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SENDRECEIVEA Quick Guide for Maximizing Your Ministry Communication

KEVIN MCMILLAN

SPECIAL OUTREACH EDITION

SENDRECEIVEA Quick Guide for MaximizingYour Ministry Communication

OUTREACH EDITION

2014 by Kevin McMillanALL RIGHTS RESERVED

SENDRECEIVE was developed, written,and designed by Kevin McMillanand revised with Outreach, inc.

Outreach.comKevinMcMillan.com

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A short introduction...

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Communication is one of the most important things we do in ministry. Unfortunately, we have so many other things demanding our attention that it is hard to find time to perfect

our communication. Therefore, we tend to rest on traditional approaches or popular methods. SENDRECEIVE was created to quickly guide churches and ministries who have little free time through the foundational (and most important) elements of communication, marketing, and design. Each section involves parts of education, encouragement, and evaluation. The ultimate goal is to empower you to look at your unique situation and decide what is best for YOU.

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One more thing...

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Communication is more than your website or bulletin. Throughout this booklet, I will primarily use the term communication to refer to the relay and/or reception of information as well as the plans, processes, research, decisions, evaluations, and strategies involved (marketing) along with the actions and tools of promotion (advertising). Therefore, my use of communication is a very broad term that encompasses marketing, advertising, design and more (e.g., your graphic design, print products, online presence, podcasts, social media, and even your lucky Sunday tie).

Now lets get started.

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Step 1

WHAT IS YOUR PRIORITY?

Communication is how we connect with others.All of our relationships (whether between your spouse, congregation, supporters, or customers) are dependant on communication. The health of these relationships is heavily dependent upon the quality, form, and frequency of our communication within them. Think about what would happen if you ceased (or reduced) your ads, emails, web services, phone calls, sermons, social media, and other conversations and interactions? How would this action hinder or prohibit your ability to talk and listen to your audience? Would it ultimately cause the relationship to die?

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Its how you share your message.There are thousands of things we want to communicate with our audience from general statements such as we are professional, or we care about you, to the details about what we do and believe. Without an attention to communication, these messages are easily distorted or lost. Again, how important is communication to you?

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Is it one of your main priorities? Most of us would say that communication is important, but HOW important is it really? Is it a top priority? Consider the ten questions on the opposite page.

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1. Do you have a written communication plan?

2. How much do you invest in communication planning (time, money, manpower, etc.)?

3. How much do you invest in evaluating your communication (time, money, manpower, etc.)?

4. How much do you invest in communication education and improvement (e.g., books, blogs, magazines, consultants, seminars)?

5. When budget reductions are necessary, is marketing or communication one of the first lines to cut?

6. What are you doing to know your audience better (e.g., feedback, surveys, research, involvement)?

7. Have you improved the quality, quantity, and/or form of your communications in the past year? How about the past five years?

8. Who handles the bulk of your marketing and graphic design (e.g., an outside firm, freelancer, professionally

trained staff member, untrained staff, or volunteers)?

9. How far in advance do you make communication decisions (a year, months, weeks, days, or hours)?

10. Do you believe people dont expect you to have professional communication or graphic design since you are a church or ministry with limited funds?

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How do you make communicationa higher priority?What are some ways in which you can devote more time, money, manpower, and attention to communication planning, education, evaluating, and action?

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Step 2

WHAT IS YOUR MESSAGE?

Communicationis everywhere. You may not realize it, but you are actively involved in communication every day (and you cant turn it off). Everything we do communicates something to those who see, hear, and experience it. We tend to think of communication in terms of planned actions, such as developing a sermon podcast, running a magazine ad, or displaying banners at an event. However, communication is wider and deeper than that.

You are continually expressing, even if it is unintentional, things about yourself to those around you. In turn, these people will make judgements about your beliefs, intentions, preferences, or feelings based on clues from even your smallest actions (or inactions) and decisions. Your choice of room temperature, style, office hours, paper or

plastic, and logo colors are all communicating messages, maybe not as directly, but sometimes just as powerfully as multimillion-dollar television commercials. It is not a choice of ARE you going to communicate but a question of HOW and WHAT you will communicate.

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Everythingis an opportunity.Since communication is everywhere, so are thousands of opportunities to share a specific message with your

audience. You can pay little attention to minor details OR strategically look at everything as a new chance to make a statement. Remember that most things will communicate something about you whether you want them to or not. So, why not make sure they are presenting an accurate and powerful message?

. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Try this: During the day write down everything you see that could communicate a message to those who come into contact with your church or ministry. Then, list what that message was AND what you want it to be.

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Your message is the critical component.One of the primary questions to answer and remember in communication is What is my message? The answer should originate from (or match) your mission and goals. Before you even think about the different means and recipients of your communication, you need to know what you are trying to say. We all have (or should have) a few central things we are trying to communicate. What is your message (i.e., what are you ultimately trying to communicate to your audience)?

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Clean your message.The last time you hired someone, made a business purchase, responded to someone in your congregation or ministry, created an advertising piece, picked a color of paint, or answered the phone, did you ask yourself how (or will) this action or decision communicate the main message I want to share? In other words, are you considering everything you do as a method of communication and, therefore, an opportunity to share your message?

One way to protect and promote your message is through a process I call Filtering. As you know, filtering is generally

defined as the means by which you separate, suppress,

absorb, or remove something unwanted from the parts you want to keep. Air filters block dust to ensure the air is clean

to breathe. Water filters take away dangerous particles

to provide pure drinking water. SPAM filters quarantine

hazardous emails to protect computers.

In a similar manner, you can purify your communication through filtering. Simply ask what message this action,

word, decision, etc. will communicate and compare that to what you want it to communicate. You may find that you

are doing a lot of things that have nothing to do with your mission or message.

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Create synergy in communication.A great overlap exists between your mission, message, identity, and actions. You will find that each one effects the

other. For example, your mission can lead to actions that will communicate a message that forms your identity. At times, you may focus on one over the other, but make sure that ALL are continually working in together in harmony. When they dont, people will feel a sense of incongruence. Imagine a church whose motto is Help Those in Need, but the congregation doesnt care for those in their community (their message and actions are in conflict).

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Imitation isnot an identity.Copying parts of a successful ministry or church may seem to save time and effort, but it is dangerous and limiting. I have seen churches, ministries, and people fail or implode because they were trying to be like something or someone else. Yes, learn from others and gleam their wisdom, but never forget that God has blessed you with unique abilities, goals, resources, experiences, staff, etc. Seek to harness these strengths and be the person or ministry GOD has called you to be (not someone else).

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Determineyour foundation.What is your mission (what do you want to accomplish)?

What is your message (what do you want to say)?

What is your identity (who do you want to be)?

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Build onyour foundation.What are you doing to accomplish your mission?

What are you doing to communicate your message?

What are you doing to reinforce your identity?

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Remove the weakest links.People tend to remember and talk about their BEST and WORST experiences. So, being average has little power to do something amazing. Also, the littlest thing can have a huge impact. You may be surrounded by a hundred of the friendliest employees on the planet, but just one bad receptionist can create a negative impression for your entire organization. This example brings up another important point: make sure your first (and second) impressions are

always accurate and powerful (especially when it comes to your advertising, website, and those who represent you).

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Get feedback.You may not have an accurate impression of how others see you unless you ask them. Do they know and understand your mission? What messages are they hearing from you? How would they describe who you are? Get some feedback. Try listening to your audience through tools such as comment cards and surveys (via mail, phone, web, or email). Also, some of the best responses and ideas come from letting your audience be involved with what you are doing.

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Step 3

WHO IS YOUR AUDIENCE?

Knowthy audience.One of my ten commandments of marketing is: Know thy audience. The better you know who you are trying to reach (e.g., your congregation and community), the better you will be at reaching them. Do you know who you want to connect with? What are they like? What are their preferences? How do they communicate? Where can you reach them? Answer these types of questions, and you will increase the effectiveness of your communication.

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People are unique.Thousands of variables make your audience different from others. Location alone can change everything (New Yorkers have a different vocabulary than Californians). Approaches to communication should vary because people (and groups of people) are different and communicate differently. Some will prefer their pastor to stand behind a pulpit while others like them sitting on a bar stool. There is no single right way. You need to discover what works best for you and your audience.

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What is your audience like?Think through what you know about your audience. You may want to consider the following characteristics: age, gender, race, location, economics, education, religion, and politics.

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How should you connect with them?Now, how you should alter your communications inlight of what you know about them?

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Decide whose way it will be.You can choose to connect with your audience through methods that YOU like best OR discover and employ ways THEY prefer. The former option is not very customer centric, and you will begin to alienate certain groups who dont want to communicate your way. In addition, by conforming to the preferences of your congregation and/or community, you extend your reach and impact. As a result, you will connect with a higher percentage of your audience. However, using forms of communication that you are not comfortable with can lead to other problems, mostly associated with quality. There are benefits and drawbacks to both directions. You

almost have to choose between connecting with more people or using your most comfortable approach (or one that was previously successful). You must decide one way or the other. Otherwise, you will find yourself doing both

and not being as effective in either.

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Something for everyone is something forno one. Whenever you try to create something that everyone will like, you typically have to water it down to the point that everyone is OK with it but no one LOVES it. In other words, to get the largest consensus you end up compromising, which reduces attraction and interest. This approach also limits your creativity, depth, reach, impact, quality, uniqueness, and more. Therefore, I recommend that people dont try to please everyone but instead focus on those with similar and specific preferences. When making

decisions in communication, ask whether you want a large group with a low appreciation or a small group with a high appreciation.

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Step 4

WHAT IS YOUR DIRECTION?

Communication changes. The way we communicate continually evolves over time. Technology, economics, culture, politics, and a thousand other things influence the way we distribute, receive

and interpret information. Everything changed with the introduction of the printing press, radio, television, and internet. To maximize your communication, you need to take into account the present approaches, tools, and means in which people pass information. How are you responding to changes in communication, media, or technology? Are you even aware of such trends and advancements? What can you do to stay current?

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But, it is not as simple as following the crowd. Successful communication is NOT the result of merely following tradition OR doing what is popular. Be cautious of any action that is solely motivated or supported by the statements as, This is what everyone else is doing or This is what weve always done. Evaluate popular methods of communication and decide which are the best forms for you and your audience. Because something is working for others doesnt mean that it will work for you. Trends, by definition, will come and go. Build on the foundational

principles of communication and remain flexible to present

patterns when they are right for your situation. Also, avoid the trap of ministry maintenance where you are simply doing things just because you did them before. Tradition has a powerful influence on our actions because change

can require more work and may cause friction from peoples expectations and preferences. Transitions may not be easy, but successful communication programs continually look at whether or not previous approaches continue to be effective. When you decide to make changes, be tactful because transitions can be uncomfortable. Evolve slowly and with a certain level of transparency.

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What is your communication motivation?What are the main forms of your communication (e.g., ads, website, email, posters, bulletins, social media, postcards), and WHY you are using this method?

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Break the rules. It is easy to repeat what has already been done or copy what people are doing now, but great innovation often comes when you are willing to break the rules and try something new. Think of ways you can communicate with your audience that are outside the box. Such actions may grab attention better than traditional or popular approaches that have already been seen over and over again.

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Step 5

WHAT IS YOUR STRATEGY?

You need a plan.Strategic plans protect decisions and actions from being reactionary, wasteful, and costly. A lack of planning can be costly (literally because you may end up paying extra charges for rush production and delivery). Plus, when you make last-minute decisions, you lose the benefit of careful

evaluation and preparation. Sometimes you restrict yourself from doing more, having a better quality, or enlisting the best people. I hate hearing the statement, I wish we had more time to __________. It usually comes from poor and delayed planning. Do you have a plan?

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Did I mentionthat you needa plan?Developing a communication strategy is not a simple task. It encompasses so many things, but it is essential to maintaining successful and streamlined communications. Most of this book is directed toward helping you establish foundations and fill in the holes of your unique

communications approach. But, you also need to consider developing communication standards, goals, and calendars. In addition, establishing standard operating procedures for repeat tasks can also save time, increase consistency, and eliminate confusion (e.g., knowing the steps for how an event goes from a calendar item to having actual posters designed, printed, and displayed in town).

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What is your plan?Take some time to think through what your communication strategy should look like.

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Ministry is marketing. Many debate whether we should promote Jesus the same way someone sells shoes or soap. Advertising has rightfully earned a bad reputation, which is one reason why we dont like to hear the words marketing or advertising connected with ministry. However, let us not forget that ministry is about building relationships, and a key to dynamic relationships is good communication, and good communication can be forged by the philosophies and tools of marketing. So, ministry often involves marketing. In addition, you are probably involved in some form of marketing or advertising already. If you mail a weekly church bulletin, you are actually involved in communication, marketing, AND advertising, like it or not. Dont be afraid to think of what you are doing in terms of marketing or advertising as long as the end result is always honest ministry and Gods glory. If you want to elevate the level of your communication, you should discuss the positive influences of marketing.

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Call upon some super heros. There are some great resources and authors focused on church and ministry marketing, but dont limit yourself to just Christians. Sometimes, you can find some unbelievable

ideas and inspiration from those outside the church. Gleam from these men and women. I recommend a healthy dose of my superhero, Seth Godin (www.sethgodin.com).

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Do they have the right stuff?Your communication is only as good as the people involved with it. Take the time to evaluate those involved in each aspect of your communication. As a leader you never have the right to complain about the people under you. They are your responsibility (and so is their work). You can either accept their performance, work to improve it, or find

someone else for the job. Listed below are a few questions to consider when evaluating your communications team:

1. Do they understand the basic principles of communication, marketing, advertising, etc.?2. Are they qualified for the tasks they have? 3. Are they working under the same goals, principles, and standards? 4. Do they have a clear understanding of who does what? 5. Is there one central person who knows all that is happening that people can go to with issues? 6. Do they know when to use people in-house versus outside professionals?7. Are they using their primary talents and abilities?8. Do they enjoy what they are doing?9. Are they maintaining what was done the previous year or advancing forward?10. Am I the right person to lead them?

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Make sure you have the right ingredients.Eight powerful questions help evaluate any communication message, decision, action, medium, method, or strategy:*

1. Is it NECESSARY (is this influenced by tradition or what is popular, OR is it vital for the present)?

2. Is it INNOVATIVE (are there new and better ways)? 3. Is it RELEVANT (does it connect with our audience according to where they are and what they prefer)?

4. Is it CLEAR (is it easily seen and understood)?5. Is it CONSISTENT (does it match our mission, actions, services, products, appearance, experience, principles, messages, etc.)?

6. Is it COMPREHENSIVE (is it seen or used throughout all or most forms of our communication)?

7. Is it UNITED (is it working independently or in unison with other parts of our communication)?

8. Is it POWERFUL (does it stand out and grab attention)?

* Some questions may not apply to every situation.

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Step 6

WHAT IS YOUR STYLE?

Design matters.As an artist and graphic designer, I may be a bit biased here, but design matters a great deal in communication. Even though we are told not to, people judge books by their covers, and they will also judge you by your appearance (e.g., your website, logo, color scheme, print advertising, and more). Design is often the first impression people will

have of you. A poor design can distort, distract, and bury your message, mission, and identity. Your use or lack of imagery, fonts, color, and a hundred other design variables all have powerful influences on how people feel about and

interpret your communication. If you are serious about how you communicate, then you need to place a very high value and focus on design.

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You arenot an artist!Empower people to do what they do best. When using outside professionals, respect and rely on their knowledge and ability because they are skilled, trained, and do it every day. For example, instead of telling them how YOU would change a design, ask them how THEY would alleviate the problem you want to fix (this is what you are paying them

for in the first place).

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There are nomore excuses.I am continually frustrated by poor design from Christian ministries, churches, and organizations. It is usually the result of tight budgets, lack of skill and knowledge, and/or the use of volunteers. However, it is no longer something we have to live with. Today, there are thousands of templates and stock alternatives that are both professional AND economical (stock means that it was designed to be used and sold to multiple parties as opposed to a custom design that you have the sole possession of). These sources include photography, logos, email, video, audio, and most print advertising formats, such as postcards, posters, letterhead, brochures, and more. In addition, you can find

thousands of freelance designers and printers online at very low rates.

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When do I use a professional?If you answer YES to some or most of the questions below, you may want to employ some professional support:

1. To make something stand out more, do you tend to make things bigger, bolder, or in starbursts?

2. Do you try to fill in all the white space on an ad?

3. Are you using clip-art and fancy fonts you found online?

4. Do you believe that simple is boring?

5. Do you think people will read everything you put in a advertising piece?

6. Are you unaware of color wheels or color psychology?

7. In your marketing, are you trying to make yourself sound better or more than you actually are?

8. Would you prefer to use something poorly designed rather than nothing at all?

9. Are you trying to copy what others are doing/using rather than create something that works best for who YOU are?

10. Do you have a degree in accounting?

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You need some standards.One of the best ways to protect your brand and message is through the use of a style guide. Basically, a style guide lists or documents your identity standards and design guidelines that EVERYONE follows when developing any communication piece. This guide can include the use of colors, logos, imagery, fonts, layouts, and design schemes/styles. By using such standards, you can make design decisions easier and retain a higher level of consistency.

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What are your standards?Decide on some rules to govern how and what people design and communicate within your organization.

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Step 7

WHERE IS YOUR SUPPORT?

Never forget the ultimate goal.Everything we do should be for the glory of God. Dont be blinded from this ultimate goal in life and ministry. Temptations and distractions are ever present to detour us from seeking His glory and Kingdom. Even honest and worthy goals concerning attendance and revenue can overshadow our work for God. Remember that Gods definition of success and His means to accomplish it are

often different from ours. So, keep the focus on Him, and you cant go wrong.

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Pursue excellence.If we are working for the glory of God, then we should also be pouring everything into it (100%) and reaching for the grandest heights. Unfortunately, I have noticed that many churches and Christian ministries lack this principle of excellence. I dont mean that they should have the best of everything, but they arent seeking the highest quality and return possible for them and their situation. Instead, I think people dont expect non-profits to be as professional or

excellent as other institutions and businesses (primarily because they have limited budgets and often require the service of volunteers). How about you? Are you more concerned with getting things done than reaching for excellence?

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Add prayer.Prayer is better than any celebrity endorsement, talented staff, or unlimited budget. It involves the Creator of the universe Who is the grand communicator. Are you trusting in your own abilities, programs, and communication mediums more than God? I have personally witnessed church plants and ministry projects begin with a high focus on prayer knowing how desperate they were for Gods intervention. Sadly, as time went on and success came, prayer began to fade away to the point that they relied on their own strategies and abilities. Prayer is better than any promotion. I wonder, what would happen if we took all the time we spend planning, discussing, designing, and communicating and replaced it with humble prayer begging God to pour His Spirit down on our church, ministry, or congregation?

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GODdoesnt need you.It is true. God doesnt need us. Oh, I believe He wants to use us and therefore created, positioned, and gifted us in unique ways. But, the sovereign Creator doesnt require us for anything. Rocks can cry out; donkeys can talk; and bushes can burn. God can use anything He determines to communicate His message, and amazingly He would like to use us. Communication is more than postcards and email. It is about being a part of the story God wants to tell the world. Therefore, the BIG question is, Are we on His communication team?

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Who areyou trusting in?Are you trusting in God for every aspect of your communication from simple emails to entire marketing campaigns? Are you calling upon Him for direction in what to do? Are you approaching your communication (or any project or aspect of your ministry/church) as if it was being done for God? Take some time to reflect on these questions,

and write a new prayer turning your communication over to God (the great Communicator).

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Step 8

ARE YOU READY?

Communication requires action.As our journey through communications ends, you may be wondering why I didnt include a section on specific

methods and mediums. The truth is that you have everything you need to make those evaluations and decisions. Like I have said before, each of us is in a very unique situation, and there is no single plan that works for everyone. Take what you have learned about yourself and the foundations of communication, GO share your message, connect with your audience, and develop some dynamic, God-honoring marketing plans. The following pages are some final

questions and information to help you move forward.

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Evaluation:Write a brief summary of how you see your communications present condition

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Actions:Prioritize a list of the changes you want to make in your communications.

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Obstacles:What are some hindrances that are restraining you from accomplishing these new communication goals (and how can they be overcome)?

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Need more help? Contact an Outreach Specialist at 800-991-6011to learn more tools and resources to improve your

ministry communication. You can also visit Outreach.com to purchase professional bulletins, banners,

postcards, and more.

Outreach, inc. Founded in 1996, Outreach, Inc. has quickly grown to become the largest provider of church outreach products and services in the world. With a mission to share Gods love and empower the Church to share the message of Jesus Christ, Outreach provides cost-effective, proven methods and resources in a variety of forms, including books, media and film, postcard invitations, banners, bulletin covers,

curriculum, church campaign materials, and more. Located in Colorado Springs, the company has established five

divisions under the umbrella of Outreach, Inc.

Kevin McMillanKevin McMillan is a sociologist who has specialized in communication, marketing, and design for over 15 years. During his career, he has worked with numerous Christian ministries and churches including Marannook, Man in the Mirror, and Outreach, inc. In addition, Kevin has worked in church planting and served on staff with different churches as a childrens director, youth minister, and associate pastor.

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