Most of Fishhook’s church clients have the blessing and challenge of having generationally diverse congregations. Either the church has existed long enough to sustain a maturing population while attracting younger families, or it is a newer church that values ideals common to all ages.
For example, we recently consulted with a church that focuses significant energy toward serving its community. The church is successful at maintaining retired members who have time to serve while also attracting young professionals with a heightened sense for social justice. The two groups serve alongside each other with passion, but the church is finding that to recruit and mobilize each group, they must take two very different approaches to communicating.
Generational Preferences
In our work with churches, we have made some observations about generational communication effectiveness. Here are some of our findings.
In general, older church members:
- Tend to have a reactive response to communication. They are mostly content to get information as it is provided through traditional methods at scheduled times (Sunday verbal and print communication, mailed newsletters and special meetings such as the Annual Congregational Meeting).
- When they need to proactively seek out information, they are familiar enough with traditional forms of communication that they know where to find the needed information and when.
- Having grown up with newspapers and narrative, they are willing to sift through larger amounts of text to get to the thrust of the information they feel pertains to them.
In this month’s Fresh Catch video, Evan compares this preference to the need for a glass of water.
People currently in their teens, 20s and 30s:
- Prefer a steadier stream of information that they can access at their convenience. They may not respond to communication at the time it is disseminated, but they like to know the information is out there and available when they have time to review it or have a compelling need that leads them to seek it out. Steady stream communication tools include e-news, Web sites, blogs and social media such as Twitter and Facebook.
- Want content they can skim and quickly find what applies to them, e.g., lists, bullet points, incomplete sentences listing just facts (date, time, place, etc.).
In this month’s Fresh Catch video, Evan compares this preference to accessing a water fountain.
The Both/And Approach
If your church is working through the challenge of adapting communication to engage both generations effectively, we highly recommend you take a “both/and” approach. Invest time and people into enhancing current methods while introducing new tactics.
Revamp current communication tools:
- Evaluate usage. Determine how many pieces are being taken of print tools. Survey the congregation to assess usage and primary means for getting information. You may be putting a lot of time into a piece that is only being used by a very vocal minority.
- Give well-used existing communication tools a fresh and modern look while maintaining their effectiveness as a valued tool among the longer-term members.
- Invest in your Web site. Even churches that rely on more traditional communication methods have a Web site. As older generations become more comfortable with computers, your Web site has the most potential to bridge the communication gap. Invest resources (time, people and money) into making your Web site a primary tool for communication. To be effective, it must be clean, simple, have fresh graphics (not antiquated clip art) and be updated on a regular basis.
Introduce new communication methods and resources. If you’re not already doing so, invest time into exploring new media communication:
- E-news: Once a new Web site is developed, create a simple yet visually stimulating e-news to send on a regular basis. This will trigger further investigation of information that will be regularly updated on the Web site.
- Social Media: Empower those who are already utilizing social media, such as Twitter and Facebook, to reinforce your church’s communication through these vehicles. Encourage them to look for ways to proactively create buzz about special programs or initiatives. Don’t expect non-social media users to become users and champion this effort. Enlist those already savvy within the medium to take on leadership.
Don’t Leave People Behind
In the process of focusing on these communications enhancements, it is imperative to develop a strategy that transitions people in a way that allows them to access information with as little frustration as possible. While transitioning your communication approaches, do whatever you can to avoid alienating segments of your congregation.