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4 Audiences that should shape your communication strategies

One of the greatest challenges for churches is how to communicate with people. A key issue in the question of communication is the audience. Do you know who your audience is? Each church has four different audiences that you need to be able to communicate effectively with. Those four are your members, your regular attenders, your guests, and your community. This article is going to identify some important thoughts and strategies related to each of these four categories.
The first are members but before I go any further on this audience I want to address the fact that not every church has a formal membership process so the distinction between member and regular attender is meaningless. Let me suggest that for those churches who do not have a formal membership then think of this category as your donors or supporters. You could also think of them as your volunteers. This of course would mean that the second audience would those who attend but are non donors, non supporters, or non volunteers. And for those of you who are already complaining that as a pastor you do not know who your donors/givers are and who they are not that isn’t necessary to practice these principles.
This audience is your core. They care and are committed to the health of the church. They want to know what is happening in the various ministries. They care about the health of the missionaries. They are the most likely to read those missionary newsletters. They will attend your business/member meetings if you have them. They want to read the minutes from business, board, and committee meetings. Make sure that all of this information is available to them. For many of them membership is equivalent to responsibility for the church and if they don’t feel informed about what is happening in their (yes read ownership into that) church then they will feel the staff and/or leadership is trying to hide something from them.
They should be able to receive financial updates as well as ministry updates. You will communicate a higher lever of detail to this group than you will to anyone else in your church. The biggest mistake that is made here is that this group thinks that the information they want and need is what everyone wants and needs. This is not true. The rest of your audiences do not care about the minutes from the flower committee meeting. The information that is just for this audience doesn’t go on your website, social media, or even in your bulletin. Make it available to them but do it in such a way that it doesn’t confuse your messaging to the other four audiences. The other mistake here is to not communicate what this audience needs because you don’t want your guests seeing your financials. Even if you are trying to be thoughtful in what communication goes to the community or guests you cannot avoid communicating clearly with your membership. You just have to find a different way to communicate it. That will be part 2 of our Communication Strategies that Work series.
Primary Communication Tool: Email, Newsletter, Printed Reports
The second group are your non-member regular attenders. This audience is also a key group in your church. Depending on your volunteer policies some of this group may be some of your most dedicated volunteers, they just are not members. Or they are not currently financial donors but they still volunteer. So depending on your structure this group is essential your individuals who are somewhat engaged in the mission of the church but not as engaged as the first audience.
This group is less generally less concerned with reports, minutes, and budgets. Some of them will care and will appreciate this information but chances are if they are in this group they are typically not as concerned with that type of information. This group wants to know that their efforts, time, energy, finances are going to make a difference. They aren’t going to give and serve just because they signed a membership covenant.
This group needs to be inspired to get more involved. Communication to them should be positive, realistic, and inspirational. How would their presence, their volunteerism, their generosity make a difference? What are the opportunities that they might be missing out on. How do you take them from attending and receiving to serving and giving. These are the messages you want to target them with.
Primary Communication Tool: Bulletin, App, Flyers (Digital or Print),
The third group we need to communicate with is guests. You will have two primary categories of guests in your church. First is those who are already Christ followers and are looking for a different church to connect with. Either they have moved recently or something at their previous church is no longer working for them. The second is those who do not know Jesus but have been invited by a friend, coworker, neighbor and are checking it out. They have sensed that there is something different about the person who invited them and they are curious because they think God might be at work in their life too.
Almost without question the former in this group has been to your website before they ever step foot on your campus. Think about it. When you are travelling how do you pick a restaurant, venue, or church to visit. You research them online. Why would you assume your guests are any different. Your website is your new front door for your guests. Less so, I would say for the latter. The front door to your church for the spiritual seeker is the person that invited them. There is nothing more attractive to someone visiting your church than one of your members/attenders
Do not overwhelm your guests with unnecessary details on your website, or your campus signage. Keep it simple and to the point. Make the mission clear and give them what they need to navigate their first visit. Follow up communication is also key with his group. Moving individuals from this audience to the previous audience of regular attender is absolutely essential if your church is going to grow and thrive.
Primary Communication Tools: Website, On-Campus signage, Welcome/visitor packets
The last group and one you may not have thought about is your community at large. This audience has never been on your campus and depending on where your church is at they may have no interest in visiting you in person and could quite frankly care less about what you are doing. So why should you care about how you communicate with them? Because they are the mission field.
What they see when they drive by your campus may be the only impression they ever have of your church or of the Kingdom of God for that matter. So what does the physical appearance of your campus say about you? Is your community or neighborhood benefitting from the presence of the local church? Is your church sign easy to read and understand?
What are you putting out on social media? This is often a close second for community exposure for your church. It used to be printed advertising but now the digital outlets will hit people more often depending on how you use them. What does your social media presence communicate to the community about who you are, what your mission is, and the God you worship?
If there is something that catches their eye the next place this group will go is the website. This website visit will sometimes move this person into category 3 of visitor. In this day and age of broadcasting live services it is not uncommon to have someone visit digitally for a significant number of Sundays before they ever visit in person if they ever do. This also means that some of the people who you assume are in this category for you are actually in category 3. So how you communicate to that subgroup needs to be thought through as well. Whether you like it or not you may have some form of an online campus you have no idea about.
Primary Communication Tools: Social Media, Website, Street Signage
All of my 27 years of ministry experience has come in established churches with formal membership and at least one annual business meeting. This is probably reflective of what I have shared in this article. In established churches we tend to spend most of our time on how to communicate to the core or members and we rarely think strategically through categories 3 and 4. The leadership challenge for pastors of established churches is how do we still effectively communicate with categories 1 and 2 while beginning to prioritize communication strategies for categories 3 and 4 so the church can actually begin to grow. Would you add additional audiences? What strategies would you include?
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