Let’s suppose you heard about an event or activity that kind of piqued your interest. Maybe you saw something on Facebook about it, or you heard someone mention it in a conversation, or you’d seen it advertised somewhere. It sounded relevant to you or someone you know, but at the time, you didn’t take action to investigate it. You were too busy, or an interruption happened – whatever. The point is, you know about it, but you don’t know enough about it to take action: when it’s happening, where it’s happening, how you sign up… if you need to sign up. So you start looking for more information.
Your search probably doesn’t start with Facebook, or Instagram, or Twitter, unless you saw it on social media to begin with and have a pretty good idea of who posted it. You could go to Google, like almost everyone does. Or you could think about who’s hosting the event, and if you know who they are, you’d go to their website.
Those second two things, by the way, should always have the same result: people end up on your website.
If you’re part of an organization that runs a lot of events (like a large church), this phenomenon plays out dozens, or even hundreds of times per week. Your communications or ministry team gets the word out about an event, but many people in your audience don’t have the app, email, or printed piece of information at their fingertips when they decide to take action. So what do they do? They go to the web and look for details, probably starting with Google or your calendar/events page.
This is why I have one rule about promoting events for any ministry at our church: information about that event must be online before I even consider promoting it. I say this all the time:
If it’s not on the website, it doesn’t exist.
My church has a lot of people who run ministry activities and events; there are at least 40 leaders who run both large and small events, spread across 5 locations. Some of them are one-time events, some recurring. Some are targeting niche audiences, some are broad outreach events. But in all cases, we know people are going to look for info about those events online.
With so many leaders and events, but only two communications staff, we run a decentralized operation when it comes to many of our communications functions. One of those functions is publishing events to our online calendar. Think about it; local news organizations like Patch.com and Wicked Local have been doing this for years. Anyone in the community can publish events on these local calendars.
Our administrative support staff are all trained on how to add events to our website calendar, and are given thorough training on how that process works. They are coached on things like using natural language for SEO, and how our CMS handles events.
(This is very different from having access to main pages with evergreen content, which is limited to just a few superusers within our organization).
So when it comes time to promote some ministry activity or event, our communications staff starts with one simple check: we look at our website calendar to see if it’s there. If it’s not, we let the leaders of that event know that it’s not an option to promote it until it’s there. If it’s not on the website, it doesn’t exist.
Details, for those who are curious: