CONGREGATIONS
3.8 COMMUNICATIONS MANAGEMENT
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environment of fairness and transparency and to ensure the effective utilisation of resources in the in- terest of the organisation (cf. 2.5.1, Kadenge & Gadiziwa, 2016:1). Diagram 59 shows that 76% of respondents are aware of the financial affairs of the church, while 24% are not. This is an opportunity to increase the level of transparency and participation within ENSA churches.
Diagram 60: S1Q10 (n = 38) Diagram 61: S2Q32 ( n =105)
Income is another vital indicator to track the overall effectiveness of the church. The same question was asked to both senior pastors and then to employees to verify leaders’ feedback. Both graphs display similar trends, although senior pastors were more optimistic in their appraisal of church finances than their staff. In diagram 60, 71% of senior pastors indicated that their church’s finances are growing, whereas a total of 29% indicated that their church’s finances have either plateaued or declined. In dia- gram 61, 61% of staff indicated a growth in church finances, while a total of 39% indicated church finances have either plateaued or declined. Although a large number of churches reported an increase in income, there are also many churches which are experiencing financial challenges. It is evident that within any large organisation such as ENSA, different churches will go through different lifecycles.
However, there exists an opportunity to review certain areas which can limit the risk of churches run- ning into financial problems and thereby avoid premature closure.
71 Diagram 62: S1Q53 (n = 38)
Social media has become the primary medium of communication for organisations today. COVID-19, which hit South Africa in 2020, forced many churches to stop their physical gatherings on Sundays due to the risk of spreading the virus (Tate, 2020). This same pandemic has accelerated the need for churches to become more innovative in remaining connected to their members. Social media has mushroomed into various applications, forcing the church to adapt very quickly to remain effective in its communi- cations strategy. All 38 churches that were surveyed use Facebook, 37 use WhatsApp, 34 use e-mail, 20 use Instagram, while 14 use other social media platforms, such as YouTube. Other social media platforms include ChurchSuite, SMSes, Telegram, Discord and online TV. It is very positive to note that ENSA churches are using the majority of mainstream social media platforms.
Effective communication is critical for an organisation that wants to deliver a message to its end user and in return to get feedback. The reason for this question, although entirely subjective, is to ascertain the effective use of social media by ENSA churches for communication. The below table 5.7 shows the rating results from the survey.
Table 3.7: S1Q59 (n = 38) 0
5 10 15 20 25 30 35 40
Facebook WhatsApp E-mail Website Instagram Other
What social media platforms does your church use?
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According to the responses received, senior pastors rated their effectiveness in using social media for communication at an average of 3,53 stars out of five, which is somewhat to moderately effective.
Diagram 63: S1Q55 (n =38)
It is a legal requirement for a NPO such as a church to keep records of its members (cf. 2.5.2).
Encouragingly, 97% of churches surveyed indicated that they have a church membership database.
Diagram 64: S1Q56 (n =38)
As established in the previous question, the majority of participants indicated that they have a church database; it is therefore incumbent on the church’s administrative staff to keep those records updated.
Yes 97%
No 3%
Does your church have a member data base?
5%
3%
34%
58%
0% 10% 20% 30% 40% 50% 60% 70%
Not at all Less accurate Partially accurate Mostly accurate
As of today, how accurate is your church database?
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As seen in Diagram 64, 92% of churches reported that their church databases are partially to mostly accurate. This is a very good response. Nevertheless, the administrative opportunity remains to improve on its overall effectiveness in keeping the membership database up to date.
Diagram 65: S1Q57 (n =38)
An effective communications strategy guides an organisation in how broad-based communications to its target audience should be implemented. In the absence of this, staff will use their own discretion and over time the brand of the organisation will deteriorate, resulting in a significant breakdown in commu- nication between its internal and external stakeholders (Bourne, 2016), This question sought only to verify the existence of a communications strategy, not ascertain how effective it is. In total, 66% of participants indicated that they have a communications strategy in place, whereas 34% do not. The researcher is of the opinion that many smaller or recently planted ENSA churches lack the ability to formalise their communication plans. Again, this is an opportunity for churches to work more effec- tively together in sharing their knowledge and resources.
Diagram 66: S1Q58 (n =38)
Yes 66%
No 34%
Is there a communication policy in place?
Full-time 74%
Part-time staff
8%
Outsourced to 3rd party
18%
Which statement best describes how you currently resource your communications
function?
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Communication is a very specialised skill and therefore requires competent professionals to develop and execute a communications strategy. The following briefly summaries the survey feedback for this question:
74% of participants indicated that they employ a communications person;
18% of churches reported that they outsource communications to a third party;
8% of churches indicated that they employ a part-time person in this capacity.
A very large number of churches make use of a professional communications person is fulfilling this important marketing and administrative function.