A guide to making church communications welcoming to everyone
There’s a moment that happens in almost every church communication meeting. Someone suggests a phrase like “fellowship opportunity” or “come experience the Word,” and everyone nods. It makes perfect sense to the people in that room.
But to someone who has never stepped inside a church, or who wandered in for the first time last Sunday, that language can feel like a secret code they were never given the key to.
Here’s the honest truth: the way we talk inside our church walls isn’t always the way we talk to the world outside them. And when our communications, social media posts, event flyers, website copy, and announcements are written for insiders, we’re quietly telling everyone else that this isn’t really for them.
The good news? It’s a fixable problem.
Churches develop their own vocabulary naturally, over years of shared experience. Words and phrases get repeated from the pulpit, in small groups, and in bulletin announcements until they feel completely normal. No one sets out to exclude people, but when “our beloved sanctuary” and “come and be convicted” show up on a public Facebook post, it can feel like a flyer for a club you didn’t know you needed a membership card to join.
The goal isn’t to strip meaning from your communications or to avoid theological depth. It’s to make sure the door feels genuinely open, and that starts with language.
“Saved” or “born again” — These carry rich theological meaning for people of faith, but to someone without that background, they can feel confusing or even alarming. Try “explore faith” or “begin a relationship with God” in outward-facing materials.
“Sanctification” — This is seminary vocabulary. For general audiences, “growing spiritually” or “becoming who God made you to be” communicates the same idea without the academic packaging.
“The blood” — When used without context, this phrase can land as shocking rather than sacred. “Christ’s sacrifice” or “what Jesus did for us” carries the meaning more accessibly.
“Convicted” — Outside the church, this word means something very specific — and not spiritual. Try “felt challenged” or “something really hit home.”
“A hedge of protection” — This is a phrase many longtime churchgoers use without a second thought, but it means almost nothing to someone new. “God’s protection” or simply “safety” says the same thing clearly.
“Fellowship” — This one has become so churchy it’s almost its own joke. What you probably mean is “community,” “friendship,” or “connection” all of which are far more inviting.
“The Word” — For newcomers, this isn’t immediately clear. “The Bible” or “Scripture” removes any ambiguity.
“Quiet time” — A common term inside the church for personal devotional practice; meaningless outside it. Try “prayer and reflection” or “morning devotions.”
Acronyms of any kind — VBS, KD, AWANA, MOPS. These feel like alphabet soup to anyone who hasn’t been around long enough to learn the code. Always spell out the full name, and consider whether even the full name needs a brief explanation. “Vacation Bible School” is better than “VBS,” but “Summer Kids Program” might reach even further.
“Narthex” — This is an architectural term most people have never encountered. “Lobby” or “entrance hall” is friendlier and clearer.
“Small groups” — Vague on its own. Small groups doing what? “Weekly discussion groups,” “neighborhood Bible study,” or “faith conversation groups” actually tell people what to expect.
“Sunday school” — For adults especially, this term can feel dated or confusing. “Adult faith formation” or “Sunday morning classes” lands better.
“Commissioning” or “installation” — Denominational process language that means little to newcomers. Try “welcoming our new pastor” or “a service of celebration and dedication.”
Sometimes it’s not a single word but the assumption baked into the phrasing that signals insider-only communication:
Before you post or print anything intended for a public audience, ask yourself one question:
Would a curious, unchurched neighbor understand every word of this?
If the answer is no, even in one phrase, revise it.
A few additional checkpoints:
Lead with the human benefit, not the program name. “A place to ask honest questions about faith, life, and doubt” is more welcoming than “Seekers Class.” “Come connect with neighbors over a meal” beats “Monthly Fellowship Dinner.”
Spell out every acronym, every time. Regulars won’t mind the extra words. Newcomers will be grateful.
Give the full who, what, where, and when every time, in every public post even if your congregation already knows the details.
Read your draft as a skeptic. Imagine a person who is mildly curious about faith but not yet committed. Does anything in your communication make them feel like an outsider?
None of this means watering down your message, avoiding theological depth, or pretending your church is something it isn’t. Quite the opposite. The goal is to communicate clearly and to make sure the content and the invitation are accessible to anyone who might be listening.
The best church communications hold two things at once: they’re rooted and specific about what the community believes, and they’re genuinely welcoming to anyone who might want to step closer and find out more.
Language is often the first threshold someone crosses before they ever walk through your doors. Make it a low one.
Have questions about making your church communications more welcoming? This is a great topic to explore with your communications team or ministry leaders.
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