3 Myths of Church Communication that Get Everyone

by: Mark MacDonald

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Church communication is a popular topic in the church world. But the expectations of how to fix communication, is often overinflated. It’s not a cure all. In fact, effective communication takes time as the correct messages are produced consistently. Producing the right messages takes talent and skill especially when consistency is required.

Here are 3 church communication myths that need to be understood:

1. A bad event doesn’t benefit from effective communication. Your congregation knows hype and has reasonable expectations for your church events. Saying “this is a must-attend ministry opportunity” over and over does not increase attendance — unless there’s validity to the assertion.  Every event in your church can’t be “the best thing ever”. Truth: Communication needs to state the benefit of attending or participating along with pertinent details (that requires someone to decide what the value is for attendance). Communication cannot “fix” a bad event or poor attendance. Be sure to work on the quality of your ministries before communicating them. Will that fix everything instantly? Not if your congregation or community has endured years of lackluster events. It’ll take time for positive word-of-mouth to support the communication claims.
2. The more you say, the more important it’ll feel. Many leaders feel that “if we talk multiple times about something” it will feel like everyone should feel the importance of it. Or, if we tell lots of details and extend the promotion to include “everything” about the event, more people will get a sense of urgency. The opposite is often the case. Truth: People don’t have time to listen to redundancy or read long paragraphs. What we’re learned from research? People are quick to half-listen when they feel you get too detailed or sense redundancy. In print? They tend to scan for details. Ultimately, people want to know “what’s in it for me”. So, ensure the benefit is compelling and simple, and you’ll capture the attention and attendance you seek. And remember that most people don’t want ALL the details during the promotion — instead, send them to your website for additional details (if they want them).
3. All stories communicate effectively. We hear regularly that churches must tell stories. This isn’t always the case — some stories shouldn’t be told. And the way they’re told is just as important. In fact, many stories hurt the communication rather than help it. Truth: Ensure your story is edited to the shortest length possible to keep the point of it. Make sure there’s a clear ending and reasonable point that can be gleaned be everyone listening. Make sure the hero of the story is not you or the church leadership! It’s always “them” — and make sure the point of the story can be quickly applied to the congregation that’s listening or reading. Other bonuses? Think about good storytelling formula: have a clear villain (that wants the hero to fail), a clear hero with goals to achieve, a guide that helps take them on a journey. And the end? A twist or unexpected outcomes alway work effectively and capture the attention of the listener/reader. Just remember the attention span of Americans today is short. Very short. So edit (for all of your communication)!

> Read more from Mark.

Tags: Church Communication, Communication, communication myths

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Five Keys for Effective Church Communication

by: Bryan Rose

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Your church is the only one struggling to communicate effectively. Your website is quite possibly the worst church website ever created. You are the only leader who loses a half-day to social media distraction while trying to post a simple announcement.

Of course none of those things are true.

In this era of over-messaging and under-communicating, every church struggles to ensure people live excited and on-mission. While this may be comforting to some, the uncomfortable reality is that there is also no single silver-bullet solution. Effective church communication is an art, not a science. Yet all is not lost. It remains possible to successfully reach your congregation and encourage them toward next steps in Christ.

One approach to developing a focused and holistic pattern of regular communication sits literally at your fingertips. The expertly crafted and balanced tool of the human hand presents a strategic picture of how complementary channels of connection might work in unison to accomplish the singular task of effective communication.

HERE IS THE FIVE-FINGER CHURCH COMMUNICATION STRATEGY

THE THUMB: WEEKLY EMAILS

The opposing thumb is an anatomical separator of humans from the majority of the animal kingdom. Thumbs allow people to use tools through grasping and gripping. Your thumb is a key part of daily life. The thumb is the unsung hero of eating Chinese food, changing channels and crafting witty text messages. But the thumb is somewhat useless by itself. Imagine your hand with just a thumb. It would be hard to do anything very well. Most churches rely on a weekly email blast as their only venue of informing and connecting people. In today’s world, digital communication is a must. But weekly emails are somewhat useless and easily ignored by themselves. Worse yet, when every department sends a separate email email blast to the same people, it is as if everyone has two hands full of thumbs. Your weekly email should anchor a communication strategy in the same way the thumb anchors your hand: one vital part of a greater whole.

THE POINTER FINGER: STAGE ANNOUNCEMENTS

Each Sunday, someone on your platform or pulpit stands and verbally points the church toward key events or next steps of growth in Christ. Stage announcements relate as a pointer finger points, by focusing attention on what lies ahead. And each Sunday the congregation either hears three minutes of announcements, or receives 180 seconds of visionary communication. One form results in continued inattention, the other toward immediate engagement in God’s better future. Stage announcements, or videos, each Sunday morning serve to align and point people toward what matters the most.

THE MIDDLE FINGER: SOCIAL MEDIA

What can you really say about the middle finger that was not completely obvious by Middle School? A raised middle finger is all about making a statement. It is sharing an emotional response and often designed to directly impact a specific audience: like the jerk behind you in traffic. A middle finger message is more sender-centric than viewer-concerned, and therefore comes with consequences when the wrong person or group receive the message. In this way, social media functions as a middle finger (so long as we can take the horribly offensive nature of the symbol out of this illustration). Facebook and Instagram posts are egotistically self-serving. They are typically designed to evoke emotion or communicate a quick point. Response is infrequent, and when a response happens, it is rarely helpful or healthy. Understand your social media strategy as a powerful and emotional communication tool. But brace yourself if the wrong people get the message.

THE RING FINGER: FAMILY MINISTRY

One of the most powerful symbols in our culture today, as well as every young pastor’s go-to baptism illustration, is the wedding ring. It goes without saying that the ring finger stands for family. And family is where our culture lives. In communicating to the church, meet every parent right where they are spending the majority of their time, their waking hours driving, and every bit of their income: with their kids. Essential to any full-formed communication strategy is integration into the weekly rhythms of preschool, children and student ministry. Invest the extra time to craft take-home moments each week, in every ministry, that speak to what matters most at your church. Leverage parent meetings and milestone moments to communicate directly with families. In these seasons, parents are most attentive. And if you really want your parents to engage in the larger story of church vision, get their kids excited about it first.

THE PINKIE FINGER: CHURCH WEBSITE

What exactly does the pinkie finger do but, when extended, signify a special moment? It is found in a sip of exquisite liquid or in a particular affinity to the University of Texas. The pinkie is all about small dose savoring and a specialized approach to the finer things in life. Your church website should be approached in this same way. More than 80% of the everyday users of church websites are guests looking for information. The other 2-20% are church members trying to figure out what time something starts. Unfortunately, the amount of design time and effort most communication teams invest in their church website in no way reflects this imbalance. Churches often bury essential information on service time and campus location three-to-four clicks deep. They use language that only insiders understand. They post 8 minute-long videos that are rarely viewed all the way through. Instead of thinking about small engagements, and a special audience (first time guests) church websites are burdened by by-laws, expired announcements and labyrinthine navigation menus. Approach the design and content of your church website with an eye for small doses. Ask yourself and the team: what is most important? How can it be accessed quickly? Who is actually looking at it?

Great church communication is as balanced and useful as the human hand. It can be as powerful as a solid punch, with every finger involved in making impact possible. After-all, what challenges are you facing in your weekly church leadership that a good punch wouldn’t solve?

> Read more from Bryan

Connect with an Auxano Navigator to learn more about great communication at your church.

Tags: Bryan Rose, Church Communication, church communication strategy

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What Your Church Sign May Say About Your Church Vision

by: James Emery White

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I recently heard a pastor compliment another church for being a church that was actually moving forward, being “alive” and “contemporary,” brushing away the ecclesiastical cobwebs and making a Kingdom impact. Leaning in to hear the breakthrough, he said: “What was it, 13 years ago? Why, they were the first church in the county to have a digital sign out front!”

Oh my.

It would be easy to hear such a statement and snicker.

I didn’t.

I grieved.

I could imagine that small church sacrificing to invest in the digital sign. Discussing it at business meetings. Experiencing growing excitement when installation began, and coming that first Sunday after its launch expecting new attenders and a fresh wind of the Spirit. I could imagine them feeling proud that their church was actually doing something; that life had come to their sleepy enterprise. Even something “modern.”

Again, I don’t write a single word of that in condescension.

I write it as a lament.

Why?

We all know the sign did next to nothing. There isn’t a sign in the world that could—not in the face of the American church’s situation.

A new study from LifeWay Research has found that “6 in 10 Protestant churches are plateaued or declining in attendance and more than half saw fewer than 10 people become new Christians in the past 12 months.” Approximately one out of every 10 had none. The study also found that most Protestant churches in America “have fewer than 100 people attending services each Sunday.” One out of every five has fewer than 50.

There are many reasons that could be cited for this declining state of affairs. But let’s state one of the more obvious ones:

The digital sign mentality. 

Let’s paint the church, restripe the parking lot, put in new carpet, freshen up the landscaping. And if we want to be radical, put in a digital sign out front that can flash service times and pithy spiritual sayings. The sentiment is that whatever the church needs is cosmetic. 

It’s an alluring idea. Cosmetic touches are easy on the existing constituency. They cost nothing in terms of the real sacrifice needed, which is dying to themselves and living for a mission. Cosmetic changes do not represent real change, only the illusion of it.

The problem with the American church today is simple: It’s turned inward toward the already convinced instead of outward toward those far from God and, as a result, does nothing of an informed nature in terms of strategy or tactics to reach those far from God. Even those growing are, for the most part, doing it through transfer growth at the expense of other churches.

Shameless plug: We’re offering a pair of identical Pastor’s Workshops at Meck on how to improve communication to the unchurched, raise strategic resources for Kingdom expansion, and grow numerically from the unchurched. I hope that sounds like something worth an afternoon. You can get details HERE.

So mourn a digital sign.

Not simply for the squandered expense,

… but the squandered vision.

> Read more from James Emery White.

Tags: Church Communication, Church Signs, Communication, James Emery White

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These Three Things are Essential to Great Communication

by: Mark MacDonald

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Recently, I was talking to someone about their ability to bake bread. He said, “it really isn’t that difficult”. Then I challenged him further and he admitted, “well, once you figure out how to get the yeast to rise properly”.

Maybe this is why everyone doesn’t make bread, even though there’s something wonderful about the smell of fresh baked loaves and eating the sweet, warm, slices slathered in rich butter.

It reminds me of an important truth: it’s important to understand the difficult steps before you get started with any of the steps.

Effective church communication is a wonderful, enjoyable product but you need to assess the complicated parts, to determine if you think you can conquer them first, before setting out to accomplish the overall task. Here are 3 that come to mind in the recipe of great communication:

1. Getting it all done. The role of church communicator is one of the few positions in the church that touches every ministry of a church. If you’re a centralized communication person, every church ministry wanting to communicate must funnel their materials through you! So, you need a process. You must establish and enforce a shared communication calendar, a tiered ministry structure that everyone understands, and a transactional system for providing and limiting communication materials. Extra required ingredients: an understanding spirit, the ability to enforce deadlines, and the (very) occasional authority to say “no”.
2. Being creative. Everyone quickly tires of hearing and seeing the same thing. Creativity allows freshness to your messaging. So it allows the church brand guidelines (limitations) to feel interesting over a longer period of time. So, you need to constantly challenge status quo. This needs to be coupled with the tension of knowing that everything can’t constantly change! This balance must be struck from your audience’s perspective and certainly not your own. Internally, you and your leadership will get bored before your congregation or community. Extra ingredient: develop a way to constantly be aware of trends and keep up with the way of accomplishing them within your brand guideline’s limitations.
3. Managing leadership. God placed you under a leader who’s equipping and setting vision for the congregation. They’re usually a complex person who has an intense desire to accomplish a lot. This makes them a great leader! But in their focus on the future, it’s often challenging for a communicator to keep up with them. So, you need to have mutual respect. As you find it difficult to understand their focus and demands, they often find it difficult to understand your creative world. It’s wise to discuss this together and earn their respect. This usually is established by establishing a respectful spirit towards them. Extra ingredient: You need time for this to happen. Don’t expect respect to happen quickly. And certainly don’t demand respect, since you must earn it.

> Read more from Mark.

Tags: Church Communication, Mark MacDonald

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Beyond the Front Door: Engaging Church Members Online

by: Jonathan Howe

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As we’ve stated countless times at ThomRainer.com, your church’s website is the front door to your church. I’ve written about why your website needs to be guest friendly, but I haven’t written much about how it should interface with your members.

Needless to say, your church’s website should serve your members as well.

The problem is that too many church websites don’t. Some churches put so much effort into guest information, that they overlook information and features that would appeal to members and have them use the site more. These are the seven most common reasons church members don’t use your church’s website:

1. You don’t have a church calendar. Almost every church management software includes a church calendar in its functionality. You can embed it on your website or use another calendar tool to keep event information in front of your members. Google Calendar or a calendar plugin on your website are the most common alternate methods churches use to place event information and schedules online.
2. You’re not using social media well. Your members are the ones who are most likely to engage with your church on social media. If you’re not using social media well, you’re not going to engage your members well. When you provide sharable content on social media, you will draw members and guests alike to your church’s website.
3. You don’t provide media to consume. Church members miss services from time to time. Many want to catch up on what they missed. Therefore, if you don’t have sermon videos or sermon podcasts on your church’s site, they can’t watch or listen to what they miss. A full media offering will draw more members to your website, and is a great resource for guests wanting to get to know more about your church.
4. You don’t have online giving or online registration. Both of these tools allow members to make easy payments on your site. Obviously, online giving is much more than a payment, but if you don’t offer it, that is just one fewer reason for members to visit your site. Online registration for upcoming events and the ability to pay for any associated costs is also simple to install and helpful to members.
5. You don’t publicize your church website. When you have information, event registration, and church-related media on your website, it will lead you to talk more about it. If every event you host requires (or strongly encourages) online registration, your church members will use your website more than if the event registration is a clipboard in the fellowship hall.
6. You don’t have a church website. There is really no excuse here. A Facebook page is not a substitute for a website.
7. You don’t have analytics or stats to know if church members are using the site or not. If you don’t have data about what pages are being accessed on your site, you’ll never know who’s using it or what they’re using it for. You’ve got to have data to make informed decisions about what to emphasize.

Do your church members use your church’s website more or less than you would want? What would you add to this list?

Learn more about the effective use of your church website: Connect with an Auxano Navigator today.

Read more from Jonathan.

Tags: Church Communication, Jonathan Howe, church website, church websites

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A Simple Strategy for Church Communications: Inform

by: Jonathan Howe

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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.

> Read more from Jonathan.

Tags: Church Communication, Jonathan Howe, church communications strategy, informed

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A Simple Strategy for Church Communication

by: Jonathan Howe

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Most churches don’t think strategically about their communications efforts. Many times, communications practices are passed on from staffer to staffer without any regard to what is effective. And often, the responsible staff member or volunteer has other duties that take precedent in ministry.

Regardless of your staffing structure or size, church communications can be done effectively and strategically if you consider the perspective of your audience. Church communication isn’t for the benefit of the church; it’s for the benefit of members and guests. So when considering what to say, when to say it, and which channel to use, keep in mind these three essential elements:

1. Engage the audience. Your church communications should be engaging. Putting out a tweet or Facebook post just so you can check that item off your to-do list is rarely going to engage your church members and potential guests. Content should be sharable, memorable, and relevant. The difference between engaging content and content that is not typically involves thinking through the messaging. Start with the goals of your communication in mind and work backwards: consider the desired result, decide the best platform to reach your goal, and word your message accordingly.
2. Inform the audience. Once you’ve engaged your audience, keep them informed. Consistency with your communications is important. Try to plan out your church’s communications week by week and stick to the plan as best as possible. Once you have your weekly schedule set, then you can move to monthly, quarterly, and annual planning. By planning out what you want to communicate to members and guests on a consistent basis, you can more effectively integrate major church events into your communications plan.
3. Inspire the audience. Informing and engaging your audience isn’t enough. They should be inspired to share. Graphics aid in this area more than words. People are more likely to share inspiring graphics than inspiring paragraphs. Both have value, but one appeals visually. The graphics you choose can be the difference in someone sharing your content and not sharing it.

Over the next few week’s, I’ll be digging deeper into these three elements. So if you have any questions about the specifics, share them in the comments section below, and I’ll be sure to touch on those items in future posts.

Does your church plan its communications strategically? Do you engage, inform, and inspire your church members and guests with your content?

Want to learn how to be strategic with your church communication? Contact an Auxano Navigator to start a conversation.

> Read more from Jonathan.

Tags: Church Communication, Jonathan Howe, church communication strategy

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Don’t Lose Clarity in Your Church Communications

by: Rich Birch

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Clarity is the highest goal of all church communications. Our role is to cut through the clutter and deliver the message we are giving with as much precision as possible. In order to do that we employ a wide variety of tactics to persuade people towards the goals that we’ve set. In an effort to persuade our communications can slip to a place where they stop being clear and become just clever. We can become too self-impressed with how we’re communicating the message that the content of the message is lost.

Here are a handful of times that I’ve seen churches lose clarity when communicating with their community:

• Family Ministry Environment Names // When a first time guest sees the names of your kid’s and student’s ministries do they make sense? If I have an infant do I take them to “WhizBangLand” or “GrowUpGang”? Too many churches employ clever ministry names that don’t make sense to people outside of the church. It’s the ultimate insider focused tactic to use names that are not self-evident to guests. Make sure people can clearly understand the signage and printed materials about your family ministry environments without having to interpret what they mean.

• Campus Location Labeling // Too often churches attempt to be clever by naming campuses using relative locations to the original campus … Crossroads Church North, St. Paul’s East … the problem is that naming convention assumes that the new campus is a small satellite of something larger. Quickly after you launch people will attend the new location that have never been to the original campus … when you use a naming convention that points back to the first location it diminishes the work in the new campus. Pick an approach to labeling the new location that casts vision for the community for want to reach … Crossroad Church Essex County, St. Paul’s Uptown.

• Graphic Design // Can I speak to the graphic designers for a minute? There is a difference between something looking amazing and it communicating clearly. Most of the great art I’ve ever seen is ambiguous and hard to understand what the artist is saying. The fact that I need to wrestle with the meaning of the piece is what makes it art. Your role as a graphic designer is to use elements of design to communicate a message. Communication leads … art follows. It would be prettier to have the super slender font on that flyer … but people wouldn’t understand that it’s talking about. This isn’t a tension to be managed … communication comes before beauty … function before form.

• Next Steps // Once people start attending your church for a while they will be looking for their next steps to getting connected. Often I’ve seen churches call their first steps for new people some fancy name that just doesn’t make sense on the surface … Discovery Class, Engage, Connection. By definition, people who are new to your church don’t have any sense of your “integration process” and are just wondering what they should do first. At our church we call this environment First Step because we want it to be the first thing people who when they come to our church. This is also the case when you ask people to take any sort of “next step” in their spiritual journey. Make the right next step obvious and clear.

• Financial Reporting // Report your finances in a way that can be easily understood by “non-financial” people. Use plain language, simple charts and clear commentary when talking about the financial state of the church. Financials are not self-evident to most people. We need to provide simple commentary that helps people benchmark what is happening in the life of the church. Bold clarity in this area will build trust with your donors and ultimately encourage them to give more to your ministry. If people don’t understand this part of what happens at your church they will be less likely to give. Active obfuscation of the truth is the shortest route to financial ruin of a church.

• Online Calls to Action // Your church’s website probably has too many options on it. When people arrive at your site what do you want them to “do”? Are you focusing their attention on just a few next steps rather than a wide variety of options? Every ministry wants to be “featured” on your site … but if you “feature” them all you will just generate clutter and noise for your guests. Often we use our websites to move people to action in our church … asking them to donate, join a small group, volunteer for a team, connect with our team, etc … but when we pile on the “calls to action” each new ask erodes the impact of the last.

> Read more from Rich.

Tags: Church Communication, Clarity in communication, Rich Birch, church communications

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To Grow Disciples, Start by Rethinking Your Church Communication

by: Len Wilson

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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.

Tags: Attention, Awareness, Brand, Church Communication, Len Wilson

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