To Grow Disciples, Start by Rethinking Your Church Communication

Are you familiar with the well-known website, church marketing sucks? Or, if you’re put off, perhaps church marketing stinks? I’ve always loved the blunt challenge the domain presents against the dominant framework most local congregations bring to the idea of church communication. Like the site’s owners, I am against misunderstanding church communication as a mere tool to share information. I am very much for using church communication to strategically shape a church’s story and create a covenantal community.

Unfortunately, most churches define the role of communication as the tactical execution of messages designed by other church leaders. It is a support position, like clip art on a desktop publishing PC. A popular post defines it well, here.

There’s a reason for this poor understanding of church communication, and it is killing efforts to grow churches and make disciples of Jesus Christ.

20th century advertising was defined by “features and benefits,” or information about the attributes of a product. Features provided the point of view of the producer – what the product offers. Benefits provide the point of view of the customer – how the product helps their life. Both angles assume the person on the other end of the transaction is a consumer. This is precisely the problem with most communication in churches – it adopts a strategic assumption that is consumer-driven and transactional. It treats the “seeker”, or the person coming to church, as a consumer, to receive spiritual goods and services, and it makes the relationship transactional in nature, when biblically speaking it should be covenantal.

Now, I don’t think this is all the church’s fault. It is the default mode of our society, and the person coming to church will, without thinking, approach their spiritual life in the same way they approach everything else. We have to teach people what it means to be covenantal rather than transactional.

The newer advertising philosophy, which I have advocated in my ministry, is experiential. Rather than thinking about a product’s features and benefits, it attempts to create an environment for finding meaning. Most major campaigns now do this. Advertisers are exploring how to create what is essentially a more covenantal approach to their craft – they desire to create brand promises with their customers and forge long-term relationships. Of course their goal is still to sell products, but we can learn from this. Many church leaders still operate, I think by default, in a features and benefits mentality.

This gets at the heart of the dichotomy between “attractional” and “missional,” as I discussed earlier. The debate on whether a church should be “missional” or “attractional” is a false dichotomy. It is both/and, not either/or. As friend Mike Slaughter says, “The gospel is offensive. We’re just making sure you know you’ve been offended.”

Obviously, clear communication is vitally important. How a church presents its identity both in its core story and in its ongoing daily messages determines what audience it engages. A church that finds its core story in relating to people “burnt by church” is going to present itself, or tell its story, differently than a church of people who have found great personal benefit in the combination of church and society (like many of the churches in Dallas I used to work with). This also means you must know your audience, which is a future topic for this blog.

In the meantime, if you want to grow disciples in your church, re-thinking church communication is a great place to start.

Read more from Len here.

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ABOUT THE AUTHOR

Len Wilson

Len Wilson

I'm a storyteller and a strategist, which means I love to both tell stories and create an environment for telling stories. My day job is Creative | Communication Director at Peachtree Presbyterian Church in Atlanta. I also write, speak, and teach.

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COMMENTS

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Recent Comments
What happens when u dont have a meeting place any more. And u was forced out because the buliding wasnt available any more.
 
— Debra
 
If someone wants entertainment they're going to the wrong place. Church is not a place for entertainment...or in my opinion a barrage of coffee and donuts. Why are churches today bringing the world INTO them? Then there's the thing with children...age appropriate??? These little guys can pick stuff up in service. Besides Jesus said Suffer little children, and forbid them not, to come unto me: for of such is the kingdom of heaven. Mt. 19:14.
 
— Laurie
 
I love the intentionality here as well as the challenge to look at the data. That's missing so many times. I would like to offer a contrarian's take. Church members and regular attenders have so many ways to get information: Announcements, bulletins, social channels, relationships, and email being among the options. But brand new people are likely going to check out the website and that's it. It might be wiser for churches with limited time and resources to focus their website almost exclusively to guests. This group of people isn't looking for a calendar of events but wants to know about regular programs. They probably aren't interested in watching all of the messages but instead may want to preview one of the services. For the times we need church members to go to websites (sign up for camp, join a group, etc), we're probably better off designing and promoting a specific page rather than cluttering up the homepage.
 
— Michael Lukaszewski (@mlukaszewski)
 

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