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.

Communications that will get people to come back to church after Easter, why, how to do them, and examples of effective ones

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Note: this is from our archives and many of the publications have updated versions in the TEMPLATES section. However, the overall theory here is an important summary for why you need to do all the things you need to do to get people involved in your church following Easter and I thought it would be useful for you to go through. The PDF download at the end has all the publications pictured.

In most churches their biggest turnout of the year is for Easter Sunday. This doesn't happen by accident-churches pour time, money, and resources into their church communications prior to Easter and it pays off with a full-sanctuary for multiple services. However, few churches have a continuing increase in attendance after Easter.

Brunch Invitation
You may have published a invitation to church or ministry brunch in your bulletin, but why not create a personalized invitation people can give out?

Easter week may have been fantastic, but without intentionally working on developing a continuing relationship with the people who only come at this time of year, we aren't communicating the total message of Easter. Jesus came to earth, died on the cross, and rose from the grave to enable us to have an eternal relationship with him, not just a yearly visit to his church.

For the Easter activities of your church to build relationships, you may need to expand your goals in the communications you create for this time of year. The remainder of this article will give you some ideas on how to do this.

Make Easter a connecting point, not the end result

Invite friends to Easter
A bulletin insert like this will encourage your people to invite friends for Easter.

In the church communication production prior to the Easter season, almost everything is geared solely towards getting people to the Easter week services. Though this is a worthwhile goal, if it is your only goal, you'll not accomplish all you could to make a lasting impact in people's lives and in the growth of your church.

Instead of seeing Easter week attendance as the only goal and end result, consider changing your thinking and strategy. Look at Easter as a connection point between your community and Jesus and your church. You want to bring people into the church Easter week, but you don't want them to go away and never come back-you want them to meet Jesus, to begin and grow in a relationship with Him.  In addition, you want them to get to know your church and to enter into a continuing relationship with your church community.

To accomplish these purposes, you have to be very intentional long before Easter in not only the communications you create to get them there (which you most likely already have in place as you are reading this) but also in what you give people at each event or service during Easter week.

There are two overall areas in which you need to create communications at this time: communications to introduce and connect them to Jesus and communications to introduce and connect them to your church [Read more...]

3,000 on your membership list; 350 on Sunday? It may be a problem with your internal marketing

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Don't forget internal marketing in your church
When creating your outreach plans, remember it's just as important to plan INTERNAL marketing for people already attending your church.

A common challenge for many churches today is that they may have 2,000 to 3,000 people listed on the church rolls, but only a fraction of them show up each week.

Though there are many reasons for this, one key reason for is that many churches do little to no internal marketing. If a business never followed up with customers, but simply greeted them warmly when they came in the door, but never contacted them again, never sent a sale flyer or had any other contact with them, the customer would probably not return. A church is not very different.

Most churches put the majority of their church marketing and communication efforts on getting people outside the church to come to the church. Though this is important, we shouldn't stop there and just like the customer above, if a church doesn't work on communicating with current members, they may not see them often.

We also have more reasons to do internal marketing than the local business. Remember, Jesus commanded us to make disciples, not simply worship and special event attendees. We need to learn to use every tool of technology available to get people involved in the activities and ministries of our churches that will take them to the next step of Christian maturity. To do this we need to plan out our internal marketing and it works best if you have a coordinated approach using both social media and print.

Internal marketing defined

Internal marketing includes all the communications you create for people already attending your church to get them involved in the activities of your church or ministry that will help them grow to maturity in their Christian life. Not only is this important when people come to your church after a special event, but it is important on a continuing basis.

Far too often this aspect of marketing and communications does not take place in the church and if it does, it is done in an often haphazard and spotty way. This lack of attention to this aspect of marketing is seldom intentional. It happens because:

  • The church staff does not see the importance of need to do this kind of marketing because of the unspoken assumption that people will automatically attend small groups, training times and other activities of the church.
  • Because it is important to the staff, they think it is important to the congregation, but this is seldom true.
  • Church staff is too stressed out and overworked to do one more thing in communications and marketing than they are already doing.
  • There is no intentional plan for internal marketing and no way to measure the effectiveness of the program.
  • Internal marketing is only done through one channel—if that's social media primarily (as much is today) this doesn't have a an impact on people who prefer print or don't have access to digital channels.

Following are suggestions on how to begin to remedy this situation: [Read more...]

VIDEO: A GREAT way to publicize Holiday Events

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Print is still one of the most powerful ways to communicate because if you do up a print piece, such as a postcard and it is placed on the refrigerator--you can't help but see it many times!

The US Postal Service reminded us of that in a little video they did, and a clip of that is in the very short video that follows. At the end of the video is a link that will take you to the template page shown.

To see the video full-screen, click on the little square at the lower, right-hand corner. Enjoy!

People will come to church for holidays, even if they won’t come any other time–a strategy to reach them successfully

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note: it's never too early to start planning for Christmas and though this article is specifically related to Christmas, the overall strategy is useful for all holidays and lots are ahead!

As we were discussing promotion for the Christmas Eve service at our church, our worship pastor said, “Yeah, even I came to church on Christmas Eve before I was a Christian.” His words are a reminder of the incredible opportunities we have to connect people with Jesus through the events we host during the holidays. Read on for ways to make your holiday outreach communications successful.

It has to be a comprehensive, team effort

You cannot create any one holiday outreach communication that  will be effective in involving people in your holiday activities.

It doesn’t matter how great your outreach marketing piece looks, how flawless the printing, how inspired your slogan, no one piece can carry the weight of assuring a good turnout for a Christmas event. This is not to say that these things don’t matter, because they do, but the key thing to remember is that no one printed or emailed piece will do it.

It takes a team of efforts both in publications and in preaching. One message from a variety of sources, repeated a number of times in a number of ways is what results in effective turnout. Here are some procedural tips on how to go about achieving success in your holiday outreach marketing efforts.

1. Spend time in prayer first of all asking God to impress on your heart the seriousness and the privilege of our opportunities this time of year. Remember, this might be your one opportunity to share the gospel of Jesus with visitors and relatives. The eternal destiny of people can be decided at your church this holiday season.

Challenge yourself to go beyond a nice little devotional thought to make your congregation feel good at Christmas—pray for fire in your soul as you prepare and motivate your people. Jesus is the reason for the season, not because we needed a reason to buy stuff, but because at Christmas we celebrate Him as God who became flesh to save us from our sins. What prophets and people anticipated for millenia, as they looked forward to the Messiah, we must be careful not to trivialize.

2. Based on your time with the Lord, as a ministry team, decide what you want your Christmas message to be. Come up with one overall theme and a slogan that summarizes it. This is key because you want all of your advertising, publications, and preaching to reflect that one theme. You will change the medium that you use, but your core message must stay the same for maximum retention and response.

3. Select graphics, colors, images to portray that theme and use them consistently throughout all your advertisements. People often say to me, “If I keep saying things the same way, my audience will get bored.” Wrong. Audiences don’t get bored, audiences get confused. Great advertising campaigns always keep a core message the same for a lengthy period of time for it to have impact. Think about the “Got Milk?” or "Just do it!" or any other marketing campaign that is successful for illustrations of this.

4. Decide on a variety of ways to communicate your message; use and repeat as many as you can. We live in a time of multi-channel communication where we need to use different ways to reach different age and interest groups. Communicate your message through postcards, bulletin announcements and inserts, invitations, web page entries, email blasts, verbal reminders, phone calls, social media, Facebook, Twitter, whatever you can.

5. You’ve got the team tools, now recruit the rest of your team: your people. For any holiday outreach to be really successful, every person in the congregation has to be convinced that THEY need to be the ones inviting their friends, praying for them and working hard to get them there. Remember it isn’t your job to get folks there, your job is to equip the saints so they can do the work of the ministry.

Not only is the best way to get a large group of people to your events this way, but even more important, your people will grow in their understanding of outreach and commitment to it.

It has to be a timed effort

1. Space out the message in your preaching and comments. Starting as soon as possible, I am recommending to our music pastor, based on his comment, that he start saying things like, “As I look ahead to Christmas, I remember what it was like before I knew the Lord,” and then follow up with comments on how important it is to think about the people in their circle of friends who are in a similar situation.

2. Continue to encourage and challenge your people to invite their friends. Remind them to pray for their friends and remind them to attend. Give them the tools you’ve prepared, postcards, invitations, door-hangers, digital invitations and suggestions and have them get them out there.

3. Be sure to prepare materials that you give out at the Christmas events themselves that explain everything that is going on at your church. It will have a very negative effect on the gospel message if guests can’t find the bathrooms, coffee, or are confused as to where to take their kids for child care.

4. Don’t forget that this is a fantastic opportunity to let guests know about what else will be going on at your church following the holidays. In addition, ALWAYS include a gospel presentation, either one written by the pastoral staff at your church or one of the tasteful tracts by the American Tract Society, from your denomination, or written by your pastor. If you need ideas, CLICK HERE for a number of articles with examples of Gospel presentations.

To illustrate the importance of these pieces, let me share a story. Some church leaders were asking me how they could get more of a follow up response from people who attended their huge Christmas outreach. They did a fantastic job and yearly put on an almost Broadway quality Christmas play—but seldom had much follow up response from people, in terms of coming back to the church, nor did they know what effect the play actually had on people coming to know Jesus.

When I asked to see what they gave to people at the event to both explain the gospel message in printed form, how they got information to follow up, what they gave out to let people know what their church did on a regular basis and to invite people to events the coming week, all I got was a blank stare.

“Uh….we don’t give them anything,” was the reply.

“What?” I said, rather incredulous, while wondering if they lived in a community where perhaps mind-reading chemicals were distributed in the water, because if you don’t tell people these things in print, digitally and verbally, there is no way other than mind-reading for them to find out.

“We don’t give them anything because we don’t want to be pushy at a festive event.”

I wanted to ask if they would rather be pushy or allow people to spend eternity separated from God, but I thought once I got started, I knew I might not be able to quit yelling or crying and I knew neither wouldn't teach anyone anything.

“Oh, my,” was my reply and we then went on to discuss more effective communication methods. Here is the reality of the situation.

It isn’t being pushy to share with people the greatest gift of all, salvation in Jesus

And it isn’t pushy to let them know the valuable events hosted by your church that will help them grow in their Christian faith and live a meaningful life. Many guests who come to holiday events do not know what churches do on a regular basis. A simple insert or invitation that says something like: “We hope you enjoyed our Christmas program and we would love to have you come back for……” and then list your regular services and programs. People are looking for ways to find friends and meaning in life—but they won’t know about what your church offers if you don’t tell them.

The holidays are a demanding time, but a great time to welcome people into the kingdom of God. Be sure to spend time daily praying for strength to everything the Lord wants you to do as we celebrate His birth.