In this feature we seek out answers to questions of broad interest, drawing on experts in congregations, the UUA, and elsewhere. If you would like to submit a question, please write to InterConnections at 25 Beacon Street, Boston, MA, 02108, or e-mail dskinner@uua.org.

Following are questions and answers about The Uncommon Denomination resources that we have profiled in this issue, as answered by the Rev. Tracey Robinson-Harris, the UUA’s director of congregational services:

Q What is The Uncommon Denomination program?
A A collection of resources about congregational vitality and growth. These resources draw on our best information about attracting and welcoming new people, and on practices that enhance congregational involvement and vitality. There are three tiers of resources starting with very basic information on greeting visitors and making sure your congregation is welcoming. The resources also include advertising materials a congregation can use for radio spots, newspaper ads, and billboards.

Q Have you tried out these materials anywhere yet?
A Yes. From January to June, 2003, the UUA conducted a test of this campaign in the greater Kansas City market with four UU congregations of varying sizes participating in the test.

Q My congregation doesn’t have a lot of money—we just want to reach more people. What suggestions do you have for us?
A Many inexpensive things can increase the health and vitality of your congregation. We encourage you to do those things before you even think of committing funds to a media campaign.

Q What’s the first thing our congregation should do if we want to attract more people?
A Define your vision for Unitarian Universalism in your own city or town. Working from that vision, talk to members of your congregation: What does The Uncommon Denomination mean to you? What gifts does your congregation offer that make it special and important to you, to your members, to your community? Those are things you can build on and use as you consider engaging in this program.

Q What did you find out in the Kansas City test?
A We found out that we can increase public awareness of UUism with strong messages and a multiple-media strategy. We found out that people who hadn’t heard about us, and who were interested, loved our billboards (six of them around the greater Kansas City area). Guests and return guests increased by more than 25 percent in the participating congregations. Congregations changed patterns of behavior around welcoming guests and much more. They made deep changes that are lasting and that extend through every part of the congregation’s life.

Q If my congregation wants to grow through marketing and hospitality what should we know?
A Remember that hospitality must always come first. An honest assessment of your congregation’s ways of welcoming and including newcomers is essential.
Second, sharing our good news of UUism and inviting folks to visit their local congregation is most effective when a consistent message is shared in many ways over time.
  Finally, The Uncommon Denomination is a package of high quality, professionally designed and developed, tested, and easy-to-use hospitality and media resources. If you engage in this program, partner with us by using these resources responsibly and well.