When assessing a church’s communications ministry, I often start by stepping into the building on a Sunday morning. I’m seeking the story of what makes your church unique. Where is your passion? How is your church engaged in the community? My goal is to ultimately determine how well your message conveys the answers to these questions.
Based on experience, the rack of church brochures is an effective gauge to measure the overall health of communications ministry at a church. With one quick glance, I’m able to see if a methodology is in place to oversee consistency, content, and messaging. Ultimately, your rack of brochures is telling a story to first time visitors:
- How is your church involved in the community?
- What do you believe?
- What is your brand message?
- How does your church function? Are you cohesive or working in silos?
- Is this community of faith Christ focused?
What must be realized about printed brochures is that they aren’t as necessary as they once were. Truth be told, most first time visitors have more than likely read all the same material on your website before ever stepping foot in the building. I’m not saying you should stop producing materials for the visitor, but assess if the materials you are producing share the authentic story of your community of faith.
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