To grow your congregation, don't push your vision too soon
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I love Chick fil-A. In fact, I regularly drive out of my way to get to their restaurant.
While driving, I start thinking how amazing everything will taste. The perfect combination of a soft bun with rich buttery flavor, the crispy moist fried chicken, that's topped with tangy pickles. My mouth is watering as I drive.
I turn into the busy parking lot and I'm amazed at the multitude that want Chick fil-A when I do. I finally find a parking spot and as I get to the door, I smell their food and can hardly wait for the friendly cashier to retrieve my chicken sandwich.
I open their door and I'm surprised by someone right inside. "Hello! I'm the manager. I'm glad you're here!" I respond with a smile. "Nice to meet you, I'm here for a chicken sandwich!" He replies quickly, "Awesome! We're known for our chicken sandwiches. We invented them."
As I try to pass to get in the order line, he stops me with, "Before you get your sandwich, can I first tell you whywe make our chicken sandwiches?"
I blink incredulously at him. I'd waited and anticipated my lunch. And quite frankly, I don't really care why they make chicken sandwiches, I just want one! This manager is a barrier to my lunch.
OK, so what does this fictitious story have to do with anything? No Chick fil-A manager would ever do this, because they know most are attracted by their food and not their mission.
Many church leaders work for days creating a long, pithy, mission and/or vision statement describing why a ministry exists, where they're headed, and why people are devoted to them. The problem? Like entering into a restaurant, people are there for a product (or service) they need. Leading with a vision and/or mission statement can become a barrier to getting the actual product!
I just want a chicken sandwich. Most people from your community want something specific when they're looking for a church.
So, don't lead with your mission and/or vision message to newcomers. These are internal concepts for fully-committed members.
If you still believe the mission and vision should be prominent, maybe you could try varying the timingof promoting your mission to new people.
Rather than promoting your mission/vision (the WHY) right away, try promoting the WHAT when attracting people to your church. After they've attended for a while, they may be more interested to learn about the WHY.
 | Mark MacDonald is a communication pastor, speaker, consultant, bestselling author, and church branding strategist for BeKnownforSomething.com empowering thousands of pastors and churches to become known for something relevant (a communication thread) throughout their ministries, on their church websites and social media. His church branding book, Be Known for Something, is available at BeKnownBook.com. Learn More » |
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