Effective Church Communications

No matter what technology we use to communicate, print bulletins, multimedia announcements, websites, social media, a complaint I still hear from church communicators is: "nobody reads what we write." The statement is often spoken in frustration and often more than a bit of anger.

When I hear that, my first response is always, "How do you know that's true? Do people come up to you, throw the bulletin in your face, stomp on their smart phone, or send a nasty email in response to your website and announce 'I don't read any of this!'?"

After a few deep breaths, a laugh, and a little more discussion, the true reason for that statement comes out. When church staffs say that "nobody reads what we write" what it actually means is that people are not showing up for events or paying attention to the requests for action or to volunteer. They may or may not have read it--but regardless, they didn't show up.

If that is the real situation, what is the solution?

It's not what is often assumed

Today an easy answer is that people didn't read it because there was too much text. That isn't always true.

It's true that people have shorter attention spans today, but shorter attention spans does not mean people don't read what is important to them or respond to what appears to be of benefit to them, their families, and spiritual lives. People still have an empty place inside only God can fill. Once they become a Christian, they want to grow to discipleship maturity.

Another easy answer is that people are very busy today and don't have time to read more than a few words.

Again,it is true that people are busy, but ask any cook who was motivated to learn a new cooking technique, a reader whose favorite recent series just came out with a new book, or a fan who can't wait to grab the sports section when the newspaper arrives if they have time to read these things and you'll realize it isn't the amount of text that is the problem.

If the amount of text isn't the problem cutting back on it won't solve it

Because they don't properly diagnose the problem, the solution for many church communicators is to drastically cut the amount of material in the church bulletin and website.

In practical terms this often means:

• No detailed explanations of activities, just general categories are listed, such as:  "Adult Bible Classes 9 am."
• Complete information is not included, just overall statements about ministries are listed, such as: "Small groups are important and we urge you to be part of one, call Pastor Joe for more information."
• Special events are simply announced: "Our church is putting on an incredible Easter Concert on Good Friday--be sure to invite your friends."
• Using an impressive graphic and few words or replacing announcements with graphics alone (this is happening a lot with church slider headers on websites where the header doesn't link to more complete information.) The graphics may often be well done and contemporary. However, the problem with graphic images as the primary part of an announcement is that a picture is not "worth a thousand words." That great image may have meant something to the person who picked it, but whatever thousand words it meant to the creator is often lost on the person viewing it.

All of these solutions fail to solve the problem of getting people to read and to respond. They don't give enough information to communicate anything. They don't grab the attention of a visitor,explain what the church jargon title for an event means, or challenge a church member who sees the same thing week after week. The church may think it communicated something, but they simply filled an empty place on the web or on paper. If these common solutions don't work to get people to respond, what does?

Before you do anything else, be sure of this

Be sure your event is worth attending.

It may become painful here, but somehow, you've got to face that some people (dear, wonderful, members forever people) are really boring teachers; some small groups are a trial to attend, some leaders of events who think they are standing up for the truth are narrow-minded and mean. Some favorite church traditions may mean little or nothing to newcomers. Some ministries expect too much and don't train or thank volunteers. Some ministries who ask for volunteers make it impossible to become meaningfully involved (not everyone wants to help set up chairs or make coffee for the next 5 years).

The list of what is, in reality, a turn-off for people  (no matter who conducts it or how long the church has "always done it that way") varies from church to church, but if you aren't honest with yourself about whether your event is worth attending or your ministry a positive one to volunteer for, there is little you can do in print or the web to get people to attend the event or to become committed to a ministry.

Why these kinds of information don't work and what will get a response

Just one example for now, but let's take the Adult Class announcement above. Instead of  "Adult Bible Classes 9 am." You need specific topics listed each week and reasons why people should attend. For example, instead of the previous line, this is what is needed to get a response:

Q & A, an Adult Bible Classes
--we've all got questions, let's explore the answers

9-10:30 am, Sunday, Room 337, Our Local Church
For all adults, all ages, married, or single, visitors welcome
Come at 9:00 for coffee, fruit and pastry; followed by a teaching presentation and then lively, small group discussion of the topic.

Current topic: Did Jesus really rise from the dead? 

The resurrection of Jesus is the core belief and foundation of the Christian faith, but truth be told, many of us couldn't tell you why we believe it. Maybe we've heard that Jesus didn't really die; maybe we read a book or saw a movie that said he lived and later married.We aren't sure that's true, but we don't know why it's false either. Maybe we've heard it is one of the best-proved facts of history, but we don't know how that is true either. Maybe we always believed it, but have no idea how to share it with someone outside the church.

Whatever place you are at, come for an in-depth presentation by one of our class members who has studied the topic and then we'll discuss it in a small group, ask questions, interact. No homework required, all questions welcomed. Handouts will be provided with more resources for reading and website exploration. If you have questions ahead of time you want to be sure we cover, or questions about the class, please call John Doe, 555-5555 or email mary@ourlocalchurch.com. Past lessons, both video and audio versions are at www.greatchurchlessons.com. (not a real site)

Yes, the above announcement takes a lot more time and work to put together and it takes more paper and ink to print it (plus time to put it on the church website as you update it). But it also respects the time and mind of your church members and visitors because:

• It does not assume everyone knows where the class is, how long it lasts, who it's for, or even that it meets on Sunday. You must state these seemingly "obvious" facts in every announcement if you want a visitor or uninvolved member to attend. And these facts must be in every announcement about the class.
• To simply list "Adult Class 9am" in your church bulletin and then tell people to go the church website for more information will have limited results.  Few people will not take the bulletin home, find the link and type it in--ALL the necessary information should be there in front of them for them to make a decision.
• At the same time, you must give all the information on the website as well for people who for some reason didn't get the bulletin. Past lessons and more information should also be on the website. The website is a great place to expand information about the class, look at a bio of the teacher, and have links to content for more information. Depth of information on your website will give credibility to short announcements.
• A quick Facebook or Twitter announcement is a great reminder of what is going on, but it is only a reminder and should link to your website for more information. ***Remember though that visitors and newcomers probably will not be aware of your social media and often will not link to it or follow you consistently until they have been involved for some time. Remember also that social media is an ever-flowing stream and not useful when you forget a date and time and want to look up information--that is what websites are good for.
• It is kind and lets folks know that coffee and munchies will be provided. This very important because for some people 9am on Sunday morning is really early and if they know coffee and sugar awaits, they may make it to the class.
• It tells potential members that the class format so they can come knowing that they won't have to sit through an hour and a half lecture--there will be discussion and interaction time.
• It states the teaching topic. When you don't tell people what a class is about, it becomes a "trust us, we know what is best for you" announcement and one few people respond to today. By stating that some people may not be convinced of the Christian faith, it opens up the class not only for church members who may have questions, but let's them know they can bring friends who are unchurched and they will be welcomed.
• The fact that handouts and more information will be provided lets you know the teacher is serious about the topic and has spent significant time in preparation. It says that if a person attends the class their time won't be wasted.
• It gives contact information if someone has questions.

A longer announcement like the one above doesn't waste time because it tells people what is going on in a way that they can make an informed decision. The shorter announcement actually wastes more time because it doesn't really give readers any useful content or a reason to respond.

More is more

Yes, people's time is valuable, but even more important is the destiny of their eternal souls. If you give people complete and useful information about worthwhile activities in your church, they will pay attention, they will read them, they will show up and lives will be changed.

Don't cop-out by saying people don't read what you write, when you don't write anything that is useful, significant, or worthy of their time to read. Don't work hard to advertise a class given by someone who you would be embarrassed to bring a friend to hear or a ministry that you wouldn't become involved in for any number of reasons. Be sure you have worthy offering and then pour your heart into making every ministry announcement worthy of your audience time. They will read them and they will respond.