Here is the rest of my interview with Kelley Hartnett of March Hare Creative – the importance of communication.
We’re hearing more and more about branding these days. That seems like a very business-oriented concept, so why do churches need to be concerned with it?
I once heard the word brand associated with the word promise. In essence, a church’s brand is a promise to its community: Who we say we are is actually who we are.
When I complete a Generosity Audit for a client, the deliverable is a multi-page report that addresses strengths and weaknesses, followed by a 6-9 month strategy to address those areas of weakness.
The church’s communication approach is almost always a topic covered in the report and resulting strategy. It is something every client attempts to do well, but most have opportunities to improve how and what they communicate as well as which channels they use use to distribute that information.
What are you saying? How are you saying it? Is it being received? Are you using all the mediums available to you to reach your audience? Most likely, you are not.
Your congregation is likely to consists of a wide age range of people. Each of your generational groups prefers to receive information in different ways.
Be it Gen Y or the older population, they are more than eager to contribute to a cause that they believe and identify with.
Over one million nonprofits exist in America today. Nonprofits compete for discretionary dollars. They invest time and money in telling their donors and prospects why giving to them is an important and effective use of their charitable dollars.
A recent survey indicated that 89% of Americans give. What percentage of your active members and attendees give? If it is less than 89%, then there are people in your services who believe that their charitable dollars are better used elsewhere. Begin a conversation that regularly tells all the good things that happen when people give to your ministry. Then listen for an even better conversation.