An organization I’m a part of recently went through a major reorganization. To inform its members, they sent an email with all the details. Attached to the email was a map intended to provide a visual explanation of the plans. Unfortunately, the map—an old road map with lines hastily drawn in black marker—ended up being more of a distraction than a helpful aid.
The result? Instead of clarifying their message, the visual undermined it. What the leadership hoped would be effective communication about an important topic came off amateurish.
Churches often fall into similar traps. Well-meaning efforts to communicate important messages to members and visitors can backfire when communication lacks clarity, consistency, or intentionality. The good news? A few simple adjustments can make a big difference in how effectively churches engage their intended audience.
Keys to Clear and Compelling Communication
- Consistency
Consistency builds trust and recognition. Use a unified style across all communication platforms—emails, bulletins, social media, and signage. A consistent tone, font, color scheme, and logo ensure your message feels cohesive and professional. - Simplicity
Keep your message straightforward. Avoid excessive details that might overwhelm your members. The goal is to inform and inspire, not confuse. Stick to one main idea per message or article and prioritize what’s essential. - Use the Tools Available
Churches have access to many communication tools, from email platforms to social media, websites, and apps. Choose the communication channels that best fit your congregation and use them consistently. - Leverage Visuals
A picture is worth a thousand words—if it’s the right picture. Use high-quality, relevant visuals to complement your message. Avoid cluttered graphics or images that distract from your core message. Online tools like Canva make creating attractive visuals simple, even for beginners. - Incorporate Video
Video is one of the most powerful communication tools available today. A brief, well-made video can capture attention and convey emotion in ways that text alone cannot. Use videos to share personal stories, highlight ministries, or provide updates on church programs. Here’s a helpful article to get you started: 8 Tips for Making Great Videos. - Edit, Edit, Edit
Nothing undermines an email or newsletter more than spelling or grammatical mistakes. Make it a habit to have at least two other people review anything you send out. They can catch errors, assess tone, and point out missing or unnecessary information. Don’t be afraid to use AI editing tools like Grammarly or ChatGPT, which can significantly improve the quality of your writing.
When Cargill Associates works with congregations for annual giving campaigns or capital campaigns, one of the critical factors for success is always effective communication. That’s why we offer coaching, samples, and a trusted communication partner to help churches offer their message in ways that capture the hearts and minds of congregations. Often the lessons churches learn through our campaigns helps them evaluate and rethink their communications strategy long after the campaign is finished.
Finally
One of my friends likes to say that every church is really just a communications organization—one that communicates something of eternal value. And he’s right. Communication is at the heart of every ministry. Whether you’re announcing an event, casting a vision, welcoming new visitors, or preaching a sermon, how you communicate shapes how people perceive your message—and your church. By focusing on consistency, simplicity, and effective tools like visuals and video, you can ensure that your communication is clear, engaging, and impactful.