Texting can become a strategic engagement channel when approached thoughtfully rather than as another broadcast platform. A consistent weekly rhythm with simple formats—combining stories, announcements, scripture, and series tie-ins—builds trust without overwhelming people. Moving from mass imports to intentional opt-in models, using segmentation wisely, and being ready to engage in two-way conversations transforms texting from noise into meaningful connection.
If you'd told me five years ago that texting would become one of our most effective tools for church communication, I probably would've laughed. Now? It's a staple in our rhythm...and not just for emergencies. For multi-channel strategies, see how churches can automate communication across every channel.
Here's how we've built a sustainable, strategic text message approach that actually connects with people and supports ministry, not just marketing.
Key Takeaways
- Use a once-a-week rhythm with a simple format: one story, one announcement, one scripture, and one tie-in to your current message series—same day, same time each week
- Shift to an opt-in model instead of mass imports—starting with permission builds better engagement long-term and feels more sustainable and respectful
- Keep it simple with one general list plus a few segments for key ministry areas (parents, volunteers) to keep the primary list from getting too noisy
- See texting as engagement, not just announcements—use SMS keywords to trigger automated workflows (like "MISSIONS" or "GUEST") for real-time updates and follow-ups
- Be ready for replies—monitor responses with clear guidelines on what to reply to, showing you're listening and human, not just broadcasting
A Weekly Rhythm That Works
After plenty of trial and error, we’ve landed on a once-a-week rhythm that strikes the right balance between presence and overwhelm. Every message follows a simple format:
- One story (real and relatable)
- One announcement
- One scripture
- One tie-in to our current message series (quote, encouragement, reminder)
Same day, same time each week. The consistency builds trust, but we also rotate the tone and focus every four weeks to keep things fresh. Sometimes it’s inspirational, sometimes it’s purely informational...but it’s never random.
From Mass Import to Intentional Opt-In
Like many churches, we took the fast route when COVID hit: we imported everyone into our text list to communicate quickly. It wasn’t ideal, but it was survival mode.
Now, we’ve shifted to an opt-in model that feels more sustainable and respectful. Here’s how we manage it:
- Every new person who fills out a Connect Card in Planning Center sees a clear note about text messages.
- They’re auto-synced into our system, with the ability to opt out at any time.
- If I had to do it over again, I’d start with opt-in only and create intentional on-ramps...stage announcements, QR codes, ministry events, etc....to build the list over time.
Lesson learned: starting with permission builds better engagement long-term.
One List, a Few Segments
We keep it simple: one general list for all-church communication, plus a few segmented lists for key ministry areas...like parents of kids, youth parents, and volunteers.
This keeps our primary list from getting too noisy and gives ministry leaders a direct line to their people.
Pro tip: Depending on your platform, someone opting out of one list might be removed from all segments. Check how your system handles it to avoid losing people unintentionally.
Don’t Just Announce...Engage
One of the biggest mindset shifts we made was seeing text messaging as more than just a digital bulletin. It’s an opportunity for real engagement.
We use SMS keywords like “MISSIONS” or “GUEST” to trigger automated workflows. Here are a few examples:
- "Text MISSIONS to get real-time updates and prayer prompts for our team overseas."
- "Text GUEST to start a follow-up flow with a digital connect card, service info, and more."
It’s simple, direct, and feels personal...even though it’s automated behind the scenes.
Be Ready for Replies 😂
Yes, people will text you back. Sometimes it’s a thank you. Sometimes it’s a question. Sometimes… it’s autocorrect gone rogue. Or a toddler got ahold of mom’s phone.
Whatever the case, someone needs to monitor replies and decide what gets a response. For us, it’s usually our comms director or admin assistant with clear guidelines on what to reply to and what to leave.
It’s one more way to show we’re listening...and that we’re human.
Texting won't replace every other channel, but it has become one of our most powerful tools for timely, relational church communications. If your church isn't leveraging SMS yet...or if it's feeling a little chaotic...it's worth stepping back to create a plan. Learn how to centralize your church communication workflow to manage all channels effectively.
Keep it simple. Keep it consistent. And keep it personal.
Want to put this into action? Start planning your church communications with Communicate ... the only church communications calendar built just for ministry teams. With multi-channel church communication tools, you can plan and coordinate text messages alongside your other channels.
How this topic connects: This text strategy guide supports the multi-channel church communication pillar by explaining how to coordinate text messaging with other channels.
Related Articles
Explore these related guides to improve your multi-channel church communication:
- Multi-Channel Church Communication: The Complete Guide - Comprehensive multi-channel strategy
- From Social Media to the Sunday Bulletin: Keeping Your Church Messaging Consistent - Messaging consistency workflow
- How to Centralize Your Church Communication Workflow - Workflow centralization
- How to Use a Church Communications Calendar: Complete Guide - Calendar usage guide
- What Churches Should Communicate Every Week - Priority framework
