Khachkar Studios has debuted Masterclass #3, “Revitalizing Churches Worldwide,” centered on the case study “Armenian Churches Joining the Movement,” a program the organization frames as a candid reckoning with Armenian church attendance trends in the U.S. and a roadmap for change.
The core statistic: only 7 in every 1,000 U.S. Armenian women ages 18–29 attend church on an average non-holiday Sunday, amounting to 246 attending while 34,181 do not. Compared against 23 Orthodox Christian groups studied, U.S. Armenian churches rank 22nd for attendance.
Masterclass #3 opens with two questions for church and community leaders: do we care, and are we willing to take responsibility for major change. It answers with 4 goals and 7 steps designed to rebuild attendance and strengthen Transparency, Accountability and Performance, the T•A•P framework.
The program also addresses financial transparency, training and education, church operating models, and Social Return on Investment (SROI), providing practical tools for making weekly progress visible, including attendance reporting and the outreach message “Bring a Friend. Bring a Family Member.”
Khachkar Studios has allocated $100 million toward educating the Armenian community on these realities and the changes ahead. The instructor video runs roughly 22 minutes, its shortest to date, and presents a condensed 18-slide version, while the complete 87-slide deck offers 72% new content for those who completed Masterclass #1 and #2.
The organization’s guidance to leaders is compact: measure what matters, publish it, act on it. Its call to Armenians worldwide follows the same clarity: join the movement, bring a friend, bring a family member, this Sunday and every Sunday. Masterclass #3 is available here.
