NewSpring Church: An Example of Balance

How do you market your church for growth? Are you asking, “why is our church not growing?” It’s most likely not as simple as adjusting one tactic, but if you were going to start somewhere, here is one effective church communication tip to consider. It is somewhat counter-intuitive: appeal to two different audiences. How? Balance! And NewSpring Church in South Carolina finds that balance. Here’s how:

Case Study Summary:

Best Practice Embraced: Appealing to new visitors but not neglecting your people
Church: NewSpring Church (South Carolina, USA)
Church Growth Hindrance Avoided: Forgetting new people need direction
Takeaway: Find the balance

Why is our church not growing?

Churches are unique. And their growth or lack thereof is not an easy answer sometimes. One place to look at is the website. Why?

The ministry of the church happens during the weekend, but also during all times of the week when people listen to sermons and register for events. Therefore, the website needs to primarily cater to people already vested in the church, right? Yes!

But churches are also unique in that the website and social media are the first impressions new people have about the church. Their experience on the website is the difference maker in if they come and step foot in the door. How does a church make sure that the new person knows how to get there, what to expect, and where to park, but also their heart and uniqueness God has called them to? Therefore the website needs to primarily cater to people who are looking for a church; to the new people, right? Yes!

Wait, how?

How does a church find the balance?

NewSpring Church is one of the largest churches in North America and it is clear from the initial ten seconds on the website they are intentional about meeting the needs of new people as well as helping their current people. The top part of the home page allows a new visitor to enter an address and find a location near them. But it also has a small link to watch sermons, which appeal to both the new person and the current person. Finally, you look in the sections right under the fold (that initial top part of the website) and you see their most urgent and relevant ways to get involved, the next woman’s conference, and the summer student retreat. Both of these appeal to the current person, but show momentum and relevancy to the new visitor, building trust.

NewSpring example to help a church not growing

Perhaps your church website needs an adjustment? That’s a good place to start. Follow the lead of NewSpring and make some adjustments. But keep it simple!

How do you determine what to change?

The trickiness of having two audiences to appeal too means you also have many options on what is most important to each audience. Determine the most important thing each audience will want and go from there. NewSpring must have determined that a new person wants to find the location nearest them. That is their highest priority. And NewSpring must have also determined that for their people who regularly attend, the sermons were the most important thing.

So, once you determine what is the most important thing for your new person and your regular person, adjust your website accordingly.

Instead of asking, “Why is our church not growing?”, start asking “What can we do to help our church thrive?!” And, with 20 years experience, illume is here to help with that!