According to recent Pew Research survey data, nearly half of all Americans have a personal or family connection to Catholicism, yet only 20% identify as Catholic by religion. The remaining 27% includes a significant population of “cultural Catholics” — those who identify with the Church ethnically, culturally, or through family heritage rather than religious practice. For diocesan communicators, this group represents a unique mission field. Their lack of engagement is rarely due to hostility; rather, they still cherish Church values while remaining distant from its pews. By focusing on shared values, communicators can draw these individuals into an encounter with Christ that may ultimately transform their perspective.

The challenge is clear: 83% of cultural Catholics seldom or never attend Mass and 81% never go to confession. This means traditional parish-based evangelization programs simply do not reach them. However, research reveals that cultural Catholics prioritize having a personal relationship with Jesus Christ (44%) and working to help the poor and needy (41%). They also cite caring for immigrants (28%) and taking care of the environment (28%) as priorities. To engage this demographic, communicators must reframe content strategy to meet them where they are, often through meandering scenic byways rather than the sacramental expressway.

Practical Strategy #1 

Launch a Values-Driven Content Hub

Communicators should create a section of the diocesan website that leads with Catholic values rather than Catholic practice. This content hub should focus on service and justice, sharing impact stories from Catholic Charities or immigration support initiatives. By sharing metrics tracking real-world impact  we demonstrate how the community is actively working to address homelessness or food insecurity. These sections should be optimized for SEO terms like “ethical living,” “faith-based volunteering,” and “spiritual meaning” to capture those searching for purpose outside of traditional religious frameworks. Engagement with these value-based efforts could be the first step toward reigniting a faith practice.

Practical Strategy #2

Transform Diocesan Publications

Consider a “Beyond the Pews” section in the diocesan magazine that features profiles of people living out Catholic values in everyday contexts — the Catholic nurse, teacher, or business leader. Deep dives into Catholic ethnic traditions in the diocese — Polish, Vietnamese, or Hispanic traditions — can appeal to the 32% of this group who identify through cultural background. A particularly potent tool is a Lenten special edition. Since cultural Catholics often re-engage during Lent, providing guides to fish fries, service opportunities, and “40 ways to observe Lent in daily life” at Ash Wednesday liturgies can create a lasting bridge.

Practical Strategy #3

Reimagine Digital Channels

To help cultural Catholics reconnect with the beauty of the faith, create parallel digital content streams on platforms like Instagram and TikTok that feature Catholic architecture and art with historical context, rather than strictly devotional content. LinkedIn provides an opportunity to reach career-focused professionals through the lens of Catholic social teaching and business ethics, exploring how faith shapes leadership. For email, develop tiered newsletters such as “Questions of Meaning,” which addresses spiritual searching and ethical dilemmas with a light theological touch. The goal is to provide content that is “shareable” for people who are not comfortable overtly identifying as religiously Catholic but want to share something inspiring or ethical.

Practical Strategy #4

Ministries as Marketing

Diocesan ministries are the strongest bridges to this audience. Individuals who never attend Mass will still donate to refugee resettlement or value a Catholic education for their children. Communications should emphasize academic excellence and character development in schools, and compassionate care in healthcare ministries. When communicating about social services, communicators should use language like “our Catholic community” rather than “our Church” to lower the barrier for participation. The point is not to water down the faith, but to present it in all its facets for a variety of audiences.

Key Avoidances

To succeed, communicators must avoid leading with obligation or using “insider” language like OCIA or Adoration without explanation. Guilt-inducing language could cause immediate disengagement. Furthermore, the abuse crisis cannot be ignored; 62% of Catholics view it as an ongoing problem. Transparency and accountability are essential components of any credible communication strategy.

Success in this 21st-century evangelization should be measured differently — not only by Mass attendance, but by other metrics that demonstrate interest — new website visitors, content shares, and volunteer sign-ups from those who do not follow diocesan accounts. 
These individuals are former parishioners and children of the faithful. By meeting them where they are with patience and trust, the strategy acknowledges that there is good reason to hope that cultural Catholics may encounter Christ, engage with the Church, and grow as disciples. 

"By focusing on shared values, communicators can draw these individuals into an encounter with Christ that may ultimately transform their perspective."