How to use today’s real-time connectivity and community to extend your church’s reach
Last month was my birthday. Because of social media like Facebook, I got more birthday wishes than I ever got cards in the mail. A few weeks ago a friend of one of my friends was in dire straights. Her husband had been in a motorcycle wreck and lay in a coma in the hospital, yet people instantly began praying for him.
Because of Facebook and how connected we are today with smartphones and tablets, we can hear about and respond to the burdens and celebrations of life in real time. Gone are the days of hearing about a prayer request for the first time in the Sunday bulletin.
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.