Ads designed to draw younger churchgoers

Protestant churches are trying to bounce back from membership losses with creative campaigns.

NASHVILLE, Tenn. — Shrinking mainline Protestant denominations are turning to marketing to help stem decades of membership losses and stay afloat.

The United Methodist Church recently unveiled a $20 million rebranding effort aimed at attracting younger members to the large but diminishing Protestant group. The new ads will appear over the next four years as part of the denomination's "Rethink Church" campaign.

The Evangelical Lutheran Church in America has invested nearly $1.2 million over the past two years launching a similar branding effort based on the theme, "God's Work, Our Hands."

The denominations are trying to bounce back from losses that began in the mid-1960s.

From 1990 to 2008 alone, mainline Protestants dropped from 18.7 percent to 12.9 percent of the population, according to the American Religious Identification Survey.

The United Methodist Church now has just under 8 million members in the U.S., with about 3.5 million additional adherents overseas. The median age for a United Methodist is 57, according to the Rev. Larry Hollon, the denomination's chief communications executive.

The new ads highlight the opportunities for involvement within Methodist churches – from helping feed the poor to volunteering with youth basketball leagues in low-income neighborhoods, reflecting research that found young people are especially interested in service projects.

"We need to refocus on young people>>>