If you ask most churches, they are genuinely seeking how to reach their community. Identifying your target visitor through building a community persona is the first step.
Next, you need to figure out how to reach those you have identified and meet their needs.
One important way to achieve this is through generational marketing. Each audience is shaped by different life experiences, traditions and values and should be communicated to using the appropriate and effective channels.
Building an ideal customer profile is a common business practice whose goal is to identify the type or types of people the business caters to. This involves identifying needs, wants, pain points and more. This type of study into the minds of customers helps businesses market more effectively and offer products and services that really meet the needs people have.
So, how does this relate to your church?
Quite simply, if you can learn to identify those you serve best in the community, you will better understand how to attract them to your church and meet their needs.
For many people in your community, Easter is the only day of the year they’ll show up at church. It’s a great opportunity to reach out to those who don’t think about church the other 364 days of the year.
You’ll want to reach out to your visitors and thank them for coming. Depending upon the size and culture of your church, you may make a personal visit, call them or write them a letter (whether through the mail or via e-mail)—or very possibly do all three.
In fact, if you visit them or call them, sending them a follow-up letter is an appropriate next step. It’ll allow you to give them some more details about your church and guard against the possibility that you’ll forget something important.
What people experience in your church has the power to propel them toward Christ or push them away. What we do matters, and doing it well is essential. From your website to the parking lot signage, more than likely your first-time guests have gotten an earful before they’ve even heard the first word of your sermon.
Here are a few time-tested proven how-tos for engaging your community:
Tim Stevens shared a great post recently about “The New Normal Project” at Granger Community Church. It was a post written about what used to be known as stewardship campaigns. You should check out the full article.
This is the quote that grabbed my attention:
“We had very few extra events (i.e. banquets, home meetings) and focused everything we could around the weekend services. People are very busy with very good things—and most of them can only give us one shot a week. That doesn’t mean they are unspiritual or don’t love Jesus or the church. It just means they are living their lives, investing in their families and contributing to society.”
Tim was writing about their specific project, but I think we as church leaders need to be challenged by Granger’s learning. Generally, churches are very event-driven. We are a one-trick pony.
What do you do when your church no longer looks like the community that surrounds it?
Focus on what your church does well. Don’t try to be something you’re not. If your church is primarily made up of elderly folks, decide to become the most effective ministry to senior citizens in your community that you can possibly be.
Don’t try to be a church for young families. Strengthen what you’re already doing and don’t worry about what you can’t do. Keep doing what you’ve been doing—just do it better. Chances are that there’s an unchurched pocket of people in your community that only your church can reach. Find those people—and reach them.