(If you haven’t read Part One (LINK HERE) yet, please check it out to catch up on the foundational ideas and Step 1.)

Welcome back to our two-part series on planning transformational church events for 2025. In Part One, we emphasized the importance of clarifying your “why” before diving into the details of any event—because in today’s busy world, people only make time for gatherings that truly matter. We looked at how defining a clear purpose and focusing on key outcomes can help you create events that spark genuine spiritual growth and foster meaningful connections. 

Now, in Part Two, we’ll build on those foundational ideas by exploring Steps 2 and 3 for designing an impactful program and developing a strategic promotion plan. Whether you’re organizing a Missions Conference, a special Sunday, or a local outreach event, these steps will help you move from a compelling “why” to a memorable “what.” 

Step 2: Design the Program Around Your Purpose

Once you’ve pinned down the why, it’s time to figure out the what. This includes the activities, speakers, schedules, small groups, testimonies, or any other elements that will make your event memorable and purposeful. Don’t just copy-paste last year’s itinerary; design (or redesign) your program with your purpose at the forefront.

The S.M.A.R.T. Framework
Pastor Chappell in his recent article Five Steps to Developing God-Honoring Goals and Habits for the New Year, he gave a powerful way to plan using the S.M.A.R.T.  goal-setting model . S.M.A.R.T. stands for Specific, Measurable, Achievable, Relevant, and Time-bound.

1. Specific
   Pinpoint exactly what actions need to happen to reach your intended outcomes. For a Vision Sunday, if your goal is “Every church member commits to growing with the church in the upcoming year,” you might provide a new Bible reading plan and host a short sign-up for a 90-day devotional challenge.
2. Measurable
   Include metrics to track progress. How many people signed up for the devotional challenge? How many are consistent after 30 days? For a ladies’ event centered on friendship, track how many prayer partner matches are made or how many new small groups form.
3. Achievable
   Balance faith and action. If you’ve never had more than 25 people at a certain gathering, aim to bring that number up to 50—but thoughtfully gauge whether you have the volunteer power, the finances, and the venue size to accommodate more than that.
4. Relevant
   The program should be relevant to the attendee’s life and to your overall church vision. If your purpose is outreach to unchurched families, your activities should be welcoming, easy to follow, and child-friendly, rather than focusing on niche theological discussions that might alienate newcomers.
5. Time-Bound
   Make sure each segment of the event starts and ends clearly. Begin with a strong opener—like a worship song, a short video, or a story that captures the essence of your purpose—and conclude with a memorable closing, perhaps an altar call, a group prayer, or a final worship song. Clarity of time signals your respect for attendees’ schedules and guides their journey through the event.

Step 3: Develop Your Promotion Plan

Even the most perfectly designed event needs a robust promotional strategy. After all, you can have the greatest speaker or the most engaging program, but if no one knows about it—or feels inspired to attend—your planning goes to waste. Church promotion is more than a quick announcement from the pulpit; it’s a comprehensive effort to make sure the right people know about the event, understand its benefits, and feel motivated to show up.

A. Appeal to the Heart: Start with the “Why”

Just as a well-crafted commercial tugs at our emotions before introducing the product, your event promotion should begin with the heart. The first step is to connect your audience with the purpose of your event. Answer the question: “Why is this relevant and meaningful to me?” If you’re planning a Ladies Conference, lead with testimonies or short videos about women who found hope and support through similar events in the past. Engage the emotional core—whether that’s reassurance, community, or spiritual fulfillment.
I learned something about “appealing to the heart” from the Duracell battery company with this commercial (Duracell Commercial), this is a cry-worthy commerical, but then you rememeber...these are just batteries after all!

B. Appeal to the Mind: Highlight the Program

Once you’ve touched people’s hearts, give them the logic behind the event. Share the key features, speakers, times, and any special resources you will offer. If your key outcome is for members to deepen their knowledge of Scripture, emphasize the workshops, breakout sessions, or newly designed Bible study materials they’ll receive. People need concrete reasons to clear their schedules.

C. Prompt a Response: Provide a Clear Call to Action

Finally, close your promotional message by telling people what to do next. Should they sign up online? RSVP via email? Invite a friend? Make sure the step is straightforward and easy to follow. You can also sweeten the deal with an incentive—a discounted registration fee, a free book, or a special gift—for those who sign up early or bring a visitor.

Channels for Effective Promotion

• Sunday Services: Use brief, compelling announcements during worship to keep the event on people’s radar. If you have a media team, create simple yet eye-catching slides or videos.
• Print Material: Traditional print media still works well for all generations. Ensure your designs are visually clear and connect back to your purpose statement.
• Social Media: Leverage Facebook Events, Instagram Stories, and other social media (if it’s relevant for your church and community). Post short teasers, behind-the-scenes previews, and testimonials leading up to the event.
• Email Marketing: Send out a series of well-timed emails containing a clear subject line, a concise body, and a button or link to register.
• Personal Invitations: Encourage your core leaders, volunteers, and staff to do personal invites. People respond far more to a friend’s personal testimony (“This event changed my life last year; come with me!”) than a mass email.

Bringing It All Together

As you get ready for 2025, remember that every church event is ultimately a ministry opportunity. Whether you’re preparing for a large conference or simply planning a weekly youth group activity, keep your focus on the transformative power of God’s Word and the Holy Spirit. We commit our works unto the Lord, trusting Him to establish our thoughts (Proverbs 16:3). That’s not just a nice verse—it’s the foundational promise that He directs the steps of those who lean fully on Him.

In summary, here’s a three-step roadmap to planning and promoting effective church events:

1. Define Your Purpose
   • Clarify why the event exists.
   • Identify key outcomes and who your target audience is.
   • Formulate a purpose statement that resonates with the needs of real people.
2. Design the Program
   • Use S.M.A.R.T. goals (Specific, Measurable, Achievable, Relevant, Time-bound).
   • Align activities, speakers, and resources with your intended outcomes.
   • Consider relevancy and avoid filler elements that do not support your purpose.
3. Develop Your Promotion Plan
   • Start with an emotional appeal that connects your audience to the event’s purpose.
   • Offer logical details about the schedule and speakers.
   • Provide a clear call to action, with multiple channels (digital, print, in-person) for sign-ups.

Ultimately, the true success of an event is measured not by the size of the crowd but by how many hearts are touched, relationships are formed, and next steps of faith are taken. If your event draws 500 people but no one grows in their walk with Christ, was it worth all the planning? On the other hand, a smaller, more purposeful gathering that yields true discipleship and authentic fellowship can be one of the most impactful things your church does all year.

To listen to the session that inspired this article, and other great sessions from Spiritual Leadership Conference 2024, click here.