Jonathan Howe writes about communication strategy for church, the necessity of effective communication, and how more is not always the same thing as better:

I would suggest that instead of being concerned with simply communicating more, churches should be focused on communicating more efficiently and effectively. These four steps will help your church determine what efficient communications look like in your context.

1. Determine what works best for your people. There’s no one-size-fits all communications plan for any church. Different churches need different methods of communication. If you listen to your congregants, ask for their input, and pay attention to what seems to resonate with them, you can determine what you should stop doing, keep doing, or start doing.
2. Don’t be afraid to try new methods. Unsure if your congregation would respond to an email newsletter? Try sending one per month for a few months and see what the response is. Find champions for new technology in the church to help you spread the word about the benefits of different communications methods.
3. Be persistent, but not stubborn or wasteful. Give a new communication initiative a few months before throwing it out. But don’t be afraid to kill something if it doesn’t take, even if you like it, or if you want people to like it. Don’t stick with a communication method just for your own benefit or pleasure. If it isn’t working, don’t continue to waste time and energy on ineffective communications.
4. Use tools that foster efficiency. Software—both online and computer-based—is widely available for communications. You have templates in Mailchimp, design templates for Canva, and social media auto-schedulers like Buffer and Hootsuite, dedicated social media apps for on-the-go posting. Use tools that work for your workflow and messages. Finding the right tool, or even a better one, can make a huge difference in the efficient use of your time and your message’s effectiveness.

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