Targeted messaging isn’t about being exclusive; it’s about being aware of who your audience actually is. It’s about paying attention to your demographics and understanding that if your congregation or community is made up mostly of young families, empty nesters or single young adults, then these are the people you should be reaching.

Why understanding your community should affect your communications.

In the church, the idea of focusing on a specific audience can be confusing. Church is for everyone, right? Isn’t focusing on a specific group exclusive? Or even a little offensive? If you want to be a church where everyone is welcome, how can you be a church that tailors your communications to a certain audience?

But here’s the thing, targeted messaging isn’t about being exclusive; it’s about being more aware of the characteristics of your audience. It’s about paying attention to their demographics and understanding that if your congregation or community is made up mostly of young families, empty-nesters or single young adults, then those are the people you should be reaching.

And if you want to impact people in your community, it only makes sense that you would create communications that will truly connect with them.

If a church was built smack dab in the middle of a college town and only had messaging and programs designed for senior adults, that would be crazy right? You might ask “what’s the point?” Yes, it’s great to welcome everyone into your church community. But your church has a unique opportunity when your community is primarily made up of young adults.

In an article published on ministrymagazine.org, Ronald Preast writes, “... discovering a specific target audience and aiming for that target can greatly increase the effectiveness of your ministry. It will help you to discover what type of people live in your community and what your church can do to attract them to your services. More important, you will discover how your church can best meet the needs of the people around you.”

And that is why your church is here in this place at this time, right? To meet the needs of the people around you.

Here are a few questions to ask about demographics:

  • Who is already attending our church?
    • Young families, college students, older couples? A mix?
    • Where do they work?
    • What are their ethnic and/or cultural backgrounds?
  • Who lives within a five-mile radius of our church building?
    • What type of work do they do? What is the average number of children living in their home? What are the average ages of those children?
    • This information can be obtained from the U.S. Census Bureau, county or city planning departments or Church Information and Development Services.
  • What is the culture of our surrounding community as a whole?
    • City, suburban, rural/farming, professional, working class, college town, sports town, etc.
  • What are the needs of our community?
    • Social issues? Childcare they can trust? A safe place for college students to hang out or study? Coffee and a great place to connect?
  • How can we meet the needs of our community in a practical way?
    • Once you’ve established who is in your community and what their needs are, take a look at your church’s strengths. How can you use the talents of your staff, volunteers and congregation to reach out and impact your community in a way that will affect their everyday lives?


Looking for a more in-depth discussion on how to better communicate with your specific audience? Click below for more information on Fishhook University’s TeamSpeak Course.

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