Summer is a big opportunity for your church to connect with new families, deepen relationships and grow momentum. But without the right summer church communication strategy, your efforts can melt with the heat.
Here’s how to promote your summer sermon series, Vacation Bible School and summer events so people actually show up — and want to return!
1. Start early and talk often.
RELATED: Check out more stories from our church communication expert Mark MacDonald.
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Don’t announce your summer series once and expect a crowd. Use a 4- to 6-week ramp-up plan.
Promote through Sunday services, social media, email and personal invitations. Remember, most aren’t as “regular” in the summer, keeping up with the church. Summer amnesia is real.
Tip: If it’s not in your announcements, graphics and conversations every week, people will forget. But don’t overdo the promotional content; instead, point them to your website for the details.
2. Focus on the benefit, not the event.
Don’t just say “Attend our VBS!” Instead, say, “Your kids will laugh, learn and make new friends while discovering God’s Truth.” You’re not selling a program! You’re offering hope, fun and community.
Tip: Lead with a felt need. Then connect it to your event. Speak their pain with a solution to proclaim.
3. Brand it like it matters and connects to your church.
Use a consistent church look and voice across all platforms (like a professional campaign). If your VBS looks different from your church or summer series, people will assume they’re disconnected.
Tip: Your brand thread should be obvious everywhere. That’s what builds recognition, relevance, and trust.
4. Turn members into megaphones.
Empower your congregation with easy ways to invite others. Create digital invite content with social media graphics, short videos and shareable messages. Make it easy to find and use.
Tip: A personal invite is the #1 reason people attend church initially. Make it easier for people to share!
5. Use testimonials and past wins.
Did families love last year’s VBS? Share a short video or quote on social media — community pages are perfect — and in services. Show happy kids and grateful parents. It builds credibility and excitement.
Tip: People trust stories more than statistics. Leverage real-life experiences to draw others in.
6. Make your website your summer headquarters.
Create a simple, mobile-friendly landing page with all your summer events listed, dates, registration links and what to expect. Keep it up and relevant year-round to build ranking with Google for next year. Talk about the past summer and anticipate the future, adapting the information as you know it.
Tip: Assume the web visitor is brand new to a church. Keep the copy clear, benefits-driven and next steps obvious. Connect it to your overall church brand. Tell them how you’re different from other churches.
Your church can be known this summer for something exciting, fun and life-changing. But only if you promote it with strategy, consistency and heart. In the fall, consider what could be improved for next summer.
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.
