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Modern Outreach Has Shifted: 5 Keys Your Church Needs to Know

With culture in such a rapid state of flux, with the dominant headline being the

increasingly post-Christian nature of our world, many churches are uncertain

how best to respond in terms of outreach. They know they aren’t reaching the

unchurched as effectively as they would like, but they don’t always feel

comfortable trying to emulate the fast-growing models they see and hear so

much about. More specifically, they don’t feel they can. You walk through a

megachurch children’s ministry and see a built-in climbing wall in a first-grade

room, and it’s hard to know what there is to feel except envy. So here are five

outreach shifts that almost every church should be able to make—regardless of

style or structure, tradition or denomination—that will help situate your church

toward greater effectiveness at reaching the unchurched. And each one can be

followed no matter your church size and no matter your budget.

Key 1. Change Your Outreach Focus From Easter to Christmas Eve.

Here’s something that isn’t often talked about, but I’m prepared to say is a new

principle: Christmas Eve is the Super Bowl of outreach, not Easter. There are

many reasons for this, and none of them have anything to do with the church.

Here are two: 1) an ever-increasing number of schools and colleges schedule

their spring breaks around Easter, making Easter weekend one of the biggest

“suitcase” weekends (travel/vacation weekends) of the year; 2) Easter has been

effectively secularized into little more than the bunnies and egg hunts. So why

is Christmas Eve better for outreach?

First, unlike Easter and the resurrection, it continues to be primarily related to

the birth of Jesus. Second, it is not a “suitcase” night—if people travel, it is to

gather with other family members, not vacation. Third, unlike the “weekend” or

Sunday-centric nature of Easter, Christmas Eve services can be scheduled for

multiple days leading up to and including Christmas Eve. Fourth—and most

important—there is a larger number of unchurched people present at Christmas

Eve, undoubtedly due to it being more of a family event than Easter (which is

viewed as more of a spiritual event).

Lesson One? Quit putting all of your eggs in the Easter basket and get serious about Christmas Eve.

Key 2. Drop Direct Mail and Move to Social Media.

In the previous century, nothing was better than direct mail. That was, of

course, 25 years ago. It’s not better anymore. In fact, it’s often a waste of

Kingdom money. It can still be effective if targeted toward new residents, or

specific demographics, but the more specific direct mail becomes, the more

expensive it becomes. (And please, don’t even think about an ad on the

“church” page of your newspaper. You are after the unchurched, right?)

A better use of your marketing efforts is online, such as ads on facebook or,

even better, through targeted pop-up ad responses to Google searches, or

banner ads on the websites of local subdivisions, or the vast opportunities that

exist on social media. Speaking of social media, prepare things that your

attenders can share on Facebook, Instagram or Twitter. And the good news for

small churches? So much of this is not simply cheap, but free, with technology

almost everyone already owns.

Lesson Two ? No matter what style your church may be, there is no excuse to

be out of style with media.

Key 3. Let Them Belong Before They Believe.

The most common way of thinking about outreach is that you get someone to

believe in Jesus, and then you get them to belong to your church. What if I told

you the new reality is the opposite? Today, people want to belong before they

believe. They often have a lengthy adoption process as they move from spiritual

and biblical illiteracy toward an understanding and acceptance of faith. So

evaluate your outreach strategy in light of offering “belonging” opportunities

that enable a movement toward believing. If you think I’m fishing for instituting

a “seeker” service, think again. Yes, I believe that the front door of the church

is still the weekend service. Yes, I believe that biblically (e.g., I Cor. 14:23),

we should make sure our services are understandable to those far from God.

But no, a full-blown seeker service strategy (which no one really does anymore,

anyway) is not what is at hand. But that doesn’t mean you can’t provide lots of

opportunity to belong before believing.

Examples might include “exploring” small groups, low-key serving opportunities

that don’t require the embrace of the Christian faith (much less membership),

as well as a simple atmosphere of acceptance for those who simply would like to

come and see, come and hear or come and explore.

Lesson Three? Believing is at the end of the process, not belonging.

Key 4. From Reach the Woman to Reach the Man.

For decades there has been a reality that no one owned: The church was

designed for women and, as a result, that’s who they attracted. The service was

for women, the music was for women, the décor was for women. I’m not saying

this was intentional; it’s almost as if it happened by default. And don’t get me

wrong—I am completely for women in the life of the church. Just not women as

the life of the church in such a way that men are alienated.

So if the church has been unduly feminized, we shouldn’t wonder why there are

so few men in attendance. Just like an African-American walking into a lily-

white congregation might not feel comfortable returning, a man walking into a

service decorated in pastels and flowers and “Jesus is my boyfriend” songs may

not either.Coupled with this is another truth that is seldom discussed related to

how the dynamics of family outreach work. I don’t have a definitive study to

back this up, just three-plus decades of being in the game: If you reach the

man, you reach the rest of the family. But if all you do is reach the woman, you

don’t tend to get much further in that family beyond the children. And without a

supportive, involved, attending father, you don’t often keep the kids long after


Lesson Four? The absence of men from the life of church is legendary; work on

their presence, and you can change the size and scope of your church.

Key 5. From “You Build It They Will Come” to “You Create It They Will Invite.”

The old Field of Dreams mentality was that if you build something…like a great

weekend event…they will come. Meaning crowds of unchurched people looking

for a church home. Um, no. At least, not anymore. And it hasn’t been that way

for a long, long time. But if you create something that your current attenders

sense would be perfect for their unchurched friends, they will begin

inviting them to attend. Yes, this may mean some changes to your current

service on the front-end, but you might be surprised (and relieved) at how

many of them are simply qualitative, and not necessarily stylistic.

Lesson 5? You can’t “build it” and have them come, but you can “create it” and have them be invited.

So there are just five things, among many others, that any church can take advantage of. No matter

your size, no matter your budget.

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