Decades ago, the church doors were where people would check out a local church. On rare occasions, maybe the church had a radio or small market television ministry where nonmembers could connect to the church. But today, every church leader, through podcasts and social media availability, has a larger ministry footprint outside the geographical bounds of the church campus. So how does a church differentiate between the church down the street and them?
The simple yet complex answer is developing the infrastructure for sustained future growth that attracts guests to the church and keeps them when they arrive. When I write about attracting guests to the church, it is not through fog machines or concert-type services, unless that attracts your target population. I am speaking of creating a culture of excellence that values others and thus values the resources that God has bestowed upon your local church. Your ministry is not just for the weekly attendees but for those who know of God but do not have a relationship with him.
Putting the words “all are welcome” on the church sign will not draw many guests through the doors. Personal relationships are crucial to turning an invitation into action, and seeing the church begin to grow.
The New Front Door
The pandemic taught the church that technology was not the enemy of the church, but a friend of it. If technology is harnessed correctly, it could transform a local church from the mundane into a community-focused church. Nine times out of 10, guests will not just show up unsure of what to expect because they will have reviewed the church’s website and social media pages looking for the flavor of your local church.
Now don’t get caught up on the word, flavor. But like Colonel Sanders, the founder of Kentucky Fried Chicken, there are secret ways that the church spices up its services. There are hundreds of different ways church is being done, even in your denomination. You might call it spices, flavors or community context, but the variety of worship styles and services are different. Foundationally, they are the same at the core, but how it is expressed locally can be a far cry from what it might have been three decades ago.
In years past, people would show up and be unsure about what would happen. That time has come and gone. Today, the guest wants to know the ins and outs of every service portion, right down to the expected dress code. It might sound silly in your local context, but in the broader Christian evangelical church, it is the reality and has become the new normal.
Websites and your social media are far more important than the church sign at the end of the driveway. If you are unsure about what matters, invite a friend who does not go to your church to review your media pages, and then listen to their feedback. Remember that guests need to know the times, days, type of services and the church’s address. Each of these should be predominantly displayed.
The Old Front Door
Can we pause and admit that there is a battle for the souls of your community? The Devil wants to discourage and dissuade your local church inward. But God plans to see the church leave the pews and go into the streets as servants. When guests pull into the parking lot, do they know how to enter the church building? While members learn where to go, do not assume a guest knows where to enter and exit the building. In older churches, there are typically multiple entrances. Is there signage that suggests the main entrance? Are there parking lot greeters that can direct a guest? Are there friendly door greeters that open the door with a warm smile and a friendly hello? It might seem basic, but basic done well leaves a lasting impression of a church that cares.
When guests walk into the lobby, foyer or narthex, is there someone there to guide them to the next steps? Possibly finding their child’s classroom, the education wing to attend a Sunday school class, or being shown into the sanctuary? Have someone there to support and help your guests transition from the front door to the family of God.
At this stage, every interaction is essential. You might not realize it, but guests judge the church on the quality of interactions, helpfulness in the way of signage, cleanliness of facilities and overall appearance.
Remember, this is all before the pastor has even preached a word or a song has been sung. Win the old front door by renewing the church’s commitment to winning every interaction from the moment a guest pulls into the parking lot until they leave.
Winning the new and old front doors is more than just sprucing up the place. It is reconnecting the church’s love for guests and current members into one family of God.