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Church communicators are world changers—or at least they should aspire to be, because that’s the heart of the Great Commission. World changers do three things with regularity. Effective church communicators need to do them too:
1) Build. World changers build things. They build programs, business solutions, and church and nonprofit structures. They build themselves professionally and personally. They’ve learned the difference between building and tweaking. At the heart of building, they’re bringing a new (or borrowed) idea into an existence that can live and breathe in their unique organizational model. Tweaking fixes things. Building creates them. Yes, we need communicators who can tweak and maintain what already exists. But whoever is leading your communications needs to be building.
2) Love. Though building comes naturally to many leaders, loving does not. Yet the cream-of-the-crop world-changing leaders have mastered the ability to communicate love not only for what their team members bring to the organization, but for who they are as humans. Loving the people around them comes in the form of encouraging words (email, text, phone calls, hand-written notes), gifts (a gift card to an employee’s favorite restaurant, iTunes downloads, an unexpected financial bonus, a day off) or quality time (taking an employee out to lunch, a 5-minute pop-in to employees’ offices to check how they’re doing).
3) Communicate. Almost everyone I know thinks they’re a clear and accurate communicator. But just because it makes sense in their mind doesn’t mean it makes sense to everyone else. World changers have learned to clearly express the day-to-day expectations of the people around them.
There are three questions world changers are trying to answer every day in their communications with their people:
Not all church communicators can actually communicate well. We know everything there is to know about marketing, but that doesn’t mean it translates to how we work with our team. If you want to be effective, if you want make a lasting impact, you need to communicate properly with your team.
All three of these tasks do not come naturally for anyone. But the implementation of all three is extremely important for everyone. If you don’t build, they won’t feel inspired. If you don’t love, they won’t feel valued. If you don’t communicate, they won’t feel anchored.
World changers are doing all three, increasing in all three and forcing all three. Not just once in a while, but every week. It’s part of their job. It’s part of their routine. As church communicators, you’re working to change the world. If you want to be effective, you need to intentionally build, love and communicate every week.
Article excerpted and adapted with permission from ChurchMarketingSucks.com.
Recently I was visiting a church in the heart of a retirement community. The pastor got up and was astoundingly relevant. “There are five ways we tell you what’s going on here,” he said. He held up his hand and counted on his fingers: “The bulletin, the sign, the website, our mailer and announcements.”
He paused and then joked, “If you still don’t know what’s going on, then I have a hunch you’re just not with it!”
I don’t know if this was the pastor’s typical practice, but as a guest, it was a huge leg up in knowing where to find the information about how to get involved.
Recently the Table Project, a private social network for your church, announced that it was being acquired by Gateway Church in Dallas. Now Gateway is a big church—one of the fastest-growing in the country, with more than 25,000 people. But a church acquiring a tech company? That’s different.
I love seeing the church do more than Sunday morning. I love seeing the church do more than VBS or neighborhood outreach. I love seeing the church do more than missions. All of those things are great, but I especially love seeing churches giving back to other churches.
Recently, Leadership Journal interviewed me about social media, publishing it under the headline: “Not Tweeting? Repent!" So, in light of the fact that I basically called pastors sinners for not being on Twitter, I thought I should share some tips for getting started in social media.
Choose an Outlet
First, you’ll need to consider which social media outlet to use. My recommendation would be to engage in both Twitter and Facebook. The simple reason—you’re more likely to engage men on Twitter and women on Facebook.
One of the best ways to grow is by hearing critiques about yourself from peers and mentors in relationships you trust. But not all criticism is constructive, and even when it is, it can still be hard to receive.
How you do you know which criticism should be taken to heart and which should be dismissed? And how do you respond to each in a way that promotes growth?
I think there are three things to remember when it comes to dealing with criticism in your life.
The rise of the Internet, new media and mobile technology has ushered church communications into a new digital era. As a result, churches have worked hard to create a flawless user experience, engaged social networks and search engine-optimized websites. But while churches are working hard to keep up with the changing digital culture and reach emerging generations, I fear we’ve left behind a large group of people.
Meet the “unplugged.”
Myth: The unplugged are all senior citizens.
Truth:The unplugged are not just those eligible for the AARP. Simply put, the unplugged are those in our churches who are not regularly visiting the Internet or socially engaged online. They think Facebook is a mystery or a joke. They may have an email address, but they rarely access it. They tend to be employed in vocations that don’t require frequent computer use. To label any one age group as the unplugged is a vague generalization that dismisses the idea that everyone needs access to information despite their tech level.
So, how do we keep up our online strategies while still caring for the unplugged? Think hub and spokes.
I look at communications as a bicycle: two wheels move the bicycle forward (online and offline). Just like you use Facebook, Twitter, email and other tools to bring everyone back to key points on your website, use platform announcements, signage, posters, people and other efforts to point the unplugged toward one central hub that hosts all your communication pieces.
Tips for Creating a Central Hub
Begin With the End in Mind
Undoubtedly, you’ve spent much time thinking through and strategically addressing your online audience. If you haven’t already, consider creating content that can translate easily from web to print. Each page on your website exists because it presents valuable information to the curious churchgoer.
Maintain a Simple Event Registration Process
Keep the offline registration process simple, universal and immediate. Rather than coming up with a different way to register every time, create a one-size-fits-all system that people become familiar with, and point them to the same system for every event.
Each time you announce an event from the platform, be sure to have a universal event registration card in the seatback that can be completed and placed in the offering plate.
One church leader recently told me about a huge push they were doing for an event. They had promoted it, then set up stations in their lobby for people to sign up immediatately. A seemingly brilliant idea! The only problem was that all of their stations had MacBook Pros. People wanting to sign up kept looking for a mouse, a click button and couldn’t navigate the “two finger scroll.”
“We walked away knowing that we ‘over-teched’ the process for our audience,” he said.
Use Face Time
Never underestimate the power of a staff member’s personal invite or time spent casting vision for involvement. Communications is every staff member’s job. Full buy-in from your senior leadership is vital for the rest of the staff to jump on board.
Some Final Cautions:
Remember, it takes both wheels spinning together to make the bicycle move forward, and it takes an online and offline system to move the people in your church toward the unique calling God has for them.
Jon Rogers works with numerous organizations, specializing in communications, graphic design and social media. He is a Creative Missions missionary. Adapted and used with permission from churchmarketingsucks.com.
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