A Simple Strategy for Church Communications: Inform

I’m currently in the middle of a series on church communications strategy. That may not sound like the most exciting topic, but it’s one that is grossly neglected in thousands of churches across the U.S. and Canada.

I previously wrote on the six keys to engaging your audience. So once you have them engaged, you need to keep them informed. These seven keys will help.

  1. Information isn’t just facts. Presenting information alone doesn’t get the job done. When people are inundated with data without context or a purpose, they ignore it. The information you decide to share needs a reason and a purpose.
  2. Consistency is key. Knowing when to expect information and how it will be presented helps in awareness and retention. Many churches have a template for their worship guides or bulletins. That’s because people want to look in the same spot each week to find similar information. If the information changes locations on the page every week, it makes it harder to find and fewer people will retain the information. Templates are a communicator’s best friends.
  3. Timing matters. When you decide to communicate information to your church or potential guests, having enough lead time is important. If you have an upcoming event and you would like to encourage members to invite friends, they need time to identify potential invitees. A week isn’t really enough time. A month might not be either. Inform your audience well enough in advance to act when you are encouraging them to do so.
  4. Calendars are helpful. Not only do calendars allow you to give enough lead time, they also help you to plan how often to communicate with your audience and in which ways to communicate. A variety of channels and messages help people retain and remember information. Use a calendar to eliminate message clutter and information overlap.
  5. Don’t major on the minors. It’s best to have a system to determine the importance of your messaging and decide what gets the most attention. A Christmas Eve service should be communicated much more than a room change for the decorating committee meeting. Knowing what is of most importance will keep you from cluttering your communications.
  6. Tailor your wording to the audience. I mentioned this in the engaging post as well. You need to use the right words for the audience. Acronyms often make little to no sense to church guests. Your message should always be geared to its desired audience.
  7. Use all the tools at your disposal. Don’t limit the methods in which you communicate. Your options are nearly limitless. Newsletters, bulletins, social media, texting, phone trees, mailings, and the church website only scratch the surface of the communications options churches have today. Use as many methods as possible to communicate as much information as possible.

When it comes to informing church members and guests, keep these seven keys in mind. What would you add to this list? What is your church’s greatest struggle in keeping members informed?


Connect with an Auxano Navigator to learn how your church can learn more about keeping members informed.


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ABOUT THE AUTHOR

Jonathan Howe

Jonathan Howe serves as Director of Strategic Initiatives at LifeWay Christian Resources, the host and producer of Rainer on Leadership and SBC This Week. Jonathan writes weekly at ThomRainer.com on topics ranging from social media to websites and church communications. Connect with Jonathan on Twitter at @Jonathan_Howe.

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Recent Comments
I'm lost, to say the least! As a new pastor, taking over a newly started church I have read just about everything there is to learn what I can do to grow the church. I truly beleive that those attending our church are friendly and sincere. So that can't be the issue. I have read all the comments to this article and I feel that most churches will never have a fair chance! We are a VERY small church, so we don't have a children's church (yet). So if a family comes and gets upset that we don't have a children's church for them to put their children into, we lose! We do provide things for their kids to do during the service and even have an option for their kids to be in a different room, if they don't want their kids to sit with them. We are also such a small church that we don't have a worship team/band/etc. Our worship music comes from music videos. The congregation we do have likes it this way, but of course we would love to have a worhsip team. So, if someone comes to our church and is upset that we don't have live music, we lose! The point I am trying to make is that when people come in with preconceived ideas of what a church should be like, they will never find a church home, unless they find a church who's goal is to entertain! Every Sunday our message comes from the Bible, so that can't be a complaint for someone, so instead, people leave the church and never come back because they want more from a church: they don't want friendly people who are following the Word of God; they want a church that give them something (a babysitter for their kid, entertainment, free gifts, etc.) I'm sorry if sound cynical, I truly want everyone to hear the Good News and learn about Christ's love, but if they come in looking for something else, then the church will always lose!
 
— JAG
 
Reminds me Tony Morgan's classic post entitle “What If Target Operated Like A Church?” I wrote about this in a blog post "Is Your Church Like Target…or More Like A Mall?" https://goo.gl/2qQIy3
 
— bruceherwig
 
Challenging and very good
 
— John Gilbank
 

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