Strategically Using Sainthood

The Catholic Church appears to have a unique strategic variable in its quest for market share for adherents. Robert Barro and Rachel M McCleary examine the region of origin of saints in "Saints Marching in, 1590-2009" and find evidence consistent with beatification and canonization being used as a response to inroads made by Protestants and Evangelicals.

Abstract
The Catholic Church has been making saints for centuries, typically in a two-stage process featuring beatification and canonization. We analyze determinants of rates of beatification and canonization (for non-martyrs) over time and across six world regions. The research uses a recently assembled data set on numbers and characteristics of beatifieds and saints chosen since 1590. We classify these blessed persons regionally in accordance with residence at death. These data are combined with time-series estimates of regional populations of Catholics, broadly-defined Protestants, Orthodox, and Evangelicals (mostly a sub-set of Protestants). Regression estimates indicate that the canonization rate depends strongly on the number of candidates, gauged by a region's stock of beatifieds who have not yet been canonized. The beatification rate depends positively on the region's stock of persons previously canonized. The last two popes, John Paul II and Benedict XVI (the only non-Italians in our sample), are outliers, choosing blessed persons at a much higher rate than that of their predecessors. Since around 1900, the naming of blessed persons seems to reflect a response by the Catholic Church to competition from Protestantism or Evangelicalism. We find no evidence, at least since 1590, of competition between the Catholic and Orthodox Churches.