Many people in Christian circles have been wowed by the success of Saddleback Church. From former pastor Rick Warren’s bestselling book, The Purpose Driven Church, to becoming one of the largest churches in America, many people wonder what it takes to make that kind of magic happen behind the scenes. On a recent episode of the Missional Marketing Podcast, Bart Blair interviewed Sally Guillory, communications director at Saddleback Church, to learn her top tips for keeping a large team—and an even larger congregation—in the loop. Sally’s insights and experiences in church communications are valuable tools for every church communications director. Let’s dive in!
1. Anticipating Your Pastor’s Needs
As a church communications director, your role is to lighten the load of your lead pastor and think ahead. Sally emphasizes the importance of anticipating your pastor’s needs and presenting solutions before they have to think of them. Last-minute tasks are often the result of numerous other responsibilities, and it is your responsibility as a leader to be proactive and supportive.
2. Building a Strong Communications Team
A successful communications director understands the importance of building a strong communications team. Sally highlights the qualities to look for in a communications director, focusing on leadership skills rather than technical expertise. Technical skills can be learned and acquired, but without initiative and a forward-thinking mindset, your team won’t be able to build a strategy that fosters growth and innovation. Leaders have the ability to envision a better future and inspire others to achieve it. The essential goal is bringing people together to unite various communication elements within the church.
3. Empowering Volunteers
In many churches, resources are limited, and communications directors rely on volunteers to build their communications team. Sally emphasizes the need to recognize and empower the gifts and talents of individuals within the congregation. Actively recruiting and engaging potential volunteers is vital. Treating volunteers as valued team members and providing opportunities for growth and development are crucial for their success.
4. Strategizing the Challenges and Opportunities of Volunteers
Recruiting volunteers for certain communications tasks presents both challenges and opportunities. Sally acknowledges it is easier to recruit individuals for social media-related roles, since capturing videos and taking photos can be done using smartphones. On the other hand, finding volunteers with specific technical skills, such as graphic design or videography, is more challenging but not impossible. The key is to have conversations with individuals and explore their interests and skills. You never know the treasure trove of skills and passions within your own congregation until you ask!
5. Navigating Conversations with Senior Leadership Proactively
As a church communications director, you may encounter situations in which you need more volunteers or additional time and resources. Sally’s insight on this is to focus on having productive conversations with senior leadership. Effective communication, planning ahead, and setting expectations are key factors in navigating these discussions. Building a strong relationship with senior leaders and demonstrating the value of adequate time and resources are crucial. Not only will this provide what your team needs, but it will also build trust with senior leadership so when challenges arise, they know you will conquer them responsibly.
6. Prioritizing Key Holidays Like Christmas
Since Saddleback is such a large church, Sally finds it essential to plan ahead for big church holidays like Christmas. From a communications perspective, it’s never too early to start preparing for Christmas. Most people tend to wait until it’s too late, so scheduling a Christmas planning meeting—even at the end of summer—is crucial so there’s enough margin to complete each task and campaign with excellence and ease. Early planning allows for better organization and preparation, ensuring a smooth and impactful Christmas season for the church, and a more enjoyable holiday for your valued staff members and volunteers.
7. Creating a Church-Specific YouTube Strategy
Because most churches are on a limited budget, Sally recommends using every free tool available to maximize your reach. It’s important to recognize the untapped potential that YouTube offers as a free resource. Because this has been such a vital element in Saddleback’s digital marketing strategy, Sally wrote an ebook providing guidance on how you can develop a successful YouTube strategy for your church. In her book, Sally offers practical examples and resources to help churches utilize this platform effectively. The ebook covers topics such as creating thumbnails, storytelling, and sharing testimonies of changed lives. It serves as a comprehensive guide for churches looking to expand their reach through YouTube.
Next Steps for Church Communicators
Sally Guillory’s insights and experiences as a communications director at Saddleback Church provide valuable tips for every church communications director. From anticipating the needs of pastors to building strong communication teams and empowering volunteers, these tips will help churches enhance their communication strategies and reach more people for Jesus. By planning ahead and embracing digital platforms like YouTube, churches can more effectively engage their communities and grow in the digital age.
If you need help knowing how to apply these tips to your church’s specific challenges and vision, contact a Missional Marketing coach today to set up a consultation. By taking these insights and applying them to your church’s communications efforts, you are sure to make a lasting impact for the Kingdom.