7 Reasons Your Church Needs An Elevator Pitch

By Charles Specht
Elevator Button

Photo by gruntzooki.


In thirty seconds or less, tell me why I should consider attending your church, instead of the fifty or so others scattered around your city.

No, seriously—do it!  Why should I pick yours over any of the others that also want me to attend theirs?  What makes your church so special?

A bit challenging, isn’t it?  Why would someone want to attend your church?  Of all the churches around your community, what makes your church stand out from all of the others?

If you’re struggling to answer this question, then maybe your church needs to develop an elevator pitch!

The Process Of Figuring Out Why We Exist

The church I recently began serving as the senior pastor at (Faith Baptist Church) is trying to answer this very question.  We’re a smaller church, in a smaller city with rapidly changing demographic, and a congregation dwindling in size.  We’re trying to figure out why we exist, what we are hoping to accomplish in both the near and distant futures, what we want to provide to our members today and tomorrow, how we can best serve those who attend regularly, and how we can “attract” church-shoppers from around our community.

(Okay, we don’t actually refer to them as “church-shoppers”…but hey, a rose by any other name…)

An increasingly alarming percentage of American “Christians” today are not members of the local church where they attend each Sunday.  In fact, and from my own personal and unofficial survey, it seems that the average person/family attends a church for well over one year before ever considering becoming a member.

It’s almost as if they are trying to keep their options open for when the next best church opens its doors.

But doesn’t that seem weird when you place it side-by-side with Scripture’s description of the “local church” and the need for accountability, fellowship, ministry, service, discipleship, etc?

Alas, I suppose that’s a topic for another article altogether.  This article, however, is about answering the question regarding why someone would want to attend your church and make it their church home versus any other church.

And that, my friends, is why your church may need an “Elevator Pitch.”

An elevator pitch is not something people normally consider when they think about church.  But maybe it’s time we should.

For those who aren’t really sure what an elevator pitch is, allow me to offer a simple definition and purpose.

An elevator pitch is a brief yet concise speech given by one person to another person(s) in order to explain a product or service that they either represent and/or sell.  The purpose of an elevator pitch is to quickly inspire the listener to consider purchasing and/or using that particular product or service.

Yes, I think there is a real sense in that churches today would do well to create their own elevator pitch.

Steps For Creating A “Spiritual” Elevator Pitch

Here are 7 things you would need to define and/or answer in order to create an effective elevator pitch for your church.

  1. For what purpose does our church exist?
  2. What do we hope to accomplish each and every time we meet as a congregation?
  3. What are some of the “key” ministries that we offer/provide?
  4. What are some of the “key” ministries that we offer/provide BUT are not offered or provided by the other churches in our community?
  5. What are the demographics of the people that attend our church?  (Are we a church composed primarily of elderly saints, young families, college-aged young adults, or do we have a diverse mixture of worshipers?)
  6. What type of person is our church hoping to attract each and every Sunday?
  7. Does our church exist to be primarily discipleship-oriented (ministering to saved Christians) or are we more of an evangelistic, outreach-oriented church?

Okay, okay.  I know what you’re thinking.  You’re thinking (“Perish the thought!”) that an elevator pitch sounds a bit commercial, “worldly” even, and you’d never even consider such a thing at your church!  I suppose that is understandable.

But let me ask you this, if  I asked you to tell me why I would want to consider attending your church versus the “popular” one just around the corner, would you have any idea what to say to me?  More importantly, do you think the average person sitting in your pews would be able to articulate an appropriate answer to me?

Probably not. And that’s just the problem.

Maybe your church should consider developing an elevator pitch? If nothing else, it would spark wonderful conversation amongst the members of your congregation.

And just imagine how valuable a tool it could become with regards to pointing your congregation down the path you’re hoping to lead them!

Charles Specht

Charles Specht is a bi-vocational pastor, an author, an insurance consultant, and a father to 5 children (2 adopted from China with "special needs"). He blogs and speaks frequently on the topics of Influence, Faith, Leadership, Men's Health, Personal Growth, and Productivity. He is the editor and community facilitator for GodlyWriters.com, exercising a healthy passion for reading and writing, serving Christ, and for figuring out how the worlds of traditional- and self-publishing are evolving before our eyes. He lives in central California with his wife, Kathy, their five children, and too many pets to mention. You can visit his personal website at CharlesSpecht.com, his "Church" blog at CrazyAboutChurch.com, and his Christian writer's blog at GodlyWriters.com. Be sure to connect with him on Twitter, Facebook, Google+, and LinkedIn.