The 7 Secrets of Church Communication that Works

by William Cowles

Few things are more important to engaging and participating in the life of a church community than its communication. Through a variety of media arteries and veins, communication circulates the lifeblood of what a church group believes, how it lives, what it offers, what it needs, who it prays for, and where it’s headed in the future. For a church, communication is, in one word – everything.

So, why then does church communication have such a bad reputation – and deservedly so, in most cases? Because well-intentioned ministry leaders and church communicators fall into two traps:

1.      They forget who they need to communicate with. For most church Websites, newsletters, bulletins, etc., it’s all about delivering information to people on the inside – people who know your language, your people, and how the church works. In short, people who can get all of that information in a myriad of ways. But, what about strangers? Potential visitors? People in need of a church? When your church communication is delivering messages only to its own masses, the opportunity to serve strangers, seekers, and searchers is lost – probably forever. And you’ll never know it.

2.     They are polite and forgiving. That’s not an indictment of Christians, but the real problem is that bad communication produces bad results. When ministry leaders and church communicators create, or allow others to get away with, unclear, unfocused, incomplete, and off-target communications, it produces reader inertia. When people don’t understand why you want them to do something, they usually do nothing. Someone has to be the watchdog for people who don’t have a clue who you are, what you do, or why.

There are thousands of examples of bad church signs, newsletters, and Bulletins that are full of errors. Most church members just chuckle at the unintended innuendo and then pass it off as the expected result of a lower standard. “As long as I don’t have to do it, it’s OK as is.”

But the real problem is not just offending English majors. The real issue is – people don’t understand or respond or participate in the life of the church. They don’t remember important announcements. They don’t sign up to volunteer or join groups. They overlook opportunities to be generous. They don’t serve. They become numb to the same old, same old stuff presented in the same sloppy, confusing, and uninteresting way each time. And, they don’t grow into effective disciples.

It doesn’t have to be this way. Church communication is too important to leave unsupported. So, over the next several weeks, we are going to reveal, explain, and demonstrate the 7 Secrets of Church Communication that Works.

Here’s a preview of the lineup, so stay with us and help turn church communication into the world’s most envied profession:

#1 – “Why” Is Number One. People need to know “why” – it’s a basic principle of adult learning. If you can’t simply and clearly explain why you want people to attend, to give, or to serve – you shouldn’t ask.

#2 – When It’s Sloppy and Careless, It’s Wrong! If you don’t care; why should they? Look at everything you write through the eyes of an ignorant outsider – someone who doesn’t know your church. If your communication is a mess, what conclusion do you draw about the rest of your church?

#3 – You Don’t Get When You Don’t Ask. You have to ask for what you want; don’t make them guess. People can’t read between your lines or connect your dots for you – you have to do it for them. Every time.

#4 – Nobody Understands Religious Mumbo Jumbo. Church terms and religious-speak limit understanding. It doesn’t really matter how many years you attended church, the majority of Christians get confused by ritualistic, liturgical, theological terminology (see what I mean?) People who are still trying to figure out church will shut down in a heartbeat when you start pummeling them with terms such as Eucharist, justification, and narthex.

#5 – Assertive Language is Actionable Language. Too nice and too polite are too easy to ignore. Passive language apologizes; aggressive language offends; assertive language engages. We need to know the differences and how to apply them.

#6 – If It’s Too Long or Too Short, It Won’t Work. When is enough, enough or too much? This can be subjective, based on the church’s preferred style. Headie groups are better equipped to read and listen at length. Heartie groups learn better with sound bites. Advocates just want to get into action. Mystics can be content either way.

#7 – Boring Must Be Banished! It’s the quickest way to be ignored and rejected, but, how do you know if what you’re communicating is boring to others? We’ll share some great examples of terrible communication, and then fix them.

As we go, I’m sure you’ll have examples, ideas, and opinions to share. This is an open forum, available for everyone’s input, so leave a comment to share with others. Let’s keep the communication going.