Empowering the Future of Freemasonry

by Linda R. Patch, Senior Director Marketing and Communications

In 2016, the Supreme Council of the Scottish Rite, Northern Masonic Jurisdiction, commissioned a comprehensive, data-driven analysis of the state of Freemasonry. The work inspired The Path Forward, a marketing initiative to reinvigorate Freemasonry and help Blue Lodge Masonry and the Scottish Rite grow its ranks. The study sparked two groundbreaking promotional endeavors – the revolution in six words, “Not Just a Man. A Mason.” (NJAMAM) and “Journey On,” the award-winning identity brand for the Scottish Rite. NJAMAM is in use worldwide and is translated into five languages.

In addition, the incredibly successful lead-generating website, BeAFreemason.org, debuted in 2020 as a welcoming “front door” to Freemasonry. The website is designed to tell the story of the Craft in all its truth and honor and make it easy for men to inquire about joining. Through the website’s lead generation portal, BeAFreemason.org has, to date, forwarded more than 130,000 requests from men interested in joining to Grand Lodges across North America. Nearly 100,000 of those leads have been sent to Grand Lodges in the U.S.

However, nearly ten years have passed since the 2016 research, and it was time to assess:

• Did the findings hold?

• Is the Path Forward still viable?

The results are crystal clear. It is time to cast aside the pessimism and laments of despair about the state of the Craft. Men are eager to join Freemasonry and are actively seeking membership. THE PATH FORWARD:

This past year, the Supreme Council commissioned an update of the 2016 research in its entirety. It is the largest and most comprehensive study of Freemasonry ever undertaken. The accompanying book, The Path Forward: Empowering the Future of Freemasonry, provides a comprehensive review

THE RESEARCH:

Perceptions of Freemasonry in the General U.S. Population

Our study was a random, double-optin survey conducted by OnePoll, a respected market research firm whose clients include Hershey, Slack, Marriott, and Jif Peanut Butter. The survey was analyzed and modified to eliminate bias. The findings have a low margin of error at 1.7%, which allows high confidence when extrapolating the results to the entire U.S. male population.

In our research, we surveyed 3,500 men (more than triple the number from 2016), all non-Masons from diverse backgrounds, to understand four key

• What is the modern American man’s perception of Freemasonry?

• What, if anything, would motivate men to join?

• Which messages about Freemasonry resonate?

• What has changed in the nearly ten years since the last research study?

The results are crystal clear. It is time to cast aside the pessimism and laments of despair about the state of the Craft. Men are eager to join Freemasonry and are actively seeking membership. Our task is to help them find their path forward. The research also shows how global trends and societal pressures align to support a sustained period of growth for Freemasonry.

Key Findings

1: The Male Friendship Recession and Loneliness

One in four men in America are lonely. Only 36% of survey respondents report being rarely or never lonely. What’s to blame? Among many factors, the traditional methods for men to make social connections are slipping away. The decline in religious involvement, lower marriage rates, and changes in the workplace collide to create a surge of disconnection. The Proceedings of the National Academy of Sciences (Vol. 112 | No. 49) cites loneliness and lack of friendship as “among the most harmful things to human health.”

Post-Pandemic Friendship Challenges

60% of respondents reported not making a new friend in the past two years. But…

62% want to find friends and participate more in local groups. A comment from the survey represents thousands of like sentiments: “I would like to spend more time participating in local groups,” but “I don’t know where to find them.”

The Male Friendship Crisis and the Lodge

Friendship has become a game of chance, and men often relegate forming new friendships to the back of the line in their lives. Now, contrast the widespread, destructive cultural pressure of a friendship recession among men with…the Lodge. The Lodge is fully dedicated to forming meaningful bonds as, by definition, it is filled with men who share that value. Shared values and a mutual mission forge bonds. The data reveals that this is what draws men seeking a connection to Freemasonry.

Good and worthy men are lonely. This isolation is to their detriment, to society’s detriment, and speaks to lost membership opportunities for the Craft.

2: When Looking To Join An Organization, What Do Men Value Most?

When considering joining an organization, men today are motivated by these top three characteristics:

• The desire to help others

• The ease of forming friendships

• The ability to pursue self-improvement

Sounds a lot like what Freemasonry offers, doesn’t it?

And while these findings remain the same from 2016, the priorities shifted. In 2016, the ability to pursue “selfimprovement” was the number one reason men would choose to join an organization. Today, the desire to “help others” tops the list, implying that men seek external connections to feel more involved and find meaningful ways to contribute.

3: Awareness of Freemasonry Is High

Four in five (82%) American men know the Freemasons. Why does this matter? In marketing, brand familiarity must be conquered before anything else. It is considered the most primal form of consumer knowledge, and its importance cannot be overstated. Major companies invest significant portions of their advertising budgets to build their brand without expecting a “return on advertising spend” (ROAS). The money is spent to maintain a lasting, thriving, and well-known business that is sustainable, predictable, and scalable and has a future beyond pure luck.

It is immensely important to know that Freemasonry has a robust inherent awareness. This strong identity allows the Craft to readily develop trust and emotional connection, which is elemental to initiating a man into Freemasonry.

The Craft boasts an 82% recognition level among American men – a number shared with corporate behemoths like Oakley, Marriott, Hyatt, Uggs, Maserati, and Johnnie Walker, to name a few.

4: Are Men Interested In Joining? Our Most Important Finding

Without prompting or additional context, we asked the 3,500 respondents in our study if they were interested in joining Freemasonry. The response revealed that 46% were “actively considering joining” or “may consider joining.” That number stands impressively on its own. But we investigated further.

We aimed to determine if exposure to Freemasonry’s fundamental principles influenced the inclination to join. We presented a series of statements to each participant highlighting the true, authentic core of what Freemasonry stands for. We highlighted values like tolerance, integrity, charity, and the ability to make deep and lasting friendships regardless of race, religion, or geography. We reminded them of the unbroken traditions of the Craft going back hundreds of years.

After learning more about what Freemasonry truly is, the number of men interested in joining rose from 46% (less than half) to 64% (nearly two in three). That finding translates to 106 million men in the U.S.

Think about that. We did not have to spin, embellish, or exaggerate Freemasonry’s principles. The Craft itself is the key.

The Most Important Finding

Freemasonry’s Core Values Resonate

Indeed, 91% of respondents cited at least one of Freemasonry’s Core Values as not just significant to them but as virtues they desire prominently in their daily lives. Truth, Brotherhood, and Relief ranked the highest.

• Truth – 75%

• Brotherhood – 70%

• Relief – 67%

The current research also resoundingly reaffirms one of the critical findings of the 2016 study: When positioned correctly, with messaging that reflects the Craft’s authentic core, Freemasonry is an attractive and viable option for men seeking fraternal membership today.

5: Gen X and Millennials Are Now the Top Target Markets

Our 2016 research identified baby boomers as Freemasonry’s primary target market. However, nearly a decade has passed since then. While younger boomers are still worth pursuing as potential members, this generation’s interest in being involved with social groups is waning.

The findings regarding millennials as the target market, however, are extraordinary.

• 77% of millennials say the Freemasons sound like a group they would like to join, particularly after learning more about its principles and values –more than any other generation!

• Three of four millennials say they want more time participating in local groups –more than any other generation!

While millennials showed little interest in joining Freemasonry a decade ago, their life stage and societal influences (like the friendship recession) call them to the Craft’s tenets. They are also moving through their family and professional journeys and have more time to seek meaningful ways to use their time and money. In 2022, McKinsey’s research revealed that the most vital values among millennials are loyalty, equality, and responsibility, predisposing them to find and join Freemasonry as an option for fulfillment.

We know that the true bonds formed in Freemasonry are forged in service and purpose – not simply in connection and interaction. Responding to the call to service is a key marker of millennials’ personal identity. There is great potential for Freemasonry with this rising generation.

77% of Millennials say the Freemasons sound like a group they would like to join particularly after learning more. More than any other generation!

MARKET SUB-SEGMENTS: First Responders and Veterans

Many Masonic outreach programs have focused on first responders and veterans as likely candidates for membership. It has long been accepted that these groups would respond to what Freemasonry offers. But is the hypothesis accurate? Our research resolves the question. Targeting first responders and veterans is indeed a wise instinct.

First Responders

• Highest rate of loneliness (56%)

• 88% want to participate more in local groups

• Higher than average positive response to key messages about Freemasonry Veterans

Veterans

• Higher than average rate of loneliness (41%)

• 74% wish it was easier to get involved with charity in their community.

• Prioritize deep and lasting friendships regardless of race, religion, culture, or geography.

3 out 4 Millenials say they want to spend more time participating in local groups. More than any other generation!

THE BOOK:

The Path Forward: Empowering The Future Of Freemasonry

The Path Forward: Empowering the Future of Freemasonry presents the data-driven findings outlined here with full context and analysis. The book is designed to support Masonic institutions across the country in carrying forward Freemasonry’s esteemed traditions while meeting the needs of the modern man.

The book is available for purchase on Amazon at https://srnmj.org/books/ pathforward. All proceeds support the Scottish Rite Grand Almoner’s Fund, which helps Brothers in crisis and deep need.

Scottish Rite’s Leadership

The Path Forward research would not have been possible without the support of former Scottish Rite Sovereign Grand Commander (SGC) Peter J. Samiec and the ongoing encouragement of the current SGC, Walter F. Wheeler. By sponsoring this research and the accompanying book, the Supreme Council, Northern Masonic Jurisdiction, demonstrates its leadership, generosity, and commitment to serving the Brotherhood of Freemasonry. Thanks to their contributions, The Path Forward will continue to make a lasting impact well into the future.

Looking ahead

In an upcoming issue of The Northern Light, we will review the findings of the most recent Scottish Rite member satisfaction survey. Stay tuned!