Mark MacDonald
The holiday season is a perfect time for churches to connect with the congregation as well as potential first-time guests. With increased opportunities for engagement during this busy time, effective communication is crucial.
Here are five dos and five don’ts to make your holiday church communication effective.
With increased opportunities for engagement during the holiday season, effective church communication is crucial.
5 Dos
1. Do plan ahead
The holidays are busy, so create a church communication calendar well in advance. Plan your social media posts, emails, and announcements early. A work-back schedule before Thanksgiving, Christmas, and New Year’s will help eliminate the stress of last-minute demands. Good work takes time.
Tip: Use tools like Google Calendar, Asana, or Hootsuite to schedule emails, social posts, and videos. Hootsuite will even help you post at optimal times.
2. Do prioritize branding consistency
Holiday church communication is a great opportunity for first-time guests to experience your church. Make sure your brand (visually and with a beneficial thread for messaging) is consistent across all channels. Holiday events often woo unchurched visitors.
Tip: Use brand colors, fonts, and thread in all holiday graphics and print materials. If you have a Christmas design or theme, allow your church brand to be visible with your Christmas design.
3. Do focus on invitations
The holidays are the perfect time for inviting your community to church, so make sure you’re encouraging your church members to invite friends, neighbors, and family.
Tip: Create simple, shareable social graphics members can repost on their social media. Also, design simple, printed invitation cards members can give out at work or to their neighbors.
4. Do highlight next steps
Guests may come to a special service, but the goal is for them to come back. Make it clear what their next steps are, whether it’s attending a newcomers’ class, meeting the pastor, joining a small group, or signing up for a post-holiday event. These all need to be planned early.
Tip: At the end of your holiday services, offer a clear call-to-action (CTA). Always act like there are visitors in your services. Resist using internal language like acronyms or branded terms many wouldn’t understand.
5. Do emphasize thankfulness
The holiday season is the perfect time to thank your congregation for their support, prayers, and engagement throughout the year. Gratitude builds a strong community.
Tip: Send a “thank you” email, letter, or video, expressing thanksgiving for members and inviting them to continue serving in the new year. And give reasons to participate in your end-of-year giving.
5 Don’ts:
1. Don’t overload information
““Keep communication clear and focused. Concentrate on the “why” of something and not all the details.” ”
It’s a busy time, so bombarding too much information will overwhelm. Keep communication clear and focused. Concentrate on the “why” of something and not all the details.
Tip: Keep emails and announcements concise, highlighting no more than one or two key things. Provide website URL or links for more details instead of having everything in a message.
2. Don’t neglect your online presence
Many people check church websites and social media before attending a service. Have a clear path and reason for them to watch online or attend in person.
Tip: Ensure your website and social media are updated with clear holiday schedules, directions, and special event information. And an about page that tells your story so it’s compelling to attend.
3. Don’t deviate from your brand
While it’s tempting to go all-in on holiday themes, straying too far from your established branding can confuse or alienate your regular attendees and new guests. Be known for something that works year-round and also accompanies your holiday theme.
Tip: Add simple holiday themes without compromising your church’s visual identity (and brand promise). Holiday messages can be festive but should still feel like an extension of your overall church brand.
4. Don’t overuse internal language
Guests who only attend church during the holidays may not be familiar with deep religious terminology. Keep your communication simple and approachable. Concentrate on their needs, concerns, or goals. Be known for love by offering solutions they need now.
Tip: Avoid religious phrases without explanation. Instead, use clear, beneficial language.
5. Don’t forget follow-up
After the holiday rush, it’s easy to forget about follow-up. But for new visitors, the days after Christmas are critical for helping them feel connected. January can be a lonely time.
Tip: Have an established relationship pathway to contact guests within a week or two after the holidays. A simple “thank you for visiting” email with information about upcoming services can make a big difference.
““Have an established relationship pathway to contact guests within a week or two after the holidays.” ”
Give them a reason to return for something that interests them. Or something to download online. This requires a plan to capture personal information when they attend (e.g. a welcome card to receive a gift or a form to download a pdf that they’d want to learn from).
Can’t get everyone’s information? Create a general “thank you for visiting” post on your social media with a clear call to action.
Mark MacDonald is communication pastor, speaker, consultant, bestselling author, church branding strategist for BeKnownforSomething.com, empowering thousands of pastors and churches to become known for something relevant (a communication thread). His church branding book, Be Known for Something, is available at BeKnownBook.com.
A version of this article originally posted on LifewayResearch.com.
Let’s not grow weary in doing good and sharing hope this Christmas season.