myPond

Change: The Great Life-Cleanser

Part I – Job Transition Can Bring New Purpose in Life

 

Like thousands of other Americans, you might be going through the unsettling effects of job loss. No matter why or how it happened, losing your job can certainly create a spirit of discouragement, disappointment, frustration and fear.

 

I recently experienced “job elimination” from my church communications position of 8 years (6 of which were the best years of my professional life). It was political, personal, and by any biblical or professional standard, poorly handled. And yet, it was the best thing that could have happened to me / for me. It was the answer to a 2-year long prayer for God to remove me from a situation that clearly was no longer a fit. Through the trial, He brought new business opportunities, more time with my family, reduced my stress level – and really gave me a whole new outlook on life.

 

Here are “10 Ps” I’ve learned about turning termination into a unique, rewarding and positive transition. If you’re struggling through a similar situation, I hope this will give you some traction and help you approach it with a new attitude.

 

1 | Don’t panic.

Panic will paralyze you from moving forward and destroy your clarity of thought.

 

2 | Keep praying.

Personal communication with God brings peace, hope and stability to uncertain days. He knows your circumstances and He is with you!

 

3 | Read a Proverb a day.

The most practical book in the Bible has much to say about wisdom, work, and going about things in the right way.

 

4 | Stay positive.

Like panic, bitterness and negativity will hinder your steps. Don’t deny your feelings – they are real – but keep them in perspective.

 

5 | Examine your personal situation.

Look realistically at your finances and find the solutions that best meet your needs. If you are married, include your spouse in this process – because it affects the whole family.

 

6 | Make a plan.

Until you land something solid, this is your full time job. Set daily “work” hours for developing your strategy to find work or start a business – and stick to it.

 

7 | Stay involved with the people in your life.

Make time for family and close friends. Stay connected socially and professionally – and encourage everyone you can in the journey.

 

8 | Be prepared.

Update your resume and portfolio. Get your “elevator speech” ready so that in 30-45 seconds you can articulate to anyone, anywhere what you are now pursuing.

 

9 | Be persistent.

Do the next thing in front of you and don’t stop. Your future can turn on just one step in the process, however small it may seem.

 

10 | Pursue your next level!

You are God’s creation and you have great value. Pursue His plan for you. As my former pastor used to say, “Somewhere there’s a job to be done that no one else can do like you can do.”

 

Many blessings to you today.

 

Coming Posts in Change: The Great Life-Cleanser

Part II – Simplifying Can Bring New Freedom to Life

Part III – A Refreshed Attitude Can Bring New Inspiration to Life

Part IV – Encouraging Others Can Bring New Joy to Life

A Major Marketing Lesson from 9/11

I had been on staff at the church for 2 months and 2 days when our country was viciously and hideously attacked by radical, America hating, Islamic terrorists.

There was an atmosphere of bewilderment on the church campus that morning. Particularly since we also house a K-12 academy where many of our staff kids attend school.

Our Pastor quickly called a brief staff meeting where we prayed together and were dismissed for the day. No one knew at that point whether other U.S. cities would be attacked next, but it sure seemed likely.

I gathered up my kids from their 3^rd and 6^th grade classrooms and we headed home in silent fear. For the rest of the day, the sound of nothingness was deafening. No planes flying overhead. No one coming out of their homes. No one living life as they woke up that day to do.

A day or so later, we put this message on the marquee of our downtown church campus: PRAYER AT NOON. That was it. No radio ads, no web banners, no mail outs, no bring a friend to church day. Just prayer at noon. On a weekday. And in my 27 years as a member of our church, I have never seen more people jammed into our sanctuary. Lower floor, balcony, aisles and choir loft were filled with the people of our downtown community. And we hadn’t promoted it in any way, except for the marquee.

As I recounted to a new staff member what that prayer service was like here 7 years ago, a powerful and indisputable marketing truth began to ring in my head: People will come to church if they feel they need to. 

And Part B – it takes very little to get them there.

The next few Sundays after 9/11, we had higher than normal numbers. After several more weeks with no subsequent attacks, it leveled back off to just the regulars. We were quick to comment as a staff about how suddenly complacent the community had become. That they only came to church because they were desperate for a short time. But we, too, cocooned right back into our plans and programs, most of which never touch the outside world anyway. We went back to worrying about how many would really show up for the next banquet. When this video or that mailer or so and so’s newsletter would be complete, and why someone’s “major” event wasn’t promoted in the bulletin. 

It’s ironic that if people feel a need for church, the church has little need for marketing. We church communicators spend our time, energy and resources trying to create that felt need.

What we may simply need more of is: PRAYER AT NOON.

The Strategy and Sincerity of Words

Ideals the church can use, in a secular best seller.

Reading a fascinating book by Dr. Frank Luntz, Words That Work:  It’s Not What You Say, It’s What People Hear. Dr. Luntz is arguably America’s hottest political pollster, and his findings consistently prove one simple truth: words matter.

Candidates, political parties, government committees, CEOs and corporations seek Luntz’ advice, ask him to perform focus groups, and alter entire campaigns upon his findings and recommendations. The book Words That Work is like an encyclopedia of his methods and outcomes, an intense and powerful read.

As a church communicator I am poring over every word. Incredible stuff. But it’s the book’s 9-word byline that makes the most profound statement of all: “It’s not what you say, it’s what people hear.” This is really a more precise way of saying, “perception is reality,” a belief I have held all my years in church work.

What people perceive about something is what they will act on, or not. Your message can have all the details clearly laid out - with an unmistakable call to action, be relentlessly repeated – and still get little or no response. Why? Because that message is going through the filter of people’s perception of the particular ministry, event, church, staff member or pastor.

So how are perceptions addressed or even changed? As Luntz’ cases reveal, the power is in “words that work.” Thus it’s critical that the right people are involved in their development and their authors be empowered by leadership to work freely under an authentic, intentional ministry philosophy – one that does not just fire off the promotional canon over the entire membership and expect them to respond.

Through carefully crafted messages we can actually achieve buy-in rather than beat-down - and more natural, heartfelt energy and involvement in the church.

Back to reading!

CADD Happens.

And it’s not pretty.

I’ve been watching CADD for 7 years now, for as long as I’ve been doing church marketing and publications. I’ve determined it’s not a terminal disease, but neither has it been curable in my experience. Well there are some remedies – but I warn you – they are extreme.

So what is this phenomenon, CADD?

Church Attention Deficit Disorder.

Symptoms: Congregation and staff walking around unaware of what’s happening in their church, while promotion and information through multiple venues roll all around them.

Cause: Congregation and staff walking around unaware of what’s happening in their church, while promotion and information through multiple venues roll all around them.

(Allow me to pause here for illustration. The number 1 most asked question I have received in these 7 years is “is our XYZ event being promoted?” Dead giveaway. Textbook case of CADD. They’re not paying attention, but someone told them they hadn't seen any promotion.)

Treatment: Tough Love (with apologies to Dr. Dobson). I mean, if the available promotional venues are being deployed, then it’s up to the audience to see it and make a decision about whether to participate. That is to say, you can lead a horse to water…

Want to talk about cure? Remember I warned you. Actually there are two: 1) “Un-overprogram” your church. Too many opportunities = too many messages and starts those pre-CADD cells forming. What un-overprogram means is STOP doing so many things. They might all be very good but I promise you they can’t ALL be the best for your church and its mission; 2) Watch, read and listen. Seek to know. This takes energy and time. But you will be informed!

Hey - maybe we need to begin a CADD prevention ministry! Yeah, except it would add another calendar item to promote…

Pumped Up or Pumped Out?

Has your church adjusted its schedule in response to gas prices exceeding $4/gallon?

Do you feel that is an important issue for church leadership to address?

More Journey

To my surprise, the Journey(s) of Church Work blog (June 1) is getting quite a lot of traffic.

There is so much more I want to say about mine, I just can’t seem to find the way to articulate it right now. It will come, at some point. There are feelings and thoughts and irritations and stories and victories and wounds and bitterness and fun and joy all mixed up that I just can’t sort out.

Because in church work, that stuff can’t be sorted out. By definition, they are the essence of it.

So how do you stay in the game without getting crushed? Or going schizo? Boundaries are critical (see below) and I’m learning that in smooth waters they keep the peace, and in choppy waters they bring perspective:

When you have an opportunity to leave work early, leave and don’t feel guilty.

In the summer particularly, I operate on a more flexible schedule. I more than make up for it rest of the year.

Take your day off. The church can get along without you that day, or it needs to learn how to!

This didn’t take me long to get used to…

Guard your schedule.

I have one day each week that I will simply not be available for meetings. Not on-campus, not off-campus, not for lunch, not, not, not. In order to do that, I load ‘em up on the other days and don’t plan to do any “real” work until I’m in my cave.

Don’t give high maintenance people the power to make you feel inadequate.

Be kind and gentle and polite – then move on and do what your job calls you to do.

Find some aspect of your work that can become missional.

For the Kingdom, not just your church. In a communications related position, the possibilities are endless.

Regularly do something to feed/challenge your soul that does not involve attending a church activity or service.

I read. And I talk to my kids about spiritual things and about their perceptions of our church. Both are incredibly interesting and enriching.

Common Sense Communication - Part 2

Planning, Promotion and Perspective

A few more Common Sense Communication rules (May 29 blog) to add to the list we’re working through this summer…

To catch up, these were the first three:

1)      Before you plan the “what,” make sure you’ve identified the “why.”

2)      Keep messages simple and few.

3)      Manage your expectations.

Let’s keep going in the “manage your expectations” vein:

• Common sense rule #4: Maintain a “passion perspective.” Remember that everyone is not going to be passionate about the same things, and everyone cannot be passionate about everything that the church is about. That’s primarily because we all have different gifts and personalities – which we received from God Himself in His perfect design. It takes our different and unique “passions” working together for the body of Christ to function effectively.

• Common sense rule #5: Effective promotion depends on effective planning. We recently had a lay-committee planned event that my design and promotion staff received 10 days’ notice for. The church and the public were to be invited but there was little time to get the word out. The event was poorly attended and really rather embarrassing. I’m sure promotion received at least some blame at the committee’s next meeting. The primary problem was planning; secondarily it was poor communication between church members and staff. My daughter’s 4^th grade teacher used to tell her students “proper planning prevents poor performance.” Amen.

• Common sense rule #5: All the planning and promotion in the world can’t save a bad event. This is why #1 (knowing the why before the what) is so critical. And yet, sometimes the most compelling, best planned and widely promoted event can still disappoint. Don’t stay discouraged for long. Remember that God’s kingdom plan is always at work and will go on in spite of us!

The Journey(s) of Church Work

Reflecting and Pondering...

Working on a church staff is not like other jobs where after so many years you kind of settle in and do your thing and take vacations when you want and reach your place of accomplishment in your field.

It’s pretty much a series of new journeys. Pastors come and go, staff leaders come and go, members come and go – and you’re continually adjusting to the latest environment. I came to my church staff six years ago from the corporate world but had been a church member for 20+ years. I already loved the place before I started working there.

Here lately I’ve been reflecting a lot about my personal church staff journey and pondering where it may be going. The reflection part goes pretty much like this:

• “Lord, I love it here! I can’t believe You LET me do this every day!”
• “Lord, some of these folks have a different side that I had not seen before – but hey they’re just real people like me. So, that's OK.”
• “Lord, that church member who just hung up on me – what is up with that?”
• “Lord, this is really hard on my family.”
• “Lord, I hate this! I don't think I can hang on.”
• "Lord, thank You for that person who just encouraged me. Lead me to someone to encourage today."
• “Lord, these people are really high-maintenance. They are wearing me out!”
• “Lord, speak to me here. I really do have experience and know how to do this job. Isn't that why You called me here? Why do some people keep telling me how to do things?”
• “Lord, I know You have me here for a reason and for a season. So have Your way. I am Your vessel and serve at Your pleasure.”

(Yep – I’m a whiner…)

And so the cycle goes – back up to the top and down again. Overall it’s been a wonderful, incredible journey for which I am thankful. I work with some of the greatest people in the world, which makes the journey more pleasant and fulfilling.

“Lord, thank You that I can pray to You and ponder with You about what happens next. That is truly the best part of the journey.”

Common Sense Communication

Listen to the "buzz."

What’s the secret for effective church promotion and communication? Ah, yes… the age-old question.

It has to be a “full out” marketing campaign…expensive advertising…signage that wraps around the building…and the 4-color brochure.

While these can work for an initial push or bump in church attendance, they are best reserved for special events where you want that big crowd to show up. But they’re not the secret to effective church communication.

(“Effective,” for purposes of this blog, means people are not only drawn to your church, but also that there’s something which compels them to stay by either 1) coming to faith in Christ; and/or 2) joining the work God is doing in and through your church.)

So – about that secret for success…

Here it is: good old-fashioned common sense. Wow, Swarner, you got a Marketing degree and have 25+ years of experience in the field and you’re telling us effective communication is all about common sense?

I’m afraid I am. Here are a few tips to get you going:

Common sense rule #1: Before you plan the “what,” make sure you’ve identified the “why.”

That is to say, don’t get all off on the excitement of an event and what you think it will draw without first being solid on your purpose for doing it. The audience will be able to tell from your communication if you’ve settled the why. If it’s unclear, they will not respond because they will not know you are speaking to them.

Common sense rule #2: Keep messages simple and few.

Too much information will have a hypnotic effect on your congregation. I’ve seen this over and over. People tell me about things they saw in the bulletin that were never there. Others tell me about things that aren’t in the bulletin that surely were. I know because I compose the announcements each and every week (and I have the pdfs to prove it!). Put yourself in the “once a week attender” seat and make sure you still understand all the messages going out through your church venues.

Common sense rule #3. Manage your expectations.

Follow the trends in your church about what people respond to – and what they don’t. Based on your average weekly attendance, what is the highest number you expect to respond to your message? What is the lowest number? The true number lies somewhere in between, and probably toward the lower end. Have evening or weekend events had better attendance? Are the people you want to respond, responding?

More Common Sense Rules to follow during the Summer…til then, listen to the buzz in your church, and be willing to hear what it is saying!

Summer's IN, Stress is OUT

The last day of school is the best day of the year.

Counting down to it is next best.

It’s like there’s eternal freedom ahead – from getting up at 6:15, having to keep up with projects and assignments and washing uniform – to staying up late, getting up late, having freedom in the evenings to read, go to movies or cook out, and not have to help with homework, go buy stuff for projects, food for this or that, fill out stuff for this or that…

Yep, I love summer. Even though I work full time at the church, the PR area takes on a more relaxed feeling in the summer. It’s a nice break from the urgency imposed on us by the activities of the church during the other nine months.

Our daughter will do cheer practice several days a week, our son will intern at the theatre company and perform in a couple of shows. We’ll hang out the Y pool and trek to the beach later on. We’ll go to the summer musicals at the Music Hall and hopefully see a lot of our family who we don’t get to see much of during the school year.

And not stress. That’s the best part.

Pass the sunscreen and grab a good book. Hello, summer!