Effective Church Communications

Effective Church Communications provides Timeless Strategy and Biblical Inspiration to help churches create communications that fully fulfill the Great Commission

Effective Church Communications provides Timeless Strategy and a Biblical Perspective to help churches create communications that fully fulfill the Great Commission. Our tools constantly change; our task doesn’t; Effective Church Communications can help.

Why print isn’t dead and what it means for your church communications

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Print or digital for churches
Is print outdated for church communications? Not at all--and this article explains why

The Apostle Paul encouraged us to be "all things to all people that we might win some" and in today's world that means using every communication channel possible to reach people for Jesus. Recently however, I've read a number of articles that encourage communicators in how to combine print and digital channels for maximum communication effectiveness. Following are some quotes from them and then applications for churches.

Use print and digital side by side

Quote: Maybe it really isn’t about print or digital first, but leading together, side by side. The mantra of the web has always been more powerful and successful when it is collaborate, not compete. Why compete with each other? Why should any product go first, when both can cross the finish line at the same time if they work together?

The smart answer isn’t putting digital or print first, but to put design and usability first, using each product for what they do best and let them do it together.

From: http://www.pbs.org/mediashift/2012/10/digital-first-print-first-both-should-work-together291#sthash.vMK0cUur.dpuf

Practical application:  One of the best ways print and digital can work together in the church is when your church bulletin mentions an activity or event for the print notice to link to the church web for background information and explanations. In addition, your social media can remind, link to the website material. Your print (business cards, bulletin, and postcards) would also have the URL for your website and links to your social media.

This can work especially well for seasonal celebrations. For example, at Christmas your church will probably sponsor a variety of events. On your website you can have explanations of why Jesus really is the reason for the season, what Advent is all about, suggestions for how you can use the season to train children, a Q & A section for people unfamiliar with church. In addition you can use your social media to remind people of what is available in more depth and encourage them to invite their friends.

Print and digital mix works best to market events

Quote: Not only does a mix of communication mediums enhance brands, they can effectively work together to create a marketing solution, which adds real value by engaging customers with measurable results. An example of this is using variable data printed pieces that are specifically targeted and personalized to engage a customer, combined with digital solutions for example a corresponding personalized web page that enables further interaction. This kind of communication has proven results to increase response rates and improve customer retention giving a far better return on investment than static printed or passive digital communications alone.

From: David Allsopp, director, ASAP Digital: http://www.thedrum.com/news/2012/07/24/paper-and-print-print-v-digital

Practical application: To use Christmas as an example again, create print material such as postcards and invitation cards, for your congregation to give out that once again link to expanded digital explanations. Even more effective, if you have the communication volunteers who are able to do this, would be to create blog or web sections for specific groups in your church, for example: "Parents ideas to teach kids at home about Jesus at Christmas"  and hand out flyers in Children's Sunday School classes and send out emails and social media to parents. Another idea would be a series of tweets going to teenagers directing them to a blog or Facebook entries about "How to invite your friends to church without being embarrassed about it."

Creative Print can make your church stand out (2 related quotes here)

Quote:According to marketing experts, there is a new resurgence of print marketing from forward-thinking business people who recognize the revenue potential of direct-mail ads and other print promotions. In a crowded online market in which users are bombarded with banner ads and display ads, people are becoming jaded by internet advertising. Print is becoming a legitimate alternative.

It’s sometimes difficult to differentiate your business in a crowded online market. However, it’s not so difficult to make a difference with a posters, flyers, or other print promotions.  A large proportion of companies have yet to take advantage of new digital technologies. By optimizing your print promotions, you can create print promotions that not only stand apart, but also do a great job of bringing customers from a print ad to your website or sales offer.

Since working for print companies for the past 5 years, I can honestly say that print never went away for a lot of businesses. Especially small business and local chains that completely rely on direct mail offers and local print ads for their walk-in business.  I also see larger businesses starting to return to print to take advantage of new technologies that make it possible for customers to interact with them via smart phones. Thanks to the gigantic leaps-forward in smart phone technology, we are now able to bring customers to smart phone optimized web pages, social media pages, landing pages, and even to our checkout pages – directly from a print ad.  QR code technology is fast becoming an effective bridge between these two worlds.

http://www.lawtonprinting.com/blog/Integrating_Print_and_Digital,_Print_is_key_to_success_in_a_digital_world/75

Quote: Nowadays, printed materials such as books, brochures and magazines frequently direct readers to other digital media sources to supplement their experience with sound or moving image. A recent example of this in action is Jodi Picoult’s novel ‘Sing You Home’, in which readers can scan a QR code at the beginning of each chapter to hear a soundtrack intended to ‘bring the character of Zoe to life for the reader by giving her a real voice’. 

http://www.fespa.com/news/industry-news/when-two-worlds-collide-how-print-and-digital-can-become-complementary.html

Practical application: A key application here is how posters, flyers, and other print promotions can drive people to your expanded digital resources. No matter what any SEO "expert" tells you, you need more than the savvy use of keywords to get your church website found. One way to do it is in the same way that we check out the website from any company when we get an advertisement in the mail or Sunday paper that looks interesting, print in the form of postcards, mailers, invitation cards, or posters at the local coffee shop can drive people to your website.

The creation of QR codes added to creative media has many exciting options for the church—imagine an outreach postcard or poster with a QR code taking you to a your praise band, podcast or video that was specifically designed for an unchurched audience.

Finally—though we may often wish we didn't have to create so many channels of communication, to reach our world today we need a mixture of print and digital to be "all things to all people that we might win some."

How to be an effective church communication writer, part one

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How to be an effective church communication writer, part one
It isn't always easy to write effective church communications--these articles will help.

Most church communications begin with words, but the challenge is that writing is not easy for many church communicators. It's easy to forget that just because someone is a good preacher or office administrator or business manager that person is not necessarily a good writer or an expert on what makes for good written communication.

I was recently reminded of the reality in discussing effective church communications with a young pastor and I decided to put together a series of resources for him as well as for all of you. However, as I started this project I realized that I have a lot of advice and resources for writers (I've been a published writer since I was 16-years-old) and getting them updated, edited, and organized takes more than a few days. I also realized that it would be helpful for many of you if I didn't wait until I had them all together to share individual articles.

So here is Part One of How to be an Effective Church Communication Writer: Below is a series of articles on the ECC Website--just click to go to them. I am including the link if you want to share some of these with other church communicators. If you have questions about writing, please email me at yvon@effectivechurchcom.com and I'll answer them as part of this series.

Articles that will help you be a more effective writer:

What should be the length of church communications?
https://www.effectivechurchcom.com/2013/06/what-should-be-the-length-of-church-communications/

Why words are more important than images in church communications

Why words are more important than images in church communications

As you write for different communication channels, don’t change the content or look of your message
https://www.effectivechurchcom.com/2008/09/multichannelcontent/

How to write visually in your church communications
https://www.effectivechurchcom.com/2013/06/how-to-write-visually-in-your-church-communications/

Writing as an act of discipleship
https://www.effectivechurchcom.com/2013/06/writing-as-an-act-of-discipleship/

Why words and images need each other–the feedback loop of meaning
https://www.effectivechurchcom.com/2012/10/why-words-and-images-need-each-other-the-feedback-loop-of-meaning/

Become a writer and carry on the tradition of the great writers of the past

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Writers run a race of endurance
Writers run a race of endurance as they pass on their wisdom and insight to the next generation.

Therefore, since we are surrounded by such a great cloud of witnesses, let us throw off everything that hinders and the sin that so easily entangles, and let us run with perseverance the race marked out for us. Let us fix our eyes on Jesus, the author and perfecter of our faith, who for the joy set before him endured the cross, scorning its shame, and sat down at the right hand of the throne of God. (Heb. 12:1-2)

Who has influenced your life through the written word? Maybe contemporary writers—Dallas Willard, C.S. Lewis, John Stott, Lee Stobel, Max Lucado. Maybe writers from the past—Luther, Augustine, Calvin, Wesley.

Whoever they might be, few of us would be where we are in our walk with the Lord without the written encouragement and teachings of those who have gone before us in writing about our faith. Do you feel that you might be called to join in this "cloud of witnesses" in Christian writing? If so, and if you aren't producing the communications on paper or online that you feel you should, what are you waiting for?

With your computer, you have on your desk the tools to produce everything from pamphlets to newsletters; blogs to books. With the web you have on-demand printing and distribution systems necessary to get it to readers anywhere in the world. You don't need the permission and support of national publishing companies to produce materials to teach and encourage your brothers and sisters in the faith.However, to actually make your writing dreams result in tangible products. . . . .

You may need to get rid of a few misconceptions about writing:

Often, it isn't fun—actually finishing a writing project, that is. It's fun to think about it. It's fun to plan, fun to imagine what it will be like when it's done. Fun to fantasize about being a writer or blogger. The work of drafts, rewriting, and publication itself, is often not fun.

I sometimes hear the phrase, "If it isn't fun, why do it?" Obedience to the call of God is only one of many answers to that inane, foolish question. Whether writing is fun or not has absolutely nothing to do with whether God is calling you do to it. If the fun quotient is the determiner for if you write or not, you will most likely produce little of lasting value.

You'll never have the time to do it. You'll probably never be able to take off for a month to a secluded cabin to finally get done the writing you want to. You will always have to fearlessly carve out the time out of a schedule that already seems too full.

You'll never be rested enough to do it. If you're involved in ministry and have something to share, writing isn't what will be first on your list when you get some rare time off. But, if you are called to write, be warned that the Lord will often not allow you to rest until you create what he has called you to create. You aren't alone--at a writer's conference many years ago, Anne Ortland shared that much of the significant work done for the Lord was done by very tired people and I've remembered her words through many late-night writing times. Most likely as you create the publications you need to create, be aware that obedience to that calling may not energize you, it may exhaust you. Keep writing anyway.

You'll never feel good enough to do it. Study your craft. Do your best; edit, rewrite, revise--but don't wait until you feel "good enough." Most writers experience self-doubt that has little to do with the true condition of their work. Here's one:

If only I could do this book properly. . . But I am assailed with my own ignorance and inability . . . . I didn’t work then or all week. …Hope to lose some of the frantic quality in my mind now. Can’t organize. … I’m jumpy. …Don’t know who will publish my book. Don’t know at all. . . . . .This book has become a misery to me because of my inadequacy.

notes from John Steinbeck's journal as he was finishing The Grapes of Wrath

This advice is not intended to encourage self-delusion. Get the advice of friends, mentors, editors, become objective and if you've done your best get your writing out there and see if the Lord uses it. Remember Satan is the accuser--never listen to him.

If you feel called to write, fix your eyes on Jesus and write. Obedience to him will make all your efforts worth it, fun or not, tired or not, now and forever, in ways your most extravagant dreams of being a writer cannot imagine.

A reminder of the importance of living our life to please God

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"We do not and cannot know when the world drama will end. . . .This seems to some people intolerably frustrating. . . .We do not know the play . . . the Author knows. . . .We are led to expect that the Author will have something to say to each of us on the part that each of us has played. The playing it well is what matters infinitely."
C.S. Lewis, The World's Last Night