How shall they come if no one tells them?

The best source of prospective attendees and church members is among the acquaintances of existing participants. Inviting friends and family and co-workers to join us in worship is effective outreach. But most churches regularly have opportunities to minister to people with no prior connection to the church.

In some small churches, that could mean a new couple or family will attend every other month. In large churches, new arrivals may come weekly. A review of my own church’s guest book, when the church was still averaging less than 30 in worship, showed a consistent pattern of first-time local visitors about every six weeks. And these were people that none of the regular congregation had invited.

Churches that attract new people usually make an effort to let the community know that it is welcome.

Church signs are a simple way to invite guests. A banner can announce special events. A changeable message attracts more attention than a permanent sign, but even a static list of service times gives a slight invitation to the neighborhood. Our banners for special events regularly drew in unanticipated guests who became regular attendees.

Media advertising can be expensive in large metropolitan areas, but many of our churches have taken advantage of these opportunities. About 40% of our churches used newspaper advertising in 2005, with only about 15% using radio in 1997, the last time all churches reported on this medium. Less than 5% used TV spots. One drop-in guest at our local church noticed our revival ad in the newspaper which told him there was a Church of the Nazarene close to him. Weeks later, he decided to get back in touch with the denomination he was raised in and he came to our church. Such advertising can often be tailored for specific neighborhoods, making it more affordable for the typical church.

Direct mail can inform specific neighborhoods about church activities. Churches on a tight budget sometimes deliver flyers by hand. Such advertising is said to be about 2% effective. That is, sending out 100 generic invitations may yield 2 contacts for the church. Some churches combine this with neighborhood visitation, establishing stronger ties to people in the community.

About half our churches in the US and Canada have Web sites. Rural areas and inner cities are less likely to use this tool, but it can be very effective in most communities.

Increasing numbers of people shop online or get their news from the internet. These same people check the web for stores, restaurants, and even churches. A Web site can be maintained for a small financial investment, but does require time investment by someone who sees this as an important ministry.

What do potential guests need to know?
Someone who attends church without being personally invited needs information. How do I get there? What time are the services? Is there a dress code? Is this church legitimate?

Banners are already on the church property, but any off-site advertising should mention the church name and location. Even people within a few blocks of the church may not normally drive that direction. In most other advertising, it is simple to include at least an address.

Even if the advertising is for a special activity, such as Vacation Bible School or a Friday night concert, a list of service times can be included. At least the major worship service times should be mentioned.

Pictures or videos of people at a service will answer questions about normal attire without specifically telling people what they should wear. In our local church, most of the dropin guests were more formal than the rest of the congregation, probably because they remembered earlier churches where dressing up was expected.

A denominational name is usually a short-cut to credibility, but if space allows then mission statements or doctrinal positions can be included; for example, “A Bible Believing Church”, or “Loving God, Connecting Others, Serving Everyone.”

Web sites can easily include answers to other questions about location, the best places to park, worship styles, smaller group activities, and involvement in compassion and evangelism.

Effective advertising, whether print, broadcast, online, or even signs, keeps the needs of the recipient in mind. What does someone need to know in order to respond? Is there enough information so that someone can attend? Would another few words add important details? When designing surveys, the Research Center tries to do a field test. Asking non-involved friends to review a proposed layout or blurb may give additional insights that will make a big difference in whether people are able to respond.

—prepared by Dale E. Jones, Ken Crow, Richard Houseal