The Too-Easy Anonymity of the First-Time Guest
This is the next installment in our ongoing “Large Church” series, which looks at guest services through the lens of the larger congregation: those with an average attendance of 800 or more. See the entire series here.
In an earlier article in this series, I proposed seven ways that larger churches struggle with hospitality. Struggle #5 is The too-easy anonymity of the First-Time Guest.
After thirty plus years in ministry, here’s what I know: anonymity is not a “large church” problem. People can hide in churches of 75. People can slip out unnoticed in a crowd of 150. While it might be easier to remain anonymous the larger the church, we dare not chalk it up solely to being “too big.”
So how do we help the anonymous first-time guest (or long time attendee) step out of the shadows? I think there are five ways:
1. Make your on-ramps clear, obvious, and borderline obnoxious.
We’ve talked before about on-ramps: those elements of your weekend service that allows someone to take a next step. Maybe it’s a First-Time Guest Tent or a Welcome Center. Perhaps it’s a text keyword to a number or a scanned QR code. It could be a newcomers class or a “meet the pastor” reception after the service.
“Clear and obvious” means we talk about these on-ramps every single week, without fail. I added “borderline obnoxious” because we should walk right up to that line. There should be no question what someone should do when they decide to do it.
2. Be ready when they’re ready.
If “clear and obvious” is a marker of our next steps, then the marker of our posture should be one of enthusiastic welcome. Our announcements about on ramps and our response when someone decides to take one should communicate “We’re so glad you’re taking this step. Let us walk with you during this phase so there’s no hint of confusion.”
The goal is that we treat the 500th person to take a next step with the same grace as we treated the first: they’re trusting us with their time, and we should honor them by giving them our own.
3. Present the map, not the menu.
In larger churches, the challenge is to help people narrow their focus. We tend to have so many ministries that people can choose from, that we often introduce decision paralysis rather than a helpful next step.
That’s why we need to think less like a massive mall map (remember malls, kids?) which gives us 47 options of shoe stores and 112 choices for food, and more like Google Maps, which gives us one step at a time as we head towards our destination.
4. Promote opportunities to do a test drive.
If I’m arguing with myself and point #3 above, I do think there are occasional times where we break out of the map and we highlight one thing on the menu. People may ignore your invitations to a newcomers class, but they’ll embrace a chance to participate in a six-week Thursday morning Bible study or a one-time community service project.
So pitch these occasionally with no strings attached. You might be surprised at the number of anonymous people who come out of the shadows in order to do something with a definitive start and end date.
5. Mine your data to help target what’s next.
Finally, if we’re doing a good job at #3 and #4, we’re going to get some discrepancies where people are either stuck on the map or they’ve taken advantage of just one opportunity. This gives us the chance to know who is out there and need a nudge to do something else.
Good data can tell you who pops in for serving at a special event, but doesn’t serve with regularity on the weekend. It can surface names and contact numbers of people who have been around for a while but have never filled out the “official” first-time guest card. Keep an eye on your data and it’ll help you keep your finger on the pulse of what should be next for people.
Helping anonymous guests break out of their anonymity should be something we want for them, not from them. Which of the five suggestions can you implement this week?
