The Church has an image problem among the young. That word comes not from the vociferous critics of Christianity, but from two leading evangelical researchers. David Kinnaman, president of The Barna Group, and Gabe Lyons of the Fermi Project have co-authored "unChristian," which details a study of 16-to-29-year olds.

The book target=blank shows this generation is more skeptical of, and resistant to, Christianity than people of the same age just a decade ago. A story in Time magazine noted that 38 percent of their sample had a "bad impression" of present-day believers, prompting the authors to write, "It’s not a pretty picture."

Among the leading complaints: Christians are too "anti-homosexual" (91 percent), "judgmental" (87 percent), "hypocritical" (85 percent), "old-fashioned" (78 percent), or "too involved in politics" (75 percent.)

Of equal concern from their findings is the increasing percentage of non-believers among the young generation. Although the study found that 23 percent of Americans over age 61 are non-Christians, that increases to 40 percent among those 16 to 29.

That would seem to be a wake-up call to churches reluctant to invest funds in youth ministry. Beyond that, church consultants say there are a number of practical steps congregations can take to counter this ominous trend and improve their reputation in the community.

To Dillard Wilbanks of Breakthrough Church Consultants, the image problems point to the need for improved discipleship and reinstating church discipline.

He points out the news media are quick to seize on any mistakes or miscues by high-profile leaders, which reinforces negative stereotypes in the public’s mind. However, he thinks that can be addressed by churches emphasizing commitment-based decisions, improved discipleship of new believers and disciplining those who commit wrongs.

A lackadaisical approach towards church membership has resulted in his denomination (the Southern Baptist Convention) being unable to locate half its members, Wilbanks notes.

"It begins with the counseling process," Wilbanks says. "Until we identify and define people who have prayed to receive Jesus Christ with an understanding of what that means, things won’t change."

On a practical level, a church that wants to know how the community perceives it would do well to ask a consultant to solicit opinions from their neighbors.

That’s what Doug White does with churches he works with, stopping at a convenience store or other public place and asking, "What do you think of the church down the street?"

The responses the consultant receives break down into three categories: 1) people don’t even know it’s there, 2) some have bad connotations, 3) those who have received help or know someone at the church express positive impressions.

"A lot of people don’t have any feeling, one way or the other," White says. "The church may not have done a very good job of outreach or promoting itself in the community."

White says that can improve through simple steps, such as members projecting a positive attitude about their church in the community and remembering their duty to live as a Christian in all circumstances.

One church achieved positive feedback by sponsoring a block party featuring children’s games and refreshments. Others need to remember to spruce up their appearance.

"It could be as simple as an attractive sign in the yard," White says.

While erecting better signs, though, the Church would do well to recognize a gathering storm in public opinion and to take steps to diffuse criticisms—especially those that are grounded in truth.