What is so attractive about congregations of thousands? Why do mega-churches continue to flourish even in a climate where hundreds of churches are closing every year?

Apparently bigger is better when it comes to accommodating various types of believers with different programs, groups and activities. In the most recent study on mega-churches from Leadership Network and the Hartford Institute, a survey revealed that the reasons why people attend a mega church are as varied as both the congregants and the programs available at the church. That makes sense. Why a person might go to a shopping mall would likely be as varied as the stores inside.

According to the study, "… the complex organizational structure, its multiple programs and abundant choices, and large scale social forms do create the possibility for interaction and involvement in ways that are different from smaller churches."

Aside from this, three initial attractions surfaced in the mega-church survey: the preacher, the worship style, and the church’s reputation. Before people know about all the choices at a mega church they are initially attracted to one of these three facets of the church. Then, and perhaps even more interesting, these three attractions are again listed as the reasons people stay involved at a mega-church.

Preachers with panache

What is so important about the senior minister that can make this person the reason people choose to attend a church? In another recent survey from Leadership Network, 232 pastors responded to questions from which 10 key characteristics were identified.

It makes sense that mega-ministers know how to speak to crowds. It makes sense that this is how they view themselves and what they list as their primary strength. They wouldn’t attract so many people if their preaching was average.

What’s the big deal about worship?

Today’s mega-church worship is highly sensory, includes theological depth, and stays relevant to culture musically and technologically. (See Church Central’s two-part feature: Back stage: What's driving the top 5 worship trends.)

Worship that most people can easily relate to seems to be what is most compelling for mega-churches.

Reputation

What a community says about a particular congregation is a driving force behind attendance there. Once a church becomes large enough to be a talked about part of a city, what people say is important to drawing and keeping new attenders.

Is a church known for running a particular outreach program? Helping the poor? The place where the biggest events occur? A friendly place? A rich place? A fun place? A place for people who don’t fit anywhere else? Whatever the buzz, the buzzing is an important piece of mega-church growth.