When it comes to effectively communicating with your members, there are dozens of resources and strategies a church can use. However, Tyler Braun recently shared a post that provides a much-needed reminder when it comes to effective church communication. In the post, Tyler highlighted a communication principle that is often overlooked or forgotten:
“Until people know why the thing you’re sharing makes a difference in their lives, they’ll rarely follow through with what you tell them.”
All too often in our efforts to inspire our members to act, we forget to explain how it will make a difference in their lives. Whether it’s encouraging them to invite a friend to church or give to a new capital campaign, we spend so much of our time trying to make the ‘what’ as motivating as possible that we completely forget to communicate ‘why’ a person should be interested in taking action in the first place.
Here are a few examples of what this might look like within your church:
- A bulletin that’s filled with volunteer needs to be filled instead of one that communicates how a person can make a difference through volunteering.
- A letter asking for people to give to a new building project that doesn’t include how their money is going to be used to impact the community and reach more people with the Gospel.
- A uninspiring stage announcement that asks people to ‘invite a friend to church next week’ but doesn’t include a testimony from someone who can say, “I took a chance on inviting my neighbor to church six months ago, and here’s the difference it has made in both our lives since then.”
Do you see the difference between the two strategies? Granted, no church leader intentionally forgets to communicate why something is going to make a difference in the lives of their church members. The habit often develops over time as we continue to engrain ourselves in the church culture and let the stress from the responsibilities of ministry build up.
Sometimes all it takes is a little cue to remember that the most critical element in any church’s communication strategy is to communicate that they care about their members. This goes for every form of church communication. As you continue to inspire your church members to live out their faith, give generously, and love unconditionally, be intentional about communicating why it is important and how it is going to make a difference in the lives of your members.
Have you struggled to inspire your members to take action in the past? How has this principle made a difference in the response rate of your church members?