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So, at a time when Adair says average church attendance is static to slumping, Relevant is growing. During the past year, Relevant's overall attendance has grown by more than 50 percent, from 230 to 350.
He credits a large part of this growth to the collected data that allows the church to enhance its ability to service the congregation's needs. For instance, if the information shows 20 percent of the attendees live in a certain Tampa neighborhood, the church can create a small group meeting for the area that can even cater to its demographics-young and single or married with children-and perhaps have a better chance of retaining
those worshippers.
Meanwhile, those who've grown up ensconced in traditional religion probably never thought they'd see the day that churches became savvy marketers. But that day is here, Adair says.
"We put a ton of effort into marketing. A ton," he says. "Because it's got to be something that people who don't go to church are interested in. If you send out a black and white, boring, cut-and-paste bulletin, that's no good-well, who's going to be interested in a church like that?"
But what matters most to Relevant's ministry is reaching those in the pews with God's message. As Adair puts it, if Relevant markets "to these people halfheartedly, well then, they're going to think we think of our God halfheartedly."
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