unSeminary Podcast with Rich Birch
Episode Title: Stop Saying the Attractional Church Is Dead
Date: October 28, 2025

Episode Overview

In this solo episode, host Rich Birch passionately disputes the trending claim that "the attractional church is dead." Drawing on personal anecdotes, data, and years of ministry experience, Rich reframes common assumptions about the state of attractional churches, emphasizing that what was once cutting-edge has simply become standard practice in thriving congregations. Throughout the episode, he provides practical insights on strengthening invite culture, integrating newcomers, and balancing attractive programming with genuine discipleship.

Key Discussion Points & Insights

1. Myths About the Death of the Attractional Church

• Rich’s Frustration with the Hype

  • "Stop saying the attractional church is dead. I am sick and tired of leaders using this great sound bite… No, no, friends, we have not." [00:02–04:05]
  • He recounts seeing these claims on social media and in books, labeling them as “hot takes” unsupported by real evidence.

• Pop Culture & Ministry Predictions Gone Wrong

  • Rich humorously confesses he's misread trends before:
    • Thought podcasting was over in 2013, years before it peaked.
    • Dismissed QR codes and YouTube, both of which later boomed.
    • Overestimated the digital overtaking of print books.

2. Current Reality: The 'Attractional' is Now Baseline

• Attractional Elements are the New Normal

  • "What used to be attractional, I believe is now… just normal church." [12:45]
  • Modern churches routinely:
    • Use engaging, contextualized worship.
    • Connect sermons to everyday life.
    • Prioritize hospitality, signage, welcoming lobbies, and kids’ spaces.
  • None of these are now considered "edgy" but are table stakes.

• It’s About Invitation as Culture, Not Campaign

  • Emphasis has shifted: “Churches that win in 2025 are the ones that understand that invitation as culture, not as campaign.” [07:25]
  • Winning churches pair strong invite culture with next steps into community and discipleship.

3. Evolving Metrics of Success: Data-Driven Perspective

• Big Days and Invite Culture Still Matter

  • "Big days still work. Easter and Christmas remain the largest attendance Sundays in most churches." [16:10]
  • Over 80% of first-time attenders are brought by friends or family.

• Invitation Discipline Directly Correlates with Growth

  • Fast-growing churches excel at motivating members to invite and embracing strong follow-up processes.
  • “The faster the growth, the more their people invite…” [18:00]
  • Integration pathways (into groups/teams) are essential.

• Attractional + Discipleship = Powerful Connection

  • “It’s not just attractional… it’s also transformational.” [20:40]
  • Successful churches combine inviting experiences with deep discipleship and biblical grounding.

4. What Actually Died?

• Superficiality, Not Attractional Ministry
  • Cites Willow Creek’s “Reveal” study:
    • “You cannot just do slick weekends and call that discipleship. Crowds aren’t the same as life change.” [25:00]
    • “They didn’t kill attractional church, they deepened it.”
  • The “vibe era” is over; churches must offer more than good experiences.

5. Roadmap: How Prevailing Churches Operate

Rich describes a five-step pathway common to thriving churches:

1. Warm Invitation: Cultivate a strong invite culture.
2. Excellent Weekends: Gospel-centered services with authentic stories and music.
3. Fast Follow-Up: Personal touches with guests within hours to days.
4. Concrete Next Steps: Simple, actionable paths to join teams/groups.
5. Multiplication: Encourage inviting, campus launches, and sharing the story widely.
   [29:10]

6. Practical Strategies to Normalize Invitation

(See timestamps 32:30–38:55)

• Year-Round Invitation: Don’t limit to special days—invite every weekend.
• Design for First Timers (without dumbing down): Make every step clear—from parking to worship—to take the “mystery” out of church.
• Two-Week Engagement Journey: Map personalized, rapid touch-points for newcomers.
• Tie Big Events to Next Steps: Always offer tangible follow-up opportunities (like baptism or small groups) after “big days.”
• Multiply Front Doors: Expand services, campuses, venues to increase accessibility.

7. Common Criticisms Addressed

• "Young people don’t want this."

  • Not true if the experience is “warm, authentic, and powerful.” Both Gen Z and Millennials are engaging in growing churches.

• "Attractional churches are shallow."

  • “The fastest growing churches are more, not less obsessed with small groups and integration. They’re more biblically grounded…” [41:10]

• "It’s just entertainment."

  • Creativity functions as hospitality; it “lowers defensives, opens ears, and earns you a hearing of the gospel.”

• Memorable Quote:

  • “Do not confuse needed reforms with funerals. … If you think that the attractional church is dead, you’re wrong on that.” [44:30]

Notable Quotes & Memorable Moments

• "People don’t want polish anymore. The attractional church doesn’t work… No, no, friends, we have not. It’s been absorbed into the normal." [06:40]
• "You don’t get extra credit for this stuff anymore—for clean bathrooms, clean signage, songs that don’t sound like they came from 1998.” [13:55]
• "Invitation remains the front door of your church… 80% of people who come for the first time come because a friend invited them." [16:55]
• "Attractional did not die, it just grew up." [28:00]
• "Wisdom towards outsiders looks like lowering barriers, speaking plainly, making the way to God visible and viable. It’s not a fad, it’s faithfulness." [47:20]

Timestamps for Key Segments

• 00:02 — 04:05: Rich’s past mistaken predictions (podcasts, QR codes, YouTube, ebooks)
• 06:40 — 07:25: The claim that “attractional church is dead” and what’s actually happening
• 12:45 — 15:00: The new church “baseline” and examples of normalized attractional elements
• 16:10 — 18:00: Importance of invite culture, big days, and core statistics
• 20:40 — 25:00: The need for both attractional and transformational ministry
• 25:00 — 28:00: What actually died: transition from “slick weekends” to depth
• 29:10 — 32:30: Five-step pathway of thriving churches
• 32:30 — 38:55: Five practical ways to normalize invite culture
• 41:10 — 44:30: Addressing criticisms, generational shifts, and integration
• 47:20: Closing encouragements and reframe: it’s about faithfulness, not fads

Summary & Takeaway

Rich Birch makes a compelling, evidence-based case that the “attractional church” is far from dead. Instead, formerly innovative methods have simply become the norm in healthy, growing congregations. The real challenge, he argues, is not attractional ministry itself but settling for surface-level programming without robust next steps and discipleship. To thrive, churches must embrace an invitational ethos, obsess over follow-up and integration, and thoughtfully adapt to serve newcomers—all while remaining anchored in the gospel. Rich’s tone is conversational, direct, and data-driven—a valuable listen or read for any church leader wondering how to move from “what worked” to “what’s next” in building a vibrant, prevailing church.