For many of us, walking through the church doors is a familiar experience. We may worship and work there weekly, and we know what to expect. It’s easy to forget what that is like for someone who has never been to your church, or perhaps any church. Effective communication can help strike the right balance of information and inspiration, leaving visitors with a yearn to learn more.
Build excitement before a visit
Communicating with potential visitors begins before they step foot in your building or visit your online service. Online tools are key to this important first look.
Your website should have a dedicated section for new visitors letting them know what to expect, whether visiting in-person or online. This section might include a short welcome video from the pastor that gives new visitors a feel for your church.
For in-person visitors, useful information includes details on parking, childcare, accessibility offerings (such as wheelchair ramps, ASL, and translation services) and coffee/social times. It should also include information on worship elements, such as how long the service is and whether there are any special elements (like communion).
Online visitors should receive direct links to access your streaming service, clear instructions on the use of the chat function, and an online connect card if they want to receive a follow-up.
Social media can also help guide potential visitors. Consider posting a weekly welcome message for new visitors featuring your pastor’s welcome video or a photo gallery of life-at-your-church. Encourage your congregation to share these posts on their own channels to increase reach and visibility of your church.
Above all, make sure your messages are welcoming to all, including those who have never stepped foot in a church.
Welcome visitors in-person and online
When a visitor enters the building or the livestream, they may be a little uncertain about what’s next. Provide your in-person welcoming team a simple, well-designed New Visitor flyer to orient them. This flyer should include high-level information about your church, such as service times and types (traditional, contemporary, mixed, etc.); Sunday school and other class offerings; volunteer opportunities; and a way to get more information. Make sure to always include the church name, logo, address, URL, and phone number.
When possible, direct people to your website for more information. This allows for real-time online updates, and avoids the problem of inundating people with too much information too quickly.
If your church provides connect cards, make sure to ask if people would like someone to follow up by email or phone call. Budget permitting, a welcome magnet or bookmark with service times, website URL, and social media information is a nice touch and can be a good reminder for them to engage with you online and visit again.
For your online service, have someone monitoring the chat in real time. Post a link to the New Visitors page and the New Visitors flyer, and ask if anyone is visiting for the first time. If so, welcome them and ask if they would like follow-up after the service. This is also a good time to ask if people want to be added to the newsletter email list.
Keep the connection going
Once worship is over, it’s time to set the stage for positive follow-up. New visitors may want some time to consider their experience. Your team can help by creating periodic touchpoints with them.
A welcome letter from the pastor, whether emailed or sent by regular mail, is a nice way to let visitors know their presence was noticed and embraced. This communication should be warm and inviting, bear the pastor’s actual signature (if sent by hard copy), and be sent within a day or two of the visit.
Another touchpoint could be a QR code to a short survey included on the New Visitor flyer asking people to comment on their experience and share their needs and interests. This reflects intentional engagement and is a good practice after any church event.
Other methods of follow-up communication include adding people to your weekly email newsletter (if they have opted in to email communications), and engaging with them on social media (if they begin following your channels).
As your church works to engage with the community and build a culture of welcoming new visitors, your church communications team can play a critical role in that process.
Rebeca Ervin has more than two decades of experience as a journalist and legal and nonprofit marketer. She enjoys working with teams to implement strategy and vision through strong and effective communication. Rebeca is a lifelong United Methodist and native of San Antonio, Texas. She has a Bachelor’s degree in Social Anthropology from Harvard University and a Master’s in Theological Studies from the Iliff School of Theology. In her free time, Rebeca enjoys photography, writing, traveling abroad, and spending time with family.