Our Sunday Visitor (OSV) approached Nativa to explore how the behavior of churchgoers had evolved during the COVID-19 pandemic. With in-person gatherings restricted across most states, OSV aimed to understand emerging online trends in the church community, with a particular focus on reaching minority audiences and navigating the shift toward virtual services.

Nativa employed its proprietary social listening platform, O.Y.E., to analyze over 1 million online conversations from various channels, including Twitter, Facebook, YouTube, forums, and blogs. This analysis focused on individuals discussing their intent to attend church and how these conversations were evolving during the pandemic. By tracking key themes related to church attendance and virtual worship, Nativa provided OSV with real-time insights into the growing trend of online services.

Based on the insights gathered, Nativa recommended that OSV develop a comprehensive system for moving mass and other church activities online, as virtual mass became one of the top 5 topics of discussion. Additionally, Nativa advised OSV to implement digital donation options such as Venmo, CashApp, and PayPal, addressing the growing demand for convenient ways to contribute remotely. To combat concerns over mismanagement of church donations, Nativa emphasized the importance of transparency, specifically by showcasing how donations were positively impacting diverse communities across U.S. cities.

Nativa’s strategic recommendations allowed OSV to adapt to the digital transformation brought on by the pandemic. By embracing virtual services and promoting transparent donation practices, OSV was able to better engage with a broader, more diverse audience, ensuring that the Catholic Church remained relevant and accessible in an increasingly online world.