A little while ago, I discovered the MyChurch application on Facebook. The application lets you place a badge displaying the name and logo of your denomination on your profile, helps you find others in your denomination, and allows you to identify the name of your church. Soon, the application will allow churches to post sermons, events, and pictures to a Facebook page.
What's particularly interesting to me is hidden within the application's discussion boards (see the "Adding your local church to the list" discussion): all churches listed by the application must be Christian, and must subscribe to the Nicene Creed. The Nicene Creed is considered, by some, to be a "correct" expression of Christian faith; it tends to be adopted by the more conservative churches. (This is a vastly oversimplified statement - for example, some conservative evangelical churches do not adopt it, because they view it as getting in the way of outreach.)
Clearly, the MyChurch folks are using their Facebook application to promote this particular version of Christianity. That's a rather unusual use of Facebook applications. Most Facebook applications - indeed, most web applications, period - are noncredal, even if they come from organizations who are hoping to promote some cause or another. The most obvious exception to the rule, that I can think of, is ActBlue and its various imitations on the right.
So it's interesting to see that MyChurch has had very limited adoption among Facebook users, with only 7,000 active users. Is that because a) most Facebook users don't care to wear their religion as a badge, and/or don't identify as members of a denomination, even if they do belong to one? b) Facebook users are sufficiently turned off by the credal aspects of MyChurch? c) Facebook users are sufficiently religiously diverse that they're simply excluded from MyChurch through its credal restrictions? or d) for whatever reason, many Facebook users have simply never heard of MyChurch? I suspect that a) and d) are the two most powerful reasons, but I'd be very interested to see which one matters more, since they're very different reasons.
I'd also be curious to see whether anyone is thinking of developing a similar application for non-Christians and/or non-Nicene Creed Christians, to reach out to Jews, Muslims, Hindus, non-credal Christians, pagans, atheists, spiritual-but-not-religious-ists, agnositics, and many others. It's not entirely clear to me whether members of minority religions would care to display their religious affiliation as a badge on Facebook. But with the Millenial generation being significantly more religiously diverse than previous generations, it seems to me that this kind of application has the potential for broad adoption on Facebook.
Such an application could also be a useful tool for friend-to-friend religious outreach on Facebook. I discussed this idea with my wife; as a lay leader in her Unitarian Universalist church, she thinks about religious outreach for liberal religion quite a lot. Her view is that this kind of application would lower the barrier, somewhat, in helping Facebook users provide acquaintances with basic information about their church, and to invite them to attend services, on a one-on-one basis. She argues, and I'd agree, that it would be next to useless if it were used to cast a wide net (since that kind of religious outreach is pretty ineffective.) Moreover, such an application might offer liberal congregations a new avenue to connect with members, and an efficient mechanism for collecting membership pledges. Clearly, this could be an interesting business model for a liberal entrepreneur.
Part of the reason I'm kicking these ideas around is pure self-interest: my company will be launching a new division dedicated to developing websites for liberal congregations in about a month. So these issues are very much intertwined with my business.
But I also think that the online outreach for liberal religious organizations is extremely important, and mostly behind the times. As far as I can tell, the most concerted online outreach effort among liberal religions is the Still Speaking initiative by the United Church of Christ; there's not much else like it among other liberal religious organizations. That is a real shame, because the Millenial generation is emphatically more religiously diverse than older generations. Around 10% of the generation dubs itself "spiritual but not religious", potentially giving liberal religious organizations an important opportunity to reach out to a large number of spiritual seekers. (It should be noted, of course, that not all people who call themselves spiritual not not religious are seekers; some of them may be mad as hell at organized religion, but still interested in spirituality in a less structured way.)
Why does any of this matter to progressives? I think I'll get a lot of push-back in the comments for this, but I believe that religious outreach within liberal religions is extremely important to the health of the progressive movement. Our movement rests on a foundation of a progressive worldview, which, in Paul Waldman's formulation, boils down to "we're all in this together." If fewer and fewer people subscribe to that worldview, the progressive movement, for all its cleverness in canvassing and blogging, will slowly recede and lose power. So it's important to keep that foundation strong. Now, there are a number of cultural institutions which keep this worldview alive - unions, colleges and universities, and liberal religious congregations. It's no accident that the conservative movement has systematically attacked each of these institutions, with some of the most insidious and vicious attacks being lobbed against liberal religious congregations (Google "Institute on Religion and Democracy" if you're curious.) One of the goals of the conservative movement is to attack the foundation of our movement, and to weaken it from within.
Contra-wise, the best way to ensure the long-term health and growth of the progressive movement is to spread the "we're all in this together" worldview as far as possible. That means strengthening the labor movement, and it also means strengthening the liberal religious movement. Online outreach is really a very small part of the overall effort; but considering the demographics of the Millenial generation, I think it's a very important part.