policy makers in business, politics, health care, education, and social service agencies.

Relevant Ministry Choices:

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Worship

Education

Education Compelling Issues: People in this segment often have great interest in the methodologies of public education and broadcasting. They want to understand performing artists and intellectuals and help them access a wider audience. Their interest in travel and other cultures goes deeper than mere enjoyment, and they are keen to intervene in natural or national disasters and environmental issues.

Worship Compelling Issues: People in this segment are more likely to be Roman Catholic or established Protestant (evangelical or mainstream). They are less likely to be Pentecostal or Orthodox. Liturgy tends to be formal and traditional to their cultural origins, and is always done extremely well. Either the Eucharist or the Sermon may be the centerpiece of worship, but other components of worship (prayers, creeds, etc.) may vary.

Inspirational - Educational Worship is generally "classic" to their religious and cultural heritage, but the undercurrent of worship is about thanksgiving. People in this segment want to leave worship with renewed hope and optimism, and with food for thought regarding theological or ethical issues. Worship is only moderately prophetic, and focused more on a critique of the world than personal self-evaluation. Worship tends to be a "stand-alone" event, and the primary way people in this segment connect with religion. They may participate in Sunday classes or midweek small groups, but are more likely to participate in oversight and policy governance committees that meet only when necessary.

Curricular, Topical, Peer Group Education is good, but people in this segment are more likely to pursue it privately through reading or internet. They often attend a lecture by a noted authority. If they do participate in a Sunday morning class or formal seminar, it is usually based on a book, text, or a body of research. Education is topical, but supplemented with references from Scripture and the history of the church. People in this segment tend to be older empty-nesters, and are most comfortable learning with peers who share their life experience, technological preferences, and aesthetic preferences. Adult commitment to Sunday school is mixed. The adults with strong and consistent backgrounds in traditional Protestant churches may continue the practice of Sunday morning classes. These are usually early in the morning, led by an older and highly respected member or pastor, and people remain in the same class for a long time. Increasingly, however, adults tend to replace Sunday school with expanded hospitality on Sunday morning and transfer Christian Ed to midweek small group experiences.


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Outreach

Small Group Compelling Issues: Special interests in education (see above) are the same here. The difference is that the small group is usually more practical than theoretical. The group must have a practical goal beyond simple fellowship or intellectual stimulation. The exception is that group affinities around entertainment venues (performing arts, visual arts, wine tasting, architecture, etc.) may be attractive.

Outreach Compelling Issues: People in this lifestyle segment are generally self-confident, broadminded, and independent. They see themselves as adventurous, and like to give advice. They value creative approaches to chronic problems. They see themselves as potential mentors to other professionals and middle-managers who actually direct various mission projects. They are increasingly selective about financial support unless there is a personal connection with mission leaders. .

For Themselves: Health, Human Potential For Others: Anything ... so long as it’s Big Churches that want to bless people in this lifestyle segment will focus activities around physical, relational, and emotional health. Spirituality can be a part of that, but the value of spirituality itself tends to be measured by its contribution to holistic health and personal fitness. There may be particular interest in therapeutic ministries related to disease, pain management, recovery from illnesses, and so on. Secondarily, they often respond to opportunities for self-discovery and self-expression. Churches that want to enlist people in this lifestyle segment to bless others have many options. These people may be interested in helping others regarding survival, addiction recovery, health, quality of life, or human potential. They may be less interested in addressing issues related to interpersonal relationships and human destiny. Whatever the mission focus, people in this segment want to make a big impact. They are more interested in reaching a city than a neighbourhood, starting a trend, or rescuing a dysfunctional system.

Designated Leaders, Affinity People in this segment tend to be very selective about small groups in which they participate. These groups often include leaders from diverse public and private sectors and religions. Groups tend to be laser focused on a particular topic or issue, and designed to advance special projects or achieve particular outcomes. Many in this segment consider themselves "expert" in specific things, but are humble enough to acknowledge their limitations. They value groups that are led by highly credible individuals in a particular field, and are willing to pay for the privilege.

Small Group


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Stewardship/Financial Mgmt. Compelling Issues: Professional financial management is important, and keep an eye out for potentially wasteful overhead expenses. Financial reports and audits are expected, and people in this lifestyle segment

are apt to become involved in financial policies.

Designated Giving, Informed Philanthropy People in this lifestyle segment will donate to unified budgets to support church institutions, but may be more likely to target giving to major building projects and philanthropic causes. They already consider themselves capable financial managers and maintain healthy lifestyles, and probably see themselves as coaches to others rather than being in need of coaching themselves. They gather extensive information before investing charitable dollars, and are driven by hard facts and clear needs rather than emotional impulses.

Ecclesiastical, Christendom, Post-Modern If people in this lifestyle segment connect strongly with a church, they generally expect the church to maintain excellent landscaping and facilities. The grounds may be small in urban areas, or expansive in suburban areas, but are litter-free and beautiful. Parking and access will be protected by extensive and up-to-date security technologies. The facility "looks like a church". This often means classic architecture representing styles from the 16th to 19th centuries, but more contemporary buildings will still have steeples and stained glass. The building will never be mistaken for a theater or an office building. Christendom symbols are preferred. This includes pews and stained glass; pulpits, chancels, altars, and choir stalls. Visual symbols may be stylistically contemporary, but still depict ancient images and designs. Perhaps surprisingly, the technologies may well be more post-modern than modern. The organs may be electronic. Sound systems will be state-of-the art. Video screens may be found in the sanctuary, provided that they are integrated unobtrusively into classic architecture. Offices and meeting rooms will be networked and wireless. Worship will be recorded and often broadcast.

Property and Technology Compelling Issues: People in this lifestyle segment value well trained support staff. The church should consider hiring an executive minister to work alongside the senior minister; and make sure that expert staff leaders maintain grounds, facilities, and technologies. Churches should never "cheap out" on architectural or engineering expertise, and always contract with the best in the field. However, make sure that their support staff is clearly aligned to the values and beliefs of the church, and that they are held accountable to measurable outcomes through routine evaluations.

Stewardship/Financial Management

Property and Technology

Relevant Institutional Strategies:

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Relevant Institutional Strategies: Resources:

Download MissionInsite’s Impressions Report for your mission field through http://www.MissionInsite.com (Predefined Reports)

Really Relevant (and) Always Faithful: How Churches and Ministries Target Mission in An Explosion of Diversity by Thomas G. Bandy (Available through Amazon)

Download the MOSAIC Guide from Experian

Explore the Interactive MOSAIC Guide from Experian

Communication Compelling Issues: Communication through a third party confidential assistant or officer manager is common, and this does not reflect any lack of respect or indifference to emerging issues.

Communication

Internet

People in this segment are on the go. They may be available by cell phone, but prefer not to be disturbed unless it is urgent to an ongoing project. Send text messages and email. They keep up to date through the internet. However, they may still keep hard copy files of important documents. They will read a printed prospectus or proposal, and then research thoroughly online.

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http://www.missioninsite.com/

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segment a01: american royalty american royalty.pdf · resource: mosaic by experian general...

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