Perhaps you recognize the typical answer to the question, “Why should someone come to your congregation?” The most common answer is, “We have some wonderful people.”

A few years ago, I wrote an article called Nice is Not Enough that was published in what is now Living Lutheran magazine. It raised a stir. There were a lot of people who liked it and found it helpful. But there was also a bit of pushback: “What’s wrong with being nice?” was a common response. Of course, nothing is wrong with being nice. But if that’s the primary thing you have to offer, in a world where people can meet nice people in lots of places, your congregation is probably in trouble.

That’s why it is essential that everyone who attends your congregation is able to do a good job of telling your congregation’s story. The average person is not likely to be interested in a typical church – that’s why most people don’t attend church (and less and less are showing interest all the time). So, if you don’t know what makes your congregation unique (almost every congregation claims to have nice people) then you probably will struggle to offer winsome invitations.

So, what are some of the ingredients in telling a congregational story and doing it well? First, all of this should be framed by why the God we meet in Christ cares about the ministry of this particular place as well as how that God is as work in and through the ministry of the church. Knowing who started the ministry and why it began can be helpful. Having a clear and missional purpose is essential. Sharing what impact the congregation has on its members and how lives are changed is another key. And being able to share ways the community around the congregation is impacted by its ministry may be the most important part of the story for many. 

Finally, it is helpful if the purpose and some core values provide a thread that helps tie the story together. Rather than random facts, it helps to create an honest but cohesive narrative. For the most part, if your folks don’t have a shared story that they know and can share well, they aren’t likely to know why someone else should consider coming to explore faith in your place. But if they do, then they have an important and helpful base from which to share their faith.