[rating:3.0]
(Houston: High Bridge Books, 2017)
211 pgs
This is a specialized book. It is written to help churches connect with their local communities. Too many churches assume people know what they are like. They assume they know what their reputation is. But they are usually wrong.
Mark Macdonald is a consultant who leads a company that help churches reconnect with their community. He recently was hired to work with the Florida Baptist Convention. Interestingly, he also did consulting work with the church of which I am a member, in Jonesboro, Georgia.
Macdonald points out that almost 4,000 churches in America close their doors for the last time, every year (4). 43% of Millennials will drop out of church within the next ten years (4). Churches often realize that something is wrong. After all, it is obvious that their numbers are declining. Yet often churches are bewildered why people are not drawn to their fine services and their friendly people.
In this book, Macdonald presents much of the material he uses to help churches in his consulting business. In chapter two, he addresses the crucial aspect of “Perception versus Reality.” (13) He points out that churches see themselves differently than people in their community do. Of course someone who has grown up all their lives in a church will see it as “friendly,” whereas a first time visitor might view those same people as aloof or unfriendly.
Macdonald also argues that churches need to develop more than a mission statement. They need to determine what they will be “known” for. He notes: “Rarely does a mission statement ever lead to a ‘sale.’” (15). He adds: “A mission statement doesn’t give a reason for them to attend—an unconverted community member is not going to want to ‘win the world for Jesus Christ’ as many mission statements insist . . . we must stop leading with our internal messaging.” (26)
Macdonald argues that “It’s all about benefits” (26). That is, people in your community must see some value your church provides that they need. He argues that churches should promote what they have to offer, rather than their name or mission statement. He notes: “We have found that people are apt to remember what a church is known for than the church’s actual name” (30). He adds: “Any name that needs an explanation is usually not a good option” (98).
Throughout the remainder of the book, Macdonald guides readers through a process of developing as logo and a campaign for connecting with their community. He offers plenty of practical advice that stems from years of consulting.
Macdonald is an engaging writer, as you would expect for such a topic. He delves into some pretty technical, specialized material which can be helpful to someone dealing with these issues. Obviously this book is not for everyone. However, if you are in a church that is failing to connect with your community or even a business that is trying to become known in your community, this book is filled with valuable suggestions.
by Richard Blackaby