But that's only part of the story. There are also the words that the churches use to describe themselves, apart from the labels. The softer words. The words that can convey positive meanings to potential ministers, while hiding or foreboding an inner despair.... Here's a sampler.
A Sense of History - The Memorials get more attention than the members of the congregation.
Ambitions for Children's Work - You or your partner must be good with children. As none of us can stand them. But apparently they're "the Future", whatever that is.
Architecturally rich - People will come from all over the country, demand you open up the church so they can spend five minutes admiring the stained glass, and leave nothing in the donations box.
At the Centre of the Community - Controlled by the Lodge.
Buidling Relationships - The last minister got 10 years.
Church Magazine needs reviving - How's your writing, editing, printing and door-to-door distribution skills?
Close-knit - You know that Table of Kindred and Affinities you townies have? We've shortened that.
Conservative - We ducked the last witch in 1986. She's now the organist, as it gors.
Dedicated congregation for Daily Prayer - Doris does get a bit fixated on the minister.
Diverse - The organist is Welsh. And the Church Warden's wife is from the next village.
Ecumenical activity - The Baptists have stopped swearing at the Methodist minister. At least, on Sundays. That's an improvement, isn't it?
Everyone knows everyone else - There's only four in the congregation.
Historic Building - Are you a good fund-raiser?
In need of a Hands-on minister - The boiler's constantly breaking down.
Inner City - Look, we know it's what Jesus might be wanting. But that doesn't necessarily make it easy. You will be the only professional on the patch who doesn't go home to the suburbs at night. And possibly the only church member in that situation as well.
Many baptisms - Well, they're cheaper than weddings.
Many funerals - When they cleared people out from the Old East End, they didn't completely lose the culture.
Many weddings - Mostly between people from the EU, and people from the developing world who can't seem to remember their partners' names.
Messy Church - Pigeons and bats keep getting in.
Mix of Traditions across the Benefice - Little Tremlett has declared war on Woodby Chapel End.
Paid 75% of the Parish Share - Next year we're aiming for 50.
Patron is greatly interested in the work of the Parish - Imagine you're Mr Collins in Pride and Prejudice. But will you please stop simpering?
Quarterly Benefice Service - Every 5th Sunday of the month, the congregation of 5 out of 6 parishes stays at home.
Reverent - No children.
Rich local history - There's a coven meets on the downs. Not one of the nice ones. And two of the members are on the tea rota.
Rural - You'll be accepted in about 20 years.
Strong pastoral commitment - The entire congregation needs bussing to hospital on a weekly basis. Apart from the ones in the residential home, obviously.
Solemn - See "Reverent"
Thriving village social life - Wife-swapping.
Varied Worship Tradition - After three ministers of different enthusiasms, we're liturgically and theologically bankrupt. And financially, obviously. Financially goes without saying.
Very Rural - We'll give your car a year. And the local mechanic - whom you will have to go to, as he's one of the Wardens - really only "gets" tractors.
Vibrant - Noisy