Category: Church

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Leading Social Media as a Church Volunteer: An Insider’s Story

“Once upon a time there was a ministry that had so many resources and help, it was just CRUSHING all of their social channels. Engagement levels were insane, everyone got plenty of rest, and happiness rejoiced throughout the land.” << Yeah, right. Even though this is a fairy tale for most churches, it IS possible to find a happy ending in social media stories.

I had the privilege of meeting Caitlin Laxton recently and was amazed by her story. Five years ago she offered to post set lists to Facebook and now leads the church’s social media efforts as a volunteer one-man-band of sorts.

I asked if she’d be willing to share her story to help inspire and encourage others. (Content emphasis is mine) Enjoy!

Tell us a little about what you do and how you got involved

I am the social media manager for The Journey Church in Chesapeake, VA. My role is to create and share content that reflects the mission and values of The Journey Church and engage the community. I communicate regularly with the pastors and team leaders to plan posts according to their team’s needs.

I’ve been involved with the The JC since it was planted 7 years ago. After the first two years, I noticed our lack of social media presence. I didn’t know why at the time, but I felt we needed to be more active online, so I reached out to our Creative Pastor and asked if it would be helpful to him if I posted Sunday set lists every week to our Facebook and Instagram pages. He happily handed the responsibility over to me and I’ve been managing and developing it ever since.

What was the hardest part about getting started?

The hardest part about getting started was that I had no idea what I was doing. I didn’t know what to post or how frequent it should be. I just knew our church needed more consistency and engagement online.

What do you wish you knew then that you know now?

There are two things I wish I knew:

1. Quality over quantity. The quality of the content you create matters. Yes, it is great to post frequently and consistently, but if the content you are sharing is not capturing the attention of viewers and stopping their scroll, then what good is it?

2. Use social media to do ministry, not promote it. There’s a time when promoting an event or missions opportunity is needed, but don’t get caught up in just sharing those things. Remember to share God’s Word and how it applies to our lives.

“Use social media to do ministry, not promote it”

-Caitlin Laxton
What advice would you give someone starting out as a volunteer in social media?

Know your church. Know the mission and vision so well that it is reflected in the content you create.

Start small and be consistent. It can be as simple as sharing a quote from the sermon every Monday or, like me, share Sunday’s set list every Saturday.

What do churches/ministry leaders need to know to help this role succeed?

Social media can be used to minister to those who spend hours scrolling on the different platforms daily. When a church uses social media, they have the opportunity to stop the scroll and point people to God and the truth of His word. If they are churches, like mine, who do not have their own space yet, then social media is a great way to stay connected with others throughout the week.

Be open to new ideas from your social media team. For example, stepping aside before or after service to record a quick video to share scripture or encouragement from the sermon to be shared on social media. These quick and simple videos can make your presence online more personal than sharing a clip of your sermon.

What are some of the wins you’ve seen come out of this role?

It has shown me the importance of community engagement, especially during the COVID pandemic. During that time, we hosted Facebook coffee chats before our online services and posted graphics with questions to help keep the conversation and bond with others in tact.

On the business side of things, my role has supported the Creative Pastor and allowed me to network with other churches to better serve the online community.

Any other advice or tips you’d like to share?

Don’t be afraid to learn and grow. Join Facebook Groups specifically for church communications or social media content creators. Canva for Church and Social Media Managers are groups I follow in addition to Church Communications. These groups will be a place you can ask questions or simply just learn from what others are sharing.

Be in consistent communication with your pastors and other ministry leaders so that you all are on the same page with what needs to be shared and when. For example, I ask my pastor ahead of time what sermon series is coming up and what information he’d like to share with me about it so that I can prepare posts.

** WEIGH IN ** If anyone else has comments or ideas they’d like to share as a social media volunteer, (or staff member working with volunteers) feel free to share them in the comments!

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It’s Not What You Say, It’s What You DO

I’ve been working with churches for almost twenty five years to help them reach people more effectively. But sometimes I wonder if my efforts are making any kind of a dent at all.

A good friend of mine doesn’t go to church. He’s not a fan and believes people who go to church are all just hypocrites. And he feels those who lead churches are the biggest offenders.

He runs a company that does commercial electrical work for large and small organizations, and recently told me of a large, multi-site church in a metropolitan city he did work for six months ago that still hasn’t paid him. Every time he asks about the outstanding invoice he gets another excuse, even when connecting with senior leadership.

“The check is sitting on the Executive Pastor’s desk– he just hasn’t had time to sign it…”

“We’re just so busy, but we’re planning to mail it soon… “

“It didn’t go out yet? Really? Um, I’ll have to check…”

Every time he asked over the course of six months, another excuse was given that eroded their credibility. He finally said he gave up trying to talk to anyone. “It’s not like they don’t have the money,” he said. “They’re opening up a third campus”

It doesn’t matter how much you spend on marketing, branding, promotions, or buildings to reach people if you can’t walk the talk.

This includes people who do work for you.

 

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ThatChurch Conference Notes

 

First, I want to say a huge THANK YOU to everyone who came to today’s session! As promised, here is a link to view the notes so we can all make the world a better place and save a few trees in the process.

If you have questions, or want help thinking about how to level up your current website, feel free to reach out: dnicole (at) AspireOne (dot) com

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Are We Who We Say We Are?

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The whole idea of branding can be confusing for a lot of smart people. And it’s easy to see why with all of the different definitions floating around—is it what other people say you are? Is it your logo? Or the website & other promotional channels?

The simplest way to wrap our minds around this is to think of it as a promise we’re making of what to expect, and how well we consistently deliver on that promise.

This all comes down to the EXPERIENCE we’re offering. Are we who we say we are?

When we think of it as a promise, we’re in control—we manage the expectations and experience of that promise. If we allow others to define who we are, we’re constantly in a reaction mode.

This goes beyond what we say in bulletins, brochures, & billboards to what we actually do.

Everything else is just a channel for delivering on that promise.

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The Price of Free


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It can be tempting to chase after “free” opportunities

  • A volunteer is willing to start a new ministry idea
  • An organization is offering to sponsor an initiative on your behalf
  • Someone is willing to include your ad on their website, magazine or newsletter
  • A partner wants to send a summer intern/assistant/extra-hands-and-feet-to-do-work-for-you

Sounds great, right? I mean, who doesn’t like free?

Before jumping on board, remember everything has a price. Sometimes it’s actual, physical dollars & cents. Other times it’s time. Or relationships. Or how much it impacts your brand or reputation.

So be sure to ask first:

  • Is the timing right for this opportunity?
  • What will it really cost?
  • Will it ultimately help accomplish what we’re supposed to do?

“So often people are working hard at the wrong thing. Working on the right thing is probably more important than working hard.”

—

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The Keys to Communicating Change

“I just don’t get it,” he sighed. “I feel like I’ve been repeating the same thing for months until I’m blue in the face. Why aren’t people getting on board with the new vision?”

My heart went out to this frustrated pastor. He’s a gifted communicator and skilled at painting a vivid picture of the future people want to be part of. But he’s not getting the traction that he’d like in his new church.

Many of the leaders I work with are in the midst of leading through change. Some big, some small, but all with their own unique challenges.

The truth is nobody likes change. We are creatures of habit and prefer our routines. But leadership requires moving people from here to there and change just comes with the territory.

Understanding why people resist is half the battle. After working with leaders for over two decades, I’ve noticed there are three primary reasons why people don’t get on board with change:

1) They Don’t Agree

Let’s face it. This group can be the most difficult to deal with because some people are just impossible to please. They will find reasons to complain regardless if something changes or stays the same.

Don’t let these people hold your vision (or you) hostage by their version of what the future should be. Having a clear direction will mean some people won’t want to be part of it. Let them go to make room for those who do.

2) They Don’t Understand

Many leaders spend most of their time talking about WHAT needs to change without spending enough time on WHY it needs to change in the first place. The pain of staying where they are needs to feel greater than the discomfort or inconvenience of changing.

Paint a clear picture of why things can’t stay the same. Tie it to vision. Tell stories—make it feel real. Then focus on where you want to go & how you plan to get there.

3) They Don’t Know What to Do

Once people are excited, they want to get involved. The quickest way to squelch that enthusiasm is to overwhelm them with options. People don’t want a catalog listing 485 ways to help. When with faced with many choices, many shut down and don’t do anything.

Instead, focus on a few simple next steps that can apply to everyone. “Everyone” being a critical part. There is momentum that builds when everyone feels like they can take part in the vision. Once it’s in motion, it’s hard to stop.

Understanding why people resist is half the battle. The other half is consistently casting vision and celebrating small wins along with way. Because communicating change is a marathon, not a sprint. Prepare for the road ahead.

*Originally written for Catalyst

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The Price of Being a Sheep

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I love this piece by Hugh MacLeod, as it seems so relative—especially in the world of ministries.

It’s easy to follow the crowd. To imitate what everyone else is doing. To want a website/logo/outreach program/fill-in-the-blank just like Big Name Ministry has.
(Side note: If I see one more website—or get one more request—for a website that looks just like Hillsong’s, I’m going to poke my eyes out with pencils)

But I believe the price of being a sheep is much steeper than mere boredom.
We’re robbing the world of what it is we’re uniquely wired to offer.

Don’t get me wrong. I love getting inspired by others who’ve gone before me and look for ways to build upon those ideas to make them my own. But as my friend Mark Batterson has so eloquently put it, “When inspiration stops short & becomes imitation, it’s suicide.”

Discovering your purpose and braving new trails is hard. It takes work, and yes, it can be very lonely. But I think the reward is worth it.

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Six Lies About Logos

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Okay, “lies” might be a bit extreme, but it’s true they’re often misunderstood or misperceptions.

When done right, brand identities can be an instant way to communicate the vision, values, and what someone can expect at your church or ministry. They can break down barriers, pave the way to connect new people, and focus your culture. When done wrong, it can reflect an inaccurate image, create divisions, or even be misleading.

So without further ado, let’s cover six of  the most common misperceptions ministries have about brand identities.

Lie #1 : Identities Don’t Matter Much

Brands, logos, and marketing are basically all just fluff anyway, right? Wrong. We live in a visual culture and how we communicate matters. People form impressions about who we are and what we do based on how we communicate. Having an identity that accurately reflects the heart, vision, and culture of your church can go a long way in reaching people and overcoming misperceptions.

But before you start sketching up ideas, be clear about what you want to communicate, and who you’re communicating to.

Your identity is a channel for connecting people to your vision and needs to be viewed with a strategic lens.

It’s less about which color or font you like best, but what these things say to the people you’re trying to reach.

Lie #2 : It’s Critical to be Literal

I mean, how will anyone know this is a church if we don’t include a cross, dove, and a picture of the building? And of course we can’t forget adding a globe to reflect our heart for missions… Stop it. Just stop it. Your church is more than your building.

The best marks are the ones that allow room for you to fill it with meaning and point people back to the vision.

Embrace simplicity and create conversations, remembering the identity will always be delivered in context. If the logo is on your business card, chances are you’re handing it to someone. The sign on your building? People are on the campus. Your website? There are lots of opportunities to tell the rest of the story. The Nike swoosh is one of the most recognized identities on the planet and it’s not a picture of a pair of shoes.

Lie #3 : Copying is Okay

If we just copy what another church created, it’s not a big deal, right? What they’re doing seems to be working, so it’ll probably work for us, too, right?

Don’t get me wrong—it’s okay to be inspired by others. But when inspiration stops short and becomes imitation, you’re robbing your church of the unique identity God intended for your ministry. Invest the time to make the ideas that inspired you your own.

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Lie #4 : The More the Merrier

Some churches may think an identity isn’t important at all, and then there are others infected with logo-itis. It almost feels like Oprah showed up one day and stared handing them out. “YOU get a logo, and YOU get a logo…”

Unfortunately, when every ministry has its own identity, it splinters the collective identity of the church.

Worse yet, we’re setting these ministries up to compete with each other for the congregation’s attention. When everyone has their own look, feel, and voice within the same church, it runs the risk of brand schizophrenia.

There’s enough already trying to compete for people’s attention—the last thing we want to do is compete with ourselves.

A simple rule of thumb that’s worked for many churches is to draw a clean line in the sand: If a ministry has its own weekend worship service, it’s okay to have its own logo because they’re serving a distinct audience with distinct needs. (For example, Children & Students = Yes. Ministries such as Men’s, Women’s, and Redheaded Knitters Named Marge = No.)

Just remember to include your church’s primary logo on any mailings or communication tools these ministries use so everyone is clear your student ministry is still part of the church and not an island unto themselves.

Lie #5 : Rollouts Can Be Random

It’s painful to think about, but there are ministries large and small that have invested a ton of time, energy, and resources into creating a new identity but then completely dropped the ball when it came to introducing their bouncing new baby brand to the world.

One pastor thought if he just started casually mentioning the new name during his weekend messages, people would somehow subconsciously get used to it and be more open to the change. Another very large church thought it’d be okay to just start using the new logo on envelopes containing year-end giving statements before the new website (or anything else) was ready because, “It was just sitting there not being being used.” The congregation had no idea a change was even on the horizon in both cases.

When something as visible as your identity changes, there’s a powerful opportunity to cast vision and celebrate stories.

Don’t let it slip by. Take time to think about when the best time might be to roll out your new identity, how it might align with other opportunities, and above all, tell people WHY it matters.

Lie #6 : A New Brand Will Fix It

This happens a lot—Attendance is flat or has started to decline, the church wants to do a better job of reaching younger (or different) people than they’re currently reaching, the people in the pews aren’t as friendly as they should be, or perceptions need to be shifted to emphasize a focus on serving.

The solution? Maybe creating a new identity that feels more hip, diverse, friendly, outward-focused, or fill-in-the-blank will magically fix these problems and change who they are on the inside as well. Ah, if it were only that simple.

It’s true that a new brand identity can go a long way in recharging the batteries of a ministry, but ultimately changes need to happen on the inside as well for it to be effective. (And authentic)

 

Does this make sense? What misperceptions have you run in to?

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Shift: Uncovering New Opportunities for Growth :: WFX 2017

This is my first year speaking at WFX and I couldn’t be more excited to be here. THANK YOU to everyone who participated in the session. In an effort to save as many trees as possible (my planet-protecting daughter thanks you)….

**Here you can find the notes version of today’s session**

If you have additional questions, or if I can serve your ministry in some capacity, please feel free to email me: Dnicole@AspireOne.com