When you say, “nobody reads what we write” what that really means

One justification church communicators often use to print less information in their church bulletin is the statement, "nobody reads what we write." The statement is often spoken in frustration and often more than a little bit of anger.

When I hear that, my first response is always, "How do your know that's true? Do people come up to you, throw the bulletin in your face and announce 'I don't read any of this!'?"

After a few deep breaths and a laugh, 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 in the bulletin.

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

It's not what is often assumed

It's true that people have shorter attention spans today, but shorter attention spans does not mean they 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.

And yes, people are very busy today and don't have time for events that do not seem important to them.

With the lack of time and short attention spans as the reality, the solution for many church communicators is to drastically cut the amount of material in the church bulletin, which is still the primary communication piece between church staffs and the congregation and visitors. 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. This 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 means is often lost on the person viewing it.

All of these church bulletin communication habits amount to little more than white noise. They don't say anything of significance, they simply fill the white space. 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.

If the church staff doesn't care enough to craft a message of value, one that has any content that explains what is going on or gives the reader a way to find out more, why should anyone respond?

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:

Adult Bible Classes 9-10:30 am, Sunday, Room 337, Our Local Church--for all adults 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 teaching topic (for the next 3 weeks): Did Jesus really rise from the dead? Have you silently wondered if it's true? What if an unchurched friend asks why you believe it?

The resurrection of Jesus is the core belief and foundation of the Christian faith, but truth be told, many of us don't haven't taken the time to learn why it is one of the best proved facts of history. Or maybe you don't believe it at all. Whatever place you are at, come for an in-depth presentation by one of our class members who has studied the topic and then discuss it, 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 Mary Johnson, 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" and then a website link is USELESS. People will not take the bulletin home, find the link and type it in--ALL the necessary information must be there for them to make a decision. Past lessons and additional information SHOULD be on the website, but don't rely on the web for people to make a decision to attend or not.
• A quick Facebook or Twitter announcement is a great reminder, 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.
• 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.

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 information about 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. Pour your heart into making every ministry announcement worthy of your audience time and reading and they will respond.