Here are nine tips for evangelizing more effectively that I’ve learned in my job as a university recruiter:
1) "Customer Service" can go a long way (and is not just for businesses)
We have prospective students come in our office all day long. Some know exactly what they are looking for, some are there to explore the idea of school. We do not make assumptions based on appearance, accent, or dress, and are consistent in treating everyone who walks through the doors with dignity and respect. What is the customer service like at your church? Do you return calls, greet people when they walk in the door? How about the community itself? Can it answer someone's question, "Why should I come here, and why should I stay?"
2) You only get one First Impression
The decision to attend a certain school is not always a logical, numbers-based decision. A lot has to do with how students "feel" when they step on your campus. Can I see myself here? Am I excited about the prospect of being a part of this community? Imagine if someone was interested in the Faith and meeting a Catholic for the first time in their life. Would they see someone full of joy, filled with the Holy Spirit, generous, kind, sincere? Or would they see someone going through rote motions, dour faced, stingy, cold, or abusive? You only get one first impression, and they can be hard to overcome. Make sure it is a good one.
3) Smile
Mother Teresa said, "Let us always meet each other with smile, for the smile is the beginning of love." Every now and then a student will come up to me frazzled about getting into a class, or upset about a problem with their application. So I try to smile a lot, and it tends to put them a little more at ease. When someone encounters you, who may be the only Christian they know, do they see joy? Peace? Love? (fruits of the Spirit). For "Joy is a net of love by which you catch souls." (Mother Teresa) Just smile. It goes a long way.
4) The Funnel
“The Funnel” is known in admissions as a model for the lifecycle of a student--from their first exposure to thinking about school, to their graduation. Spiritual Seekers have their own funnel. It can start with a generalized curiosity and end with “spiritual matriculation” in the reception of the sacraments and becoming part of a church community. It's good to recognize that people are in different stages in their journey and needing different things at different times to "spiritually matriculate". As Paul says in 1 Cor 3:2, "I gave you milk, not solid food, because you were not yet ready for it.
5) Get Out There
In addition to the day to day operations of enrollment management, we hit the road to get our name out there. As the saying goes, if you're not out there nobody knows about you. So too with the faith. Of course we need to witness with our actions, but that also includes our tongue! Paul states emphatically in Romans 10:10 that "it is with the heart that you believe and are justified, and it is with your mouth that you confess and are saved." Don't be shy about telling people--with your mouth--about Jesus if you truly want them to know about him.
6) Invest
Many parishes operate of a shoestring budget. But Catholics are also one of the least generous among Christian groups when it comes to tithing, offering less than 1% typically of their earnings to the Church. Imagine what parishes could do if even that was doubled to expand efforts to grow and be intentional about bringing more people into the fold? It's not all about money. But you need money to operate. Put your money where your mouth is.
7) Follow through
At work, I have a policy to return all calls and emails within 24 hrs. This is a personal matter of respect for the person writing, that they are being heard and attended to, but it's also just good customer service. I still think back to the lack of a return phone call when I inquired about volunteering to teach CCD. It said to me that I wasn't needed, wasn't really that important, whether that was intended or not. I moved on. You can literally lose a future Christian member over such a thing. Just return the call.
8) Make It Easy
We focus on "pain points" in our admission process at work--what are those areas that make it frustrating/unenjoyable/discouraging for applicants or prospects. Someone wants to give their life to Christ? Our Protestant and Non-denominational brothers and sisters are stepping in and saying, “Come on up. What an honor. Let's get you discipled and baptized right away.” They take them under their wing and support them. Get them involved in fellowship and mentoring. They call them. Check in on them. As Catholics, we are FAILING at this. The Gospel is an IMPETUS. There should be nothing more important that bringing people to Christ. Now I recognize the place of sacramental instruction and classes, etc. But we are losing opportunities by introducing these many "pain points." Is there a better way?
9) Word-of-mouth
Ever shop on Amazon? Of course you do. And of course you read the reviews. People relying on other, real-life people who had a good experience with such and such product is a great marketing tool. You can bring the light of Christ to others through this kind of word-of-mouth. It's how the early Church spread, and continues to spread in areas of the world in which written communication is sometimes outlawed or not commonplace. People hear about a Christian community, "See how these Christians love one another!" and want to know more.
1 Peter 3:15 says, "Always be prepared to give an answer to everyone who asks you to give the reason for the hope that you have," adding "But do this with gentleness and respect." This should be our model for evangelization, and not be afraid to innovate as well in bringing the culture to Christ. The life of the Church depends on it!