Religions have attracted and maintained members and believers in many ways. Political parties, activists, cults, nations, classes, professions, and social groups have appealed to the same desires. Organizations have found “killer apps”; appeals so strong that individuals feel compelled to join, commit and participate. This is a purely functional analysis, focusing on the kinds of appeals that have motivated individuals through time, not any assessment of their validity.

Religious denominations and congregations must consider if or how these human desires align with their beliefs and historical practices before choosing to target them.

Religions, philosophies, science and political parties increasingly consider all dimensions of human experience and compete for “mindshare”.

1. Protection. From threats or the fear of threats. From God, spirits, evil, devil, nature, fate, kismet. Damnation. Natural law. Natural consequences. 
2. Power. Power against threats. Support in war, economics, politics. Power to heal, to avoid disease. Power against weather, locusts, hurricanes, fire. Self-control.
3. Miracles. Supernatural results. Improbable victories. Recoveries. Events. Visions. Speaking in tongues. God speaks. Prophecies. Prophetical interpretation. Improbable results. Human creativity and innovation. Connection with agents in another dimension. Angels. Saints.
4. Cleanliness. Fear of loss. Impurity. Filth. Disease. Fluids. Waste. Violation. Sex. Violence. Tainted. Spoiled. Privacy. Home. Temple. Sacred name, place, book, person. Non-traditional gender roles. Family honor. Nature. Endangered species. Clean air, water and earth. Chemicals. Organic. Mechanical. Machinelike. Automated. Technological. Scientific. Transactional. Commercial. Unhuman. Genetic engineering. Anything that makes you quiver.
5. Revelation. Direct experience or message from God. Sacred text. Experiences. Through prophets. God, spirit or principle. Indirect evidence from experience, science, structure. Insights from artistic and mystical experience.
6. Salvation. Fear of death. Promise of salvation. Heaven and hell. Purgatory. Torment. Saved. Born again. New man. Spiritual existence. Voice.
7. Worship. Right relation. Awe. Thanks. Sacrifice. Honor. Serve. Listen. Praise. Sing. Confess. Share. Fellowship of believers. Group worship. Universal church. Learn. Connect. Commune. Focus. Presence. Holiness. Spirit present. Marked. Sabbath time away from profane life. 
8. Universe. Everything explained. Natural, spiritual and moral worlds. Time, space, creation, origin, destination, purpose, structure, language, man, mind, energy, duties, community, change, evil, temptation, variability, probability, knowledge, evidence, logic, truth, mathematics. Science and religion. Theory of everything.
9. Meaning. Purpose. Reason for being. Mankind. Each person. Threat of meaninglessness. Apologetics. Scientism. Atheism. Materialism. Skepticism. Subjectivism. God. Nature. Creation. Reason. Logic. Math. Love. Mind. Consciousness. Facing existential claims. A secular age. Supernatural. Miracles. Science explains everything. Philosophy of science. Scientific method. Sociology of knowledge and the academy. Evidence for God. Frameworks for evaluating truth claims.
10. Source. A single principle or source for everything. Natural and moral realms. God. Religion. Spirit. Nature. Science. Math and logic. Intuition. Myths, tragedies, dramas. Shared history. Shared ancestors, sources, origin.
11. Stability. Personal source of stability. Centeredness. Solid. Fixed. Certain. Integrated. Calm. Confident. Focused. Tranquil. Meditation. Thoughts, feelings and body. Comfortable. Guiding star. Stable base. Resting place. Anxiety be gone.
12. Reason. Certainty of Reason. The word. Logic. Evidence. History. Deconstruction. Testing and results. Logical consistency. Multiple domains. Counterintuitive results demonstrated. Long-standing results. Multiple proofs. Multiple sources. Applications that work. Technology. Science. Theology. Apologetics. Continuing principles apply in new times and contexts. Changes in non-religious domains does not conflict.
13. Objectivity. Objective reality and morality. Natural laws. Moral truths. Golden rule. Not subjectivity. Not relativism. Reality versus perception. Not radical skepticism. Not deconstruction. Common sense. Reliability. Meaning in language.
14. Design. Argument from design. The experienced universe calls out for a designer. Watchmaker. Beauty. Purpose. Telos. Order. Structure. Complexity. Mathematics. Human comprehension. Self-regulating system. Nature. Ecology. Meant to be. Natural. Natural law. Natural consequences. 
15. Spirit. Humans are spiritual beings. Inherently more than material things. Linked to eternity, universe and God. Soul. Consciousness. Mind. Thought. I am. For a purpose. Ends, not means. Aware. Organic. Not mechanical. Not purely secular. Filled with life. Force. Energy. Attuned to universe. Loving. Connecting. Seeking. Understanding. Networking. Cohesive. Coherent. Mystical. Resonating.
16. Humanity. Personally valued. Inherently good. Unconditional love. Stable. Growing. For a reason. Destiny. Opportunity. Talents. Child of God. Made in God’s image. Self-awareness of humanity. Self-discipline. Wise choices. Control of consumption. Limits to production, proving, achieving, earning. Time off from self-promotion and branding. Leave the “rat race”. Rest. Centeredness. Worthy. Intrinsic, indestructible value. Able to prioritize.
17. Immediacy. Direct experience of God. Worship. Music. Nature. Beauty. Art. Love. Community. Stained Glass. 
18. Personal. Personal God. Jesus. Prophets. Saints. Angels. Soul. Connect analog man to immaterial God. Make teachings real, concrete, understandable. Communicate in common language. Feel connection. Tangible expectations. Conversation. Prayer. Lament. Question. Confess. Forgive. Relate. Honor. Familiar. Believable. Common sense. Listen. Ask. Serve.
19. Justice. Commitment to justice and fairness. Righteousness. Insightful. Moral. Duty. Community. Golden rule. Rule of law. Abstract principles greater than practical concerns. Universal principles. Living a great life. Necessary for political life. Against “might makes right”. Human rights. National rights. International law. God’s law. Natural law. Man as a moral being. Liberal Protestantism.
20. Care. Kindness. Gentleness. Nurturing. Family. Protection of the vulnerable. Poor, orphans and widows. Safety net. Family protection. Abortion. Welfare. Elderly. Veterans. Disabled. Oppressed. Slaves. Victims. Community. Each person is known. Personal. Intimate. Small scale. Feelings and emotions. Ought. Nietzche’s slave morality! Bleeding heart liberals. Social gospel.
21. Guidance. Moral guidance. Instruction. Education. Consequences. Feedback. Support. Counseling. Encouragement. Insight. Human nature. Sin. Grace. Habits. Covenant. Community. Mentors. Partners. Groups. Programs. Clarity. Commandments. Prayers. Scripture. Confession. Pledges. Creeds. Objective laws and standards. Couples’ guidance. Child and youth guidance. It takes a village.
22. Fidelity. Earned rewards from obedience. Laws. Certainty. Details. Specifics. Monitor others. Hierarchical. Black and white. Literalism. Exact. Fundamentalism. Commandments. Pharisees.
23. Liberation. Hope for the oppressed. Slaves. Victims. Strength to endure. Hope for the future. We shall overcome, some day. Underdog. Just rewards. Turn the tables. Gandhi and King, Nonviolent resistance. Let my people go. Mourning. 
24. Perseverance. Hope to manage. Pain. Suffering. Violence. Poverty. Addiction. Disease. Mental illness Recovery. 12 steps. Higher power. Let go. Abuse.  Stoicism. Fate. Bad things happen to good people. Support.
25. Recovery. Forgiveness. Bad choices. Addiction. Wrong path. Small sins. Hidden sins. Imperfect. Mistakes. Habits. Skills. Programs. Not a bad person. Grace. Co-dependency. Always tomorrow. Unconditional love. Redemption. Understanding. Selfishness. Guilt. Debt. Road forward. Prayer. Partners. Community. Support. Examples. Universal experiences. 
26. Practices. Religious practices. Liturgy. Communion. Sacraments. Rituals. Structure. Rosary. Chants. Bells. Incense. Colors. Garments. Habits. Familiar. Context. Backdrop. Echoes. Candles. Felt connection with God or spirits, awe, eternity, universe. Experiential.
27. Hope. Attitude. Optimism. Positive. Seeking. Confident. Overcoming. Choosing. Habitual. Shared. Giving. Growing. Persistent. Believing. Trusting. Faith. Joy. Peace. Paradise. Heaven. Garden. Peace. Utopia. Worry free. Hope. Paradigm. Perspective. Rose colored glasses.
28. Love. Give. Receive. Inherent. Family. Neighbor. Community. Society. Humanity. Virtue promoted. Habit. Expression. Affection. Friendship. Romantic. Charity or Agape. Unconditional love. Commanded. Essential. Love God and neighbor. Requires risks and sorrows. 
29. Works. Earned rewards from works. Luther. Protestant work ethic. Achievement. Predestination acknowledgement. Social Gospel. Mission. 
30. Competence. Self-confidence. Accepted. Professional. Skilled. Experienced. Crafted. Reliable. Recognized. Achievement. Role in society. Valued. Vocation. Engaged. Valuable output. Impostor syndrome. Tangible results. Meaningful. Sustainable. Contributing. Social role. Colleagues. Peer recognition.
31. Community. Connected. Known. Supported. Embraced. Familiar. Taught. Jointly responsible. Duties. Belonging. Shared values and experiences. Participation. Trust. Integrity. Cheers. Commitments. Covenants. More than limited liabilities. Commitment. Team. Spirit. Resources. Insurance. Stability. Safety. Whole greater than the sum of the parts.
32. Connectedness. Communities. Universe. God. Groups. Family. God. Church. Moral fabric. Spiritual fabric. Nature. Language. History. Tradition. Customs. Music. Arts. Shared experience. Trust. Integral part. Node in a web. Meaning from the wholes. Purpose from the wholes. Fabric of life. Not isolated. Not a cog in the machine. Not alone. More than a component. More than secular roles. Engaged. Embraced. Whole. Organic. Joined to others. Right roles.
33. Service. Opportunity to serve. Impact. Show thanks. Serve neighbor. Love neighbor. Mission. Help. Widows, orphans and foreigners. Demonstrate equality, shared nature. Build community. Strengthen church. Walk the talk. Authenticity. Stewardship of time, talent and treasure.
34. Society. Political order. Religious freedom. Stability. Context. City of man. Render unto Caeser. Rule of law. Institutions. Morality. Character. Church role in civic order. Civility. Respect. Golden rule. Not a theocracy. Human rights. Social gospel. Advocacy. Common good. Common interests. Religious beliefs represented.
35. Chosen. The elect. Belonging to a special group of people. Chosen people. Predestined. Priests, monks. American exceptionalism. Mystics. Elites. Secret societies. Enlightened. Modern. International. Best and the brightest. Survival of the fittest. Racism. Imperialism. Best hope. Pioneers. Entrepreneurs. Job creators. The creative class. Lake Wobegon, everyone is above average.
36. Perfection. Pursuit of perfection. Purity. Mysticism. Certainty. Compliance. Asceticism. Study. Monasticism. Withdrawal from society. Prayer. Meditation. Discipline. Practice. Mastery. Understanding. Insight. Resonance. Special knowledge. Gnostics. Marxist vanguard. Intellectuals. Artists. Self-sufficiency. Off the grid. Professional classes and their families. Idealism. Plato’s forms.
37. Great Life. Man is a moral being. Live a great life. Self-actualization. Best journey. Possibilities. Potential. Gifts. Opportunities. Destiny. Achievement. Creation. Self-creation. Peak performance. Be all that you can be. Vocation. What can you do for your country? Unique. Promise. Balance. Responsibilities. Duties. Calling. Manage weaknesses. Correct course. Navigate. Partners. Guides. Eulogy virtues. Bucket list. Great examples.
38. Consistency. Culture change. Fear of loss. Familiar context of life threatened by change, science, customs, immigrants, power shifts, risks, threats, alliances, foreigners, communists, American way of life, traditional values, history, tradition, secularism, state power, paradigm shift, round earth, Darwin, sun centered solar system, relativism, subjectivism, status changes, role changes, economic changes, economic changes, technological changes, urbanization, globalization, complexity, ecology, systems, probability.
39. Certainty. Resolve doubts. Fear of loss. Loss of certainty of world view, morals, beliefs, perceptions, authority, direction, laws, rules, codes, duties, responsibilities, obligations, status, rights. Not just the general changes in society, but the way that the individual’s cognitive consistency, sense of self, confidence, and identity are threatened at a deeper level. ”Things fall apart, the center cannot hold”. Religious fundamentalism addresses #4 and #5. Marxism and postmodernism address both. Romanticism offers solutions too.
40. Preservation. Fear of loss. Direct loss of political power, economic value, social standing or safety due to changes or threats from others. Privilege. Patriotism. Anti-communism. Anti-terrorism. Polarized politics. Anti-crime. Anti-drugs. Racism. Class solidarity. Joining a group to maintain rights, services or access to power. Political machines, communist party membership, elite church group, elite social clubs, elite university, elite neighborhood. Not be expelled or shunned. Sometimes this is positioned as a hopeful, aspirational achievement. Belonging with the “good” group.
41. Identity. Who am I? Social and individual influences. Development stages. Political. Individual. Personal. Character. Personality. Communities. Work. Creation. Consumption. Brand. Promotion. Insecurity. Self-created. Socially constructed. Family. Class. Privilege. Morality. Goals. Journey. Adjustments. Self-awareness. Integrated parts. Essence. Priorities. Victim. Responsible. Anxiety. Pressure. Competition. Social status. Social comparisons. Too much. Safe place.
42. Acceptance. Come as you are. Unconditional love. Communities. Fully adequate. I did all that I could. Not justified by production, consumption and branding. Imperfect. Moral being. Human. Individual. Competent. 
43. Authenticity. True. Fits the person. Natural. Believable. Recognizes limitations and uncertainty. Not selling or exaggerating. Reflects real situation. Sustainable. No buffers. Honest. No make-up. Good enough. Supported. Not perfect. Not absolutely certain. Believed. Leap of faith may be required. Not fake. Present. Existentially tested. Reliable. Consistent. Integrated.
44. Liberty. Fear of loss. Loss of liberty, freedom and rights. Libertarianism. Anti-government taxes and regulation. Fear of all big organizations. Surveillance state. Hidden persuaders. Social media algorithms and data collection. Implanted chips. Bait and switch. Banks and central banks manipulating society. Conspiracies. Military and police powers. Hierarchical versus flat organizations. Wiki and networked organizations. Off the grid. Oppression. Postmodernist view of power serving power, alone. Human trafficking. Cancel culture. Conventional wisdom.

Summary

There can’t be 44 “killer apps”. Yet, each of these dimensions has been very important to some groups at some times. Humans are complicated beings. The social, cultural, political, economic, technical, scientific, religious and philosophical context changes through time. We live in “A Secular Age” where the default framework is scientific, excluding any supernatural factors. In the century after Nietzsche, Marx, Freud and “the death of God” we have experienced accelerated social changes, world wars and the threat of annihilation from nuclear warheads and climate change. Yet, religion has not disappeared in the West. Conventional religious belief and participation have declined. The “religious” questions haven’t faded away. Some identify this as the beginning of an age of response to the big shortcomings of the default secular mental framework.

It’s difficult to rank these attributes. I offer these as the most important today.

7. Worship and 18. Personal God. This seems to be a deep human need.

9. Meaning and 13. Objectivity. Individuals want solid frameworks for life.

’16. Humanity and 28. Love. We intuitively know that we are special beings, meant to connect spiritually with the rest of the universe.

19. Justice and 25. Recovery. Life is tough. We must have guidance and support.

31. Community. We are social beings living in an “individual” age and not well.

37. Great Life. From secular and religious perspectives, we have high expectations.

38. Consistency and 39. Certainty. Ongoing cultural, technical and paradigm changes disrupt our need for control.

’41 Identity, 42 Acceptance and 43 Authenticity. Individuals without socially supported self-images work very hard to define their identities and justify their lives.