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expecting the reverse. There is evidence, at least in rural parishes, of "tremendous latent sympathy for the Church of England church (C4) among non-anglicans
which on occasion can be turned to financial account - the Diocesan Secretary cited an example of a rural parish treasurer who "went to every house [in the parish] and persuaded 95% of them to take out a covenant with the Church" (C4) notwithstanding that only some 10% were
regular church-going anglican. This degree of latent support is apparently not exhibited in urban areas and is therefore a variable between rural and urban parishes for which, perhaps, allowance should be made. There is also some contradictory evidence as to how far parishion- ers will travel to attend worship - the Anderson study (T1) concluded
"People don't go to church far from home, even if committed. Fringe members are very unlikely to attend church far from home" but King et al (P5) predicted that combining two parishes and removing one
clergyman and one church would reduce attendance by only 25%. This whole field of marketing is at one and the same time potentially the most fruitful and actually the most sensitive of the areas in which management techniques could be beneficial to the church, a point which has not gone unnoticed, at least at national level: "Marketing and P.R. gets to the heart of the Church's problems, what is it that the Church wants to promote?" (T3) . Ask people what they
want and why they want it and the results could give a useful lead in developing a marketing strategy. 3.5.5 Financial management
Items under this heading can conveniently be divided into two groups: the probables - which, so far as data is available, are amplified elsewhere in this study and which will therefore here be only recapitulated; and the possibles - ideas for which either |
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