INTRODUCTION

For 185 years, our church has remained committed to one mission: 

We want to reach the world with the gospel because we know that Jesus Christ is the one true hope for a world lost in sin. 

Every generation of our church has faced moments where we had to adapt to continue fulfilling that mission. Today, we find ourselves at another one of those moments.

 

In 1839, our church was founded as Harpeth Church, formed in the final years of the Second Great Awakening. The people who gathered in that first congregation baptized new believers in the river and did whatever was needed to share the gospel with those around them. Then, 39 years later, the church made a bold decision. The community was shifting, and to continue their mission, they moved to a small but growing town. In that move, they didn’t just bring their faith—they made it clear they were for their community by changing their name to Eagleville Baptist Church. They wanted people to know that this church belonged in Eagleville, for the people of Eagleville.

 

Seventy-nine years later, another challenge arose. The church building had aged, and discussions about constructing a new one began. Before a decision was made, a storm struck, sending shattered glass into the sanctuary and injuring a church member. It was a moment of urgency, and in 1957, our congregation stepped forward in faith once again, building the facility we gather in today.

 

Now, 67 years later, we face another moment of decision. As Eagleville continues to grow and change, we must ask ourselves: How do we continue to communicate who we are and why we are here? The conversation is not about change for the sake of change, but about ensuring that we remain a light for Christ in this community. Just as those who came before us took bold steps of faith, we have the opportunity to do the same, trusting that God is leading us forward.

 

What is Rebranding? 

Rebranding is a process of refreshing or reshaping how others perceive and understand our identity and mission—without changing who we are at our core. In a church setting, think of it as taking a fresh look at our identity, our mission, and the way we present ourselves—both visually (like logos, images, or the look of our materials) and verbally (like messaging, statements, and tone). In Scripture, when God changed Abram’s name to Abraham and Saul’s name to Paul, it signified a renewed purpose and clarified their calling. Inspired by this principle, our Rebranding Team proposes that we rename Eagleville Baptist Church to ‘Common Ground (EBC),’ so that our church home can be more welcoming to our neighbors and more powerfully convey the Good News of Jesus Christ.

What’s Next?

To more effectively reach our community with the Good News of Jesus Christ, we propose leading our church through a two-phase rebranding initiative: an Easter Phase and Fall Phase.

1.Easter Phase
In the Easter Phase, we will deploy our most effective outreach tools to draw and welcome guests who respond to broad public invitations and community “buzz.” Our first priority is to remove any barriers newcomers might feel when they encounter our church for the first time. To that end, this report details the proposal to rename “Eagleville Baptist Church” to “Common Ground (EBC)”— emphasizing that Jesus is the Common Ground where everyone is invited to meet and belong. Everything we do during this phase will revolve around presenting ourselves in a way that warmly invites people to discover the hope we have in Christ.

2.Fall Phase
The Fall Phase will build on relationships formed during Easter. As we integrate the individuals and families reached in the spring, we will continue our community engagement throughout the summer, culminating in a major outreach event the weekend after Labor Day. This phased approach ensures we sustain our momentum, grow deeper connections within the community, and continually share the transforming message of Jesus Christ.

Why Rebrand?

Based on a comprehensive analysis of Eagleville Baptist Church’s demographics, community trends, religious insights, and national data on church perception, a rebrand is not only justified but necessary for the church to effectively reach its mission field and sustain long-term growth. This report synthesizes the key findings and presents strategic, region-specific recommendations for rebranding and revitalization.

 

Who We Want to Reach: Families with Children

WHO FITS THIS PROFILE? 

Millennials (Gen Y, born 1981-1996) and Gen Z (born 1997-2012) are the groups most likely to have children still living at home.

Breakdown:

• Millennials (1981-1996) and Older Gen Z (1997-2012) are the primary groups raising children.

Many Millennials are in their late 20s to early 40s, making them the primary age group raising children, especially school-age kids and teenagers. Millennials prioritize community, authenticity, and real-life faith applications.

• Gen Z (1997-2012) – Older Gen Z individuals (now in their mid-to-late 20s) are just starting to have children, typically infants or toddlers. 

  • Gen Z parents focus on mental health, open discussions, and less hierarchical faith structures.

Additionally, some younger Gen X parents (born 1965-1980) may still have teenagers at home, especially if they had children later in life.

Both groups rarely grew up in church environments, meaning traditional church models often feel unfamiliar, unnerving or uninviting.

Generational Parenting Trends and Church Outreach Insights

1. Millennial Parents (Late 20s to Early 40s)

Parenting Trends:

• Highly Engaged & Research-Oriented: Millennials tend to research parenting methods, health, and education extensively online.

• Technology-Integrated Parenting: Many rely on apps, podcasts, and social media for parenting tips and faith resources.

• Work-Life Balance: Many value flexible work arrangements and shared parenting responsibilities.

• Faith & Community: While many are disengaged from church, they seek community and purpose in raising their children with values.

2. Gen Z Parents (Mid-to-Late 20s)

Parenting Trends:

• Mental Health Awareness: Many prioritize their children's emotional well-being and focus on mental health topics.

• Casual Approach to Authority: Less hierarchical in parenting, they encourage open discussions with their children.

• Less Traditional Church Upbringing: Many Gen Z parents weren’t raised in church, making them less familiar with traditional church structures.

2. What They Are Looking for in a Church

• Relational Over Institutional: Prefer community-driven faith experiences over rigid structures.

• Family-Friendly Engagement: Value children's programs, marriage enrichment, and supportive networks.

• Digital Accessibility: Expect online content, livestreamed services, and social media engagement.

• Safe & Inclusive Environment: Seek an atmosphere where questions are welcome, grace is emphasized, and personal growth is encouraged. 

Our Hard Reality

As Admiral James Stockdale—who survived more than seven years as a prisoner of war in North Vietnam—famously said, ‘You must never confuse faith that you will prevail in the end … with the discipline to confront the most brutal facts of your current reality.’ 

Our research confirms that Eagleville Baptist Church faces multiple obstacles in reaching this target market, requiring a strategic shift in our identity, outreach, and engagement. The following data outlines these challenges and will guide our proposed path forward.”

National & Local Church Trends

• Decline in Church Attendance: National church attendance has dropped from 42% (2000) to 30% (2023). Locally, 71.1% of Eagleville’s population is not involved in any religious congregation—higher than the national average of 64.6%.

• Mistrust in Organized Religion: Trust in religious institutions is at an all-time low (32%), compared to 65% in the 1970s.

• Perceptions of Denominational Churches:

  • Three times more likely to be perceived as “formal.”

  • Three times more likely to be seen as “old-fashioned” or “rigid.”

  • Associated with negative connotations such as legalism and exclusivity.

Our Local Community Perceptions of Eagleville Baptist Church

• Negative Stereotypes:

  • "Judgmental, they won’t accept me there." (Two unchurched individuals, 20-35)

  • "Hellfire and brimstone." (Two respondents)

  • "EBC is for old people." (One respondent)

  • "Reputation as not-loving or accepting." (One respondent)

  • “I will never step foot in that place again.”

  • “Baptist? That’s not for me.”

• Need for a More Welcoming Brand: Young families moving to Eagleville frequently seek a church environment that feels inclusive, community-driven, and relationally focused. Because they often perceive strongly denominational names as rigid or exclusive, there is a greater need for a more approachable, welcoming brand identity.

Outlining A Shift in General Religious Beliefs & Institutional Distrust

• People Distrust "Church as an Institution":

  • 65% believe belief in Jesus does not require church involvement.

  • 61.7% say churchgoers do not behave as Jesus would.

  • Denominational loyalty is declining: The Southern Baptist identity in the area dropped from 6.2% to 3.7%.

• National Trends Mirror Local Data:

  • Growing perception that churches are rigid, outdated, and legalistic, especially when associated with denominational titles.

The Name "Baptist" is a Barrier to Outreach

According to research, People in American communities perceive churches with “Baptist” in their name as overly traditional, rigid, or exclusive—creating an initial barrier for families and newcomers seeking a more inclusive, community-focused environment.

• Are three times more likely to be perceived as formal, traditional, and rigid.

• Struggle to attract the unchurched and younger generations, who are more likely to visit non-denominational churches.

• Face barriers with people from different faith traditions (e.g., former Catholics, Lutherans, or non-religious people hesitant about “Baptist” traditions).

The Church's Demographic & Growth Challenges

• Aging Congregation & Lack of Young Families: The majority of current attendees are older adults, while younger generations and families are underrepresented.

• Stagnant or Declining Growth: Sunday attendance averages 30 people, with no recent sustained growth.

• Eagleville’s Population Growth: The area is growing at an above-average rate (11.7% over five years), but the church has not captured this growth.

• Majority Unchurched Community: 93 out of 155 households within five miles are unchurched, representing a significant mission field.

How This Impacts Church Growth & Revitalization

In light of these demographic realities and our ongoing growth challenges, we must adapt our approach to reach and retain younger families, ensuring Eagleville Baptist Church remains vibrant and mission-focused. Here’s how these insights can guide us toward effective revitalization.

• Rebrand Messaging – Frame church as a family-focused community where parents and children can grow together.

• Update Ministry Models – Shift from passive to interactive learning, especially in children’s ministry.

• Emphasize Relationship over Routine – Millennials and Gen Z parents are more relational than institutional in their faith approach. Small groups, mentorship, and community outreach will be more effective than rigid programs.

• Incorporate Technology – Livestreaming, podcasting, and online family devotionals could help extend the church’s influence beyond Sundays.

• Practical Faith Application – Both generations value real-life application of biblical principles. Sermons and Bible studies should include parenting wisdom, marriage discussions, and life application topics.

Why Rebranding is Essential for Reaching Families

1. Rebranding Removes Barriers for the Unchurched

• The word "Baptist" in a church name can create hesitation for potential visitors, particularly younger generations and those without a strong religious background, as it is often associated with rigidity, exclusivity, or negative past experiences with denominational churches. Research indicates that many Millennials and Gen Z individuals perceive denominational churches as institutional, formal, or overly traditional, making them less likely to visit unless they already have a strong church-going habit.

• Denominational branding historically worked in church-saturated regions, but in a community where 71.1% are unchurched, it can serve as a barrier rather than an invitation.

• Example: FBC Roselawn removed "Baptist" and saw an increase in visitors who had no previous church background.

2. The Church Name Should Reflect Mission & Vision

• New names should communicate inclusivity and relevance while maintaining theological integrity.

• The brand should emphasize relationship and community, rather than hierarchy or institution.

3. Keeping the Faith While Embracing Change

• Biblical Precedent for Change
  Throughout Scripture, God frequently gave new names to signify a fresh mission or purpose—such as Abram to Abraham and Saul to Paul—showing that renaming can be both meaningful and biblically grounded.

• Maintaining Our Baptist Identity
  Removing “Baptist” from our name does not mean abandoning our Baptist beliefs. Rather, it creates a more welcoming entry point for our community, preserving our doctrinal foundations while eliminating potential barriers for newcomers.

4. Rebranding Is Removing Barriers, Not Abandoning Heritage

• A fresh identity can resonate with the next generation while remaining rooted in biblical truth.

• This approach aligns with the needs of the Eagleville community and reflects national trends in effective church outreach.

• Clear communication and transparency will help address concerns and unite the congregation around a shared vision for growth.

Our Recommendations for Rebranding & Revitalization

Proposal: Our goal is to guide our church through a phased rebranding process to more effectively reach our community with the Good News of Jesus Christ.

Two Major Phases

1. Easter Phase

2. Fall Phase

Easter Phase: Adjusting Public Perception & Engaging the Community

The Easter Phase focuses on implementing the most effective outreach tools to attract and retain guests through mass public outreach and community engagement. The first step is adjusting the public perception of our identity to remove potential barriers and better reflect our mission.

Name Change & Identity Refresh

• Proposed Name: Common Ground (EBC) – Acts 2:44-47

• Why?

  • Removes barriers associated with the "Baptist" label while retaining theological integrity.

  • Positions the church as a welcoming, community-centered place of connection.

  • Emphasizes that Jesus is the Common Ground where all are invited to meet.

Mission & Vision Alignment

• Update mission and vision statements to reflect outreach, community engagement, and discipleship.

Digital & Community Engagement Overhaul

• Website & Social Media Revamp:

  • Mobile-friendly website with clear branding, visitor resources, and online sermons.

  • Targeted social media ads to reach young families and the unchurched.

• Visitor & Follow-Up Strategy:

  • Newcomer Pathway (welcome teams, follow-up within 48 hours).

  • Encourage personal invitations & word-of-mouth evangelism.

Worship & Environment Revitalization

• Modernize Worship While Honoring Tradition:

  • Introduce a blended worship model (hymns + contemporary).

• Improve Church Facilities for Family Engagement:

  • Install a playground to attract families.

  • Update signage, welcome areas, and seating to create a warm, inviting space.

Community Outreach & Relational Evangelism

Engaging Our Community and Meeting Real Needs

• Tap into Existing Gatherings for Outreach
  Join local events such as First Fridays or Eagleville newcomer environments like Grindstone Cowboy’s trivia night. Build relationships, share conversations about Jesus, and extend authentic Christian hospitality to neighbors and newcomers.

• Host Community Events & Service Days
  Plan initiatives like a Back-to-School Bash, Community BBQ, or Worship Night. Collaborate with area schools, small businesses, and local service organizations to amplify our impact and foster stronger community ties.

• Develop Targeted Ministry Programs
  Offer a Parenting & Marriage Workshop Series (already requested by local families), and consider after-school tutoring or childcare options. These efforts address real-life needs while creating natural opportunities for sharing the gospel.

Roadmap for Easter Phase

Phase 1: Internal Messaging & Approval 

• Present rebranding vision to leadership and congregation.

• Address concerns with biblical and strategic rationale.

• Vote on a final name choice.

Phase 2: Digital & Physical Rebranding 

• Update website & social media.

• Redesign signage and logo.

Phase 3: Easter Community Engagement & Outreach

• Easter Relaunch:

  • Implement visitor-friendly worship and small group experiences.

  • Market through social media, direct mail, and personal invitations.

  • Launch community-friendly events to welcome families.

• Personalized Evangelism Focus: Train members to invite 5+ people personally rather than relying on traditional marketing.

Fall Phase: Growth & Assimilation

The Fall Phase will be designed as we integrate those reached during the Easter Phase, build deeper connections over the summer, and prepare for a large outreach event the weekend after Labor Day.

• Strengthen small groups and discipleship programs.

• Increase community involvement and service opportunities.

• Plan and execute a major fall outreach event.

Expected Outcomes for “Common Ground (EBC)”

• Increased Community Engagement
  By presenting a more welcoming and inclusive identity, we aim to attract both young families and unchurched individuals. Early feedback suggests excitement within the community about our proposed focus and name change.

• Local Commitment and Accessibility
  People who currently travel 20–30 minutes to attend a church that resonates with them may opt to worship closer to home, enabling them to more effectively minister to their neighbors and friends.

• Higher Retention & Visitor Follow-Through
  A structured, thoughtful visitor experience will increase the likelihood that newcomers return and become actively engaged in church life.

• Improved Perception & Relevance
  The church will be seen as welcoming, vibrant, and closely aligned with community needs—making it more appealing to those seeking meaningful connections.

• Sustainable Growth
  A congregation that meets the spiritual and practical needs of its local mission field will naturally grow, both in numbers and in depth of discipleship.

•  

Rebranding is essential for reaching the unchurched, younger generations, and revitalizing the church. With a refreshed identity, strategic outreach, and a clear mission, Eagleville Baptist Church, renaming as Common Ground EBC can become the thriving, multi-generational, Christ-centered community it dreams of being.

 

 

Addendum

Short Bibliography

• Gallup Research on Church Attendance (2023)

• Pew Research on Trust in Religious Institutions (2024)

• Religious Insite Report for Eagleville (2024)

• Case Study: FBC Roselawn Name Change Impact (2022)

• Church Answers Report on Denominational Trends (2024)

• Eagleville Demographic Study (2024)

 

Further Reasons for Considering a Name Change for Eagleville Baptist Church

1.       Perception Problem

A recent survey reveals that churches with a denominational reference in their name are:

• Three times more likely to be perceived as “formal.”

• Three times more likely to be seen as “old-fashioned.”

• Almost three times more likely to be considered “structured and rigid.”

Thom Rainer, President of LifeWay Resources for the Southern Baptist Convention, conducted a survey asking people: “What comes to mind when you hear the word ‘Baptist’?” The top responses included:

 

1. Legalism

2. Potluck

3. Immersion

4. John the Baptist

5. Traditional

6. Bible

7. Outdated

8. Southern

9. Boring

10. Conservative

11. Sound theologically

12. Fundamentalism

13. Hymns

14. Suits and ties

15. Missions

 

 

While some of these perceptions are positive, many are not. Additional responses just outside the top 15 included words like fighting, inerrancy, business meetings, and men-only leadership, reinforcing the idea that the name “Baptist” can be a barrier for some people.

2. Mission Problem

Demographic research indicates that nearly 71% of the population in our immediate area (within a 5-mile radius of Eagleville) is unreached and unchurched. In other words, only about 29% of people have any active church connection. Because the vast majority of our neighbors do not attend church or identify with a Christian denomination, having a denominational name can become more of a barrier than a bridge:

• When a church primarily seeks to reach those who are already Christians, a denominational name might not pose a major obstacle.

• However, when a church’s mission field is predominantly unchurched, denominational labels often reinforce stereotypes or negative perceptions and can deter people who might otherwise be open to exploring faith.

• In a post-Christian culture, the task of introducing people to Christ often demands removing unnecessary stumbling blocks; for many in our community, denominational titles create preconceived notions of rigidity or irrelevance, hindering genuine engagement with the gospel.

3. Heritage Problem

Many people are hesitant to visit a Baptist church if they did not grow up Baptist.

• One local pastor shared that when talking to people who grew up in Lutheran or Catholic backgrounds, they lost interest in visiting his church upon hearing it was Baptist.

• Studies indicate that people who hesitate to visit a church with a denominational name are more likely to visit a church with a nondenominational or neutral name (e.g., Bethel, Calvary).

4. Trend Issue

The trend within the Southern Baptist Convention (SBC) is to omit ‘Baptist’ from church names and organizational branding.

• The Sunday School Board of the Southern Baptist Convention was rebranded as LifeWay Christian Resources.

• Thousands of new SBC church plants in North America avoid including “Baptist” in their names.

• Prominent SBC leaders have followed suit: 

  • Ronnie Floyd rebranded his church as Cross Church.

  • J.D. Greear, a former SBC president, leads The Summit Church.

This shift reflects a growing recognition that branding affects first impressions and outreach potential.

5. Stumbling Block Issue

The only obstacle to faith in Jesus should be the gospel itself, not a church’s name.

• In Acts 15, some early Jewish Christians insisted that Gentile converts must follow the Law of Moses, including circumcision.

• Paul rejected this, stating: “It is my judgment, therefore, that we should not make it difficult for the Gentiles who are turning to God.” (Acts 15:19)

• If an unchurched person associates “Baptist” with legalism, harsh methodology, or Westboro Baptist-style protests, then the name itself may become a stumbling block.

6. Contextual Issue

In and around Eagleville, there are Baptist churches with negative reputations that impact how the name “Baptist” is perceived.

Paul emphasized the importance of contextualizing the gospel for different audiences:

• “I have become all things to all people so that by all means I might save some.” (1 Corinthians 9:19-23)

• Adjusting our approach—without compromising doctrine—can help us reach more people effectively.

7. Doctrinal Issue

A church can maintain its doctrinal integrity without having “Baptist” in its name.

• Ironically, some of the loudest voices defending the name “Baptist” struggle to define what it means to be Baptist.

• Churches that drop the name but implement strong membership classes about Baptist doctrine often have better-informed members than those who simply inherit the name.

8. First Impressions Issue

The church name is the first introduction to the community we serve.

• Removing “Baptist” is not about hiding our beliefs but about removing unnecessary barriers.

• We want people to know first and foremost that there is a God who loves them and a community that welcomes them.

• People can learn what it means to be Baptist after they connect with the church.

For Example:

I am proud of my education and pastoral credentials. However, when I meet someone for the first time, I don’t introduce myself as ‘Pastor Greg Sawyer, MARE’. Instead, I simply say, “Hi, I’m Greg. It’s great to meet you.”

• I’m not hiding anything by not using my full title; I’m simply ensuring that my first impression is warm and approachable.

• Likewise, a church does not need to lead with its denominational label if it risks turning people away before they hear the message of Jesus.

 

Final Thought

The decision to remove “Baptist” from a church’s name should not be taken lightly. It is not about compromising theology or denying our heritage but about removing barriers to fulfilling our mission.

• Our calling is to reach people for Christ.

• If a name helps us do that, we should embrace it.

• If a name hinders that mission, we should consider a change.