A few months ago, I put together all the random natterings I do in my live training events on “the dreaded ‘shhhhhh'” and it’s been my most popular post ever. You can read it here.
One of the other things I get asked about a lot is COMMUNICATION, and so I reckoned I’d put together all the random natterings I do in live events about that topic as well.
For much of this, I have to thank the Revd Dr Sandra Millar, of the Life Events team, for the basic training she’s given in follow-up and invitation, based on her research and her marketing background. You can find the Life Events stuff here.
I also have to thank Becky Guynn, the Families’ and Children’s Minister at Christ Church in Bedford, who did some stuff on marketing at one of our Getting Started events.
Okay. So, how do I get people to come to church?
You invite them.
And then you invite them again.
I know that sounds simple, and fundamentally, it is. Think about where you’re initially making contact with people, then make sure you gather their contact information (with their consent), and then let them know about what’s going on, that they might be interested in.
Those are the basics.
Here’s an example of how it could work in practice:
When a family comes to you for baptism, you have a box for them to tick on the baptism application, saying it’s okay to contact them about events at your church. Once that application is received and hopefully the box is ticked, you add them to an email mailing list (for example, in Mailchimp).
You also have little sheets of paper at things like Harvest Festival and your Crib Service, which people are handed when they come in, and say something like, “welcome to our Harvest Festival! We’re so glad you’re here. We’d love to invite you to other events – if this is okay, please fill in your details below.”
A sidesperson is on duty to gather in these slips as people leave the church at the end of the service, and pass them on to be added to the mailing list.
When you have an event coming up – e.g. a Mothering Sunday service – you send out email reminders to everyone who’s allowed you to have their details. You may send out one big mailing, or you may change it slightly for different audiences. Send out a reminder maybe a month in advance, another a week in advance, another with 48 hours to go. Having templates or standardised wording can make this as easy as possible. (nb: for privacy reasons, if you’re using regular email and not a programme like Mailchimp, put your own email address in the ‘To’ field and have every other email address in the BCC field, so nobody can see who else the email is going to.)
Okay, so print media is dead and it’s all email now, is it?
Nope! You can also print out leaflets for your events, and, especially if you have a lot of foot traffic past your church, use your noticeboard. Dr. Millar says it takes seven different contacts for someone to take one action. Just think – you don’t book cinema tickets the second you first see an advert on the side of a bus, do you? You note the poster and think, “ooh, that looks good.” Then you see a preview, and go, “oh, yes, I must remember to go to that!” Then you see another poster. Then your friend mentions they’d like to see it, and you think, “yes, I keep meaning to see that!” And finally, eventually, you buy tickets.
If you have connections in the community, with schools or businesses, ask if you can leave leaflets out in their premises. Many chain coffee shops, and some supermarkets, also have Community Notice Boards where people are allowed to put up flyers. You can also, if you have the volunteers, individually leaflet every house in the parish, but this may be reserved for once or twice a year only.
Announce your event at services – and if you have multiple congregations, don’t assume they won’t be interested in each other’s events. If your Sunday morning congregation is doing an All-Age Mothering Sunday Service, your Messy Church families might like to come, and vice versa. Mention your church’s pancake party at your Baby and Toddler Group. Cross-pollinate your events.
Are there any places in the parish that might specifically be interested in this particular event? One church I’m working with is planning their first ever pet blessing service – if you have a veterinary surgery or a pet shop in your parish, get in touch with them and see if they can take leaflets or promote it for you.
A note about leaflets, from Becky Guynn – every leaflet should have your church’s logo on it, and contact information. Ideally, they should all be in the same colour scheme, and roughly the same layout. This will create a recognisable “brand” for people in your community – “oh yes, that church with the red and orange lettering, and the logo with a boat on it – I’ve seen their stuff around.” Our memories are very visual – make it easy for people to remember you and connect you with things they’ve seen before! See below for how I’ve put this into practice with some of our events:
There are also success stories of using paper invitations to invite baptism families back to events. The Church Print Hub has some ready-made ones you can buy and add your own details onto. If you have large numbers of baptisms, a small group could work on writing the invitations so it’s not the vicar doing it all – possibly the PCC could spend 15 minutes of a meeting doing this.
What happens after the event itself?
There’s stuff you can do even at the event itself. Not just gathering in new contact details, but taking the time to mention what you’re doing next, and invite people.
So if you have families who have come to a Harvest Festival, include the date of your Remembrance Sunday service, or your Crib Service, or whatever is your next big thing, in the materials on the day itself, and mention it during the service. You can also pitch your Toddler Group, your Messy Church, or your wonderful Sunday morning services.
After the event, you begin again – add the new contacts to your mailing list, print off new leaflets for your next thing, and start getting the word out.
That sounds like a lot of work.
It may take some time to make sure it all gets set up – to create a basic leaflet template, set up a mailing list, brief the sidespeople on gathering in contact details, figure out how to use Mailchimp. But once the system is in place, it’s simply doing the same thing over and over again for each event. It becomes much more routine.
If you want a short video tutorial on how to use Mailchimp, you can find it here.
Do I have to know all about Facebook and Twitter now in order to get people to come to church?
Social media is useful, but not essential. However, here are a few ways you can use it that might be helpful:
- If your local area has its own Facebook group, where people get together routinely to complain about potholes, ask about car boot sales, get recommendations for plumbers, and publicise their Pilates studio, why not join it? Don’t just use it to post adverts for your church and run – engage in conversations about other topics, and when your church is doing something, post about it there. You might get some sarcasm in the comments section, but people have endured worse.
- If your church has a Facebook page, use it to promote your events, but recognise it will mostly be seen by people who already “like” it. You can make the most of this by setting up Facebook Events from your page, inviting everyone who likes your page, and encouraging them to invite others. You’re most likely to be reaching parents, not young people themselves, on Facebook.
- Twitter is useful primarily for conversations and connections, rather than to flog a specific event. If you engage with it regularly, and reliably, and get to know people, and build a following, you may find you start getting an audience for when you do post information about events – but this is a long-term strategy, not a quick win.
What about our website?
For most people under 40 – so this includes a lot of parents – they will Google you before they contact you. This means your website is your new front door.
Make sure the front page – the VERY FRONT PAGE – has:
- Where you are and how to find you.
- Your service times.
- Any upcoming special events – and I don’t mean your Holy Week schedule from 2011.
- The contact details for getting in touch with the vicar or parish office.
You get bonus points if you have a photo on your front page that has people in it, and not a beautiful panoramic image of an empty building.
And you might want to consider including a “first time in church?” page, easily accessible from the main page. Ally Barrett’s blog has some tips on how to make a good one.
Your weekly newsletter, and the 10,000-word essay on the history of the church building, can be a few clicks away. They’re not what first-timers need.
Okay, I’m feeling a bit overwhelmed. This seems like a lot to do. What do I do first?
Establish a system for INVITATION, COLLECTING DETAILS, and SIGNPOSTING, which you can then repeat ad nauseum every single time. This checklist might help.
So you have a family-friendly event coming up! Hurrah! Have you:
BEFORE THE EVENT:
- Made a leaflet, with the church’s logo, and basically the same layout and colour scheme as all your other ones, and contact details?
- Sent an initial “hey, we’re doing this thing!” email to everyone on your mailing list?
- Distributed the leaflet around your community, to every business/organisation/school you have a connection with?
- Put it up in coffee shops, supermarkets, your noticeboard? If people hire your church hall, will they see it when they come in and out?
- Sent a second, follow-up, “hey, we’re doing this thing!” email?
- Sent paper invitations if appropriate?
- Announced the event in all your services and groups?
- Prepared “we’d love to contact you” sheets for people who come to the event to give you their details?
- Figured out what your next family-friendly event is, after this one?
- Sent a final “we’re doing this thing, really soon!” email?
AT THE EVENT:
- Briefed the sidespeople, so they know to pass out and collect back in the “we’d love to contact you” sheets?
- Announced the next event after this one?
AFTER THE EVENT:
- Added any new contact details you gathered from the event to your mailing list?
- Started the process again for your next event?
This is simply a question of building habits. Once you get used to it, it will become routine, and people will get more used to hearing from you, which means you’ll be higher in their minds! Good luck, and be persistent!