By: Kenn Dixon, M.A., CDMP, APR

Most churches want to grow.
But most churches misunderstand how growth works in a modern communication environment.

My research across 25 churches revealed several misconceptions that hold congregations back from reaching their communities and expanding their mission.

Below are the top mistakes—and how to correct them.

1. Believing That Events Bring People In

Events don’t grow churches.
Relationships grow churches.

My correlation tables revealed:

• Event promotion posts did not predict baptisms.
• Outreach flyers did not predict attendance.
• Internal event reminders did not correlate with engagement.

Events can be powerful when supported by:

• multi-channel communication
• relational follow-up
• community-driven content
• personal invitations

But events alone do not produce growth.

2. Assuming People Know You Exist

Many churches believe visibility is not a problem.

The data disagrees.

Low engagement, low reach, and low awareness metrics show that most churches remain invisible to the broader community. Sahlin’s “invisibility” insight remains valid (more in the research study :-).

3. Treating Communication as Administration, Not Ministry

Church communication is often seen as:

• uploading a graphic
• typing an announcement
• posting a livestream
• printing a bulletin

These tasks are administrative.
Communication, however, is ministry.

It is:

• relational
• strategic
• missional
• intentional
• people-centered

Churches that shift communication into the ministry category see growth.

4. Thinking Social Media Is Optional

Whether we like it or not, social media is the modern mission field.

My data shows:

• higher AvgPostEngage correlates with stronger church participation
• churches with more video content have higher relational closeness
• minimalist or inconsistent channels show weaker ties

Social media does not replace in-person ministry—
it amplifies it.

5. Focusing on Content Quantity Instead of Content Purpose

Posting more will not fix ineffective communication.
Posting better will.

The content coding revealed:

• Too much internal content
• Too many administrative posts
• Too little community connection
• Too few spiritual encouragement posts
• Almost no storytelling

Purpose drives engagement.
Engagement drives relationships.
Relationships drive growth.

6. Using Only One or Two Channels

My research confirmed the core claim of Media Multiplexity Theory:

Strong ties are built through multiple channels.
Weak ties remain weak through limited channels.

Churches need multichannel ministry because people live multichannel lives.

7. Expecting Growth Without Engagement

Growth never precedes engagement.
It always follows it.

Engagement builds:

• awareness
• trust
• belonging
• participation
• discipleship

Attendance growth is the outcome of consistent relational connection.

The Good News: Every Mistake Is Fixable

Churches don’t need:

• more money
• more staff
• more technology
• more programs

They need a communication strategy rooted in relationships, relevance, and resonance.

My research shows that when churches communicate well—using multiple channels with consistent, community-centered messaging—they see stronger engagement and more spiritual outcomes.