Theology school looks beyond training clergy

The Atlantic School of Theology is hoping to attract more students

Alumnus Rev. Randy Townsend supports the Atlantic School of Theology’s efforts to appeal to students who do not see the clergy as a career.

Overlooking the Northwest Arm, tucked away in a forest of green, stands the Atlantic School of Theology. But it's going to take more than a charming location to attract theology scholars to the school.

Attendance in many church congregations is declining. Statistics Canada shows the percentage of the Canadian population that attends religious services on a regular basis has declined to 21 from 30 to per cent over the past two decades.

Similarly, enrolment at the Atlantic School of Theology has progressively decreased from 159 students in 2002 to 137 students this September.

To attract students, the school relies on niche marketing through person-to-person communication rather than advertising.

Mauritz Erhard, the school's communications officer, agrees most students attending the school come because of recommendations from either the church or alumni.

"(The church) is our cache, our main area. We cultivate the relationship as much as we can within the church world here," says Erhard. "We don't get into (advertising) because that's not really our market. We do some selective advertising in church-related publications."

Rev. Randy Townsend, pastor at Saint John's Anglican Church in Halifax and a graduate of the school, says members of his congregation do not often approach him to learn more about life in the clergy.

"It's the other way around, where it's us approaching people who have a gift and discerning if it's an area they want to move into."

Alison Etter, a master's of divinity student at the school, heard about the school from an alumnus.

"I was told the Atlantic School of Theology had a small, friendly atmosphere."

While word-of-mouth marketing is free, the Atlantic School of Theology puts most of its $17,000 advertising budget into the church community with posters, pamphlets and the school's quarterly magazine.

Townsend doesn't think the school is doing enough when it comes to recruitment outside the church. A recent Statistics Canada study shows Canadians who are 65 years old and over are considerably more likely than their younger counterparts to attend church regularly.

"The demographics of most mainline churches nowadays are beyond the age of considering entering the church," says Townsend.

Townsend says the school should promote itself in undergraduate schools that have religious studies programs.

"The Atlantic School of Theology is more than a seminary. It's an academic institution," he says. "What about those who aren't headed towards ordained ministry within their denominations? There are people who maybe want to study theology as a discipline or want to further their education."

The Atlantic School of Theology is moving into the academic mainstream this year as it launches a master of arts in religious studies and theology in partnership with nearby Saint Mary's University.

It's another way the school is increasing its presence on the academic stage and reaching out from the safe haven of a solely church-based audience.

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