Through Morgan's initiative, the church brought in the Rev. William Stephen Rainsford as the new rector in 1883. Rainsford, who had experience with urban ministries, felt that "the whole aspect of the modern Protestant churches, in our large cities at least, is repellent to the poor man." His plan, of which Morgan approved, was to downplay doctrinal matters, abolish pew rentals, and offer secular social services programs aimed at helping the poor: an industrial school, sewing classes, soup kitchens, health programs, boys' and girls' clubs, and other educational and recreational initiatives. Morgan agreed to finance any deficits from these programs. Within seven years, the new direction of the church, combined with Rainsford's socially oriented preaching, had revitalized the congregation and made the church a leader in the institutional church movement.