Church Communications Assessment
The point is that changing the means always alters the ends. As we transition from one technology to another, we never arrive at exactly the same end point. As Christians, we often say, “the means change, but the message stays the same.” However, while it’s true that the gospel message never changes, the means by which that message is communicated does, in fact, bring with it additional ends. Much of this is due to the fact that like all other things we create, our technology brings with it a set of values.
John Dyer, From the Garden to the City
Ministry and discipleship within local congregations is all about relationships. Many church leaders are using familiar and convenient means of communication in order to maintain those integral relationships. These methods are often added a bit a time, with some methods being utilized more heavily than others. It is not often that church leaders step back to assess how they are communicating in order to maintain and develop these vital relationships for discipleship and evangelism. Part of what we do at the 412 Project is to help leaders take a step back and consider both the methods and means of communication. How are these channels being used in a healthy way, and in what ways could they be improved? Ae the means that are being employed for communication keeping the message the same, or are the nature of those methods actually changing the meaning?
When considering channels, we first want to understand the audiences that messages are being sent to.
Internal
- Sent primarily to active members of the church community.
- Connects congregation.
- Keeps members/staff aware of up-to-date church activities.
External
- Sent to target audience who are not members of church.
- Visibility for the church to those outside.
- Resources for those who need them.
These two audiences these for these communications are sometimes reached through the same messaging, but often they are given different language and details based on their needs and previous interaction with your organization. These channels can then be separated into two categories: broad and narrow. The broad channels tend to be more of a broadcast to large groups with messages meant for the general audience (though sometimes they can be more segmented to specific groups). Narrow channels are more personal and aimed towards either an individual or a select small group.
Broad
- Website
- Social Media (FB, IG, Twitter, Youtube)
- Email Newsletter (Mailchimp, Planning Center, Breeze)
- Sunday (Slides, Stage, Signage, Handouts)
- Phone (Group Text, App, Push Notifications)
Narrow
- Individual Social Media (FB, IG, Twitter)
- Personal Email
- Sunday (Conversations and Invitations)
- Phone (Personal Text, Phone Call)
Most often, organizations tend to focus much more on the broad channels, spending their time and resources on developing these methods of communication. The thought is that, the more people you can reach at once, the more effective that communication will be. These methods do tend to be a bit more of a shotgun approach, with the percentage of effectiveness being significantly lower than a more narrow focused approach. I would argue that much more focus needs to be placed on the narrow methods of communication. These methods are much more personal, much more genuine, and have a significantly greater effectiveness. This is especially true in a church setting, where relationship and discipleship are so important.
At the 412 Project we are here help to dig in and assess communications and to try to understand how to be more effective in connecting congregations, neighborhoods and leaders with effective methods.
A quick way to look though your current communications and to make a list of all your internal, external, broad and narrow channels. Then, looking at those channels, ask of them:
- Which channels are most effective?
- Least effective?
- Being under-utilized?
- Being over-utilized?
- Who is leading each of the channels