Why didn't formal churches benefit from the revivals of the great awakening?

Formal churches did not benefit from revivals of the great awakening hence this was very divisive period because many people were influenced by the revivals while the others were still committed the traditional form of religion. By this people were divided into two different religious groups; the New Lights and the Old Lights. Most people during this divisive period of time allowed true religious freedom to all people.

the population grew a lot and was making more money