As a ministry marketing strategist, I’ve seen it time and time again: churches and organizations equating outreach with a graphic. Let’s get one thing straight — a flyer is not your strategy. It’s merely the echo of what has (or hasn’t) been established internally.

There’s a dangerous misconception that a flyer alone brings people in. In truth, a flyer simply communicates and amplifies the current perception your community already holds of your ministry. It doesn’t motivate, inspire, or invite people to engage — unless there’s a clear drawing factor: someone or something they feel connected to or curious about.

So before you design your next flyer, ask yourself:

• Have you assessed the real needs and pulse of your community?
• Have you reviewed local data, census info, or partnered with other nonprofits to gain insight?
• Have you gathered your internal team or community influencers to discuss what outreach and engagement should look like now?

If the answer is no to any of those — 86% of your event and outreach efforts are already missing the mark.

Marketing in this era is the modern-day equivalent of evangelism. It’s not just about getting people “in the house” — it’s about using every available tool to communicate a message that intrigues hearts and inspires pursuit. Your role isn’t simply to fill seats. It’s to create an atmosphere that causes people to want God — to desire a relationship with Him.

Your ministry is just the vehicle that helps them along that journey.

Yes — flyers, graphics, and promotion are necessary. But without strategy, purpose, and defined success metrics, they’re just noise. Too often, ministries host events with no agreed-upon definition of what “success” even looks like. When there are no clear goals or vision, key stakeholders disengage, teams lose momentum, and your mission falls flat.

We’re in a time of rapid social, cultural, and technological change. Decisions and planning should no longer be reactive — they must be prophetic and proactive, aligning with your 3-year, 5-year, and even 10-year vision.

Your message is too important to be left to guesswork. Let’s stop putting all the weight on a flyer and start building meaningful, measurable experiences that shift lives.

- M. McCoy