As a leader in children’s ministry, you pour your heart into creating valuable programs and resources that support the spiritual growth of kids. But when it comes to communicating this value to parents, it can often feel like an uphill battle. With an average of 121 emails hitting inboxes daily1—not to mention the barrage of texts, social media, and marketing messages— how can your communication truly stand out?

If I’m honest, my communication to parents used to be reactive and unplanned. Whether it was scrambling to send an event registration reminder or trying to post something relevant on social media, I often found myself playing catch-up. With the whirlwind of Sunday-to-Sunday ministry, finding time for strategic communication seemed nearly impossible. As a result, many churches lack a long-term, intentional parent communication plan.
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But there’s good news: by adopting a few best practices, you can build a strong communication plan that will help you partner more effectively with parents. Here are six strategies to guide you:

1. Consider Your Audience
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In his book 4 Chair Discipling, Dann Spader outlines the journey from seeker to disciple-maker through four stages. We can apply a similar concept to parents on their journey to becoming spiritual leaders of their families:

1. Unaware of their spiritual role
2. Inspired to lead their kids spiritually
3. Intentional in discipling their kids
4. Effective in raising their kids to be disciple-makers

When I evaluated my communication, I realized most parents were in the early stages, yet I was communicating as if they were all seasoned, “Chair 4” parents. Instead of providing practical, entry-level guidance, I was offering deep theological insights that many weren’t ready to absorb. Tailoring your communication to where parents are on their spiritual journey is crucial.

2. Address Felt Needs
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Kara Powell from the Fuller Youth Institute asks, “Does your church help parents win, or does it help parents help your church win?” Make sure your communication prioritizes what matters to parents in their current season of life. Start with the “why” behind your messages. Rather than focusing on church events, lead with how they impact the parents and their kids. By resonating with their needs—both practical and spiritual—you demonstrate that you’re on their team.

3. Diversify Your Platforms
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Don’t rely on a single communication method. Combine handouts, emails, social media, and even video or audio messages to reach parents where they are. Experiment with different formats, from short-form updates to in-depth guides. Start small and scale what works best. The more diverse your communication channels, the more likely your message will stick.

4. Vary Your Content
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It’s easy to default to the same communication template for efficiency’s sake, but effective communication requires a mix of content types. Incorporate the 5 C’s of communication from Giant Worldwide:
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• Clarify: Provide essential information
• Care: Show love and support
• Celebrate: Highlight what God is doing
• Collaborate: Partner with parents for better outcomes
• Critique: Encourage parents to grow

Balancing these elements will ensure your communication is both informative and inspirational.

5. Repeat Your Message
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Consistency is key. Marketing experts say it takes three exposures for a message to stick2. While we live and breathe our ministry strategy, parents need ongoing opportunities to absorb and internalize it. Don’t fall into the trap of thinking, “I told them once, they should know.” Repetition helps reinforce your ministry’s vision and values.

6. Plan for the Year Ahead
One of my favorite annual tasks is my long-term planning session, where I map out the entire year’s communication strategy. This proactive approach allows you to be intentional and flexible, freeing you from last-minute scrambles. Start by sketching out your high-level communication plan, including key events, holidays, and important dates. Build in reminders to create content at strategic points throughout the year.

As you develop your plan, consider the following content filters:

• What are kids learning at church?
• What felt needs of parents can you address?
• What church events can you promote?
• What life events or holidays are relevant to families?

A well-thought-out communication plan will keep parents engaged and connected to your ministry throughout the year. Take a step today to grow in your intentionality—your future self will thank you!

1 https://www.campaignmonitor.com/blog/email-marketing/shocking-truth-about-how-many-emails sent/#:~:text=At%20a%20personal%20level%2C%20DMR,of%20value%20to%20the%20recipient

2 https://www.gigasavvy.com/how-to-use-the-rule-of-three-to-create-better-marketing-content/

Anthony Hunt is an experienced Kids Pastor with nearly a decade of service in various church environments, including multisite, mobile, and permanent campuses in Indianapolis, IN. Before transitioning into Children’s Ministry, he worked in sales and marketing with Coca Cola. Anthony holds a Master of Arts in Practical Theology & Organizational Leadership and is currently pursuing an additional Master’s degree in Children’s, Youth, and Family Ministry.