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; we can help.

How to become a missionary and other church communication conference notes

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One of the challenging statements from the Shaddleback Church Communication Summit 2015
One of the challenging statements from the Saddleback Church Communication Summit 2015

A couple of weeks ago I attended the Saddleback Church Communication Summit 2015 (also called "marcom2015" for church marketing and communications).

I wasn't sure what to expect. I hoped it wasn't led by a bunch of young, snarky tech types who had huge church budgets and were enamored with how cutting edge they could be in their social media wizardry.

Also, I had just injured my hip and would be hobbling around with a cane and felt hugely self-conscious because of that. I came close to cancelling at the last-minute.

But I went because I wanted to see what they had to say that might be useful for all of you--the members and readers of Effective Church Communications and I wasn't disappointed.

How I'm going to share what I learned at the conference

I'm going through my notes slowly, thinking and making notes about them. Some of the material will end up as articles on this website, but a number of things I learned are shorter and more of a conversational nature and I'll be putting those on the Effective Church Communications Facebook page: http://www.facebook.com/EffectiveChurchCommunications

Please go to the page and "Like" it and you'll receive automatic updates when I post something new there.

About the illustration on this page

The conference started with one of the pastors from Saddleback Church and his challenge to base our church communications on a healthy, balanced vision for discipleship in the church. And the quote in the illustration was a challenge to all of us to prepare our people to be the kind of Christians that can walk outside the church and share Jesus.

When he said that I was reminded of the verse in Hosea 4:6 ". . . my people are destroyed from lack of knowledge." In this passage and similar ones, the importance of teaching people God's will and ways and the consequences if we aren't faithful in our calling is emphasized. That is the job of church communicators—from pastor who communicates the Word of God clearly to the volunteer who creates clear descriptions and directions to discipleship small groups—our primary message is to help people first find Jesus and then grow to mature disciples of Jesus.

To help you remember the importance of equipping missionaries (all your church) in your communications, I made a PDF of the image above. CLICK here to download and print it out. It's 4-per-page and an odd size, but with a little trimming it would make a good handout or bulletin insert.

One of the most important things I learned from the conference

One more reason I hope you go to the ECC Facebook page and one of the most important things I learned at the conference is the importance of sharing with each other. We need each other's ideas, insights, comments, and questions. Church Communicators so often work alone--we especially need people to exchange ideas with, to ask questions, to make comments. Social media like Facebook is the perfect place to do it.

I haven't been the most involved person on Facebook—but after the conference and seeing how many of the church communicators I met use it in positive ways, I have a new vision for its value in creating a community. I will be posting on it lots more, so please go to the page, comment, post your ideas and questions and together we'll all grow in our effectiveness as church communicators.

How to cite Bible verses

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Just a quick note here to go along with Gayle's useful article about how to use numbers in print. Following are some of the ways you can cite Bible verses in text:

The first link will take you to the most common ways to cite Bible verses. The second link gives a variety of how various style guides apply the rules.
http://www.wikihow.com/Cite-the-Bible#Following_General_Bible-Citation_Guidelines_sub
http://www.wikihow.com/Cite-the-Bible

How to correctly use numbers in print

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How to use numbers in print
To communicate clearly with numbers we need to use the correct format.

Think about the documents you produce: newsletters, bulletins, reports, letters, programs—and more. Looking over publications at an associational meeting, I was struck by how many numbers are used in our printed materials. Expressing numbers in print can be tricky.

Even the reliable Gregg Reference Manual concedes, “The rules for expressing numbers would be quite simple if writers would all agree to express numbers entirely in figures or entirely in words.”

Gregg identifies two distinct usage styles. The figure style uses figures for most numbers above 10, while the word style uses figures only for numbers above 100. Since there are exceptions to both styles, be ready to use each style as the situation demands. You may want to formulate a style sheet for your documents.

Some appropriate guidelines based on the most-used figure style:

  • Spell out numbers from 1 through 10; use figures for numbers above

Exception: When numbers need to stand out for quick comprehension—as in the statement of this rule—use figures.

Exception: Some authorities suggest spelling out only single-digit numbers—1 through 9—and using figures starting with 10.

Exception: Use numbers when referring to numbers as numbers (such as, think of a number between 6 and 10).

Exception: Use numbers with U.S. highway designations (State Route 5; I-95), with emphatic references to age (the class for 3-year-olds), with periods of time (a 3-month study), specific measurements (a 4- by 6-foot rug), and page numbers (page 7).

  • Spell out a number above 10 when you intend it to be indefinite:

I have a million things to do today; he has a hundred excuses.

  • Spell out numbers at the beginning of a sentence:

Forty-five assistants attended the session.

  • Spell out fractions:

Remarkably, one-third of the attendees were from our state.

  • Spell out most ordinals:

It was the organization’s thirtieth anniversary.

  • Spell out references to ages that are not given as statistics:

My daughter just turned thirteen.

  • Spell out periods of time:

The pastor called fifteen minutes ago.

  • Spell out measurements that lack technical significance:

The box weighed at least ten pounds.

  • Use the same style to express related numbers. If any are above 10, put them all in

There are 24 pens in the package, but only 3 are red. The old package had 12 black, 6 blue, 6 red.

But: Our six volunteers prepared 104 box lunches, 9 pies, and about 1000 cookies—all in one morning. Figures are used for all the related items of food; six and one are spelled out since they are not related and are not over 10.

  • When numbers run to five or more figures, use commas to separate thousands, etc. The comma may be omitted in four-digit whole numbers except in columns with larger numbers requiring

These guidelines are meant to cover our most commonly used situations. You will find extensive rules in

The Gregg Reference Manual; Tenth Edition.

What “nobody reads what we write” really means and how to deal with it

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How to solve the complaint that "no one reads what we write" isn't easy, but important for the salvation and discipleship of people in your church.
How to solve the complaint that "no one reads what we write" isn't easy, but important for the salvation and discipleship of people in your church.

No matter what technology we use to communicate, print bulletins, multimedia announcements, websites, social media, a complaint I still hear from church communicators is: "nobody reads what we write." The statement is often spoken in frustration and often more than a bit of anger.

When I hear that, my first response is always, "How do you know that's true? Do people come up to you, throw the bulletin in your face, stomp on their smart phone, or send a nasty email in response to your website and announce 'I don't read any of this!'?"

After a few deep breaths, a laugh, and a little more discussion, the true reason for that statement comes out. When church staffs say that "nobody reads what we write" what it actually means is that people are not showing up for events or paying attention to the requests for action or to volunteer. They may or may not have read it--but regardless, they didn't show up.

If that is the real situation, what is the solution?

It's not what is often assumed

Today an easy answer is that people didn't read it because there was too much text. That isn't always true.

It's true that people have shorter attention spans today, but shorter attention spans does not mean people don't read what is important to them or respond to what appears to be of benefit to them, their families, and spiritual lives. People still have an empty place inside only God can fill. Once they become a Christian, they want to grow to discipleship maturity.

Another easy answer is that people are very busy today and don't have time to read more than a few words.

Again,it is true that people are busy, but ask any cook who was motivated to learn a new cooking technique, a reader whose favorite recent series just came out with a new book, or a fan who can't wait to grab the sports section when the newspaper arrives if they have time to read these things and you'll realize it isn't the amount of text that is the problem.

If the amount of text isn't the problem cutting back on it won't solve it

Because they don't properly diagnose the problem, the solution for many church communicators is to drastically cut the amount of material in the church bulletin and website.

In practical terms this often means:

  • No detailed explanations of activities, just general categories are listed, such as:  "Adult Bible Classes 9 am."
  • Complete information is not included, just overall statements about ministries are listed, such as: "Small groups are important and we urge you to be part of one, call Pastor Joe for more information."
  • Special events are simply announced: "Our church is putting on an incredible Easter Concert on Good Friday--be sure to invite your friends."
  • Using an impressive graphic and few words or replacing announcements with graphics alone (this is happening a lot with church slider headers on websites where the header doesn't link to more complete information.) The graphics may often be well done and contemporary. However, the problem with graphic images as the primary part of an announcement is that a picture is not "worth a thousand words." That great image may have meant something to the person who picked it, but whatever thousand words it meant to the creator is often lost on the person viewing it.

All of these solutions fail to solve the problem of getting people to read and to respond. They don't give enough information to communicate anything. They don't grab the attention of a visitor,explain what the church jargon title for an event means, or challenge a church member who sees the same thing week after week. The church may think it communicated something, but they simply filled an empty place on the web or on paper. If these common solutions don't work to get people to respond, what does?

Before you do anything else, be sure of this

Be sure your event is worth attending.

It may become painful here, but somehow, you've got to face that some people (dear, wonderful, members forever people) are really boring teachers; some small groups are a trial to attend, some leaders of events who think they are standing up for the truth are narrow-minded and mean. Some favorite church traditions may mean little or nothing to newcomers. Some ministries expect too much and don't train or thank volunteers. Some ministries who ask for volunteers make it impossible to become meaningfully involved (not everyone wants to help set up chairs or make coffee for the next 5 years).

The list of what is, in reality, a turn-off for people  (no matter who conducts it or how long the church has "always done it that way") varies from church to church, but if you aren't honest with yourself about whether your event is worth attending or your ministry a positive one to volunteer for, there is little you can do in print or the web to get people to attend the event or to become committed to a ministry.

Why these kinds of information don't work and what will get a response

Just one example for now, but let's take the Adult Class announcement above. Instead of  "Adult Bible Classes 9 am." You need specific topics listed each week and reasons why people should attend. For example, instead of the previous line, this is what is needed to get a response:

Q & A, an Adult Bible Classes
--we've all got questions, let's explore the answers

9-10:30 am, Sunday, Room 337, Our Local Church
For all adults, all ages, married, or single, visitors welcome
Come at 9:00 for coffee, fruit and pastry; followed by a teaching presentation and then lively, small group discussion of the topic.

Current topic: Did Jesus really rise from the dead? 

The resurrection of Jesus is the core belief and foundation of the Christian faith, but truth be told, many of us couldn't tell you why we believe it. Maybe we've heard that Jesus didn't really die; maybe we read a book or saw a movie that said he lived and later married.We aren't sure that's true, but we don't know why it's false either. Maybe we've heard it is one of the best-proved facts of history, but we don't know how that is true either. Maybe we always believed it, but have no idea how to share it with someone outside the church.

Whatever place you are at, come for an in-depth presentation by one of our class members who has studied the topic and then we'll discuss it in a small group, ask questions, interact. No homework required, all questions welcomed. Handouts will be provided with more resources for reading and website exploration. If you have questions ahead of time you want to be sure we cover, or questions about the class, please call John Doe, 555-5555 or email mary@ourlocalchurch.com. Past lessons, both video and audio versions are at www.greatchurchlessons.com. (not a real site)

Yes, the above announcement takes a lot more time and work to put together and it takes more paper and ink to print it (plus time to put it on the church website as you update it). But it also respects the time and mind of your church members and visitors because:

  • It does not assume everyone knows where the class is, how long it lasts, who it's for, or even that it meets on Sunday. You must state these seemingly "obvious" facts in every announcement if you want a visitor or uninvolved member to attend. And these facts must be in every announcement about the class.
  • To simply list "Adult Class 9am" in your church bulletin and then tell people to go the church website for more information will have limited results.  Few people will not take the bulletin home, find the link and type it in--ALL the necessary information should be there in front of them for them to make a decision.
  • At the same time, you must give all the information on the website as well for people who for some reason didn't get the bulletin. Past lessons and more information should also be on the website. The website is a great place to expand information about the class, look at a bio of the teacher, and have links to content for more information. Depth of information on your website will give credibility to short announcements.
  • A quick Facebook or Twitter announcement is a great reminder of what is going on, but it is only a reminder and should link to your website for more information. ***Remember though that visitors and newcomers probably will not be aware of your social media and often will not link to it or follow you consistently until they have been involved for some time. Remember also that social media is an ever-flowing stream and not useful when you forget a date and time and want to look up information--that is what websites are good for.
  • It is kind and lets folks know that coffee and munchies will be provided. This very important because for some people 9am on Sunday morning is really early and if they know coffee and sugar awaits, they may make it to the class.
  • It tells potential members that the class format so they can come knowing that they won't have to sit through an hour and a half lecture--there will be discussion and interaction time.
  • It states the teaching topic. When you don't tell people what a class is about, it becomes a "trust us, we know what is best for you" announcement and one few people respond to today. By stating that some people may not be convinced of the Christian faith, it opens up the class not only for church members who may have questions, but let's them know they can bring friends who are unchurched and they will be welcomed.
  • The fact that handouts and more information will be provided lets you know the teacher is serious about the topic and has spent significant time in preparation. It says that if a person attends the class their time won't be wasted.
  • It gives contact information if someone has questions.

A longer announcement like the one above doesn't waste time because it tells people what is going on in a way that they can make an informed decision. The shorter announcement actually wastes more time because it doesn't really give readers any useful content or a reason to respond.

More is more

Yes, people's time is valuable, but even more important is the destiny of their eternal souls. If you give people complete and useful information about worthwhile activities in your church, they will pay attention, they will read them, they will show up and lives will be changed.

Don't cop-out by saying people don't read what you write, when you don't write anything that is useful, significant, or worthy of their time to read. Don't work hard to advertise a class given by someone who you would be embarrassed to bring a friend to hear or a ministry that you wouldn't become involved in for any number of reasons. Be sure you have worthy offering and then pour your heart into making every ministry announcement worthy of your audience time. They will read them and they will respond.

Free resources, images, videos, photos for church communications

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Free video footage resources
Many churches are willing to share video footage they've created--check out the resources here.

"Wouldn't it be great if people who created church videos would be willing to share them?" commented a man at a newly formed committee for church communications. When the comment was passed on to me, I responded that many people have already done that and here are some of the resources I passed on.

This first site is primarily a subscription site, but each week has free images and a monthly free video:

https://www.lightstock.com/  really good images and video footage, sign up for their weekly free images and monthly free video

The sites below are all collections either from very large churches or people who contributed—lots of material, challenge is that it takes some time to screen through them—but they are free! [Read more...]