Beauty is one of the greatest passive evangelization tools
While it is likely to not be a practical option for your parish, the Latin Mass is a perfect example of the importance of beauty in bringing people to your church. An online survey found that Latin Mass goers had a 98% weekly mass attendance in the 18-39 age group. Yes, you read that right – 98%! The reverence of the Latin Mass was cited to be the greatest contributing factor in drawing these young adults in. By comparison, in the 21-29 age group across the Catholic Church as a whole, Gallup found that there was only a 25% weekly mass attendance rate.
Consider more frequent usage of incense in your liturgy, perhaps at one of your designated Sunday or Saturday vigil mass times. Over time, it will pay for itself, as it will draw people in and incentivize them to stay, as strange as that may sound. While expensive, incense is one of the highlights of the Latin Mass, and is especially popular with the younger crowd. It is particularly powerful with people who are outside the Catholic faith, giving a sense of seriousness and reverence to our liturgy and a mystical experience that is completely absent from Protestant churches. You may also want to consider more frequent usage of the sprinkling rite, which is a free way of adding interaction with your parishioners.
As Catholics, we put a lot of effort into the beauty of our churches. Cathedrals and basilicas strike awe in their visitors, showing off the majesty of God’s creation. These churches aren’t just larger because they have more seating – the beauty draws them in. The aesthetics of your church are an investment – you should make an effort to improve them over time, and transform your humble parish into a work of art. And as odd as it may sound, these basilicas draw in more people with higher incomes. The Cathedral of the Most Sacred Heart of Jesus in Knoxville Tennessee, a project that cost over $30 million, is already paid off, less than 6 years after it opened.
Beauty is a financial investment with great returns. You website needs to display and reflect the beauty of your parish. Do not neglect it.
