Overview of George Barna, the Barna Group, and the Book, 'How to Increase Giving in Your Church'

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While the majority of Americans (almost 80%) identify themselves as Christians, religion in the United States is characterized by both a large diversity of believers and variable attendance and adherence levels (Eck, 2002). However, an August 2010 poll showed that almost 70% of Americans believed that religion was losing influence in everyday life, yet most feel that is a negative thing even though politicians continue to discuss religion while campaigning (Religion Losing, 2012). In light of these statistics, many religious scholars have turned to more quantitative methods to establish ways to both improve service attendance, solidify the financial health of churches, and establish a faith-based understanding of current psychographic trends. One of the predominant ways this is happening is through people like George Barna. George Barna is the founder of a market research and analysis firm that specializes in the study of religious beliefs and behavior, The Barna Group. He is a prolific writer, and has contributed greatly to the uncovering of socio-cultural issues surrounding modern religious behavior. He has coined several new terms that combine religiosity with marketing research; the Mosaic Generation, or those born between 1984 and 2002, comfortable with contradiction and able to think in non-linear terms; spiritainment used to describe the blend of spirituality and entertainment that influences people's spiritual perspectives, and theolographics, how religious

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