This article orignates from The Church Toolbox and is re-printed here with their kind permission.

Improving First Impressions

“We put no stumbling block in anyone’s path, so that our ministry will not be discredited. Rather, as servants of God we commend ourselves in every way”

—II Corinthians 6:3-4a

“America has entered a post-Christian era and from now on we are planning to train future pastors as foreign missionaries assigned to an alien culture.”

—Haddon Robinson

“70+% of all people who visit a church make up their mind about coming back — BEFORE the pastor gets up to speak!”

—Barna Research Group

FIRST THING GUESTS WILL HEAR

• Answering machine/receptionist
  
  • Warm, friendly, female voice (not that of the Rector)
    • Research shows that women generally make the decision in the family regarding church and faith.
  • Professional sounding
  • Clear information about service times, directions, how to leave a message

FIRST THING GUESTS WILL SEE

• Signage and Publications
  • Signs
    • Updated logo
    • Look at condition of signs indoors and out:
      • Are the signs new looking, not rusty, or peeling?
      • Are they readable from the road while driving?
      • Once parked, do visitors know where to go? Are there clear directions to sanctuary or worship space, nursery, offices, classes, meeting spaces, etc.
  • Publications
    • Bulletin — no typos, proper grammar
    • Avoid juggling too many books. Is it possible to reprint the service in the bulletin or to use only one book for music?
    • Keep publications simple and readable
    • In bulletins and announcements avoid insider language that is not explained: i.e. ECW, EYC, ECC, St. Helena's Guild, etc.
    • How do people know what goes on past Sunday morning? Is there a “welcome” brochure or last month's newsletter available for newcomers to pick up? Are weekly events published in the Sunday bulletin?
• Facility (see Callahan)
  • Parking — Do they know where to park?
  • Exterior — Do they care about the facility? Is it clean?
  • Interior — Is it inviting and attractive?
  • Bathrooms — Are they well marked? Have you checked them? (Keep extra supplies on hand.)
  • Nursery — Is it well marked and clean? Are diaper odors controlled?
• Ushers and Greeters
  • Do guests feel welcomed or assaulted?
  • Friendly and informed
  • Balance of male and female (always have a woman)
  • Balance of ages
    • youth = vitality; age = stability
    • older people love young people
      • Along with your nursery workers and children's teachers, these are your best evangelists.
• Nursery
  • Clean
  • Secure procedures (children registered)
  • Consistent trained workers
  • Greeting team stationed
  • Brochure explaining the procedures
• Atmosphere
  • The atmosphere should reflect the tone of the parish.
  • Will there be pre-service music? Prelude? Reflective or upbeat?
  • Lighting: Is it appropriate to the mood desired at each particular service?
  • Pace / Moods: The service should move smoothly and efficiently, without feeling rushed. Watch transitions between parts of service. How does mood change from Worship space to other Sunday programs? Are clergy and staff mindful of special needs?
  • Smell: Coffee brewing? Incense? Flowers? Make sure any smells are positive and inviting. Not musty, Not offensive
  • Decor
    • What do people see when they first walk in the door? Is any information up to date and an accurate portrayal of the current church community's values and diversity.
    • What are the decorations and symbols saying about your parish?
  • Seating and space (Callahan's distinction) Is it comfortable?
    • A church feels full when 80% of the seats are taken.
    • Newcomers want the back pews and aisle seats. Train ushers and regular attendees to a few of these free.
• Clergy and other worship leaders
  • Warmth and enthusiasm: match the person with the assignment
  • Genuine
  • Attire: not fashion, but grooming; coordinated; mirrors audience (formal to informal)
  • Clergy or other speakers should assume that there's always somebody in the audience who doesn't know who you're talking about
    • What's the difference between these two statements: “Michael Jordan says ... ” vs. “Pro-basketball superstar Michael Jordan says ...”?
• Enthusiastic Children's Workers and Programs
  • “Three of four parents say a church that provides religious training for their children would be of interest to them.”
    — George Barna, Evangelism That Works
• Language and Labels
  • Evaluate Church terms in relation to your mission and cultural context. Is it good to keep labels such as “Sunday School” or “Children's Chapel” or to use different terms such as “Christian Formation, Promise Land, KidsZone, Church School” or whatever terms will speak to the demographics.
  • Avoid “insider” language. Don't assume people know how “church” works, or what the Book of Common Prayer is.
  • Music Communicates: More than any other factor, music defines you as a church.
    • Match the listening tastes of the audience
    • Energy: Shape music to match heights and depths of energy during a service. (for example, don't sing “Lift High the Cross” during communion)
    • Lyrics (must be able to hear the vocals)
    • Competence (can't compromise in this area)
    • Don't assume. Contrary to what you may think, non-Christians don't make a habit to listen to Christian music, sing hymns in their home, or pray out loud.
  • Expectations — Explain without patronizing
  • Try bridging parts of the service with simple explanations either spoken or written in the bulletin. (“Having heard about God's goodness in the scripture and sermon, let us now proclaim our faith in God in the words of the Nicene Creed.”
  • Do they know when to stand, sit, kneel?
  • Singing: Any parts of the service to be sung by the congregation should be easily found in the bulletin or hymnal. Consider printing some music in bulletin.
  • Praying: Do people know when to join in corporate prayer?
  • Giving: Will you invite visitors to not give?
    • One of the biggest complaints by non-church goers, is that church is just after your money. Consider an announcement, spoken or written that says, “At this time, those who are committed to the mission and ministry of God in this parish offer back to God some of what God has given them. For anyone new or visiting, this worship service is our gift to you, and you are not expected to give.”
• Other communication forms (The sermon is not the only medium)
  • All people respond well to beauty in art. Consider how other forms could be used in your worship service or in other aspects of church life.
    • Drama
    • Videos
    • Slides
    • Evokes emotion
    • Is non-threatening
    • Paints pictures
• Use of the Bible
  • A symbol of truth and authority.
  • Don't assume people know how to use a Bible
    • “Americans do not understand what the church is preaching. A survey of American adults found that few people could explain even remotely accurately, terms such as “The Great Commission” (9%), John 3:16 (35%), Evangelical (18%), or the Gospel (37%)”
      — Barna Research Group
• Pastor
  • After 22 minutes, you lose your audience!
  • Understand your audience's world: exegete the culture
  • Don't give somebody else's message
  • Spend time preparing
  • Verbiage — Do you use language that the common person understands?
  • Disclosure — Are you human? Do you let your people know you struggle with sin too?
• Service Times
  • Would changing your service times attract the people you are trying to reach? For example, is the children's oriented service too early or too late in the day?
• Genuinely Experience God
  • Non-churched people want a deeper, more tangible and significant experience with God.” —George Barna, Evangelism That Works

People want to see that Christ makes a difference.

FOR FURTHER READING

1. Inside the Mind of Unchurched Harry and Mary, by Lee Strobel

2. Worship Evangelism, by Sally Morgenthaler

3. Evangelism That Works, by George Barna

4. Twelve Keys to an Effective Church, by Kennon Callahan

“First Impressions” material is used by permission of the author, Jim Griffith, who serves as an At-large Consultant to Episcopal Congregations. It has been modified by the Commission on Church Development to reflect the Episcopal ethos.

Jim Griffith may be contacted electronically at This e-mail address is being protected from spambots. You need JavaScript enabled to view it