A presbytery met in their denomination’s church building in a small rural town in the upper Midwest. Since I was interested in evangelism, outreach, the growth of the church, and the visibility of our churches in their communities, I visited homes in a one-block radius of the church building. Giving the church’s name, I asked a simple question, “Can you direct me to the church?” “No,” was a frequent answer, as was, “Never heard of it.” People living within one block of the church building did not know it was there. “Not possible,” you say. That was the reaction of the pastor. He was angry. Why? My little survey revealed a common problem. Many churches lack visibility.

This relates to our philosophy of ministry. We may take a common position. We are here and our job is to preach the gospel. God will bring the people, we believe. But if people do not know the church is present in a community, they will not come to hear the gospel. Churches need to raise visibility. Churches need to reach out into their communities.

Simple things can make a difference. Traditional church signs face the road and often hug the road. When cars zip by, the sign is gone before occupants see the church’s name or the times of the services. Placing larger, well-lighted and readable signs perpendicular to the road can make a difference. Signs at strategic corners giving directions to the church also help.

Direct mail to community homes can raise visibility. Repeated mailings usually get attention. Mailings may announce services, invite community people to worship and offer books, tracts and CDs. Having a means of response is important. At the same time, personal visits are important. Church members and officers can visit homes and invite residents to church. Distributing tracts and church calling cards with invitations to worship goes a long way. Most people attend a church because of the invitation of a friend or family member.

The same procedures apply in both cities and rural communities. Students in the RP Seminary evangelism classes do door-to-door calling. They seek to have investigative Bible studies. They also invite people to a dinner to hear the gospel. Christ’s ministry gives us some direction in this area. “Jesus was going through all the cities and villages….Seeing the people, He felt compassion for them, because they were distressed and dispirited like sheep without a shepherd” (Matt. 9:35-36). Grow in discernment and seek those who are like sheep without a shepherd. These people hang by the door waiting for you to talk. They are open to conversation about the church and about Christ.

“We have a web site,” you say. “People can find us on the internet.” However, they will not look for your church on the internet if they do not know your church exists. When they know about you, they may seek more information from your web site. Part of your effort in raising visibility can include invitations to visit your web site. Use your web address on mailers, tracts, and signs.

Web sites ought to introduce visitors to people in the congregation, not just show pictures of the church building. They should have clear audio and captivating video. Well-organized and attractive web sites and Facebook pages are an asset. But visits to the virtual church should not replace visits to the actual church.

Raising church visibility and promotion are important parts of our work, but they are not ends in themselves. Raising visibility increases the possibility of people visiting our churches. They should then be met with the good news of the gospel. Raising visibility should lead to evangelism. Direct mail and door-to-door calling are means of promotion. Promotion must also lead to evangelism.