New Churches > outreach

Outreach

Outreach events are great opportunities for establishing name recognition in the community and starting conversations with people in the community.

Outreach events take on many shapes and sizes. The list of possible events is far larger than the actual number that can be conducted. It is important to prioritize the events and identify a strategy that will provide the greatest impact for the limited resources available. It starts with identifying possible events and setting an expectation for how many events you will do (e.g. 2 events per month on the 3 months prior to launch). Also, some events target specific neighborhoods while others target entire towns. Consider at least 3 different type of events (a) Local neighborhood - a specific neighborhood - cookouts, etc., (b) Community - a community or entire development - concerts, small carnivals, seminars, (c) Regional - entire town - large scale events that draw from an entire region. Local neighborhood events are less expensive and take less time to plan. Regional are more expensive with more planning. Regional reach far more people and get more free publicity. Consider a mix of different types.

An outreach strategy and a marketing strategy are closely linked. Each outreach event is an opportunity for marketing. In most cases, a new church can get at least 3-5 positive name touches to the local community where the event is being conducted (e.g. flyers, signs, newsletters, invitations, etc.). An outreach strategy should be closely coordinated with the new church's marketing strategy.

One of the biggest mistakes that new churches make is not aggressively using outreach events to establish name recognition in the community. Too many church planters rely on marketing to establish name recognition. Outreach events are far more effective at branding when used in conjunction with marketing. Ask this simply question 'how will we establish broad name recognition in the community BEFORE our pre-launch direct mail campaign?' DO NOT RELY ON MARKETING FOR NAME RECOGNITION.

A new church will do far more outreach events by setting an expectation for a specific number of events and then scheduling them 3-6 months in advance of when they will happen. Churches that do not set specific expectations for the number of events rarely do more than 2 or 3 events. Churches that proactively plan events often do 5-10 (or more) events. Positive name recognition will be directly linked to the number and type of events that you do.

Outreach events provide great venues for 'booking' your worship band in the community. People love music. Get people out to events and then get them asking 'what kind of church does an event like this and has a band like this? My parents church did not have music like this!'

Outreach events provide great opportunities for partnering with other community organizations. In some cases, churches can co-sponsor an event or take on a specific responsibility at an already established and known event. For example, some churches have taken the lead responsibility for children's games and programming at large annual community events. In other cases, churches have volunteered their worship band to play for free at community events. There are many possibilities if you simply think innovatively and look for opportunities. Developing a written plan forces the discipline of looking for innovative ways to get into the community.

The list of possible outreach/service events is far larger than a new church can actually accomplish. It is relatively easy to make a list of over 200 different outreach/service opportunities. You will need a filter through which you decide what events to actually accomplish. Here are a few considerations in developing your filter:

Understanding of your target demographic and their felt needs - For example, if your target is young families with children, Bingo nights is probably not the right answer.
Understanding of what other churches and organizations are already doing (establishing a Niche) - Don't try to duplicate what is already being done well.
Understanding of the Brand/Reputation you are trying to establish - You will become known to your community as the [FILL IN THE BLANK] church. Outreach events will shape how people brand you. You may be known as a fun church, a legalistic church, a service oriented church, or something else; but you will have a reputation. Use outreach events to build that reputation.
Size or reach of event - There are at least 3 different categories of events:

Local Neighborhood Events - These events are very simple and can be done with minimal planning and cost (less than $200 each). They will usually impact 50 or less people at a time. For example, a backyard BBQ is a very easy event that every staff member and launch team member should be willing to plan and host. These events provide the opportunity for very personal invitations to friends, neighbors, co-workers, etc. In summary, these are small, more intimate events that are easy to plan and can/should be done locally by each staff member and launch team member.

Community Events - These events require more planning or cost (up to $1000) and will likely impact 25-250 people. For example, a community concert hosted at a local park should attract over 100 people with minimal planning and cost (especially if the church band plays). Another example is a parenting seminar on a Saturday morning featuring a special speaker and hosted in a local day care facility. Marketing/promotion for these events is more extensive than for neighborhood events and includes flyers, signs, newsletter ads, invitations sent home with kids, etc.

Regional Events - These events are very large events which have the ability to impact hundreds or thousands of people. These events require a great deal of planning and/or cost (in excess of $1000). For example, a city wide carnival featuring free games, food, pony rides, clowns/mascots, face-painting, and multiple inflatable rides/amusements. These events receive maximum publicity and marketing including flyers, signs, newspaper ads, newsletter ads, direct mail, radio or other mass means (free public service announcements), etc. The best regional events involve partnering with local civic and community organizations including elected politicians.

These are examples only intended to help the Church Planter understand that some events are quickly and easily held with little effort and others take a great deal of time and/or effort. Obviously there is a trade off: you can do 10 neighborhood events for each regional event. However, you will get 10x as many people and name recognition with a regional event as you will with a local neighborhood event. Church Planters are encouraged to plan a balanced mix of these different size events. For example, a Church Planter may plan one large regional event the weekend before the grand opening Sunday. In the three months prior to launch Sunday, the planter may do one community event each month. In addition to these community and regional events, the planter may challenge his launch team to each take ownership for local neighborhood events.

The outcome of 1-4 above is a filter through which a Church Planter decides what events to accomplish during the pre-natal phase.

Most church planters get to opening day and wish they had done more outreach events. There are two approaches that can be taken to scheduling outreach events:

6-12 months before opening day, the church planter establishes an expectation for accomplishing a specific number and type of outreach events (e.g. planter decides 7 months before launch to do 2 Regional Events and 1 Community Event per month in each of the 4 months leading up to launch, and at least 15 local neighborhood events. The planter then puts the events on the calendar 6-12 months before opening day. Most of the events will end up happening (or some kind of event in their place --- in many cases, the scheduled event becomes a placeholder for an event, not necessarily the specific event envisioned 6-12 months before launch)
The Church planter does not schedule specific events until days or weeks before they are accomplished. This approach, taken by over 99% of church planters, will result in very few events being accomplished. The church planter will become consumed in all the other details of getting a church started and will keep putting off outreach events.

The solution: 6-12 months before opening day the planter should establish specific and measurable expectations for the type and number of events to be scheduled. Setting the expectation is more important than selecting exactly the right events at this time (i.e. determine the number and type, but then be flexible to allow the specific events to change with time--simply hold yourself accountable to the number you set as an expectation).

Things that get measured get done. A church planter who schedules 10 events is more likely to actually conduct 7 events than a church planter who doesn't schedule any events. Church name recognition in the community at launch is strongly dependent on the number of outreach and service events conducted in the 6 months prior to launch. Church planters who fail to set demanding expectations for the number of events often end up not doing many events. The Church Planter should determine his expectations for the number of events to conduct. Church Planting Solutions strongly recommends that one to two major events be conducted per month in the four months prior to launch (1.5 major events per month over 4 months = 6 major events -- this is consistent with the marketing philosophy of 'six to stick'). The Church Planter may also set an expectation for every staff person or every family on the launch team to host at least one level 3 event. At a minimum, the Church Planter should determine the total number of events to be conducted in the six months prior to launch.

Contact Church Marketing Solutions for help with your marketing and outreach plans.