Why drips are more effective than explosions in church communications.
This week we’re exploring some communications trends that I think are affecting your communications efforts at your church . . . whether you acknowledge them or not!
Consider these facts . . . and their effect on the people you are attempting lead at your church:
- 48% of 18- to 34-year-olds check Facebook as soon as they wake up. 
- The average person sees 5,000 ad messages a day. (Up from 2,000 when Rick Warren started Saddleback) 
- 94% of 18- to 35-year-olds send and receive text messages on their cel phones daily. 
- Drips are a series of small communication tactics sequenced over time.
- Explosions are a small number of large communications efforts over a small amount of time.
- Drips are about reminding and poking.
- Explosions are about selling.
- No message rides on a single drip.
- Explosions are about shock and awe.
- Drips are a part of the dialogue.
- Explosions try to set the agenda.
- Drips are viral.
- Explosions are broadcast.
- Events – We hosted community building events (that’s fun stuff to the rest of us) leading up to the house parties in December, February & March.
- Direct Mail – We sent two pieces of mail to everyone’s homes . . . one a month out and one basically right as they were starting.
- Calling – We picked up the phone and called people.
- Weekly Emails – We built an “opt-in email list” over six months and weekly emailed that community to include them in the most up to day information.
- Staff – Made it “top of mind” with our staff . . . to be pointing people towards these events.
- Direct Asks – As we saw people who weren’t registered for the events yet . . . we emailed them directly (like an actual direct email . . . not “robo-email”) and asked them to come.
- Facebook – As the events were happening . . . we posted photos to facebook to let people “see” inside the events.
- Announcement – We did announce these events from stage . . . once.