As summer approaches, students might anticipate the break, but student pastors may feel concerned. When activities pause, students tend to disengage, making it challenging to regain momentum in the fall.
However, there are ways to combat this trend.
RELATED: Check out more stories from our church communication expert Mark MacDonald.
By implementing some communication strategies, planning and brand development, you can maintain student connections throughout the break while allowing yourself some breathing space, too.
Here’s how:
1. Create a memorable summer program
Before students scatter for the break, provide them with reasons to stay engaged and connected.
Introduce a concise and memorable summer series, such as “Summer Connections.” Being consistent in promoting this across various channels builds recognition, leading to better retention.
Make sure your summer schedule is easy to understand. Be clear about what the benefits are!
2. Maintain regular and engaging communication
Even during quieter breaks, maintain an active line of communication. Here are some suggestions:
- Text: Send brief, uplifting reminders via text.
- Social: Share informal updates, event pictures and enjoyable videos on social media.
- Email: Send parents important dates and discussion topics. They can help remind the students!
Sustain a positive, relevant and personal tone. Acknowledge achievements, special occasions and demonstrate your ongoing involvement in student ministry outside of scheduled events. Be accessible.
3. Build simple interaction moments
Consistent engagement does not always require elaborate events — specially in the summer.
- Organize a regular get-together (campfire, community service day, game night, etc).
- Empower a small group of student leaders to reach out as part of a “Summer Support Team.”
- Record a weekly spiritual devotion video in advance and schedule its release.
These easy interactions can help students maintain ties with your ministry while giving you a break, too.
4. Reinforce your ministry’s image
Branding isn’t just logos and colors. It’s the consistent thread of what your ministry is known for.
What’s your promise to students? If you don’t know, take the time now to create your ministry promise.
What defines your ministry? A welcoming space? A safe place for exploring tough questions? Try to link it to your church’s overall brand thread. Then, ensure that all activities this summer align with this thread. Students are loyal to brands that offer solutions.
Regularly communicate your student ministry’s brand promise consistently. When students feel connected to a meaningful cause, they are more likely to remain engaged, too.
5. Generate enthusiasm for the fall
Don’t let summer fly by! Use summer communication to generate anticipation for the upcoming fall. It’ll be here soon!
- Provide teasers for the fall launch, including a name and date of a big fall event.
- Offer sneak peeks behind the scenes as you prepare.
- Allow students to vote on future series or events. Letting them plan helps with anticipation!
By treating the fall kickoff as a new beginning rather than a restart, you can attract more students, encouraging them to bring along friends. Even the ones they meet on their summer break.
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.
