The document discusses conducting an inventory and audit of a church's communications. It explains that an inventory systematically reviews all types of messages used to communicate information about the organization. An audit determines how effective communication is and if the desired responses are being received. The document provides guidance on collecting samples of all communication materials, reviewing them mechanically, editorially and for the audience, and assessing effectiveness together to identify areas for improvement or reduction. It demonstrates reviewing samples from another church and rates the church's communication from different perspectives.

1. mirgray@gmail.com or @mirgray on twittermirgray@gmail.com or @mirgray on twitter
Conduct an inventory of
your Church
communications
Miranda Gray

2. mirgray@gmail.com or @mirgray on twitter
Let me introduce myself
Miranda Gray
- Resurrection Lutheran Church (Orleans)
- former council chairperson
- Facebook page administrator
- Ottawa Ministry Area Leadership Team
- mailing list administrator, etc…
- Change Management Consultant and Geek
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3. mirgray@gmail.com or @mirgray on twitter
Who have we got in the room?
- administrative staff?
- church newsletter editors?
- clergy?
- committee leaders?
- social media team leaders?
- website administrators?
- others?
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So what’s a comms inventory?
A systematic review of all types of messages
used to communicate information about the
organization to learn where there are strengths
and weaknesses
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What is a communications audit?
How does your organization communicate?
Is it effective?
Are you getting the desired responses?
Could you be communicating better?
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Who - Who are we talking to?
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Who - Who are we talking to?
members, future members, former members,
people on the street, neighbours, partners,
local businesses, potential donors, other
churches, outside groups using our space,
tourists, those in need, website visitors, church
shoppers, wedding guests, funeral visitors,
activists, people who come 2x / year, and more
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What - What do we want to say?
- everything to everyone?
- specific messages for specific crowds?
- mostly information for regular attendees?
- mostly information for new people?
Decide what your goal is - for that tool and for
that time
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What is your church brand?
You may have a 5 paragraph mission
statement or a 3 word slogan but each is rooted
in how your congregation views itself.
What stories are touch points for your people?
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Pick 3 words describing your church
Active, Adaptable, Artistic, Assertive, Attentive, Balanced, Broad-minded, Candid, Changeable,
Cheerful, Committed, Communicative, Compassionate, Competitive, Confident, Conscientious,
Consistent, Constructive, Controversial, Cooperative, Courageous, Creative, Curious, Dependable,
Devoted, Diplomatic, Direct, Dynamic, Easy going, Eclectic, Emotional, Enterprising, Enthusiastic,
Entrepreneurial, Exciting, Flexible, Focused, Forgiving, Friendly, Fun, Generous, Genuine, Green,
Helpful, Honest, Imaginative, Incredible, Independent, Individual, Industrious, Insightful, Intelligent,
Intense, Interesting, Intuitive, Inventive, Knowledgeable, Leader, Loyal, Mature, Mediator, Meditative,
Methodical, Modest, Motivated, Naive, Objective, Open-mindedness, Optimistic, Organised, Original,
Outgoing, Particular, Passionate, Patient, Perceptive, Persistent, Personable, Persuasive, Pleasant,
Political, Positive, Powerful, Practical, Productive, Progressive, Quality, Quick, Quirky, Quixotic, Racy,
Realistic, Rebellious, Reliable, Resourceful, Respectful, Responsible, Responsible, Results-driven,
Results-oriented, Self-disciplined, Self-reliant, Sensible, Sensitive, Sensuous, Sincere, Skilled,
Sociable, Solid, Sophisticated, Sporty, Stable, Strong, Successful, Talented, Tenacious, Thoughtful,
Tolerant, Traditional, Trustworthy, Trustworthy, Unconventional, Understanding, Unique, Unselfish,
Upbeat, Vibrant, Warm, Wise, more...?
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How - How is information shared?
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How - How is information shared?
- paper
- newsletter, bulletin, poster, handouts, letter
- annual reports, local ads, flyers, business cards
- electronic
- website, Facebook, YouTube, Twitter, mailing list
- signs
- parking lot, door, street sign, signs to washrooms
- voice
- voicemail, announcements, radio, podcasts
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Collect it all
Yes, one sample of everything (in the last year
or at least last 3 months).
- not each bulletin but one regular service
and one for each special service
It doesn’t matter who produces it. You want to
include it in the inventory.
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Watch out for side tracking issues
It is very easy to get derailed.
Create a parking lot list for ideas you don’t want
to forget.
eg I must change the hymns for Christmas
evening service because last year…
eg Oh, we’ve stopped doing this. Should we
still be doing it?
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What type of review are needed?
For individual pieces:
1. Mechanical review
2. Editorial review
3. Audience review
For each type of communication or campaign
1. Effectiveness review
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Mechanical review
Look at the quality of the piece without looking
at the content
Are the right logos used?
Is the font correct?
Are the pictures focused and correctly
sized?
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Editorial review
Look at the quality of the writing without
considering the actual content
Are words spelled correctly?
Is jargon explained?
Is the most important message (or
punchline) near the top?
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Audience Review
Identify the intended audience for each piece
and consider if the needs of the audience were
met.
Does it have insider jargon?
What reading level is it written at?
Is the tone appropriate?
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Now review pieces together
After each piece has been reviewed, you want
to look at how it comes together as a
communications campaign.
Does everything look like it is from the same
organization?
Are repeated messages consistent?
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Effectiveness review
When you see it all together, it is a good time to
review if everything is actually necessary.
Is there anything you can stop producing?
If you reviewed an entire year’s material, this
would be the starting place to create a
communication plan for the next year.
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Document your inventory
Since you have gathered everything together,
document what is created, by who and when.
- create a binder or an electronic binder which
includes samples and notes
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Okay, enough talk
Let’s look at some material from one church.
This isn’t a local congregation.
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Listing on National Church List
ELCIC.ca listings page
http://notes.elcic.ca/ELCIC/Web1.nsf/ac?OpenForm
-- audience
-- message
-- effectiveness
-- notice any problems?
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Listing on National Church List
Findachurch.ca
http://findachurch.ca/
-- audience
-- message
-- effectiveness
-- notice any problems?
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The church website
http://www.holycrossburlington.ca/
-- audience
-- message
-- effectiveness
-- notice any problems?
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The church FaceBook page
https://www.facebook.com/holycrossburl
-- audience
-- message
-- effectiveness
-- notice any problems?
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The church Twitter page
http://www.holycrossburlington.ca/
-- audience
-- message
-- effectiveness
-- notice any problems?
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The church email newsletter
-- audience
-- message
-- effectiveness
-- notice any problems?
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How would you rate this church?
Let’s look at it from 3 viewpoints
- a member of congregation
- someone new to town seeking a church
- a communication consultant
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30. mirgray@gmail.com or @mirgray on twitter
Some next steps
Google “communications audit” and non-profit
or church
Find a trusted partner to give you an outsider
view
Plan a regular reviews into your
communications process
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Two web resources
Do You Dare Audit Your Church’s Communication Strategy? - See more at:
http://ministrytodaymag.com/ministry-outreach/communication/21536-do-you-
dare-audit-your-church-s-communication-strategy#sthash.Oaw4B18a.dpuf
Do-It-Yourself Communications Audit for Your Nonprofit - See more at:
http://www.nonprofitmarketingguide.com/resources/strategy/do-it-yourself-
communications-audit-for-your-nonprofit/
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Stories to share?
No names please. Just the details.
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