You also communciate by what you don't do—the importance of the people channel

True story here: a couple had started attending a new church. Excited about it, when the church asked for volunteers to work at various tasks for the Easter service, they signed up, adding a little note telling how they were looking forward to doing this, really wanted to serve wherever needed, would come early to make sure they could be put to work.

A week went by and two. No response from the church via email or phone.

At the Easter service, the person in charge of volunteers by chance encountered them, "Oh, I didn't get around to calling you—I have enough people now, but do you think you could stay after to clean up?"

The couple honestly had a firm commitment to be somewhere directly after the service, but I doubt even without it, if they would have volunteered to help. Sadly, I doubt if they will volunteer for much of anything again.

What you don't do can hurt deeply

I'm sure the person in charge of the big Easter production didn't mean to be unkind, but she was. She didn't mean to make these new folks feel unwanted and ignored but she did.

This illustrates the very important power of the people channel in communication. We pay close attention to our print and digital channels in our church communications, but the people channel is equally important. No matter how great your graphics or content, if you treat people rudely (and to not respond to a request for volunteers is very rude), that is what they will remember.

Never ask for something in a church publication, if you don't follow up. Even if you have to say you have enough volunteers, have the courtesy to call and let people know.

People are far more fragile in their emotions that they will often let on and we must honor every effort they make to reach out to the church. To not do that communicates loudly that you don't care.