Storytelling in the Church
By Lauren Shepherd and Emily Hines
God is at work among us and these stories are worth telling.
Communication is ministry; and it’s foundational to everything that happens within the local church, but it is more than just sharing information. Communication is a symbolic process that shapes culture and gives meaning to our congregations. No matter the size, every church has unique stories to tell—stories that foster a deep sense of belonging and identity. Stories share our culture and shape our culture.
But which stories do we share?
Much like a personal testimony, it might feel intimidating if we feel like we don’t have “flashy” stories of radical change. Comparing the way God is at work in my church community versus a church much larger or smaller than mine—and consequently feeling inadequate or overly prideful about metrics—downplays the incredible work of God in each person’s heart. The Kingdom of God is not pie; God is at work in all of us, and stories of how God is at work are worth telling.
We naturally gravitate toward sharing stories of miracles or salvations, and it is just as important to look at the rhythms, traditions, and practices which define our faith communities.
Where has been and is God at work in my community? What moments, big or small, ordinary or extravagant, reflect the heart of my church’s culture?
Examine the calendar, rituals, and practices: what do we do repeatedly or uniquely (daily, weekly, monthly, quarterly, yearly)? Especially examine times when the community is together: doing, being, eating, building, singing, going, lamenting, playing, and praying.
What is our history, origin story, and the journey which led us to the present? Who has been on this journey for the long haul? Unless I am the church planter, there are people here with more institutional history than me and I should ask for their input.
What do we love about this church? What is special, meaningful, and life-changing? What memories do we cherish, traditions do we continue, or lingo do we share?
Additionally, stories worth telling are not just about what happened—they are about what we learned. This learning is what helps us to make sense of the world and binds us together. Sharing our growth —and at the right time in the right ways, our losses and lessons—cultivates culture.
Telling the Story
We are living in an era where visual storytelling is essential for making an impact. But before stressing over the perfect tools or perfecting certain skills, let’s start by developing a communication strategy:
Audience Mapping Part 1: First let’s “map out” our different audiences to get a clearer picture of who plays what roles in our congregations’ ecosystems:
Authorizing audience: Who provides the resources and autonomy which allow my congregation to function? (Think: board members, denominational leaders, key funders, etc.)
Active audience: Who keeps things running day-to-day? (Members, volunteers, staff—everyone who makes the mission happen.)
Peer audience: What organizations share our values, goals, and challenges? (Other churches, faith-based groups, and like-minded organizations.)
External audience: Who might engage with my church based on its actions? (Local media, the surrounding community, and those impacted by our work.)
Audience Mapping Part 2: Target Audience
Who is my target audience, specifically? My target audience is usually not my whole audience, meaning others outside of the intended target might receive this message as well.
What is the target audience’s preferred way and style of communication? (i.e. Octogenarians might not be using social media like GenZ, but a phone call, letter, or face-to-face conversation might prove to be most effective)
Empathy Mapping: What is my audience thinking, feeling, seeing, or hearing? What are their greatest gains or greatest pains?
Clarifying the Message: What specifically needs to be communicated? What needs edited for concision and clarity?
Choosing the Best Methods, Mediums, and Tools to Use: Keep it simple. More below.
Crafting an Evaluation Plan: A mentor of mine always says, “Great content does not equal great impact.” Even the best story will not work if it is not reaching the right people. Is what is desired to be communicated actually being shared, based on feedback?
More on Methods
When it comes to specific methods, mediums, or tools, simplicity is best. Thorough audience mapping naturally highlights the best mode of communication. A basic website and email platform are great places to start. Additional methods, such as social media, podcasting, or an app depend on my audience. When it comes to video, let’s not overcomplicate it—an iPhone works great. Short videos made simply and authentically can be just as effective as high-production pieces.
Digital tools are more affordable and intuitive than ever. Some of my favorite affordable, easy-to-use digital tools include Canva for graphic and media design, Wix for websites and an app, and a newer AI tool called Post Sunday, which is a quick digital content generator from recordings of sermons. These three tools can meet most creative communication needs.
A quick note: it can be easy to stress over doing this perfectly, but being “better than nothing” is better than, well, nothing. However, once we have achieved this, there are many affordable professional development options to build skillsets online, such as Udemy, Master Class, and a familiar favorite, YouTube.
Once we commit to capturing content in a way that fits our contexts, we can quickly build a library of stories that can be adapted and shared across multiple methods.
Storytelling Well
Purposeful storytelling requires thoughtful planning and consistent practice. It isn’t just something reserved for infrequent or formal communication pieces or special moments, but is a regular rhythm in the life of our churches.
We are most effective when we are creating together. There are likely people in our congregations with incredible perspectives and creative gifts who want to help bring stories to life. It is not only a staff member’s responsibility to notice, capture, and share these stories, and then evaluate their effectiveness. The best way to cut through the noise of today’s communication landscape is to invite others into the process. Congregational ownership strengthens our message and helps the whole congregation internalize and embrace the practice of storytelling as part of our collective faith community and culture.
We need courage to share. Being vulnerable means we are being brave enough to keep trying, even when we fall short as we learn publicly. Yet there is freedom found as we tell our stories and find fresh ways to share how God is at work in our midst.
