How to Have the Best Trunk-or-Treat Ever

I was having dinner with two pastors that I coach and they both said they were doing a Trunk-or-Treat this year. I told them of how we did some serious evaluation of the one at my old church and wanted to make sure that we had a way of collecting information and being able to follow up with guests (as opposed to just giving out candy).

My friend Chuck Scoggins, who was the Executive Director of the Center for Church Communications (maybe you’ve heard of Church Marketing Sucks) was with me and he decided to write about how to maximize this outreach opportunity. What follows is his guest post. Enjoy!

If you’re going to go through the effort to plan a trunk-n-treat, fall festival, or whatever you call your Halloween-alternative event, make sure you have a plan in place to maximize the event by following up with them afterward. There are a variety of ways to get participants to return to your church, but one of the most effective is through an email campaign.

Below are a few tips for you to consider if you plan on leveraging an email campaign to get your trunk-n-treat families to come back to your church on a Sunday.

Collect Information

There’s no way around it: if your strategy is to use your event to get people to eventually check out your church, you have to collect their info. The key to getting folks to give you their info is to get creative, for example:

  • Give Something Away
    If you give away a compelling gift like an Amazon Echo, Apple Watch or AirPods, etc. people will be quick to hand over their details as they register to win. Set it up where someone doesn’t have to be present to win as a good excuse to get an email address so you can contact the winner.
    Pro Tip: Make sure you state at the bottom of your registration card that by registering to win, people are giving you information to send a follow-up email.
  • Give Away Food
    Cook up some hotdogs and have a cooler of soft drinks (sodas and water for adults, juice boxes for the kiddos) and ask folks to quickly register (name and email address only) to get their ticket or wristband for concessions.
  • Photo Booth
    Family photos can often be a compelling reason to ask folks for their contact info. Set up a backdrop with hay bales and corn stalks where a professional photographer can take a free family photo. Collect an email address so you can send folks their photo.
    Pro Tip: If you take this approach, you might choose to manually send Email 1 from below (instead of using an automatic send) to thank them for attending and attach their photo. It’s a little more work, but the results will be a huge payoff.

Start With What You Know
As you begin thinking about forming your follow-up email campaign, begin with what you know: folks who came to your fall harvest event were most-likely families. (Pro Tip: Keep in mind that families come in all shapes and sizes, so make sure your emails are mindful of that diversity.) They’re also willing to attend community events that provide benefits for their families. We also know that people will not care about your church until they know that your church cares about them.

When done skillfully, we can leverage what we know about the people in our community to send emails that serve them in such a way that we leave them with a desire to check out our church. We can reach them without a hard sell email.

Pro Tip: Consider a mindset shift that your goal shouldn’t be to get people to come to your church, but rather to take your church to them where they’re at and serving the needs they have. Resist the urge to tell folks all about your church in the initial email(s) you send.

Email Sequence
An email sequence, if you’re not familiar with them, is a series of emails that automatically send at regularly-scheduled intervals when you add an email to the list. You can easily set these up in MailChimp and, for following up on your fall event, I recommend sending one email immediately, and then an email once a week following the initial send.

Here is an example of six value-add emails you could send:

Email 1:
Send a very short email simply thanking them for attending. You might want to include one line that tells folks you’re going to send them five more emails that might be helpful to their family.

Let them know they can unsubscribe at any time (by giving them this permission, you’ll show that you’re trying to be helpful and not pushy). Again, resist the urge to talk about your church in this email; make it about them, not you!

Email 2: 

Find another community event that they might enjoy and tell them about it. It there a community fall festival in your area? Or, perhaps you can provide a list of pumpkin farms and corn mazes in your area.

Pro Tip: If you can find a local pumpkin farm to partner with, you might be able to work out a special deal or a free giveaway (i.e. each family gets a free pumpkin) that can be an exclusive gift for your guests.

Email 3:

By the time you send this email, the calendar will be nearing Thanksgiving. Send an email with “Six Ways to Help Your Family Express Thankfulness Around The Thanksgiving Table”. Include tips such as a go around the table and share one thing you’re grateful for, place butcher paper as the tablecloth and encourage everyone to draw what they’re thankful for with crayons. The goal here is to be creative and give creative and fun ideas for your email recipients. You might also include a list of area Thanksgiving Day parades or other activities folks can do on Thanksgiving.

Pro Tip: Resist the urge to make this over-spiritual.

Email 4:
Use this email to continue to provide value to your trunk-or-treat guests. This email could be something simple like a generic “Keeping Your Sanity While Parenting During The Busy Holiday Season” or something similar. Make sure it’s valuable to them and not about you (it’s okay to include a few spiritual tips such as how to find a good church with a good children’s program, but avoid making this list too churchy). Your goal here is to continue to keep yourself top-of-mind for them by giving them something they can use in their everyday lives without talking to them directly about your church.

Pro Tip: Get your children’s ministry staff and volunteers involved in creating this email. They probably have a better grasp of what families struggle with during the fall holiday season than you do.

Email 5:

If you time your emails just right (a week apart, beginning after Halloween), you should be getting close to Christmas. Use this email as a chance to give folks something like “Five Ways to Avoid Christmas Gift Overload.”

Again, make this a practical piece, not a spiritual brow-beating where you help families navigate the pressure to go overboard. Perhaps you introduce them to the “4 Christmas Gift Challenge,” like:

  1. Something they want
  2. Something they need
  3. Something to wear, and
  4. Something to read

Perhaps you introduce them to an alternative Christmas concept like Advent Conspiracy. Or, perhaps you point them to some meaningful local charities where they can use some of their Christmas budgets to serve another family at Christmas.

Pro Tip: The most important thing to do in this email is to help them navigate pressure, not add guilt or give them more stuff to do. Approach this email carefully!

Email 6:
After you’ve provided a TON of value to your fall event guests, you now have permission to start introducing your church. However, avoid simply making this a pitchy piece inviting people to church. Instead, make an introductory statement like, “If you’ve enjoyed these emails, we’d love to introduce you to our children’s ministry. Then, explain the benefits of your children’s programming (talk about how it’s fun, safe, etc.). Introduce your children’s ministry staff (with photos) and let people know what they can expect when they arrive (children’s check-in process, etc.).

If you can get these families to bring their children to check out your children’s ministry, you stand a great chance at getting the adults to attend your worship service and have a great shot at getting guests from your fall event to your church.

Follow-up Emails:

Christmas

If you’ve done this process well, you are probably okay to send people a simple email to invite folks to your Christmas service(s). I would encourage you to send this email 7 to 10 days prior to your Christmas service(s) and think about how to include language that talks about how folks can enjoy the traditions of Christmas while celebrating at your service(s). Help them understand the benefit to them (think: warm and fuzzies, not spiritual transformation) if they go through the hassle of bringing their family to church.

January

Think about some on-ramp events or programs you can invite people to with a seventh email after a few weeks have passed (maybe in January). Financial Peace University or a Family Life Marriage event or something similar is a great option.

Final Pro Tips:

  • Make sure your church’s web address is in the footer of the email in case someone wants to find out more about you on their own. Don’t make it gaudy or overbearing, but don’t neglect the opportunity to provide someone an opportunity to get more info.
  • Speaking of the website, make sure your website is stocked up with everything a newcomer would need to get the information they want. See this post about what to include on your website to help first-time guests.
  • In the final email you send (sixth, seventh, or eighth email), include a single line at the end that says “This is the last Trunk-or-Treat follow-up email we’ll be sending you. If you’ve enjoyed this valuable content and would like to add your name to our main church email list, click here [with a link to join your main list].”
  • Use an email system, such as MailChimp, that helps you follow the CAN-SPAM laws.
  • Please, don’t go cheap on your candy quantity, the quality of your soft drinks (don’t buy cheap discount store off-brand sodas), etc. Nothing is worse than a family taking the risk to bring their children to your event and them going home disappointed that they got less candy than their friends did by going door-to-door.

My prayer is that God would send many, many people to your event and that He would give you wisdom in how to best follow up with folks to eventually grow your church.

*** Want to get more tips like this? Signup for my newsletter here.

7 Simple Things You Can Do to Start the New Year Off Right

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2022 is coming upon us. Most people make new year resolutions like joining a gym, going on a diet, etc. I’d like to share 7 simple things you can do to get your new year started off right.

  1. Go on some sort of fast – Priorities and focus are more important at the start of a new year than resolutions that quickly fall by the wayside. You need to participate in some sort of fast from something you love to place your focus on God and make Him your priority. I’ve done short fasts, extended fasts, Daniel Fasts, movie and TV fasts, and most recently a technology fast. Since it’s not healthy for me not to eat due to some medicine I take, I recently fasted one month (30 days) from social media (Twitter, Facebook, Instagram, Snapchat… you name it) and all things technological. I was shocked to see how dependent (in a bad way) that I had become on them. Getting away from technology for a month allowed me to spend more time in Scripture, prayer, and with my family. It also gave me a healthy perspective on social media. I found myself wanting to post the silliest things that had no business being on Facebook. When I returned to social media, I had a new purpose and perspective and started using my social media platforms the right way. For some of you, it may be easier to go 30 days without eating than without social media. If that is the case, you have a problem and an intervention is needed. I’m kidding. Sort of.
  2. Get a watch – While I was on my recent fast from social media and technology, I found one thing happening over and over: My iPhone was constantly in my hand. I was attached to it. I realized that I always had it out, in my hand and would look at it during meetings, mealtime, and other rude and inappropriate times. I jokingly told my wife, “I just need to get a watch. Then I could keep my phone in my pocket.” Sure enough, while out of town speaking at a conference, I stopped in a shopping mall and bought a watch. Now my lunches, dinners, coffees, and meetings are different because I’m not constantly checking my phone and appearing rude to whoever I’m eating or meeting with. Everything is going mobile and we need a healthy boundary and perspective for this technology.
  3. Read a different kind of book – I’ve often said, “Leaders are readers.” To start the new year off right, I want to encourage you to read something completely different and out of your comfort zone. For two decades of ministry, I bragged about only reading non-fiction and said I had no time for fiction. Guess what? God opened my eyes that truth and beauty can be found in fiction. I recently watched “Lord of the Rings: Return of the King” again and I found myself saying, “Tolkien was a genius and God had His hand on His writing.” God used that eye-opening movie to open my mind to reading books out of my wheelhouse. Maybe you only read Christian or ministry books and need to read a business book. Maybe you need to read a historical book or biography. Whatever may be your case, branch out this year and read something totally different. You’ll be better for it.
  4. Go on a retreat – At the last church I pastored I would go on two different retreats at the start of each year (in January). One was with our church’s Senior Leadership Team. One was with my campus staff. I would put a lot of time and effort into prepping for my campus staff retreat. I would think of things that my team needed to address, tackle and discuss. I would be sure to include plenty of social and bonding time as well. We also spent a great deal of time dreaming and talking strategy. There’s a lot of ideas and creative juices flowing at the start of a new year, coming off of the Christmas season and heading towards Easter. January or February is the perfect time to get away and pray, dream, create, plan, play, and bond.
  5. Go to a conference – I also try to take key staff to a conference in the early part of the year (pre-Easter). It’s another opportunity to get away, bond, and feed your professional side. I’ve often said I’ve learned far more at conferences over the years than I ever did at school. Going to a conference as a team could be just the boost your team needs. You must stay sharp in the ministry world and the new year is the perfect time to fill up your tanks (spiritually, mentally, creatively) and to just all around be inspired. Definitely plan on attending the 3-day online First Impressions Conference. This is a must-watch for your team and no travel is involved!
  6. Visit another church – This is my secret that I’ve kept for 20 years of ministry. Whenever I can, however I can, I take any opportunity to visit another church. Maybe I’m on vacation. Maybe I’m out of town at a conference. Maybe I go to a Saturday night service or a Sunday night service. For two decades, every chance I got, I visited other churches. Good and bad. I’ve visited almost all of the churches on the largest church list, as well as the fastest-growing list. I’ve learned what to do and what not to do (I’ve visited some bad churches, too). The key is to see something different than what you’ve grown accustomed to. You see the same church week in and week out, 48 to 50 Sundays a year. You have to be intentional and make it a priority to visit somewhere else and learn what you can. I can not stress enough how important this is.
  7. Set goals – I’m extremely driven and goals are essential to the innovation and strategic leader. It was the late great Zig Ziglar that said, “If you aim at nothing, you’ll hit it every time.” At the beginning of last year, I asked my staff to turn in goals for the year for their area of ministry. You would have thought I had tortured them. It was like pulling teeth. I scratched my head in disbelief. Every staff member should set goals for his or her ministry area and then share them with the team. This is a concept called Goal Contagion. Scientists have found that you are dramatically more likely to accomplish your goals if you can see other people working on goals. You don’t even have to meet the person, simply reading about what they’re working on gives you a literal boost. As I have blogged about numerous times in the past, we must constantly be recruiting, equipping/training, and growing in our given areas of ministry. If you have 10 volunteers, make a goal to get to 20 volunteers. If you are bad with communication, make it a goal to communicate better this new year. If you’re bad with follow-up and assimilation, make it a goal to send out letters, emails, and make phone calls this new year, each week. Make goals to grow spiritually and professionally. If you lead a staff or team, think of developing personal growth plans for each of your team members and check in with them each week. Don’t wait until the year-end evaluation to tell someone how they’re doing. If someone is doing a poor job, it should not be a surprise to them in a year-end review. Read that again. Communicate and set clear, measurable goals.

* Do these 7 simple, but crucial things, and your new year will be off to a great start.

3 Ways to Still Have a Team After Christmas

So here we are – less than three months away from the biggest church season of the year. I just left a planning meeting with the worship pastor at my home church. We were talking about ways to turn first-time guests into second-time guests. We brainstormed about setting up a tent outside to welcome guests and give them a gift, as well as info about next steps.

The reality is all we planned to do takes a huge amount of volunteer leadership. I coached him on delegating and equipping the saints for the work of the ministry (Ephesians 4).

But here’s the real question:
How do we still have a team going forward after such a stressful and busy season as Christmas?

Here are some thoughts:

We live in a digital world. Texting, IMing, Facebook posts, Instagram posts, and daily tweets – truly a whirlwind when it comes to communicating these days. Call me old-fashioned, but I’ve found that a personal touch still goes a long way (yes, even in 2021).

  1. A Handwritten Note

Everybody loves to receive a handwritten note thanking them for their service on your team. We’re coming up on one of the busiest times of the year with Christmas. We all know that Christmas is like the Super Bowl for churches. More people will visit your congregation than any other season of the year.

Your volunteers are going to work countless hours (your staff, too). Take the time to write out ‘Thank You’ notes to each and every one of them. If you have the budget, include a gift card in the note to them. Sometimes I do Chilis gift cards for $25. Sometimes I can only do a $10 Starbucks card. Whatever your budget can do – make it happen.

  1. Phone Calls

Another thing that goes a long way in this digital world is phone calls. It seems we’ve lost the art of picking up the phone and checking on our team and seeing how they’re doing. I used to go through my team’s list of names and give them a call just to see how they were doing and if there was anything I could pray for them about. This went a long way!

  1. Personal Touch

One final thought I’ll mention on a personal touch is to give out hugs. You wouldn’t believe it, but a hug goes a long way. Now I know that some people don’t like to be touched and freak out if you try to hug them. You need to be aware of body language and know if you’re making someone uncomfortable, but by and large, most people like a good ole hug.

On Wednesday nights, I greeted my team members with hugs and asked how they were doing. This is in contrast to barking to get your post or “Did you hear about the changes we made?”

I’ve made it a point to not let something business come out of my mouth first. The person is always more important than the thing we’re trying to accomplish or produce. Check on them first and then update them on the changes. Lastly, greet them with a warm smile. Let your people know you love and care for them.

This is about valuing people over production. People are more important than what they can produce and we shouldn’t prostitute them and their gifts. God has entrusted them to us and our team and we should value them.

How long has it been since you wrote a note? How long since you called a team member? Given any hugs lately?

Let’s surprise our team and volunteers with a personal touch and an attitude of gratitude this holiday season.

 

*** Want help reaching and KEEPING more guests at your local church?

Signup for the November 10-12 (ALL ONLINE) First Impressions Conference here.

PLEASE NOTE: You don’t have to watch it all live. When you signup for the VIP Replay Pass, you can watch all 18 hours of video content at any time later on-demand! (Plus you get some amazing bonus content)

Introducing the First Impressions Challenge

Who else wants to fix their church’s guest retention problem once and for all?
The average church guest makes up their mind if they’ll come back for a second visit within 7 minutes of driving in the parking lot…
Long before you step into the pulpit and deliver the sermon you’ve been working on all week, people are deciding if they’ll come back for a second visit.
I know what it feels like to be frustrated by this problem because I’ve served for nearly 3 decades as a pastor at small, medium, and large churches that struggled with this exact issue.
In fact, we had so many guests who would show up once or twice then never return that we actually called them “drive-bys!”

That’s why I created the FREE 5-Day First Impressions Challenge.

 

So you can discover how to close the ‘back door’ and get people coming back and plugged into the life of your church.
During this free workshop you’re going to learn:
  • How to collect guests information in the most efficient and effective way possible
  • How companies like Chick-fil-A and Disney WOW their guests
  • This is the same follow-up system I use to train the largest and fastest-growing churches in the world to quickly connect with people and see them return for a second and third visit

Join the free 5-Day First Impressions Challenge today: https://firstimpressionschallenge.com/

Greg Atkinson is The Virtual XP

Greg Atkinson is open (currently) to work with one to two churches as a virtual XP (Executive Pastor). Greg has no plans to move but is available to a church (ideal size is 500 to 1500 average attendance) that is looking to hire expertise and experience without the expense of a full-time staff member with benefits.

Greg has served every size church in his nearly three-decade ministry career, including being on staff at 3 different mega-churches. Greg has also been a consultant to some of the largest and fastest-growing churches in the US, with congregations of 30,000+.

Greg has worked with a number of coaching clients, but this is different and more intense, with more access to Greg, who would be flying in once a month to be onsite at your church. Throughout the week, Greg would be available via text, phone, and Zoom, as agreed to upon the retainer and what the client needs.

Greg can oversee staff and be a great support, friend, encourager, and counsel to the Lead Pastor and Senior Leadership of the church. You can read more about Greg here.

If you’d like to explore this option with Greg, please contact him at greg@gregatkinson.com.

FREE COVID-19 Christmas Resources

Hi. I hope you’re doing well. I’m not going to lie to you. COVID-19 is on the rise and is the highest it’s ever been. This Christmas is going to be the most unique Christmas we’ve ever experienced.

Some churches have canceled in-person services and gone back online-only (I, personally, think that’s the right call). Some are doing a hybrid approach.

We at the First Impressions Conferencealong with one of our speakers, Ben Stapley of Christ Fellowship Miami, have put together a FREE COVID Christmas Resource Kit for you to help you and your team prepare for what’s sure to be the most unprecedented Christmas we’ve ever experienced as the Big “C” Church.

Go HERE to download your FREE resource. No strings attached. Enjoy!

Thanks and happy holidays!– Greg Atkinson, Founder Worship Impressions & First Impressions Conference

 

 

*** Again: Download your FREE resource list HERE.

The First Impressions Workshop featuring Greg Atkinson

Join First Impressions Conference Founder Greg Atkinson as he teaches you how to lead first impressions in the new normal. Greg discusses the Post-COVID Church and how to welcome guests in the new reality.

Sign up here for access. http://firstimpressionsworkshop.com/

 

First Impressions and Church Guest Experience Podcasts

Hello, friends. I’ve had the honor of being on several podcasts over the years. Recently, I was a guest on some great podcasts where we discussed my books The Hospitality Ministry Handbook for Volunteers and my bestselling book Secrets of a Secret Shopper.  

I realized that I haven’t told you all about them, so I wanted to post them here for you to check out.

I’m in the process of recording several more, so stay tuned for updates.

For now, give these a listen!

Greg Atkinson Launches The Church Secret Shopper Certification

Greg Atkinson is a bestselling author, speaker, pastor, coach, and consultant who has worked with churches of all sizes, including some of the largest and fastest-growing churches in the country, as well as organizations such as Josh McDowell Ministries. Greg is considered an expert in church guest experience, first impressions, hospitality, guest services, and worship.

Greg has produced worship services for three mega-churches, served on Worship & Arts staffs, and been a pastor – serving the local church for the last 26 years. Greg also produced several large conferences including Leadership Network’s Innovation3 Conference, Catalyst Dallas, and the Rebecca St. James’s SHE Conference.

Greg was selected as one of the Top 30 Christian Leaders to follow on Twitter in 2017, 2018, 2019, and 2020. To read the list featuring leaders like Dan Cathy, Andy Stanley, Craig Groeschel, Ravi Zacharias, Bob Goff, Russel Wilson, David Carr, LifeWay, Tim Tebow, Brian Houston, The Gospel Coalition, Dr. Sam Chand, Chris Brown, Frank Bealer, and others – go HERE.

Greg’s blog was also selected as one of the Top 35 Blogs Christian Leaders Need to Read in 2018, 2019, and again in 2020. His blog is listed with ChurchLeaders.com, Pastors.com, Michael Hyatt’s blog, and others. You can read the list HERE.

Greg has spoken at numerous colleges, seminaries, and conferences all over North America, including teaching “Intro to Praise and Worship” at Dallas Theological Seminary from 2005 to 2007. Greg has trained several church staff teams, including full-time staff at Saddleback Church and Prestonwood Baptist Church.

Greg is a contributor to many magazines and websites, including ExPastors.com, Rick Warren’s Ministry Toolbox Newsletter, Pastors.com, ChurchLeaders.com, Outreach Magazine, Relevant Magazine, Christianity Today, Leadership Journal, XPastors.org, Catalyst, FaithVillage.com, Preaching Magazine, ChurchCentral.com and Leadership Network.

You can hear Greg speak on the subject of first impressions on various podcasts here: https://gregatkinson.com/first-impressions-podcasts-greg-atkinson-church-secret-shopper/

Greg started and leads the Weekend Worship and Guest Services Facebook group. Currently, it is a thriving community of 15,000 church leaders from around the world. You can join here: https://www.facebook.com/groups/worshipandguestservices/

Greg also leads the Church Assimilation and Next Steps Facebook group, currently boasting 5000 church leaders.

Greg is a coach and consultant – specializing in areas such as first impressions (also called hospitality or guest services), leadership, and the entire worship experience. Greg is a member of the Forbes Coaching Council and a Forbes featured contributor.

Greg has been a professional secret shopper for several aspects of the hospitality industry, including restaurants, hotels, and various forms of travel.

Greg is the Founder of the First Impressions Conference – the annual event featuring the leading voices for first impressions and guest services from around the world.

Greg is also the Founder of  Worship Impressions – a professional church secret shopper service. Greg has worked hard over the last two decades to build this consulting brand and reputation of a solid ministry to the local church. Greg specializes in church guest experience, first impressions, hospitality, worship, and production.

HERE’S THE BIG NEWS:

For years I have been asked to train leaders to be secret shoppers. I literally wrote the book on it and thought that would be good enough, but over time, the demand for hands-on training and mentoring has increased. So, I’m going to offer a secret shopper certification and train people myself.

If you’d like information, sign-up here: http://secretshopper.church/

NOTE: Like any certification, this will not be cheap. The book is cheap. 😉 If I’m going to invest in you and endorse you, you’re going to have to earn it. I look forward to hearing from you.

Greg Atkinson Knows Church Guest Experience

Someone recently interviewed me and asked me what I do. I thought I would state it plainly here on my blog again. I’m still coaching and consulting – yes, even in this crazy 2020 year.

Greg Atkinson and the team at Worship Impressions specialize in church guest experience. From the basic church secret shopper or mystery worshiper weekend experience to online presence evaluations to coaching and training – we do it all and stand ready to serve you.

I’ve recently partnered with a company and offer all kinds of services including renovation, AVL, signage, platform design, and more.

Greg Atkinson has been considered an expert in church guest experience, guest services, first impressions, hospitality, worship, and overall church leadership. You can read more about him HERE.

Interested in hiring Greg? Contact Greg by filling out the GET STARTED form (found at the top of his business website).

And be sure to check out the fourth all-new: First Impressions Conference featuring a killer lineup of over 100 speakers.

Did you know you can interact with me and nearly 15,000 church leaders from around the world? You can join us at http://guestexperience.church/

Also, we have a brand new group focused on assimilation and helping guests take their next steps. You can join us at https://www.facebook.com/groups/churchassimilation/