Don’t get me wrong, I appreciate the kind words, but deep down I know that the number of people that said “Great message Pastor” isn’t a very helpful way to measure if I’m doing well as a communicator. We appreciate the encouragement…it would suck if everyone just avoided eye contact…but there has to be a better way to know if this talk hit the mark or if this series was a success.
This is far more detailed measurement that we typically think about but it can be valuable when we are trying to create the best experience possible for our church and community.
Last week we talked about the difference between measuring opportunities vs results (How Do You Measure Preaching? Part1 ). Today we are going to dive much deeper into the details of measuring results.
Before we start, let’s make sure we are starting on some common ground.
First, we are going to assume we are working with a series of messages (we will refer to this as a Teaching Series). Second, we will assume that you’ve read “Create A Killer Series” and that your entire series is trying to reach a common objective. To use an example from the book, let’s say you are creating a series around the art of neighboring. Every message in your Teaching Series will be moving people towards your series goal " ...our audience will be a positive influence in the lives of their neighbors and community.” In this example we are ultimately trying to unearth examples of our church impacting our neighborhoods in a positive way. This is an impactful and obtainable goal.
If we agree on the common ground we can begin to look at the most impactful measurements around any given teaching series. We will look at four progressive measurements that will help us better understand the impact of our teaching.
Measurement #1 - Smile Test
The smile test is really about measuring the immediate emotional reaction to any singe message. How did they feel walking out? Did they have a smile on their face? Did they laugh, clap or respond during your message?
If you are really serious (though I would do this sparingly), ask them. Have a handful of people sample your audience as they leave the service.
Measurement #2 - Commitment Test
I briefly covered the commitment test in "How Do You Measure Preaching? Part1” where I talked about a call to action. How are you instructing your audience to move forward? How can they apply what you are teaching? Many churches use some form of comment card to gauge this. They will list a couple of next steps or ways you can commit to apply the day’s learnings to their lives.
How many people committed to take a next step and fulfill your call to action?
Measurement #3 - Implementation Test
Let’s go back to our sample Teaching Series. If our ultimate series goal was to see our audience be a positive influence in the lives of their neighbors and community we might decide that in the third week of our Teaching Series we are going to challenge our audience to commit to throwing a block party.
As you might have noticed, as we progress through these measurements they tend become measured over a longer period of time. Measure 1 & 2 can be done immediately, but #3 will take a little longer to measure. Using our example it would only make sense to allow for some time between the delivery of the series and the implementation of a neighborhood bock party. In this case, we would wait for 2 to 3 weeks before we assessed the success or failure of implementation.
Measurement #4 - Outcome Test
This is the longest term measurement as we are looking for impact over time. If it was our goal to see some change in our community because of our church, or even to see some change in our congregation because of our teaching…it’s going to take a little more time.
In most cases, it’s going to come in the form of stories.
Real life stories from real people in your community. It will be incredibly important to begin to create mechanisms where you can report and share those stories as they surface.
This has been a very brief overview of these 4 measurement. The specific question and measurement tools will differ between church and between series. If you’d like help figuring out what those questions are let me know…I’d love to help. If you haven’t read “Create A Killer Series”, it will be a great place to start.
Then make sure to set your own benchmarks. Thinking of measurement #2, how many people would make a commitment to apply the days learning? Each community will be different, so begin by measuring against yourself.
Why All 4 Are Important
Measuring all four of these measurements will provide you with the most helpful information as it will help you identify your areas for improvement. For example, if you were challenging your church to have a positive impact on their neighbors and they loved the message, committed to have a block part but most people failed to implement?…you would know to take a closer look at why they failed to do so. Did we not give them the resources they needed? Was their an obstacle keeping them from planning their party? Answering these questions would help us to know that it was or wasn’t the teaching that lacked. It was our follow through that could use some work.
Measuring all four of these measurements will help you not only become a better preaching, it will help you build a stronger church.
Question of the day: What was the most impactful teaching series your church has delivered?