The challenges facing organized religion are well-documented, with declining membership a persistent trend in many parts of the world. However, a letter to the editor published today highlights a potentially successful, and unconventional, approach to reversing that decline, at least within the Austrian context. The author, Heribert Kasper, points to the example of Father Toni Faber, whom he describes as possessing the best church marketing in Austria, and possibly Europe.
Kasper’s letter, dated , details Faber’s success as stemming from his public profile and approachable demeanor. This, according to Kasper, is a powerful advertisement given what he characterizes as an outdated perception of the church. Faber reportedly generates additional revenue for the church by offering blessings for nearly everything, effectively monetizing a traditional religious service.
The core of Faber’s strategy, as described by Kasper, appears to be a proactive approach to community engagement and revenue generation. He actively markets both the space inside and outside the church for various events. Kasper believes that if every region in Austria had a “Faber-style” priest, church membership would increase rather than continue to decline.
This anecdotal evidence aligns with broader trends identified in recent church marketing research. A report from Vanco Payments, published in January 2025, identifies 14 strategies for growing church membership, encompassing both traditional and newer approaches. While the specifics of Faber’s methods aren’t detailed in the Vanco report, the emphasis on community engagement and adapting to modern needs is consistent.
The letter also touches on a potentially controversial issue: the celibacy requirement for priests. Kasper argues that the practice, over 1000 years old, should be abolished, suggesting that allowing priests to openly have relationships would be acceptable to many Austrians, even going so far as to suggest public displays of affection would not be objectionable. Here’s a significant departure from traditional church doctrine and highlights a potential generational shift in attitudes towards religious leadership.
The broader context of declining church membership is significant. According to data cited by Bible Study Tools, Protestant church membership in America hit its lowest percentage ever in 2019, with more churches closing than starting. The same report notes contributing factors including younger generations’ declining attendance, the rise of online services, and the impact of the COVID-19 pandemic. This suggests a global trend requiring innovative solutions.
The strategies outlined in the Bible Study Tools report, and seemingly exemplified by Father Faber, emphasize the need for churches to adopt new tactics to reach their local communities. The report highlights the importance of church marketing in building God’s church and making new disciples, framing marketing efforts not as purely promotional, but as a continuation of the core mission of spreading the gospel.
The success of Faber’s approach, as described by Kasper, appears to hinge on a willingness to adapt and embrace unconventional methods. While the idea of monetizing blessings might raise eyebrows in some circles, it demonstrates a pragmatic approach to financial sustainability, a key challenge identified by Marketing.Church as crucial for church revitalization. The report emphasizes the need to address limited resources and remain relevant in the community.
the emphasis on a charismatic and approachable leader, as highlighted in Kasper’s letter, aligns with broader marketing principles. Building a strong brand identity, as suggested by the Vanco Payments report, requires creating a positive emotional connection with potential members. Faber’s “sympathetic and attractive” presence, according to Kasper, appears to be a key component of his success.
The letter also implicitly criticizes those within the church hierarchy who might disapprove of Faber’s methods, attributing their disapproval to envy – a sin itself, according to Christian theology. This suggests internal resistance to change may be a significant obstacle to revitalization efforts.
While the example of Father Faber is specific to the Austrian context, the underlying principles – adaptability, community engagement, financial innovation, and a strong personal brand – are likely applicable to churches facing similar challenges elsewhere. The case study suggests that a willingness to challenge traditional norms and embrace unconventional strategies may be essential for reversing the trend of declining church membership.
The long-term impact of such strategies remains to be seen, but the initial observations suggest that a proactive and innovative approach to church management can yield positive results, even in a rapidly changing religious landscape.
