wfn.org | AAL Contributes Additional Funds for ELCA Identity Project

[News News <NEWS@ELCA.ORG>]

ELCA NEWS SERVICE

May 19, 2000

AAL CONTRIBUTES ADDITIONAL FUNDS FOR ELCA IDENTITY PROJECT
00-135-JB

     CHICAGO (ELCA) -- Aid Association for Lutherans (AAL), a fraternal
benefits organization based in Appleton, Wis., provided an additional
$250,000 grant to support the Identity Project.  The project is a
multimedia advertising campaign aimed at raising awareness for the
Lutheran Church and specifically the Evangelical Lutheran Church in
America (ELCA).
     The additional funds will be used to provide matching grants to
most of the ELCA synods and congregations which made requests before the
April 1, 2000, deadline, said Kristi Bangert, Identity Project manager
and director for internal church communication and marketing, ELCA
Department for Communication.  Already, 55 of the ELCA's 65 synods are
involved, and some 720 matching grants have been provided to synods and
congregations, she said.   More than 4,000 of the ELCA's 11,000
congregations are involved in the Identity Project.
     The additional funds from AAL will enable more congregations and
synods, which made requests prior to the deadline, to use the materials,
Bangert said.
      AAL was pleased to provide the ELCA with the additional $250,000
grant for the Identity Project, said James S. Yagow, director for church
grants, AAL.
      "The leadership for this project is outstanding, and the
grassroots ownership among ELCA congregations and synods is 
high," he said.  "Together, these two qualifiers made our decision 
to award this extra grant fairly straightforward."
       The ELCA Identity Project "appreciably bolsters" evangelism
efforts of congregations that reach out to people who have no church
home, Yagow said.
       "Church growth is a critical issue for the Lutheran community,
including AAL," he added. "We're happy that we can help the ELCA with
this visionary project."
       "AAL's generosity and excellent multimedia materials have helped
the ELCA Identity project become a much sought-after, highly successful
and often-emulated campaign," Bangert said.
       The Identity Project uses broadcast and print advertisements to
reach new audiences with information about the ELCA.  The project also
includes a Web site, in English, at www.sharingfaith.org. Messages are
designed for different audiences depending on age, Bangert said.
       Recently the Department for Communication completed Spanish-
language radio and television Identity Project spots. A "seekers" Web
site in Spanish, www.compartiendolafe.org is expected to be online soon.
       In 1998 AAL committed $1.5 million to be used for matching grants
for the Identity Project, Bangert said.  In addition, the ELCA Church
Council provided nearly $3.5 million to fund the project, including a
commitment of $2 million in 1999 from ELCA reserve funds.  Some of the
$2 million was designated for the Spanish-language materials, Bangert
said.
       The Identity Project has created opportunities for congregations
to work together and possibilities for other cooperative projects in the
future, Bangert said.
       "Congregations and synods now know it's critical that they budget
for communication evangelism on an ongoing basis," she added.

For information contact:
John Brooks, Director (773) 380-2958 or NEWS@ELCA.ORG
http://listserv.elca.org/archives/elcanews.html