Success begins with changing the way we measure it. All too often, without knowing it, we plan for something we don't really want. We plan for a crowd, we get empty chairs the next week. We plan to reach the unchurched, we get the recycled. We plan to transform people, we get yawns. We plan to transform our community, but we see little impact.  

1  The goal factor

First, it's important to be firmly committed to our real goals. Write them down. Put them on the mirror. Next (imagine this), you actually measure in the short term (daily, weekly, monthly, personally and with staff) the incremental movement toward or away from these real goals.

What was it that you really wanted this Easter?

2  The development factor

Evaluate everything. Don't waste the learning potential derived from each effort. What can be learned? How can we do it better next time? A reverse positioning approach of this is used for planning. What strategic steps, taken now will put you in the best position to act down the road?

Working backwards from your real goals, the developmental question for planning is always this: What needs to be in place for your big goal to happen, and prior to that positioning what needs to be in place for it to happen?

3   The awareness factor 

You can't reach people who are not aware of you. Take a walk a few blocks from your church building once a month and ask people you meet for directions to your church. What do they say?  In all the plans we make to assimilate and disciple people we have to remember the starting point of that process is awareness.

4 The synergy factor

There's a wonderful compounding effect or synergy created with the right combination of different media and people-based strategies. Think of it this way: the right 1 can = 3, the right 1 + 1 can = 10, the right 1 + 1 + 1 can =100. Complementary and/or sequential media (like direct mail + Web + phone + neighborhood) can be extremely effective.

Also, factor in the developmental impact here too. There's a natural synergy that comes from compounding your church's community awareness and developing your church's image that helps every other area of ministry, including the culture and identity of your own membership.

5  The relevancy factor  

"Why should I give you the time of day?" – the unchurched

Sounds harsh. But we should frame these words and put them on our desks. It would help keep us out of the kind of church-centric myopia that dulls the cutting edges of most of our communication.  

Effective media targets a person's felt needs, especially spiritual needs in a tasteful, sensitive way. An overemphasis on programs and features or ‘us-us-us' will attract few of ‘them-them-them.'

6   The unexpected factor

Let's face it, if people are not responding in great numbers to your predictability, why continue doing what they would expect? Was there any person in Jesus' day that really expected him to do what he did -- at any point? WWJD? Answer: the unexpected. He even surprised his mom -- could you?

7  The dream factor  

Effective Christian communicators always tap into aspirations, knowing they represent our core, universal, spiritual drives. God wired us that way, planting in each of us unique dreams that call us to destiny. The language of dreams (purpose, identity, passion, heart) defines the most relevant, responsive message you can ever use to build lasting relationships with the unchurched.  

Jesus wants to come into their heart, so that's precisely where he wants to send you. The Holy Spirit has already been there for a long time (nurturing, planting, calling) so you might want to work together.

8   The experience factor

OK, now think about the event you are inviting people to. Would you enjoy the experience you plan to give them? Now, come on, be real. Remember, we're taking Mr. Unchurched away from his morning coffee and Sunday paper.

Three things to keep strongly in the mix (much more important than entertainment) is honor (humility, respect, courtesy), community, and affirmation (not publicly but casually and personally). Unchurched people are looking for these things and they need to experience them in a way that only the church can provide. They are exceedingly more important than "lights and sound," and will be, long after the day of your event.

9 The harvest factor

Don't forget the all-important factor of follow-through (not follow-up). I've visited churches, got my hand shook by the pastor when I left, sometimes got a perfunctory call from a half-motivated volunteer, or a form letter from the pastor.  Now what's wrong with this picture?

This may be follow up, but it's not follow-through. People want, love, even yearn for a quality, meaningful, relational follow-through.

10   The friend factor

An approach that's warm, engaging and endearing, begins by laying aside our impatience for attendance, swift conversions and memberships. It may require that we fully develop a sincere appreciation (even wonder) for people as the treasures they are. We should genuinely desire deep friendships and nurture the God-given dreams people have.

Nothing replaces friendship as a primary goal. While you're setting goals, don't get too clinical. What the Kingdom is all about is friends -- finding friends, being a friend, leading friends to be friends of God. Jesus measured success by turning servants into friends, and creating a few enemies along the way (how are you doing?).

At its simplest, the goal of marketing is to develop conversations that create friends. Even business is waking up to this fact with Customer Relationship Management (or CRM). The Church should know it by heart.

11  The time factor

Take the long view. The goal is not attendance -- it's a long-term relationship. The goal is not membership -- it's community and partnership. And, it's not just conversion -- it's authentic and complete transformation.  So plan each initiative toward the long-term goal of community transformation.

12 The Body factor

We need to begin to envision the whole Body of Christ reaching the whole city. Start small, but begin somewhere. For example, you could host a child evangelism summit this summer and invite a few other churches to dream with you in how you could work together. Together you can better research and analyze best practices, and brainstorm a wider mix of breakthrough ideas.

Adapted from Mindstorm IdeaLetter from www.Breakthroughchurch.com.

C. Michael Johnson is president of Breakthrough Media (www.Breakthroughchurch.com) and over the past 26 years has coached thousands of pastors in reaching the unchurched in their communities. Author of several articles on pre-evangelism, growth, and community transformation, Michael invites open dialog with pastors and church leaders seeking holistic, city-reaching solutions, call: 800-595-4327; or e-mail him at: michael@breakthroughchurch.com.