5 Outreach Mistakes Church Leaders Make
York Moore discusses what leaders get wrong when connecting with people exploring their faith—and what they can do instead.
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1. They Use Outdated Connection Methods
It can be overwhelming to update systems and processes that churches have relied on for so long. Even the most committed members see email as white noise against an onslaught of communication.
For new visitors, giving an email address can feel like signing up for the minimal 10% off at their favorite store.
What to do instead
Did you know 98% of texts get read? Texting is the primary way most people build relationships with organizations they trust. With texting you'll capture engagement, encourage two-way relationships, and ensure your messages don't slip through the cracks.
2. They Overestimate Engagement
Very often, soft metrics like first or second time visits, text engagement, and sharing info via web forms are interpreted as trust and interest.
Newcomers typically test to see if there is chemistry, consistency, and authentic content that aligns with their desires. The tapestry of touch points for engagement provide those who are potentially interested in a church with a picture of what they can expect. Churches too often perceive a deeper engagement than there really is based on limited engagement.
What to do instead
The solution is to nurture relationships. Building relationships with two-way communication, whether in person or digital demonstrates to people you are committed and want them to be part of the community.
3. They Are Too Focused on Their Church
Pastors are overly reliant on engagement that connects people to their church instead of a greater Kingdom movement. A principle common to many of the great marketers of the past several decades is that true, deep engagement is fostered by connecting people to the bigger picture.
For example, on the surface Coca-Cola sells soda, but the foundation of their brand is refreshment—they sell "refreshment" to a variety of people in certain lifestyles and communities. This way Coca-Cola creates a brand association with refreshment.
What to do instead
Flourishing, for example, is one way churches can communicate how they uniquely connect with the real spiritual, emotional, and relational needs present in the community.
Churches are stronger together, and focusing on the bigger picture almost never comes at a loss for your church. One way to accomplish this is to take advantage of Churches Care and He Gets Us resources.
4. They Focus on the Divinity Bridge First
As Christian leaders, we’re eager to share the gospel. And with good reason. We want people to know all about the many ways Jesus, the Bible, and the Church can positively impact their lives.
However, that can be overwhelming to some. Political, cultural, and sadly religious distortions of Jesus swirl in people’s heads even after connecting to a faith community. Many, if not most people, do not interpret their lived experience through a faith-based or theocentric lens.
What to do instead
Remember, a lot of people come to your church looking for connection and community.
So take it slow, keep it basic, and focus on being an example of Jesus' love! Ensure that you are connecting with them and their needs to build trust first. He Gets Us, for example, is a national campaign that does a good job of re-introducing the real Jesus to people–on their own terms.
5. They Don't Consider Fit
It can be easy to want any and every person to come to our services, participate in our ministries, and call our church home. And our marketing and outreach efforts reflect that. But the reality is that not everyone is a great fit.
Instead of working hard to be a church for everyone, what if we had their best interest in mind rather than just growing our church numbers? What if there is a church down the street that actually would be the best pathway for someone to truly flourish?
What to do instead
Being "client-centered" in this way puts the person’s spiritual needs and capacity at the center of decision making. Considering fit is not an invitation to curate disciples of our choice and comfort, but rather puts the question, “what is best for this person’s discipleship path?” at the forefront of strategy.
By building genuine trust and connection, and it ensures that the people at your church are fully invested in growing and worshipping with you.
By York Moore
R. York Moore is a speaker, revivalist, abolitionist, and accomplished Tiktoker (york.moore), currently serving as President, CEO & National Evangelist for the Coalition for Christian Outreach. He is the co-founder of the EveryCampus movement, a coalition of organizations and churches seeking God for revival. He is the author several books, including “Seen.Known.Loved” with Dr. Gary Chapman. Direct.me/yorkmoore for more.
"I've been blessed to work with many pastors from a variety of networks. Those who are willing to grow in their outreach ministry have better results engaging culture. I encourage you to take a look at Gloo, where you’ll find new ways to connect with the people and communities you serve - with things like He Gets Us, free texting, and resources from trusted leaders.”
