Pastors, your community is full of people quietly searching for a church home. But not everyone is looking for the same reason. To reach them effectively, you must understand why they’re looking!
Here are the 5 main categories of people choosing a church today and how to connect with each:
1. People in life transitions
Moving to a new city, changing jobs, or starting over after a major shift, these people are actively searching. They’re open, but overwhelmed with all the changes.
RELATED: Check out more stories from our church communication expert Mark MacDonald.
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How to reach them: Make your church easy to find online with Google-friendly search terms like “church near me” or “church for families.” Offer a friendly “New Here” page with pictures, FAQs, and next steps.
2. One of the 5D People (Divorce, death, displacement, disaster, development)
These individuals are facing pain, loss, or growth. They need hope, healing and direction.
How to reach them: Ensure your website and social media speak to these emotional needs. Use phrases like “You don’t have to go through this alone” or “Find peace in a storm.” Feature support groups, mentoring, or counseling options prominently. Connect them to a segment to reach them more easily.
3. Parents wanting their kids raised with values
Many people don’t attend regularly, but suddenly they realize they want their children to grow up in a faith-based environment. Much like they did (if they did).
How to reach them: Highlight your kids and student ministry. Show engaged kids in safe, clean environments. Reinforce the idea of legacy: “Give your kids what you had growing up — faith, truth and community.”
4. Curious or Spiritually Searching
They’re not necessarily in crisis, but feel a spiritual hunger. They’re scrolling social media or Googling questions about faith.
How to reach them: Share helpful, short-form content that answers common spiritual questions. Post encouraging Bible truths. Use gentle invitations like “Exploring faith? You’re welcome here.”
5. People tired of being unseen or unheard
These individuals want community. They want to belong before they believe. Read that again.
How to reach them: Train your congregation to genuinely welcome new people. It can’t just stop after the greeters at the front door. Create small groups around interests, affinities, or seasons of life. Make it easy for visitors to connect right away with friendly follow-up.
The goal?
Be known for something your community is actively seeking. When you align your church communication with their needs, your message will be heard — and lives will be changed.
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.
