Rethinking Church Scorecards
When it comes to “keeping score,” churches in North America have typically focused on three metrics: buildings, budgets and butts. While there is nothing inherently wrong with counting each of these things, we do need to ask if keeping score of how big our buildings are, how much money people give and how many people show up when we meet is the best indicator of how a church is doing?
The fact is these three metrics really give us no real sense on the influence a church is having on its community. Do the number of people who attend a Sunday morning gathering give you any indication of the impact the church is having on individual neighborhoods or the city? The answer has to be a resounding NO! There is absolutely no correlation between the number of people who show up for an event and the difference those people are having where they live. The same is true with how much money people give to the church and how large a church’s buildings are. The reason we “count” those three things is because they are easy to count. But we must be challenged to not count what is easy, but instead measure what is important.
Counting (Quantitative) and Measuring (Qualitative)
While we often use the language of “counting” and “measuring” interchangeably, there is actually a difference between the two. It is important to make the distinction because the church has largely been in the counting business, which has negatively influenced the way we think about the nature of the church and limited our impact in the world. We need to move to measuring more and counting less. Let's make the distinction this way:
Counting is giving attention to numbers. When counting, the question to be answered is: “How many?” It is quantitative. Conversations about “How many?” are most frequently conversations about resources but can also be about activities. Conversations about resources, in a time of limited resources, are commonly conversations about sufficiency, “Do we have enough?” or, “How can we get more?” Examples could include finances or people. We ask questions like, “Do we have enough money for that mission?” or “Do we have enough volunteers for that ministry?” A quantitative question about activities might be, “How many Bible studies were conducted?” (1)
Measuring is giving attention to change. When measuring, the question is not about “How many?” but rather about “How far?” Conversations about “How far?” are frequently about the change that can be measured over a particular time, as in, “How far have we come over the past year?” Measuring is about qualitative change. Has the quality of something changed over time? In other words, has something gotten better, or worse, since the last time we measured?
There is, of course, a need for both counting and measuring. In all complex organizations, multiple tools are needed. However, like all tools, the right tool must be chosen for the job at hand. So, what sorts of things should we count? And what should we measure?
I hesitate to be too prescriptive in giving suggestions for what your church plant could count and measure, because contexts are different. But me suggest some possibilities that will hopefully crack open your imagination for metrics that fit your community more specifically.
Counting
In light of the fact that the church is a missionary entity—we are the sent, missionary people of God—one of the things we should count are missionary behaviors. For example:
How many neighbors have I gotten to know by name in the past month?
How many coworkers have I gotten to know on a deeper level?
How many significant conversations have I had in my favorite Third Place?
How many people have I had in my home this past month?
How many meals have I shared with people outside my church family this week?
How many times this week have I intentionally been a blessing to someone?
In the book Missional Renaissance: Changing the Scorecard for the Church, author Reggie McNeal suggests developing new scorecards around six resources of the church: prayer, people, time, finances, facilities and technology. Here are just a few ideas of questions in each of those categories that will help move the church to think outside the church walls:
Prayer
Number of specific people being prayed for both inside and outside the church
Number of people prayed with during the week by church members
Number of prayer meetings conducted off church property
Number of prayer answers reported back to the church
Number of community leaders adopted and prayed for each week
Number of prayer walks taken in the community/neighborhoods
Number of prayer cards received from community prayer boxes
Time spent in prayer in staff meetings for community needs
Number of times each week school teachers are prayed for/over
People
Number of people engaged in financial planning
Number of people growing in financial giving to kingdom causes
Number of people engaged in daily spiritual formation
Number of people pursuing an intentional learning agenda
Number of people reporting increased friendships over time
Number of people sent into trailer parks, apartments, retirement centers
Number of community ministries adopted by church groups/classes
Number of people serving other people in some venue
Time and Calendar
Amount of time spent debriefing people engaged in community service
Time spent in mentoring people in the community beyond the church
Number of hours people spend in direct ministry to community needs
Hours spent each week building relationships in Third Places
Number of hours each week members open their homes to others
Hours each week spent supporting/ministering to single parents
Amount of time staff spends developing relationships with community leaders
Finances
Number of people reporting personal debt retirement
Number of people increasing in their generosity through charitable giving
Number of people reporting they have developed a personal budget
Percent of church budget moving toward externally focused ministry
Amount of money invested in microeconomic development
Facilities
Number of schools using the church facilities for their activities
Number of community organizations using the church facilities
Space devoted to conversation-friendly areas
Use of church land for soccer/baseball fields, basketball court, skateboard park
Number of hours the facilities are used during the week by people for personal growth such as exercise classes, tutoring, life skill seminars, etc.
Technology
Number of podcast interviews with community leaders
Space on church website dedicated to community events and engagement
Number of webinars to educate people of missional opportunities
Number of graphics or videos telling the stories of missional engagement by members
Not only does counting the right things give us a better indication of a church’s engagement in the community, and ultimately its impact, but it also illustrates to the congregation what is important. The reality is what gets measured gets done and what gets measured gets repeated.
When we count the things we have suggested in the above list, people know what is valued; they, therefore, know the target for which they need to be aiming.
Measuring
While all of the suggestions listed above can certainly help a church begin to move in the right direction, these questions are still activities. They are more about “inputs” rather than “outcomes.” Let me say that again. They are more about inputs, rather than outcomes. Unfortunately, most often in the nonprofit church world, we stop with inputs.
What do I mean by a “measurable” that is outcome-based? First, they are primarily about change. If we can describe the change that we desire to see or make, then we can also have conversations about whether we are moving toward that change over time. Measuring relates not so much to what is, but rather what could be. It is more about possibilities. Second, the best questions associated with measuring ask both about change and about time. For example, we might ask, “How have the test scores changed over the past six months in the elementary school where the church provides tutors?”
In the context of the church, measuring is about determining transformational change (discipleship) in both people and in the neighborhoods where we live. Ask yourself, “What changes would you like to see in the lives of the people, but also in the life of your community?” That is an outcome. But then ask the follow-up question, “What will it take to get to that place?” Then begin to ask measurement questions toward that change. “How will we know if we are making progress in the right direction?” “What will we measure to determine transformational change?” Measuring is definitely more difficult than counting, but in almost every single case, it is essential if we are serious about making a difference.
Footnote:
Gil Rendle. Doing the Math of Mission: Fruits, Faithfulness and Metrics (Rowman & Littlefield Publishers, 2004).
