Communication experts tell us that it’s critical to understand our audience. Whether we’re giving our teenage daughter a lesson in changing a tire, persuading a friend to support a particular cause or campaign, or selling a product or service to a client, it’s helpful to understand our audience’s frame of reference: educational background, interest in the subject, relevant technical knowledge, economic circumstances, and so on.
As we think about helping our church families expand their generosity, we ought to take seriously that same principle of knowing our audience. After all, how are we to help people move if we don’t know where they’re starting?
In this series, I’ve been writing about accelerating generosity through storytelling. I’ve explored the “why” in Part One and the “what” in Part Two, so now we’re ready to dive in to the “how.” In a later post I’ll tackle how to share stories, but first we have to find them.
When we’re first developing a culture of storytelling, we can’t simply cross our fingers and hope for spontaneous e-mails with subject lines like, “My life is completely different now that I trust God with my finances” or even “Your women’s retreat saved my marriage.”
(That would be great though, wouldn’t it?)
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.