Developing Clear Communication in a Church Capital Campaign - Part I

A great vision from God calls forth something in us: We must not only share it, but engage and enlist others to join us in pursuing it, thus is the vision behind your church’s capital campaign. There’s a responsibility before God to see that the vision is clearly, adequately communicated to the congregation, and that it’s done so in a relevant manner. The hope for your church capital campaign is that He will raise a unified ownership to embrace the road ahead, as well as all its costs for the journey. Along with the case for support, stationery, brochures, newsletters, and question-and-answer pamphlets — all play roles in communicating the vision. (view samples of our capital campaign materials portfolio). The key to developing excellent, clear communications for your capital campaign is to first consider the receiver’s point of view.

As with any other principled approach to accomplishing something great for the Kingdom, communications will only support the means of grace found in faith and prayer, along with a commitment to the Word as your guide. With that said, thoughtfully executed capital campaign communications — along with other key components — will help make your vision a reality, and your capital campaign a success.

Effective, receiver-oriented communications complement the capital campaign and increase success. Whether you’re working with an outside consulting firm for overall coaching or depending solely on your own resources, well-executed communications are a vital complement to your efforts. When coupled with a solid major -donor gift-development strategy, there’s no better way to maximize your church’s potential for faith pledges and corresponding giving.

We’re talking about the kind of communications that resonate with the congregation. These tools must effectively use words and images to memorably and accurately portray your vision and needs with excellence and consistency. They must maximize and sustain continual, top-of-mind awareness in the trusted direction of the leadership under God’s guidance. Your capital campaign communication materials must inform and exhort in a manner that is understandable and relevant to your congregation.

Thorough communications will support the understanding of the other components of the overall capital campaign as well. For example, communications can be used to solidify an understanding of why a stewardship firm might have been entrusted with the task of consulting. They can be used to clarify and support the leadership’s intentions related to the plans of the architect and builder and their associated costs. A deeper understanding of these issues will certainly help to avoid problems (or confusion) later, and will build support for your church’s capital campaign.