If you’re anything like me, you’re leery of church growth books and articles. I’ve read them by the dozens and most of them are either completely irrelevant for apostolic churches, full of platitudes, totally unrealistic, or so technical that you need a college degree just to wade through the formulas. It can be more discouraging than encouraging by the time you’re through. I’m writing this with that in mind.
I’ve hesitated to broach this topic for some time now because just writing about church growth can sound smug and braggadocios. I for one, do not claim to have all the answers or a magic formula that will fill every pew overnight. In fact, I don’t even think filling every empty seat overnight is truly healthy in most circumstances. If your leadership structure is too small to handle a sudden influx of hundreds of brand new spiritual babies you’ll see a lot of premature deaths. In my opinion, consistent gradual growth is the healthiest form of church growth. It gives the leadership and the congregation time to adjust when and where needed.
For the record, I don’t serve a mega church. But by the grace of God, Apostolic Tabernacle has grown in attendance by over 150% in 5 years. Our church has benefitted from a wonderful legacy and stellar stewardship from our Bishop. There was a tremendous small core of godly saints when we arrived. We’re also in a highly populated, although economically struggling, metropolitan county. In spite of those blessings, we’ve had plenty of setbacks and failures. We’ve tried things that flopped and we’ve made mistakes. We still have lots of room for improvement. That’s all part of the messiness of revival. I’m telling you this because there is no one size fits all path to church growth. Every city is different, every church is different, and every situation has nuances that must be identified before sustainable growth will take place.
Keep in mind, the average church loses about 10% of its membership on a yearly basis. Some of these are healthy losses like job transitions or college student move-aways, and some are due to spiritual backsliding and the church hoppers that we all know so well. This means that for a church to grow annually by 10% it actually needs to grow by 20%. As I’ve written in the past, Gideon had to lose some losers before the victory could be obtained. Not all losses are a bad thing, and not all gains are godly. So this article is about healthy church growth, not just temporary crowd generating activities.
After evangelizing for five years all over the US in churches of every shape and size; I’ve had the privilege of seeing almost every church paradigm imaginable. I’ve observed first-hand what to do and what not to do. Both have been instructive and helpful. I’ve tried to whittle these church growth insights down to universal truths that transcend into every apostolic church setting. Let’s get started.
You get what you preach. I love deep sermons that explore the rarely mined gems of Scripture, there’s definitely a time and place for that kind of preaching, but I’m amazed at how many churches think preaching the basics is boring. If you rarely preach the plan of salvation, you’ll rarely see people obey the plan of salvation. That goes for holiness too. If you want people to evangelize, talk about it. Talk about it a lot. I would suggest taking inventory of how often you are preaching core doctrinal subjects. Most are surprised at how rarely they actually tackle doctrinal fundamentals. Furthermore, I know the trend is to have less church, but less church means less opportunities to preach into different situations. I realize it varies from church to church, but for us, Sunday mornings tend to be evangelistic, Sunday nights are the best opportunity to preach specifically to the church, and midweek Bible Study is the time for digging deep and mining for those Scriptural gems. If the Bible tells us that people are saved by the “foolishness of preaching” (1 Corinthians 1:21) then shouldn’t we be preaching more not less? As churches have less and less church they also have less and less preaching, and sometimes almost zero teaching. Laying Scriptural admonishments aside, we live in a culture that demands options and opportunities. Shouldn’t we be giving people more service options and opportunities not less? Can you imagine a hospital only opening its doors once a week? If you rarely have church, you rarely have preaching, and for those who are trapped in the 24/7 work culture, missing their one-weekend service option can be spiritually devastating. On the opposite end of the spectrum are churches that never preach beyond the platitudes and always preach down to the lowest common denominator. They render all preaching down to spiritually anemic bullet points that leave people spiritually malnourished. There is a time for meat and a time for milk.
And let us consider one another to provoke unto love and to good works: Not forsaking the assembling of ourselves together, as the manner of some is; but exhorting one another: and so much the more, as ye see the day approaching (Hebrews 10:24-25).
One man cannot do it all. Churches that think a lone pastor can and should do everything are destined for failure and pastors who think they can do it all are crazy. One person cannot be on call 24/7, preach and teach great new sermons, visit everyone, attend every event, be a financial guru, be a janitor, plan ahead, keep his family healthy (physically, spiritually, and emotionally), teach home Bible studies, cultivate relationships, manage day to day building operations, win souls, pray for the sick, maintain a personal prayer life, study, counsel with people (sometimes for hours on end), and mentor other leaders. It’s just not humanly possible or healthy. Even Jesus didn’t do all those things. Even Jesus had a leadership team of twelve. Even Jesus went away for days to pray and fast. So what’s the solution? Delegation.
Some things must be delegated to volunteers, and as soon as possible additional pastoral (and administrative) staff should be brought onto the team. Jesus demonstrated this process when he began sending his disciples out in pairs to preach and pray for the sick (Matthew 10:1-5). Quick thought, no matter how large the church, there’s never quite enough money in the budget for new ministerial assistants or support staff. Taking that leap of faith is vital. Most churches peak out because they max out their leadership’s capabilities. Ironically, one of the surest signs that a pastor is a great leader is if he can be gone for a week and everything still operates smoothly. Again, churches that refuse to add additional staff and train qualified volunteers always plateau. Period.
Many years ago Pastor Paul Mooney said something about church structure that shapes my thinking even to this day. He likened the average church leadership structure to a small table. He poured a bucket of sand onto the table and compared the sand to saints and church growth. The table easily contained the majority of the sand with only a few specks trickling off the edges. But as he continued to pour sand over the table eventually the majority of the sand began dramatically sliding off the sides onto the floor. His point was clear, the only way to sustain more growth is to build a bigger leadership table. None of this should be interpreted to mean that you should use sub-par leaders out of desperation. No. The only thing worse than maxed out leadership is toxic leadership on your ministerial or administrative team. Delegation is only effective when it is delegated to the right kind of leaders (read more on that subject here).
Be consistent. I’ve outlined the importance of consistency in leadership here. But beyond that, churches must be consistent as well. Remain consistent in the mission, purpose, culture, plan, and apostolic identity.
Insist on excellence. I’ll never understand why some churches develop the mindset that doing your best is carnal. You can’t just show up and wing it and expect God to bless your halfhearted efforts. Insist that your singers and musicians do their very best. Insist that your ministers give their very best in preparation and dedication. Insist that your teachers, greeters, and volunteers give their very best. Call people out of mediocrity. If you don’t take church seriously no one else will either. Practice, plan, prepare, and lovingly pressure people to be the best that they can be for the sake of the Kingdom. People who have grown complacent and comfortable with mediocrity will dislike you for a season until they see their own personal growth. Eventually, they will be glad that you insisted on excellence. No matter how small your congregation is you can call them to do their absolute best for the Lord.
This also means that not everyone who wants to do something should be allowed to do exactly what they want to do. For example, not everyone is musically gifted, which means that not everyone should be allowed in the music program. This can be awkward but it’s less awkward than having visitors flee from your off-key church services. Not everyone has the gift of teaching. Not everyone who wants to preach is called to preach. Not everyone who wants to decorate is gifted in decorating. The same goes for media, design, kid’s ministries, hospitality, and general leadership. Insisting on excellence means that sometimes you have to say no and redirect people towards their area of gifting. I know. I know. This is easier said than done. But it must be done or you will wallow in a sea of mediocrity that repels visitors and discourages your saints.
I’m not talking about absolute perfection. I’m talking about common sense policies. In the corporate world, they call this personnel placement. Meaning, you place people where they are best suited to be productive based on their talents. Knowing where you and others fit in the body of Christ (1 Corinthians 12:19-25) is a biblical imperative. Paul made it clear that the hand is not better than the foot, but the body will not function correctly if the foot is trying to operate in the same capacity as the hand.
Whatsoever thy hand findeth to do, do it with thy might… (Ecclesiastes 9:10).
And whatsoever ye do in word or deed, [do] all in the name of the Lord Jesus, giving thanks to God and the Father by him. And whatsoever ye do, do it heartily, as to the Lord, and not unto men; (Colossians 3:17,23).
Love, equip, encourage, and care for people. People can tell if you genuinely love and care about them. There’s no replacement for this quality. Spiritual leaders who love the lost and the saints will equip them to withstand spiritual onslaughts, hardships, and teach them how to thrive spiritually. Love means more than smiling and having a good time. Real love tells the truth and confronts painful realities. If you’re struggling to truly love people, ask God to give you a new heart.
Expect a mess. In case you didn’t know, America is a post-Christian nation. Meaning that now more than ever, people are going to bring baggage with them into the church. Multiple broken marriages, addictions that you’ve never even heard of, tons of false doctrines, strange philosophies, and on and on and on. If that makes you wildly uncomfortable it’s time to reshape your perception of ministry. Imagine a hospital full of doctors and nurses that can’t stand the sight of blood; it definitely wouldn’t be a very effective environment. Churches that get all dizzy and faint-hearted at the sight of sinners have forgotten where they came from and their commission. They alienate the very people that Jesus has called them to reach. Squeamish churches will not grow. Churches that are condescending towards sinners will not grow. Churches that only welcome pristine people will never grow, nor are they godly. If it hadn’t been for a righteous man who was willing to pray for a hateful, messy, murderous, blind sinner named Saul there would be no Apostle Paul (Acts 9).
Additionally, conversion does not make all the baggage magically disappear. We reap what we sow (Galatians 6:7-8). Yes. God forgives. Yes. God removes eternal damnation after repentance, water baptism in Jesus’ name, and the infilling of the Holy Ghost (Acts 2:38). But a lifetime of sowing sinful seeds will produce a painful earthly harvest for some time. Thankfully, the Fruit of the Spirit and the sowing of spiritual seed will eventually replace bad harvests with good harvests. For example, God can deliver an alcoholic from addiction in a single instant, but that doesn’t mean the broken relationships the addiction caused will be mended overnight. New seeds will slowly be planted, growth will begin, and the Fruit of the Spirit will bring about the healing. Taking this hodgepodge of analogies one step further, Jesus referred to salvation as being born again (John 3:1-8). Peter continued the metaphor by referring to new Christians as infants (1 Peter 2:2). Birth is messy. Babies are messy. Even toddlers are messy. My mother would be quick to tell you (based on my teenage years) that teenagers can be the messiest of all. Growing churches love spiritual children enough to keep cleaning the mess and raising new believers into full maturity in Christ.
Know ye not that the unrighteous shall not inherit the kingdom of God? Be not deceived: neither fornicators, nor idolaters, nor adulterers, nor effeminate, nor abusers of themselves with mankind, Nor thieves, nor covetous, nor drunkards, nor revilers, nor extortioners, shall inherit the kingdom of God. And such were some of you: but ye are washed, but ye are sanctified, but ye are justified in the name of the Lord Jesus, and by the Spirit of our God (1 Corinthians 6:9-11).
Protect the platform and the pulpit. The people on your platform and in your pulpit are a reflection of the values and culture of your church. Just because someone wants to preach doesn’t mean they should be allowed to preach. Just because they want to sing and can sing doesn’t mean they should sing if they don’t reflect the biblical values and culture of an apostolic church. Earlier we were talking about standards of excellence but now we are referring to spiritual protection. You can avoid a lot of spiritual heartaches and perceived inconsistencies by keeping your platform and your pulpit carefully guarded. This is easier said than done; do it anyway. Scripture repeatedly warns us that wolves will try to invade the church and cause division (Matthew 7:16, Matthew 10:16, Acts 20:29). Be careful and use discernment. Don’t give influence to people who could be spiritually harmful to the church.
Pray. Fast. Study. Rinse. Repeat. Make prayer a priority. Maintain corporate times of prayer and fasting. Equip and engage people to maintain personal Bible study habits. All leaders are readers. Study, study, study (2 Timothy 2:15).
Preach and teach with clarity and conviction. I’m noticing as I write these thoughts that much of my focus revolves around preaching. I make no apologies for that, preaching has always been central to apostolic revival. The New Testament Church was birthed around Peter’s sermon on the Day of Pentecost where the Holy Ghost was poured out (Acts 2). Using Peter’s sermon from Acts chapter two as an example, you’ll notice that he was completely confident in his delivery, he spoke from the head and the heart, and he spoke with clarity. In other words, he was clear and understandable. He didn’t leave any wiggle room for the hearers to squeeze in their own interpretation of what they needed to do to be saved. I hear far too much ambiguous preaching these days. Fuzzy preaching that sounds brilliant (or sometimes just incoherent) but makes it hard to pin the particulars down. This isn’t always intentional. Sometimes it comes from a desire to sound intellectual, or maybe it’s just poor communication skills, sometimes lack of preparation is the culprit, or possibly it stems from a subconscious fear of offending the hearers. In worst cases, it comes from internal doubts and disbelief. You don’t have to be a great orator. Passion, conviction, confidence, anointing, and clarity are far more valuable qualities than just being a wordsmith. Bottom line, clear preaching isn’t always the prettiest preaching but it produces apostolic results. Study thoroughly, know what you believe, say what you believe, believe what you say, and let God do the rest. Secondly, a clear distinction must be maintained between teaching and preaching. Many churches are seriously off balance in one direction or the other. They have tons of preaching and very little teaching or vice versa (this goes back to the problem of having less and less church). There really must be a balance between the two for healthy spiritual conversions and spiritual maturation to take place. Interestingly, most pastors struggle to accurately define the biblical differences between preaching and teaching. I’ve often heard people make the tongue-in-cheek statement that teaching is just preaching with less screaming. That’s funny but horribly inaccurate. Teaching should never be used as an excuse to be boring, uninspiring, or less anointed. Robert L. Waggoner gives one of the best differentiation between teaching and preaching that I have read. Waggoner writes:
“The primary meaning associated with the nature of preaching in the New Testament comes from the fact that the Greek word most frequently used to describe a preacher was that of a herald. A herald was one who announced a message, generally from the king or some other ruling authority, to those who had not heard it before. Preaching in New Testament times, therefore related primarily to announcing good news. In the New Testament, the content of that good news centered around the themes of Jesus Christ, the Word, the Gospel, and the Kingdom. On the other hand, the nature of teaching in New Testament times was primarily to explain ideas and their implications, and to exhort people to live by declared values. Whereas the message preached was the message announced, the message taught was the message explained, clarified, and applied, with exhortation to live by it. Whereas the message preached (announced) was primarily for the purpose of conversion, the message taught (explained, clarified, applied, with exhortation) was primarily for the purpose of building faith, Christian conviction and character. Essentially, preaching lays the foundation for teaching, just as an announcement lays the foundation for further comments. Both have the same message. Their points of emphasis differ. Whereas the content of preaching may be narrowly defined, the content of teaching is in broad terms.”
With this definition in mind, many churches lay a lot of good foundation with preaching but never adequately build upon it with solid teaching. This creates tons of spiritual babies that never survive into maturity. On the other hand, churches that are imbalanced on the teaching side of the equation are constantly trying to build structures on weak foundations.
Volunteers are valuable. As I mentioned earlier, there’s never going to be a big enough budget to hire the staff needed to fulfill all the needs of the church. Even large churches rely heavily on volunteers. Sunday school teachers, ushers, greeters, behind the scenes tech engineers, cleaning crews, board members, youth workers, bus drivers, outreach teams, hospitality teams, altar workers, and more are usually volunteers. They are the backbone of your church. Love, respect, appreciate, honor, lead, train, and equip them. Do not take them for granted.
Refuse to compromise on matters of biblical doctrine. Let me say that again for impact, refuse to compromise on matters of biblical doctrine. The idea that compromise always results in church growth is a huge myth that many have swallowed hook line and sinker. This often makes watering down the Word seem attractive even to preachers who actually believe in sound doctrine simply because they feel a desperation to grow. I’ve made this point in a previous article but it bears repeating, the average church (across all denominational lines) runs about 75. The vast majority of those churches consistently compromise (or likely never preached apostolic doctrine in the first place) without any numeric growth at all. Clearly, compromise and abandoning biblical foundations does not produce automatic numeric growth (even if it did it would not justify watering down the Gospel). When apostolic ministers accept that lie, whether publicly or secretly, they lead from a fixed position of insecurity. If you’re an apostolic church and you’re not growing it’s not because of your doctrine. There are probably many reasons you’re not growing, but standing for apostolic truth is not one of them.
Consider this, recent studies are showing that liberal mainline churches are in sharp decline while Pentecostal churches are still experiencing dramatic growth worldwide. This leaves researchers scratching their heads because we Pentecostals tend to be doctrinally dogmatic which is terribly politically incorrect. Biblically correct churches are outgrowing politically correct churches because they stand out as a beacon of light in a philosophically and doctrinally hazy world. To be clear, it would be better to preach the truth and stay small than to preach a lie and be damned. I would rather lead a small church to Heaven than lead a megachurch to Hell.
Know your limits. Even super-duper mega churches with deep pockets can’t do everything well. Find the things that your church is really good at (probably through a process of trial and error) and do them really well. It would be better to do a few things passionately and excellently than to do a hundred things badly. If your church isn’t exceptionally gifted in music don’t try to put on a music conference or a concert. That’s counterproductive. Find what you’re good at (and your church is good at something) and double down on it. Doing more stuff for the sake of doing more stuff is a terrible idea. Busyness for the sake of busyness is a recipe for burnout and church-wide depression. Oftentimes, less is more. Just because other churches are doing it doesn’t mean that you have to do it too. In fact, your focused efforts and unique abilities will set you apart in your community in a good way. By the way, the reason many church growth books are grossly unhelpful is because they want you to imitate every move of another numerically (although not necessarily spiritual) successful church. Unfortunately, your church may not be gifted or motivated in the same ways by the same things. You must identify your localized abilities and focus on them with laser-like intensity.
Trim the fat. Once you’ve found what your church is really good at and what it’s really bad at its time to trim the fat off the “sacred cows”. You’re going to be met with a lot of resistance at this point. You’re going to hear a lot of things like, “But that other Church does this and we should too” or “But we’ve always had this program” or “But everyone else is doing it this way or that way.” Stand firm, once you start doing things just to do things you will lose purpose, passion, and perspective. Cut out time-consuming, cumbersome, unproductive, expensive, and counterproductive programs as quickly as possible. To review, it’s better to be known for doing a few things really well than for doing tons of stuff really poorly.
Don’t be a seeker-friendly church. Be a God friendly church. Remember, God is the Lord of the harvest (Matthew 9:38), and He alone gives the increase (1 Corinthians 3:6-7). I’m not saying that we shouldn’t be friendly to seekers (you absolutely must be friendly), but the term “seeker friendly” has become synonymous with churches that try to create a generic and culturally acceptable worship environment. Again, if we use the book of Acts as our model, we find that the Church was anything but generic. The apostles spoke boldly into hostile and conflicting cultures with their primary concern being to please the Lord, not people. If God gives the true harvest than being a God-pleasing church should be our main concern. Churches that are more interested in pleasing people than God attract crowds and nothing more. Churches that are more concerned with crowds than the Gospel throw Super Bowl parties and churches that love the Gospel throw Holy Ghost parties. That’s a generalization, but the point is valid. A crowd does not make a church, but a book of Acts church will attract a crowd. When God starts moving, people in a cold world will be attracted to the warmth of the fire.
Promote praise and worship. I have explained the often overlooked differences between praise and worship here. God dwells among the praises of his people (Psalms 22:3). Praise sets the tone and the right atmosphere of faith for preaching to be most impactful. Praise drives away dark spirits (1 Samuel 16:23) and turns mourning into dancing (Psalms 30:11). Praise gets our flesh out of the way making room for the moving of the Holy Spirit. If you want revival you must promote and cultivate a worshipful church environment. Like it or not, you can gauge the spiritual temperature of a church by its praise and worship. Outward praise is not a replacement for spiritual depth, but you cannot claim to have spiritual depth without outward manifestations of praise. A church that refuses to be demonstrative in praise is in direct violation of countless passages of Scripture (Romans 15:11, Psalms 22:23, Psalms 33:1, Psalms 66:8, Psalms 67:3, Psalms 98:4, Psalms 100:4, Psalms 102:18).
Define revival. As Rev. Wayne Huntley often explains, many churches confuse revival with evangelism. The root word of revival is “revive” meaning to bring back to life or to infuse with fresh strength. You can’t revive something that has never been alive. Revival is for the saints and evangelism is for the world. A church that is not constantly being revived will not grow. A dead church cannot give birth. Having said that, evangelism is something altogether different. Evangelism reaches beyond the walls of the church house into the lives of those who are lost. The distinction between revival and evangelism is important because what revives the church does not always produce evangelism. Evangelism does little to no good without a revived (alive) church.
Revival and evangelism must be approached as two distinct processes that are connected but unique. Otherwise, a church will fall into the trap of having revival without evangelism or vice versa. I’ve preached in many churches over the years that settled for having terrific revival but never evangelizing. They needed to learn that being revived over and over again is not the same as reaching out to the lost.
Let me address an elephant in the room that is seldom mentioned; many churches love revival but they dislike evangelism. Sadly, many congregations grow very comfortable with their crowd of friends and they become content to just have good church and leave their community unchanged. This is a direct violation of the Church’s mandate to go and make disciples (Matthew 28:19). Every church needs to be taught that revival must overflow from our church services into spontaneous bursts of community evangelism, which leads nicely to the next point.
Live evangelism. Often, churches relegate evangelism to group events like door knocking. Don’t get me wrong, I’m 110% for door knocking and passing out flyers and water bottles at the park on a hot summer day. All great stuff, but if that’s the extent of your church’s outreach efforts your church is either dead or dying. Evangelism is a daily lifestyle, not a weekly or monthly program. Every growing church has one thing in common, saints who organically invite and encourage others to visit their church on a regular basis. This organic church-wide evangelism is not limited to friends and family members but includes strangers and acquaintances. Growing churches live evangelism as a constant lifestyle everywhere they go.
Have a long-term vision and short-term goals. I’ve laid out the case for yearly preaching plans here. My thinking has drastically evolved concerning church planning over the last several years. I used to disdain the idea of being overly planned because I felt that it hindered spontaneity and the flow of the Spirit. Nothing could be further from the truth. God honors planning. God knows the future and He can give us direction a year in advance just as easily as He can give us direction ten minutes in advance. Every church regardless of size should have an annual planning session mapping out a schedule for the upcoming year. That calendar should be neatly printed and made readily available to the entire church. This keeps ministries and activities from overlapping. It gives each ministry an opportunity to suggest strategies and develop a game plan. It promotes unity and creates general awareness. Obviously, there must be a level of flexibility throughout the year in scheduling and things will be tweaked and changed as needed, but every ministry and department will operate best within the structure of yearly preplanning.
Do not quench the Spirit (1 Thessalonians 5:19). That word quench in the Greek literally means to “extinguish” or “to go out”. In its normal context, the word was used to describe putting out sparks, fires, or flames. Many churches either intentionally or unintentionally quench the moving of the Spirit. If you read the context of the passage you will notice the next verse admonishes the church to “despise not prophesyings (1 Thessalonians 5:20)”. Spite towards spiritual things automatically hinders the Spirit. Churches that develop a top-down aversion to preaching, prophecy, the gifts of the Spirit, praise, prayer, and holiness are perverted vessels that put out revival fires. Some churches love prophecy but they despise praise. Some churches love preaching but they disdain the operation of the gifts of the Spirit. Some churches love outward holiness but they dislike the very sinners that the Church is mandated to reach. These imbalances hinder the Spirit and create dangerous droughts. Learning to be sensitive and responsive to the moving of the Spirit is paramount in terms of church growth. A spiritually tone-deaf pastor will stick to the program even when the Spirit is flowing in another direction. A spiritually insensitive preacher will miss windows of opportunity when and where the Spirit is trying to flow. While I affirm that we must do all things “…decently and in order (1 Corinthians 14:40)” it is always orderly to abstain from quenching the Spirit’s flow.
Deal with sin quickly, mercifully, and decisively (1 Corinthians 5:1-13, 2 Thessalonians 3:13-15, Galatians 6:1, James 5:19-20). Sadly, sin is going to infiltrate the lives of even the most trusted of saints from time to time. Even worse, it’s possible that trusted leaders in your church will fall into sin. It can be tempting to procrastinate addressing the issue at hand. Don’t do it. The festering will grow worse and leave a wake of destruction in its path. Make the necessary adjustments and corrections as quickly as possible. Take decisive and integrity-laden steps of action. And above all, be merciful and restoration-minded when and where possible. If you publicly oppose sin but privately tolerate sin among the core of your church or within the leadership structure over time the entire foundation of the local church will be weakened. If sin within a church is left unchecked for a long enough period of time it will replicate and spread like cancer until a church is no longer a church; just a collection of backslidden posers.
Have a guest follow-up ministry. As I peruse over what I’ve written so far, I’m realizing that the vast majority of these points are mindset oriented. They are mostly spiritual principles. But for those of you who are technique-minded, you will appreciate this point. Guest follow-up is a technical imperative for church growth. Yet, I am amazed by how many churches either have zero guest follow-up or very insufficient guest follow-up. To put things in perspective, if someone goes through all the trouble of getting ready and driving out to your church to visit they are the most likely converts in your proximity. I’ll double down on this point, if someone pointed a gun to your head (silly hypothetical) and forced you to choose between having a guest follow-up ministry or a neighborhood outreach ministry, you should choose guest follow-up. Studies have shown over and over again that a church is far more likely to get someone to come back than they are to convince someone to visit for the first time sight unseen. For the record, I absolutely believe that churches should be using every means of evangelism possible.
There are gobs of ideas out there about the best way to do a guest follow-up ministry. By the way, I prefer the word guest over visitor because the word visitor has a temporary connotation while the word guest is more welcoming and permanent sounding. Regardless, here are a few basics of guest follow-up. One, have some kind of welcoming area with a stationed greeter (preferably a very friendly and warm person) who is equipped with guest information cards. Two, the greeter’s goal is to make guests feel welcome, answer all of their questions, and acquire the guest’s contact information. Three, a letter from the pastor should be mailed or emailed to all guests within the following week. Four, a quick personal phone call or text (some people prefer this) from an actual human being should be initiated. Five, add them to a mailing list so they can be invited to all major events and activities throughout the year (unless they request to be removed from the mailing list). Those are the very basics. Many churches do personal visits. I did this in my early days of ministry but found that people were a little creeped out by having someone randomly show up at their house (maybe it was just me). Some churches with big budgets send a gift basket with all kinds of logo-covered goodies and edible treats. I think that’s great if you can afford it but unnecessary. However, I do suggest three things if your budget allows: 1) provide all your visitors with a very nice looking (professionally printed) brochure complete with information about beliefs, programs, media, service times, and ministries, 2) give away nice but inexpensive pens with the church logo and website emblazoned on it (people will use pens forever and it will serve as a gentle reminder of your church), 3) give away refrigerator magnets that contain your church contact info (people love fridge magnets and they will use them). This may seem like a lot of trouble but it will reap immeasurable benefits.
One last thought regarding this point (and this just might be the most helpful thought in this whole article), tell guests that you want them to become a part of your church. I mean, literally say those words to them out loud. Don’t just assume that they know how you feel because of your friendliness. Don’t say, “I really hope you visit again” as if they will always be an outsider trying to get into the club. Say, “I’m really hoping that you’ll make this your home church and become a part of what God is doing here”. One is exclusive and one is inclusive. Tell them they are wanted and mean it from the bottom of your heart.
Be a self-aware church. Over time it’s easy to lose perspective and awareness of how we are coming across to our guests and to our communities. Individuals can do it and churches can do it as well. For example, just because we think we are a friendly church (I’ve never been to a church that didn’t think it was crazy friendly) doesn’t mean that we are actually a friendly church. Be friendly, don’t just act friendly. Meaning, many churches become proficient at going through the motions of “friendliness” without truly having a caring or loving desire to know and help people, and they don’t have the self-awareness needed to even realize what has happened. But people can quickly spot all the things that we’ve gradually grown accustomed to in our comfortable surroundings.
In many ways, it’s similar to how I feel when people visit my home. My home doesn’t seem dirty, messy, or disorganized until guests show up, and then I start noticing every flaw and imperfection. The difference between church and our homes is that most folks rarely have guests in their homes, but we constantly have guests in our churches. Make a conscious effort to look at your church like you do your house when you know that company is coming. If nothing else, keep the platform and altar area clean, organized, clutter-free, and pleasant. Why? Because the platform and altar area is where people’s attention will be focused 99% of the time. Do your best to “awkward-proof” your platform as much as possible. Meaning, avoid tripping hazards, weird set-ups where singers are practically on top of ministers who are seated, chairs that make strange noises (funny story goes with this tip), busy seating arrangements that people have to weave around like a maze, bad lighting, exposed tangled wires, decorative arrangements that are easily bumped or fall with little provoking, and odd instrument and musician placements that conflict with the overall environment.
Being self-aware also means that we realize that unchurched people often don’t understand expressions and words that are common to us. No. I’m not one of those guys who wants to dumb down our preaching or secularize our expressions, but I do think we should pause often and explain to guests what we’re talking about. Yes, sir. That’s just common courtesy and good manners. We know exactly what we mean by God is going to “split the eastern sky wide open” but a guest just hears a weird, scary sounding phrase. Self-aware churches do a lot of patient explaining.
Along those same lines, if you announce that everyone who wants to be a part of “such and such” needs to talk to “so and so” without visibly showing them who “so and so” is, every one of your guests and newer saints is going to feel completely lost and excluded. Self-aware churches do lots of introducing people to people.
Utilize the power of social media and online presence. I’ve written many times about the dangers and pitfalls of social media (here, here, and here). However, it’s simply irresponsible when a church fails to harness this powerful outreach tool. Our church reaches over fifty thousand people each month via iTunes and podcast, and much more than that through our online presence. The vast majority of people in your community will check out your church online before making a decision to visit. Very few people show up without doing a little research these days. If possible, set up a podcast where people can listen to your lessons and sermons. Have a website, it doesn’t have to be state of the art but it needs to be updated (don’t have announcements posted for things that have already happened) and very informative. There’s no such thing as too much information. Tell them about your church, what to expect, what you believe, all about your vision, your ministries, your leadership (many church sites make it challenging to even figure out their pastor’s name), your service times, and your location. Link your site to various social media sites and utilize them to the best of your ability. Ideally, someone trustworthy and tech-savvy should be shepherding this ministry (and it is a ministry).
Don’t be ashamed of your apostolic identity (Romans 1:16, Luke 9:26). Hollywood isn’t ashamed of their spectacle. In fact, the world has never been prouder in spite of the chaos that it’s in. Do not be ashamed of the name of Jesus, holiness, Apostolic doctrine, the moving of the Spirit, exuberant praise, passionate preaching, or our Pentecostal heritage.
Beware of the Grasshopper Complex (Numbers 13:26-33). Remember the ten spies who gave an “evil report (Numbers 13:32)”? They said that they could not take the Promised Land. Mostly because they had spotted intimidating giants. They famously whined, “…we were in our own sight as grasshoppers, and so we were in theirs (Numbers 13:33)”. They were suffering from an Inferiority Complex. They were so impressed and oppressed by the perceived strength of their enemy that they lost faith and paralysis took control. Many churches suffer from a Grasshopper Complex. They see thriving false churches, encroaching evil from every side, political pressure, cultural decay, obstacles that seem insurmountable, and they are frozen in fear. This is fundamentally a faith problem. Here’s the deal with giants; the bigger they are the easier it is to hit them with a slingshot. Okay. I know that sounds flippant and sometimes the battle is extremely intense. But in the end, we either trust God for the victory or we don’t.