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Greater Atlanta
Unitarian
Universalist
Congregations
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CongregationsOnce the project's primary focus was defined (track effectiveness of advertising UUism on PBS/NPR), the Radio Team determined that one radio station in the Mid-South District (WABE 90.1FM) encompassed 8 healthy UU congregations. As described in the next section ("Radio Station Selection", page 8), this was an unusual and attractive situation for our project. These are the congregations that participated in this project:
The Georgia Mountains UU Church, in Dahlonega, GA, is not officially within the radio station’s broadcast area, but the signal is so strong that their minister (who attended the initial meeting with ministers) requested that her congregation be included in the project. There are other Georgia UU congregations that, even though they are not included in the radio station's coverage area, may have benefited by our campaign: - Athens
- Canon
- Columbus
- Ellijay
- Macon
It is very common for people to commute great distances between home and work in metro Atlanta. We believe that many people outside of our target audience heard our messages, thereby increasing public awareness of UUism.
Different Congregations, Different ResultsIt is shown in the above paragraph that there is a significant difference in the size of the involved congregations; membership ranges from 12 to 667. The Radio Team was curious to see if the visitor data would be different between the pastoral-type congregations as compared with the corporate-sized congregation. Would the larger congregations have better visitor/greeter systems in place so that we would see higher tracking numbers during the campaign? Would the smaller congregations have more intimate environments so we would see higher visitor-return rates? The surprising results and differences (or lack thereof) are shown in detail in the "Welcoming Visitors".
Conclusion
- We were surprised that the two largest congregations recorded the least number of additional visitors. We could not prove or infer any discernible impact on the size of the congregations due to the radio announcements.
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