Case Study: A Deep Dive (with Real Data) into the Use of Texting in Evangelism

Jason Alexis

Digital Strategist for PastorsLine and co-author of reTHINK.Ministry. ​​​

When it comes to evangelism, one of the best tools to use is text messaging. 

Just to be clear, texting or SMS is “the act of sending short, alphanumeric communications between cell phones, pagers or other hand-held devices, as implemented by a wireless carrier.”

Top push back on texting - it’s impersonal.

If I was to get your number today and call you vs. sending you a text, which would you prefer and which are you more likely to respond to?

In fact, you are likely communicating with your team through some form of text. Perhaps text written in emails, on Slack or Twitter, but most likely, you are communicating through text messages using the default text app—no data required and pretty universal.

This is what Evangelist Wyatt Allen discovered at one of his local seminars (an evangelistic meeting) here in Houston. He was doing all the other steps like mailers, emails, proper registrations, and having a clear strategy. He was also making calls during his evangelistic series’ off-days.

He would call 100 people who signed up and get 10 people to pick up. Out of that 10, many fewer were really engaged with what he was saying. 90 ignored or didn’t answer the call and very very few followed up.

It was Day 3 of the seminar when Allen was speaking with me—the then assistant communications director at Houston Central Seventh-day Adventist Church—about strategy and logistics when the question came up: “How can we build relationships with our first-time attendees and get them coming back nightly?” I pointed Allen in the direction of a bulk, text-messaging platform I was building.

It wasn’t the first time Allen saw texting being used at one of his seminars. In fact, in a previous seminar, the local Pastor had used his cell phone to text the church members every day leading up to the event.

What he had seen didn’t register as a viable option to Allen considering the time and energy it would take to use a cell phone for members and guests. However, using a cloud-based solution for texting made sense as it scales personalized interactions and would give him more tools to communicate.  Allen saw he could do it from anywhere, and anyone on his team could help him engage.

Here's what he had to say about his personal experience:

Allen reports that at the end of the Houston seminar, 70% of those who made a commitment to Jesus through baptism had communicated with him via texting. And when he went, he “left” the entire communication with the other guests and the contacts who got baptism with our local church. This created continuity—something that using just his cell phone would not have allowed.  

Since the seminar, Allen has continued to use texting as his main form of communication at his other meetings. He reports that his results regarding people’s new commitments to Jesus have stayed consistent. Allen understands it is not the texting, per se, but his ability to minister in a more effective and connected way that has made the difference.

Allen told me that that his ability to use text to connect with everyone in a seminar or meeting was amazing. But it’s much more. Allen says, ​

“When all the personal responses come pouring in, well, that is beyond amazing! I can now connect with each attendee in a very personal way.”

Allen continues to use all tools available (mailers, emails, knocking on doors) but texting is a must for all his series. He says it’s a great technique for connecting and staying connected. He is amazed at how effective it is and how easy it is to include. Allen encourages every minister to use text. He says it is “a powerful digital communications tool because it is social, non-threatening, and allows the receiver to respond in his or her own time (no pressure).” 

As he uses it personally to keep in touch with family and friends, Allen says that using it for ministry is actually a no-brainer...but not something that he had really considered or experienced until Houston. 

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I asked Allen what his top three bulk texting features are:

#1: Auto-subscribe
Allen explains, “I have my guests text HOPE to my local number. The texting system automatically asks for their name and email and opts them into my special group just for them. Then I send them all the updates and announcements, ask them questions, or just say ‘Hi’ (to start a conversation).”

#2: Auto-responder
“When I want to send a link to a page on my website, a video on YouTube, or just a special message, I have them text a unique keyword. For example, for my guests who are looking for good sermons, I have them text ‘PREACH’ to my local number and automatically they get a message with a link to AudioVerse.com, my favorite sermon storehouse. I have my prayer warriors text ‘PRAY’ to my number and they’ll automatically get a Bible verse and be subscribed to my prayer group, making it easy to send them each the new prayer requests that come in,” says Allen.

#3: Organization
Allen told me, “I just love the fact that when I send a group text, I don’t have to worry about everybody getting everyone else’s follow-up texts—a constant thorn in my side with my phone texting app. When they respond, I’m the only one who sees it and I can personally engage with them.”

However, for Allen, it doesn’t stop there. “But I love so much more: I can send and receive pictures, emojis. The texting platform has a mobile app (for Apple and Android). I can tag groups to create another level of segmentation. I can answer the phone if they call my local number. I can do polls. The system is fast, simple and intuitive. Oh, and I’ve never had to wait long to get the help I’ve asked for.”
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Every registrant, volunteer, and team member is entered into the bulk texting platform (phone number and name). This means that in just a few seconds, you can send all your guests a message. Equally, you can quickly connect via text with all the volunteers. Additionally, each guest, volunteer, and team member can text you at will.

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Using texting during your event

During your evangelistic event:

1. You are able to let guests know where to find more information such as Internet resources, videos and supplemental materials.
2. Guests can give you real-time feedback.
3. Guests can text in Bible questions.
4. They are also able to send prayer requests.
   
   

With planning (you don’t need to do it all for your next series), you can send encouraging texts before the series starts and schedule a few follow-up texts after the series ends, to ensure no one fell through the cracks. Using cloud-based solutions helps.

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How well does it work?

Churches consistently report that using texting enables a more effective, connected and personal ministry. For example, people who are too shy to ask in person can text in Bible questions. Also, people who did not get an answer due to lack of time can be followed-up with later. Another area is commitment to Jesus through baptism. Ministers say that a majority of the people who commit at the end of an evangelistic event had stayed in touch during the event via texting.

Full disclosure: Evangelist Wyatt Allen uses PastorsLine and has since invested in the company. However, these sentiments were captured before he got involved. PastorsLine is adventist-owned and operated by, and I am the creator.
 
However, you can implement the process discussed using any cloud-based text messaging solution of your choice that allows you to use a local number (not short-codes).

If cost is a factor, a good option to consider is something like Google voice. It won’t give you all the text communication tools that Allen uses, but you can potentially have a number that isn’t directly tied to your personal cell phone.

Overall, bulk texting is an ‘easy to include’ technique for connecting and staying connected. The power of this digital communications tool comes from its social, non-threatening characteristics and because it allows the receiver to respond in his or her own time without any pressure.