Some suspect it is the theology. We have a fairly specific Confession, as it were, when most of these others are looser and less precise in what they believe, teach and confess. It could be true. It might be possible to be an evangelical in the ACNA or Presbyterianism or the Reformed denominations and like a more reverent worship and you can do that to a higher degree than you can with Lutheranism. After all, we do ask you upon joining to confess that the Lutheran Confessions are true to the Scriptures in every way and you would rather die than walk away from them. For those coming with a broader theological boundary, this specificity is somewhat startling and, perhaps, off putting.
Others suspect it is the liberal Lutheran fringe that is confusing those who might consider becoming Lutheran. I get it. You say Lutheran but what kind of Lutheran do you mean? LCMS or ELCA? Yet this same division is represented among the Anglicans and Presbyterians and Reformed. We are not alone in having a blurred image of what it means to be Lutheran. In fact, we are rather alone in having a very detailed and specific confessional identity which those on the liberal fringe seem adept at ignoring. It is not so simple as a matter of interpretation but an acknowledgement that the liberal fringe has largely rejected who we are and who we were (even according to their own reckoning of history).
Others suspect it is the worship. Loosen up the formal liturgical setting with some music with a beat and some hand clapping to the rhythm and ditch the vestments and people will feel more at home. That has largely driven the worship wars in Missouri. If you love Jesus enough to share Him, then love Him enough to ditch the worship style that is keeping people from entering into our fellowship. Sounds logical but we have built a parachurch industry of resources for those trying to abandon the name, ambiance, worship style, and music of Lutheranism and it has not exactly stemmed the bleeding of members. In fact, studies have shown that the more catholic the worship and orthodox the theology, the more likely the congregation is to grow and retain members.
Others say it is technology. We historically were adept at adapting to the changing technology and the opportunities to speak the Gospel (Lutheran Hour, This is the Life, etc...). Our problem is that we have not fully adapted to the digital age with online worship and sacraments and such. That does not seem to be true either. While folks appreciate some of the technology, the digital church is not filling the gaps for those who are lonely, disconnect, and disappointed with the artificial. Perhaps we have adapted too much to the digital age and there is little compelling need left to bridge the gap between the techno world and its reality and the real world and its more profound reality.
Others say it is preaching. We think we are good preachers but we are resting on our laurels and in actuality preaching is neither as faithful nor as vibrant as we think. I suspect there is truth to this but I do not know how it actually affects people considering Lutheranism or who refuse even to consider it. I have witnessed some of that decline. You can preach a good justification sermon but do you need to preach it every week or in the same way? The lack of a clearly identifiable Lutheran piety seems to suggest that we are great at preaching the forgiveness of sins but not so good at preaching how then to live as the forgiven.
Others say it is our ethnicity. We are too German or too Norwegian or too Swedish to attract generic Americans. Odd, since no less than 2/3 of all Americans have German ancestry and we are less German than we have ever been. We tell Ole and Lena jokes but that is inside the ballpark humor and most of us could not distinguish a bratwurst from a smoke sausage and the sale of sauerkraut is not exactly setting records. I know ethnicity was once a key to our growth in America and that some drone on ad nauseam that the boats are not coming anymore and yet this seems a red herring.
Could it be that we are doing most things right or pretty close and still people are choosing other options? Could it be that orthodox doctrine and catholic liturgy are not the problems but a world in which truth has no facts and facts very from person to person? Could it be most of us simply don't want to hear any Gospel which begins with sin and our guilt? The Gospel has always been a hard sell. Living in a world of abundant sexual preference and gender identity amid the option of scheduled painless death and the unpopularity of marriage and children are also part of the problem? I don't think it is one thing or even a combination of a couple of things. I think there are plenty of reasons that could be given for why we seem to be a less attractive option than others but I wish those out there who are looking at options would tell us which ones matter most. I am not saying I think we should change who we are but it would help to know what the offense is for those who have looked at Lutheranism and said no.
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