Walking Through a New Member Journey
From Visitor To Connected Member
In the business world, a “Customer Journey” is the process that a customer goes through, from first becoming aware of a product or service to the final purchase (and hopefully beyond, becoming loyal to the brand).
Similarly, the “New Member Journey” represents the stages a person goes through, from first hearing about a church to becoming a committed member.
Step-By-Step
A church's "New Member Journey" can be visualized as a step-by-step process similar to a customer's journey in business. In this process, a new visitor gradually transitions from being a first-time guest to becoming an engaged, committed member of the church.
1. Awareness
This is the initial touchpoint where potential members become aware of the church. This awareness can happen through various channels. For instance, the church's social media channels might share posts about upcoming events, community outreach, or inspiring messages that resonate with potential visitors. The church website might offer in-depth information about the church's mission, values, and services.
Did you know that 59% of U.S. adults search online when looking for a spiritual home? (Pew Research Center, 2016). A church's website often acts as the first point of contact and captures the attention of potential members. It's your chance to give a welcoming 'hello' and spark curiosity.
Additionally, a church member might hand out an invite card or personally invite someone they know to a service. During community events or projects organized by the church, the general public can get a first-hand impression of the church community and its activities.
2. Consideration
At this stage, individuals who have become aware of the church start seeking more information to decide if they want to visit. They might go back to the church's website to look at service times, read pastor's bios, or view pictures of the facility.
They may also look at reviews or testimonials from current church members to understand what the church community is like. This is where the church's digital presence can play a crucial role in presenting an accurate and inviting picture of the community.
3. First Visit
This step is critical in the new member journey. Once an individual decides to visit, their experience at the church during this first visit can heavily influence their decision to return. The warmth of the welcome they receive, the quality of the worship and sermon, the atmosphere of the service, and the friendliness of the volunteers all contribute to this experience. For instance, greeters at the entrance can welcome new visitors, provide them with information, and answer any questions they might have. New visitors could also be introduced to the pastor or invited to a newcomers' meeting after the service.
4. Connection
After a positive first visit, the individual might decide to return regularly or join a smaller group within the church, such as a Bible study group, a youth group, or a volunteer team. This helps them form deeper relationships with other members and feel a part of the community.
For example, the church might offer a newcomers' lunch where new visitors can meet the pastoral team and other church members in a relaxed, informal setting. The church can also provide information about various ministries and small groups they can join.
5. Membership
If the individual feels connected to the church community, they might decide to make a formal commitment by becoming a church member. This might involve attending a membership class where they learn more about the church's beliefs, mission, and values, and what it means to be a member.
6. Engagement and Growth
Once the new member feels comfortable in the community, they will likely become more involved in the church. They could join ministry teams, volunteer for church events, contribute financially, or take on leadership roles in different church activities. The church can facilitate this by offering various opportunities for involvement and encouraging new members to use their talents and gifts to serve the community.
7. Advocacy
As new members become more involved and invested in the church, they may begin to invite others to join, effectively becoming advocates for the church. They might share their positive experiences with friends and family, or even share church events and messages on social media. This advocacy brings the journey full circle, as these new advocates help create awareness and invite more people to start their own journey with the church.
In summary, this "New Member Journey" can be a valuable tool for church leaders to understand the experiences of their members, identify areas for improvement, and develop strategies for growth. By focusing on each stage of this journey, churches can ensure they are effectively meeting the needs of their congregation and fostering a welcoming and engaging community.
Why does thinking through this journey matter?
Walking through and considering each step in the New Member Journey is essential for a church staff for several reasons:
Understanding the Member Perspective: Each step of the journey allows church staff to place themselves in the shoes of a new member. It helps them understand the expectations, concerns, and questions that a new member may have, which in turn allows them to better meet the needs of new visitors and members.
Identifying Strengths and Weaknesses: By examining each step, church staff can identify areas where the church excels and areas where improvements are needed. For instance, if new members often express feeling lost or confused during their first visit, this might indicate a need for better orientation resources or more personal guidance for first-time visitors.
Enhancing Member Retention: People are more likely to stay engaged with a church if they have positive experiences throughout their journey. By focusing on creating meaningful and positive experiences at each stage - from the first visit to becoming an active member - church staff can enhance member retention.
Building a Welcoming Community: When church staff understand and attend to each step of the journey, they're better equipped to create an atmosphere that's welcoming and inclusive. This can help newcomers feel valued and connected from their first interaction with the church, fostering a sense of belonging that's crucial for building a strong and vibrant community.
Promoting Growth: Understanding the new member journey can inform church outreach and growth strategies. By understanding what draws people to the church and what keeps them engaged, church staff can tailor their outreach efforts more effectively and foster organic growth through satisfied members who invite others to the church.
Facilitating Spiritual Growth: Beyond the logistical and organizational benefits, attending to each step in the New Member Journey also allows church staff to better facilitate spiritual growth. By understanding the spiritual needs and questions that might arise at each stage, church staff can provide relevant teachings, resources, and support to help new members grow in their faith.
Build Your Community
The New Member Journey is not just a map of a member's interactions with the church; it's a tool for empathy, understanding, and service. By deeply considering each step, your church staff can serve your members more effectively and build a community that's welcoming, supportive, and spiritually valuable.
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