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3) Promotional pieces should be the highest quality that you can produce or afford. People respond to quality. Utilize color, quality paper, attractive graphics, and an aesthetically pleasing design to make publications professional.

4) Don't neglect traditional sources such as mail or telephone.

5) Publicize events far in advance. Begin with small teasers and work toward full-fledged announcements. As the event nears, begin publicizing in multiple places by both broadening your scope and narrowing the field (for example, use the church newsletter to reach everyone, and visit specific prospects).

6) Events that occur each year should be advertised differently each time in order to maintain their appeal.

7) When planning any event, consider promotion from the beginning.

General Promotion Ideas

Church Newsletter – The church newsletter and worship folder are the two most used and reliable means of promoting music ministry. Regular articles in the newsletter and frequent announcements in the worship folder are staples for promoting any event.

Direct Mail – Direct mail works with some groups, especially older adults. Personalized direct mail works well with youth and children. To communicate frequently to the same group, direct mail must be varied in its look and approach.

Website – Music ministries are encouraged to have a website. A website should contain promotions for upcoming events, information about rehearsals, descriptions of groups, sound clips of recent performances, information about directors, and membership requirements. Websites with current photos, testimonials, and other personal information are most effective. In order to be effective, websites must be updated frequently. All music ministry publicity, programs, and other related items should contain the web address.

Posters, Flyers, and Displays – Posters, flyers, and displays within the church should be strategically placed to reach certain audiences. When these stay up too long, they lose their appeal. They should be presented creatively; must be varied in color, graphics, and design; and should be sized appropriately to their posted location. Displays should be up only a couple of weeks prior to an event. One can add color, post a further announcement across them, or use some other method to change posters that are up more than two weeks.

E-mail – E-mail is an excellent way to promote music ministry; however, people receive so many e-mails that they seldom read them carefully. Make the message quick and to the point. Be sure the subject captures the essence of the message so that the message won't be deleted before it is read.

Public Announcements – Public announcements in worship should rarely be used except for events/programs that appeal to everyone. Public announcements should be concise, direct, and should answer the questions who, what, when, why, and where?

Visits to Sunday School Departments, Other Church Groups, and Personal Appearances – Visits to age appropriate Sunday school departments and other groups are an excellent way to promote events that appeal to certain groups. People capable of delivering clearly stated, attractive messages, and who can answer the previously stated questions, should make these visits.

Adult Choirs

Adult choirs are usually ongoing in most congregations. The goal for promoting the adult choir is usually for either growing or rebuilding. The best growth strategy for an adult choir is quality presentations each Sunday in worship. This, coupled with effective ministry within the group, is the strongest possible recruiting factor. Don't overlook the importance of leading fast-paced rehearsals, beginning and ending rehearsals on time, and providing quality childcare as potential recruiting factors.

Except in general music ministry promotion, I have found broad-based promotion of the adult choir neither effective nor necessary. I have preferred to continually search for prospects and invite them personally or to have others invite them. I often send notes and e-mails to prospective members. Attendance campaigns for adult choir run the risk of recruiting members who do not have the skills to keep pace with the group; therefore the new members will not have a rewarding experience.

Church-wide talent surveys often generate names of prospects as does talking with new members. Other successful programs involve having people sing for short-term experiences — a musical, the summer, or a special program. Often these people will stay once the short-term experience has ended. Keeping up with absentees and ministering to special situations keeps people committed. Keeping current members committed both enhances the quality of the group and makes it more attractive for prospects.