Easter is probably your biggest Sunday of the year. But if your church isn’t intentional, it can become just another Sunday. Guests may come and never return. From my years of working with churches, many face 3 major problems at Easter:
- Low retention of guests. People show up but don’t return because there’s no clear next step.
- Overwhelming the church team. Planning happens too late, leading to last-minute chaos instead of strategic outreach.
- Missed branding opportunities. Messaging is unclear or inconsistent, making it hard for visitors to connect. Or understand why they need you.
RELATED: Check out more stories on church communication by Mark MacDonald.
Easter should be more than a big attendance day. It should be a catalyst for church growth. Here’s how to plan your best Easter yet.
1. Start early with a strategy. (Now!)
Most churches plan their Easter services but don’t think strategically about the experience. This takes time.
- Clarify your message. What is your church known for? Ensure your Easter theme aligns with your brand thread so visitors connect Easter with your ongoing ministry.
- Create an outreach plan. Use social media, invite cards and community partnerships to spread the word. Equip your congregation to personally invite people. Teach them how!
- Think about the journey. From the parking lot to the pew, what will first-time guests experience? Map out a welcoming path that removes confusion and anxiety. Make sure your signage is good.
2. Plan follow-up before the big day.
One of the biggest mistakes churches make is treating Easter as a single event rather than a starting point for relationships. People won’t return unless you give them a compelling reason to.
- Prepare next steps. What’s happening the week after Easter? Promote a sermon series or event that makes people want to return.
- Gather contact info. Encourage visitors to fill out a simple connection card, either digital or paper. Offer an incentive, like a free gift or a donation to a local charity, to increase participation.
- Follow up within 48 hours. A friendly email or handwritten note can make a huge difference. Keep it warm, personal and focused on their needs. And how you offer solutions.
3. Simplify and strengthen your communication.
With so many moving parts, churches often flood people with information. This leads to confusion instead of clarity. Don’t add to the noise; say less, they’ll listen more.
- Unify your branding. Your website, social media, emails and print materials should all have the same Easter message and look. And it should quickly connect to your church branding.
- Make your website guest-friendly. Most visitors check your website before coming. Ensure service times, location and what to expect are easy to find. You probably should have a dedicated Easter page with all the information that you keep up year-round (link to your service after Easter).
- Keep announcements focused. Easter services are not the time to promote everything. Highlight what matters most for guests and how they can connect beyond Easter.
EDITOR’S NOTE — Mark MacDonald is a communication pastor, speaker, consultant, bestselling author and church branding strategist for BeKnownforSomething.com, empowering thousands of pastors and churches to become known for something relevant (a communication thread) throughout their ministries, on their church websites and social media. His church branding book, “Be Known for Something,” is available at BeKnownBook.com.
