Why Every Church Campaign Needs a Brief (Yes, Even Yours)
There’s nothing more deflating than hearing your big church initiative announced in three completely different ways across Sunday service, the newsletter, and Instagram.
One sounds like a hype video. Another reads like a bulletin insert from 2007. The last one? Well… it’s not even clear what the event is.
It’s not because your team isn’t talented. It’s because they weren’t given the same playbook.
Enter: the campaign brief.
The Unsung Hero of Church Communications
A campaign brief is more than just a planning document—it’s your communication North Star.
It ensures your ministries, staff, volunteers, and communications team are speaking the same language, at the same time, to the right people.
It answers the big questions every ministry leader (and their teams) need:
- What are we communicating?
- Why are we communicating it?
- When is it happening?
- Who’s it for?
- How should we talk about it?
- Where is it being shared?
It’s all in one place. No digging through emails. No Slack messages lost in the void. No guessing.
So… What Goes Into a Campaign Brief?
Let’s break it down. A strong church campaign brief should include:
✅ Event or Campaign Details
What’s happening, when, where, and who’s leading it? Think of this as the foundational “what and when” block.
✅ Target Audience Breakdown
Not just “everyone.” (Please, not “everyone.”)
Get specific—parents of teens? Young adults new to the church? Longtime volunteers who need a refresher?
This clarity shapes your tone, platform choice, and urgency.
✅ Messaging + Sample Copy
Here’s where the gold is: how do we talk about this?
Give team members usable, pre-written content:
- A one-liner for a Sunday host
- A paragraph for the newsletter
- An Instagram caption
When in doubt, one internal rule goes a long way: “When we talk about X, this is how we talk about it.”
✅ Images and Associated Content
If you want everyone to use the right image—not a blurry iPhone shot from last year—include your approved visuals here.
Bonus points for a shared folder of creative assets.
✅ The Communications Plan (Calendar!)
This is where strategy meets execution.
What’s being shared, where, and when? Is it starting on social or being announced from stage first? Is it getting app push notifications or bulletin real estate?
A visual church communications calendar helps ministries see the big picture—what’s being promoted when, and how it fits the church-wide rhythm.
“But Do All Communications Need a Campaign?”
Maybe not. But if you can swing it? Yes. Absolutely.
Even the “small” things can become unclear without shared direction. A quick shoutout for a new class still benefits from:
- Consistent language
- Matching imagery
- Timely placement
The more often you use campaign briefs, the more aligned (and less chaotic) your team becomes.
Here’s What Happens When You Don’t Use One
- Ministry leaders start writing their own versions of the announcement.
- Someone uses last year’s logo. Someone else uses Comic Sans (don’t ask).
- The newsletter calls it a workshop. The slide says seminar. The social post says “join us for food and fun.”
- Nobody’s really sure who the event is for—or why it matters.
It’s not that your team doesn’t care. It’s that they don’t have clarity.
A campaign brief gives them that clarity—and that builds trust, consistency, and impact.
Ministries Want to Know You Have a Plan
Let’s be real: your ministries are doing 100 things at once. When they hand off a campaign to the communications team, they want to know it’s in good hands.
A brief gives them confidence:
- That it won’t get lost
- That it’ll be communicated well
- That it’s actually going somewhere
It’s the difference between “Hey, can you announce this?” and “Here’s what we’re saying, where we’re saying it, and how we’re making sure it lands.”
TL;DR: A Campaign Brief Is a Ministry-Serving Move
At the end of the day, this isn’t about red tape. It’s about making ministry easier—by communicating clearly, consistently, and effectively.
If you want to reduce confusion, increase engagement, and help your ministries feel seen and supported, the campaign brief isn’t optional. It’s essential.
Want to put this into action? Start planning your church communications with Communicate—the only church communications calendar built just for ministry teams.
