Answering the question “what should a church be known for?” is the beginning of a thought process that has the potential for growing your church. Why? Today, everyone’s faced with the availability of too much information. That communication noise forces people to ignore anything they perceive as unimportant or irrelevant. Sadly, local churches discover their communities aren’t listening to them anymore.
Your church is known for something now. But what should a church be known for? Is your perception correct? Probably not. That’s why your church must identify what it should be known for so your community might pay attention again. Their souls could depend on it.
Sure, a Bible-focused Baptist church should be known for the gospel. But introducing spiritual things too early could risk shutting conversations down. Instead, consider what best engages your community so they’ll be open to discovering more about you and the gospel. Here’s a word of caution: as your church seeks to be known for something, resist the urge of being known for too many things. Here are four critical things to consider:
1. A place that loves.
In John 13, Jesus states it simply to His disciples: Christ followers should be known for love. That means selflessly caring about someone other than yourself. This is about them; not about you. So stop promoting yourself non-stop and start listening to the things that are on people’s minds. Then care enough to help. If a church is only known for what they’re against, then people won’t want to listen. Be known for something. God’s Word says we should be known for love.
2. A solution to a need.
Do what you can to get your community and congregation talking. How? Ask them about their pains. Then ask yourself, “do I care enough to notice what they need?” When Jesus spoke to the woman at the well (someone who normally wouldn’t engage with a man), He started the discussion about water – the item she needed enough to trek to the well for daily. Of course, that just started a conversation. What should a church be known for? A pain expert who knows the solution.
3. A balm to a concern.
When something’s weighing heavily on a heart and it’s noticed, making it better can be perceived as love. Your community has general concerns keeping them up at night. (Some concerns even wake them up in the middle of the night.) The symptoms of these concerns are everywhere as people turn to drugs and alcohol to numb their pain. Be known for asking and listening. Let them know you care.
4. A path to a goal.
Most people have complex goals they struggle with. As much as they’ve tried, they can’t seem to make any headway. They need someone to help. It’s rare someone will not share goals with someone who asks. Or perhaps their goal is finding purpose. We know you can’t do that alone. They need Jesus. Be known for leading them practically and aspirationally. Walk with them, disciple them and keep their eyes on their goals. Remember, this is about them, not about you.
(EDITOR’S NOTE – This article first appeared in the October edition of the Biblical Recorder magazine. Mark MacDonald is a communication pastor, consultant, bestselling author, church branding strategist for BeKnownforSomething.com and executive director of Center for Church Communication, empowering 10,000+ churches to become known for something relevant (a communication thread) throughout their ministries, websites and social media. His book, “Be Known for Something,” is available at BeKnownBook.com.)
