Founder & Editor-in-Chief - Christian Computing Magazine

pastor to create communications that would
get people into small groups, created banners
that were put all over the church to remind
people of the importance of small groups. A
Small Group section with colorful graphics of
upbeat people was added to the website. The
pastor frequently mentioned small groups in
his sermons and encouraged people to join.
The bulletin proclaimed: “Small groups
are very important at our church!” It also said
there were a variety of groups available, but
didn’t tell you what they were, when they
met, or any contact information about the
leaders. None of this information was on the
website either, but it did have a lengthy form
to fill in, and email to the church if you were
interested in joining a small group.
Results:
The pastor’s message was persuasive.
A previously uninvolved church member
became convicted of the need to be part of a
small group. After his conviction, he didn’t
know what to do next. There was no list or
contact information specifically about small groups in the bulletin, at the Welcome Center or on the website. He filled out the email
form on the website and sent it in. He also sent a personal email to the church asking for information on the men’s small groups. He
never received a response. He never joined a group and his church attendance has become sporadic at best.
What is going on?
Obviously in both situations, what the pastor thought was being communicated did not accomplish the primary task of church
communications which is to enable people to take action that will either help them come to know Jesus as Savior or grow in Christian
maturity.
Sadly, I have many, many more stories similar to the two included that illustrate similar situations. To prevent the disappointment
of not having people respond to what you thought you communicated, let’s break down the process into detailed steps and then see
what could have changed.
1. The pastor or other church leadership decides a ministry needs to be communicated or marketed more effectively to get more
people involved.
2. That desire is passed on to either a communications team or a person whose job is to create the communications and marketing
to get people involved.
3. The church communicators create the communications and marketing pieces using the latest and greatest tools they have and
the newest, most exciting ideas. The emphasis is on something that will “get people’s attention,” something eye-catching and
appealing to today’s visually-oriented audience. The communication piece is launched with great excitement.
4. People don’t sign up or show up at the event or get involved in the ministry.
5. In frustration the communications team concludes if they just spent more money, had a more flashy website or video announcements
or maybe created their bulletin using InDesign instead of MS Publisher, or many other technological or artistic
options, they would get a better turnout.
As frustrating as this situation can be to a communication team and church leadership, they are looking in the wrong place for
an answer to their dilemma.
What could have made all the difference?
For a church message to be successful and for it to result in a completed action, you need to approach it from a different direction
than one or two attention-getting communication pieces and working primarily on them. Instead try these suggestions:
1. Decide upfront what you want the communication to accomplish. This needs to be a measureable action you want people to
take. Put a clear goal and number to it, e.g. “We want to have 20 people sign up as helpers in VBS.” “We want to get 50% of
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