Major Themes in "Rebuilt"

Awakening the Faithful, Reaching the Lost, and Making Church Matter

By Michael White and Tom Corcoran

Overview

"Rebuilt" chronicles the transformation of Church of the Nativity in Timonium, Maryland, from a declining parish to a thriving, mission-focused community. The book presents a comprehensive approach to church revitalization that challenges traditional Catholic parish models and applies business principles to ministry.

1. Mission Over Maintenance

Core Concept

The authors discovered their parish was focused on keeping things running rather than fulfilling the Great Commission. The fundamental shift required moving from institutional preservation to active evangelization.

Key Points

The Problem:

• Churches often become "cruise ships" for members rather than "lifeboats" for the lost

• Parish operations focused on serving existing members rather than reaching new people

• Activities and programs existed simply because "we've always done them"

• Success measured by how happy current members were, not by growth or conversions

The Solution:

• The primary mission is to make disciples, not just provide services to existing members

• Everything must be evaluated through the lens of: "Does this help us reach the lost and make disciples?"

• Stop asking "What do our members want?" and start asking "What do the lost need?"

• Programs that didn't serve the mission were cut, even if popular with long-time members

Implications:

• Required a complete reorientation of parish priorities

• Meant disappointing some faithful members who expected different things from their church

• Demanded clarity about the church's ultimate purpose

• Shifted focus from comfort to conversion

2. Excellence and the Weekend Experience

Core Concept

The weekend Mass became the primary focus because it's where most people encounter the church. If the Sunday experience is mediocre, nothing else matters.

Specific Strategies

Music Excellence:

• Invested in professional-quality worship music

• Auditioned musicians and dismissed those who didn't meet standards

• Created contemporary worship services alongside traditional options

• Practiced extensively to ensure polished performances

• Chose songs that were engaging and participatory

Preaching:

• Messages needed to be relevant, practical, biblical, and delivered with energy

• Studied successful megachurch pastors like Andy Stanley and Bill Hybels

• Created message series with clear themes and practical application

• Focused on life issues people actually face

• Delivered with passion and authenticity, not just reading from notes

Service Management:

• Kept Mass to exactly 60 minutes so people knew what to expect

• Started on time, every time

• Eliminated unnecessary announcements and distractions

• Created a flow that felt natural and engaging

Physical Environment:

• Maintained clean, well-lit facilities

• Clear signage throughout the property

• Comfortable seating arrangements

• Professional-looking stage and worship space

• Attention to every detail visitors would notice

First Impressions:

• Parking lot attendants to help direct traffic

• Greeters at every door with genuine smiles

• Welcome desk in the lobby staffed with friendly volunteers

• Coffee service to create a warm atmosphere

• Clean, modern bathrooms

Children's Programs:

• Excellent kids' ministry so parents could focus on worship

• Age-appropriate lessons and activities

• Well-trained volunteers

• Safe, engaging environments for children

Message Series:

• Organized preaching into themed series (4-6 weeks)

• Created marketing materials for each series

• Used graphics, videos, and promotional materials

• Made it easy for people to invite friends to relevant topics

The Philosophy

If the weekend experience is poor, people won't come back, and all other ministry efforts are wasted. Excellence honors God and respects people's time.

3. Hospitality and Customer Service

Core Concept

The church borrowed heavily from business models like Disney, Starbucks, and Nordstrom, treating every person who walks through the door as a valued guest.

Practical Applications

Mystery Worshipper Program:

• Anonymous visitors evaluated the entire experience

• Provided detailed feedback on everything from parking to preaching

• Identified blind spots and areas for improvement

• Helped leaders see the church through outsider eyes

Training for Volunteers:

• Greeters were trained on how to welcome guests properly

• Taught specific techniques: smile, make eye contact, be genuinely warm

• Role-played difficult situations

• Emphasized consistency in hospitality

Guest Services Team:

• Dedicated team focused solely on helping visitors

• Stationed at key locations throughout the building

• Empowered to answer questions and solve problems

• Made it their mission to ensure no one felt lost or confused

Follow-Up Systems:

• Contacted first-time guests within 24 hours

• Personal phone calls or emails from staff

• Sent welcome packets with information

• Invited guests to next steps

Removing Barriers:

• Made it easy to give (online options, clear instructions)

• Made information easily accessible (website, bulletin, signage)

• Simplified the path to get involved

• Eliminated confusing processes and insider language

Cultural Shift:

• "What would Jesus do?" became "What would Nordstrom do?"

• Treated people with exceptional care and attention

• Created a culture where volunteers understood their role in creating welcoming environment

• Celebrated stories of great hospitality

Key Principle

People decide whether they'll return within the first 10 minutes of arriving. Hospitality isn't optional—it's essential to the mission.

4. Simplification and Focus

Core Concept

The parish had 64 different programs when the rebuilding began. The authors realized they were doing many things poorly instead of a few things excellently.

The Pruning Process

What They Eliminated:

• Programs that didn't directly support the mission of making disciples

• Committees that existed just to have meetings

• Activities done simply because "we've always done it that way"

• Ministries that served only a handful of people

• Events that consumed resources but produced little fruit

How They Decided:

• Asked of every program: "Does this help us make disciples?"

• Evaluated impact vs. resources required

• Looked at actual participation numbers, not just theoretical value

• Were willing to disappoint people who loved certain programs

What They Kept:

• Weekend worship services (the primary focus)

• Small groups for spiritual growth and community

• Service opportunities that connected people to the mission

• Strong children's and student ministries

• Alpha Course for seekers and new believers

• A few key outreach initiatives

The Philosophy:

• It's better to do a few things excellently than many things poorly

• Focus creates excellence; scattered efforts create mediocrity

• Every "yes" to a new program is a "no" to excellence in existing ones

• Less is more when it comes to programming

Results:

• Went from 64 programs to approximately 6-8 core offerings

• Freed up staff time and energy for strategic initiatives

• Improved quality of remaining programs

• Created a clear, simple pathway for spiritual growth

• Made it easier for newcomers to understand how to get involved

Challenges

Cutting programs meant disappointing faithful members who valued those ministries. Leaders had to constantly communicate the "why" behind decisions and stay focused on the larger mission.

5. Leadership and Courageous Change

Core Concept

Effective church renewal requires strong, sometimes unpopular leadership decisions. Leaders must be willing to make difficult changes, face resistance, and stay focused on the vision despite criticism.

Leadership Realities

Resistance is Inevitable:

• Long-time members resisted changes to cherished traditions

• Some people left the parish (and told Father White exactly why)

• Anonymous critical letters arrived regularly

• Social pressure from other priests and diocesan officials who questioned the approach

Critics are Loud:

• Had to endure criticism, angry letters, and confrontational meetings

• Learned that the vocal minority often doesn't represent the silent majority

• Discovered that trying to please everyone means pleasing no one

• Accepted that some people would never be satisfied

Vision Must Be Clear:

• Leaders need a compelling vision and must communicate it constantly

• Can't assume people understand or remember the vision

• Must connect every decision back to the core mission

• Vision-casting became a weekly, even daily, responsibility

Top-Down Decisions:

• Couldn't lead by consensus or committee when making major changes

• Democratic processes often protect the status quo

• Leaders had to lead, even when it was uncomfortable

• Sought counsel but didn't require universal agreement

Staff Alignment:

• Had to build a team that shared the vision

• Some staff members had to be let go or reassigned

• Invested heavily in hiring the right people

• Created a culture of mission-focus among staff

Perseverance Required:

• Change takes years, not months

• Can't give up when facing resistance or setbacks

• Required emotional resilience and thick skin

• Celebrated small wins along the way

Personal Sacrifice:

• Leaders faced burnout and discouragement

• Dealt with personal attacks on character and motives

• Sacrificed popularity for effectiveness

• Had to maintain spiritual health amid criticism

Trust the Mission:

• When criticized, returned to the core mission as justification

• Kept the focus on reaching the lost, not pleasing the found

• Let the mission guide decisions, not personal comfort

• Remembered that leadership isn't about being liked

Key Leadership Lessons

• Change requires clear vision, strong leadership, and perseverance

• Not everyone will come along, and that's okay

• Leaders must be willing to absorb criticism for the sake of the mission

• Courage isn't the absence of fear but moving forward despite it

6. Metrics and Accountability

Core Concept

The book challenges the prevailing idea that you can't measure spiritual success. White and Corcoran argue that what gets measured gets done, and accountability ensures wise stewardship of resources.

What They Measured

Weekend Attendance:

• Tracked numbers weekly at every Mass

• Monitored trends over time

• Identified which services were growing or declining

• Used data to make staffing and resource decisions

First-Time Guests:

• Counted how many new people visited each week

• Tracked where they heard about the church

• Evaluated effectiveness of marketing efforts

Return Rate:

• Measured how many first-time guests came back for a second visit

• Used this metric to evaluate the weekend experience

• Made improvements based on return rate data

Baptisms and Confirmations:

• Tracked adult conversions as a key metric

• Measured discipleship effectiveness

• Celebrated spiritual milestones

Small Group Participation:

• Monitored how many people were in deeper community

• Tracked small group formation and health

• Used participation rates to evaluate discipleship pathway

Giving Trends:

• Financial health as an indicator of engagement

• Monitored per capita giving

• Used generosity metrics to gauge spiritual health

Volunteer Engagement:

• Measured how many were serving vs. just attending

• Tracked volunteer satisfaction and retention

• Used service rates as discipleship indicator

The Philosophy

Core Beliefs:

• "What gets measured gets done"

• Data reveals what's working and what's not

• Accountability ensures resources are used wisely

• Numbers aren't everything, but they tell part of the story

• If attendance is declining, something is wrong—don't spiritualize failure

Counterarguments Addressed:

• Some criticized measuring as too business-like

• Others said you can't quantify spiritual growth

• White argued that Jesus talked about fruit—results matter

• Numbers don't tell the whole story but they tell an important part

How They Used Data:

• Made informed decisions about resource allocation

• Identified successful strategies to replicate

• Spotted problems early before they became crises

• Held staff and volunteers accountable for results

• Celebrated wins backed by concrete evidence

Impact

The focus on metrics created a culture of accountability and continuous improvement. Staff couldn't hide behind busyness or good intentions—results mattered.

7. Clear Communication and Messaging

Core Concept

Professional, clear, and compelling communication is essential for reaching people in today's media-saturated culture. The church professionalized all communications.

Specific Changes

Branding:

• Created a consistent visual identity across all materials

• Developed a recognizable logo and color scheme

• Ensured every piece of communication looked professional

• Maintained brand standards rigorously

Website Redesign:

• Made it user-friendly and easy to navigate

• Assumed visitors knew nothing about church

• Clear calls to action on every page

• Mobile-responsive design

• Regularly updated with current information

Social Media Presence:

• Active on Facebook, Instagram, Twitter

• Regular updates with engaging content

• Used social media to promote events and messages

• Responded to comments and messages promptly

• Built online community

Weekly Bulletin:

• Redesigned to be clear, concise, and visually appealing

• Eliminated cluttered, text-heavy format

• Used graphics and white space effectively

• Focused on essential information only

• Made it something people actually wanted to read

Message Series Marketing:

• Created professional graphics for each sermon series

• Produced promotional videos

• Designed print materials (postcards, posters)

• Built anticipation for upcoming series

• Made it easy for people to invite friends

Language Shift:

• Stopped using insider religious jargon

• Spoke in everyday, accessible language

• Explained theological concepts simply

• Assumed zero church background

• Made faith understandable to outsiders

Clarity Over Cleverness:

• Messages needed to be immediately understandable

• Avoided cute or cryptic titles that confused people

• Used clear, descriptive language

• Tested communications with outsiders for clarity

Multi-Channel Approach:

• Coordinated messaging across email, print, social media, and announcements

• Repeated key messages multiple times in multiple ways

• Understood people need to hear things 7+ times before it registers

• Created communication calendars to ensure consistency

Key Principles

Assumptions:

• Assume people know nothing about church and need everything explained clearly

• Assume people are busy and will only read/watch what's compelling

• Assume first impressions matter tremendously

• Assume professional quality communicates that the church cares

Investment:

• Hired professional designers and communicators

• Invested in good equipment (cameras, software, etc.)

• Allocated budget for quality printing and materials

• Trained volunteers in communication standards

Results

Clear communication removed barriers for newcomers and made the church accessible. Professional quality conveyed that this church took its mission seriously.

8. Evangelization as Priority

Core Concept

This is perhaps the most radical theme—the church exists primarily for those not yet there, not for the comfort and preferences of current members.

Mindset Shifts

Target Audience Changed:

• Aimed for seekers and inactive Catholics, not just the committed

• Made decisions with non-believers in mind

• Asked "What would help someone far from God?"

• Prioritized the lost over the found

Comfort Level Adjusted:

• Willing to make long-time members uncomfortable to reach the lost

• Changed music styles to be more accessible

• Altered language and tone to connect with seekers

• Made Sunday experience less "churchy" and more welcoming

Language Changed:

• Spoke to doubters and seekers, not just believers

• Addressed real questions and objections to faith

• Used inclusive language ("we" not "you")

• Avoided assumptions about biblical knowledge

Programming Designed for Outsiders:

• Created entry points for non-religious people

• Started Alpha Course for spiritual seekers

• Designed services that assumed no church background

• Made it easy for Christians to invite friends

Staff Focus:

• Invested in outreach rather than just pastoral care for members

• Hired staff with evangelistic gifting

• Evaluated programs based on evangelistic effectiveness

• Made discipleship pathway clear from seeker to mature believer

Budget Priorities:

• Spent money on reaching new people, not just serving current members

• Invested in marketing and outreach

• Allocated resources to first impressions and weekend experience

• Prioritized programs that created pathways for newcomers

Controversial Implications

Member Reactions:

• Traditional members who wanted a "maintenance" parish sometimes left

• Some felt the church was neglecting the faithful to chase numbers

• Others missed the "way things used to be"

• Required constant explanation and vision-casting

Theological Debates:

• Some questioned whether this was appropriately Catholic

• Critics said they were too Protestant or evangelical

• Had to defend the approach to diocesan leadership

• Navigated tension between innovation and tradition

Leadership Conviction:

• White repeatedly said they built the church for people not yet there

• Reminded critics that Jesus came for the lost, not the found

• Pointed to biblical mandate for evangelization

• Refused to back down despite pressure

Biblical Foundation

Scriptural Basis:

• Jesus spent time with tax collectors and sinners

• The Great Commission commands making disciples

• Parable of the lost sheep emphasizes seeking the lost

• Early church focused on evangelization and growth

Theological Justification:

• The mission of the church is evangelization

• Pastoral care for members is important but secondary

• Can't be salt and light if focused only inward

• Stewardship means reaching as many people as possible

Results

Growth Outcomes:

• Grew from about 1,400 weekend attendees to over 4,000

• Saw many adult baptisms and confirmations

• Reached inactive Catholics and unchurched people

• Became a reproducing church that planted others

Cultural Impact:

• Influenced countless other parishes

• Became a teaching parish where others came to learn

• Sparked conversation about Catholic evangelization

• Demonstrated that Catholic churches could grow

Additional Important Concepts

The "Rebuilt" Process

The book outlines a four-step process for church revitalization:

1. Stop

• Quit doing what doesn't work

• Eliminate ineffective programs

• Break free from tradition for tradition's sake

• Create space for new approaches

2. Reflect

• Study what successful churches do

• Learn from megachurches and growing parishes

• Examine best practices from business world

• Identify transferable principles

3. Rebuild

• Implement changes systematically

• Start with weekend experience

• Build new systems and structures

• Create clear pathways for spiritual growth

4. Persevere

• Don't quit when it gets hard

• Push through resistance

• Stay focused on the vision

• Celebrate small wins along the way

Influence from Business and Megachurches

What They Borrowed:

• Studied Willow Creek Community Church (Bill Hybels)

• Learned from Saddleback Church (Rick Warren)

• Followed North Point Community Church (Andy Stanley)

• Applied business principles to ministry operations

• Used marketing strategies from secular companies

• Implemented customer service standards from hospitality industry

Controversial Aspects:

• Some Catholics criticized "protestantizing" the church

• Others felt business principles cheapened sacred ministry

• Questions about whether ends justify means

• Tension between innovation and Catholic tradition

Defense:

• White argued that methods can change while theology remains constant

• Pointed out that St. Paul was "all things to all people"

• Emphasized that excellence honors God

• Noted that the early church was innovative in its time

Results They Achieved

Numerical Growth:

• Grew from about 1,400 weekend attendees to over 4,000

• Increased from 2 weekend Masses to 7

• Expanded staff from a handful to dozens

• Built new facilities to accommodate growth

Engagement Increases:

• More people in small groups

• Higher volunteer participation rates

• Increased service to community

• Greater generosity in giving

Spiritual Impact:

• Many adult conversions

• Families returning to church

• Lives transformed by the gospel

• Deepened discipleship among believers

Broader Influence:

• Became a teaching parish where other churches came to learn

• Authored multiple books and resources

• Led conferences and training events

• Influenced Catholic church revitalization nationally

Financial Health:

• Despite eliminating many programs, giving increased

• Built substantial financial reserves

• Funded capital improvements

• Supported missions and outreach generously

Critical Observations

Strengths of the Approach

Clarity of Vision:

• The mission is crystal clear and constantly reinforced

• Every decision connects back to making disciples

• Staff and volunteers understand the purpose

Practical Application:

• Not just theory—detailed, actionable strategies

• Real-world examples with specific outcomes

• Honest about challenges and failures

Results-Oriented:

• Measurable impact on attendance, engagement, and conversions

• Data-driven decision making

• Accountability for outcomes

Transferability:

• Principles can apply to churches of various sizes and denominations

• Methods can be adapted to different contexts

• Proven effective beyond just one parish

Potential Criticisms

Over-Emphasis on Numbers:

• Could prioritize attendance over depth

• Risk of measuring what's measurable while missing intangibles

• Potential for "success" to be defined too narrowly

Business Model Concerns:

• Treating parishioners as "customers" could be problematic

• Market-driven approaches might compromise theology

• Risk of entertainment over worship

Catholic Identity Questions:

• Some strategies borrowed heavily from Protestant megachurches

• Concern about losing distinctive Catholic practices and theology

• Tension between innovation and tradition

Accessibility vs. Depth:

• Focus on seekers might shortchange mature believers

• Simple messages might not provide theological depth

• Tension between being welcoming and being challenging

Conclusion

"Rebuilt" presents a comprehensive, controversial, and ultimately compelling vision for church revitalization. The major themes—mission focus, excellence, hospitality, simplification, courageous leadership, accountability, clear communication, and evangelization priority—work together to create a model for effective ministry in contemporary culture.

The book challenges churches to stop maintaining the status quo and start pursuing their mission with urgency, excellence, and focus. While not every strategy will work in every context, the underlying principles offer valuable insights for any church leader seeking to reach more people with the gospel.

The authors demonstrate that change is possible, growth can happen, and churches can become vibrant communities that make a difference in people's lives and in their communities. Most importantly, they prove that faithfulness to the church's mission—making disciples—produces fruit when pursued with courage, excellence, and unwavering commitment.

This document summarizes the major themes of "Rebuilt: Awakening the Faithful, Reaching the Lost, and Making Church Matter" by Michael White and Tom Corcoran (Ave Maria Press, 2013).