Recall Strategy: Your 2021 Communication Focus

Our task is to do what we can to raise the value of attending our churches, whether online or in person. We must learn the critical skill of recall.

Recall Strategy: Your 2021 Communication Focus

The problem with the “snap back” or “pent-up demand” myth.

Have you noticed that leaders in lots of industries are looking for a “snap back” to normalcy? Or maybe you’ve seen how leaders are referring to the fact that there is a “pent-up demand” for their products and services that will cause people to flood back to them in the future.

Both of those myths are magical thinking. Humans are creatures of habits. The best predictive behavior of tomorrow is what people did yesterday.

People will not simply “snap back” to your church once vaccines are widespread or the government lifts all restrictions. If you are waiting for “pent up demand” to drive people to engage with your church you will lose people.

We have always needed to raise the value of engaging with our church in the minds of our people. It’s our responsibility to own that and not wait for some mythical external forces to align to encourage people to connect.

Why is recall such an important value for your church in 2021?

Recall is simply raising the value of reconnecting people who have had some connection in the past with our churches in person or online.

It’s reaching out strategically to people who have been connected to your church in the past, and inviting them to reconnect again. Recall is putting a particular emphasis on connecting with those people who have been on the fringe of our ministry and trying to get them to take one step closer. It’s always been our responsibility to help people take those steps. It’s never been as clear or as much of a strategic priority for us as it is today.

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Rich Birch
Rich serves as Operations Pastor at Liquid Church in the Manhattan facing suburbs of New Jersey. He blogs at and is a sought after speaker and consultant on multisite, pastoral productivity and communications.