It always sneaks up on you, doesn't it?

You manage to survive sacrament season, wrap up the 15 end of the year BBQs, and switch over to summer hours when out of nowhere...

BOOM! It's VBS time.

And honestly? You're kind of tapped out on the whole promotion thing because that's all you've been doing all year long.

Can't you just use the (cheesy) clip art the program gives you and call it a summer?

But, VBS is a huge opportunity for not just the souls of those little ones attending (and the big ones helping out), but also for their families. It's worth making an effort to market well, because those experiences can start a lifetime of relationship with the Lord.

So how do you get them to attend? Here are three easy things you can do:

Market to the why.

So, so many VBS's (and parish events in general) are focused on the "what," the specifics of what's happening, and not the "why."

Because most VBS ads I see are along the lines of:

Theme
Dates
Ages
One-sentence description with a pun about the theme and "faith and fun" somewhere in there
Where to sign up

But why are most parents sending their children to VBS? Are they hoping their children will start to develop a personal relationship with Jesus? Are they using this as a springboard to teach their children that church can be fun? Are they just needing a break from their kids over the summer?

We need to know what that true motivation and then include it in our promotion.

Which leads me to my second tip...

Market past experiences.

The only way we'll know the answer to the first is by asking repeat families why they attend every year.

Ask them what makes your VBS special. Talk about the reaction and transformation they've seen in their kids.

(Remember, even though the camp is for kids, you're marketing to the parents here. It needs to look fun, of course, but it also needs to answer a need.)

And while you're at it, try to get a few testimonials and include those in your marketing. Statements like "Every year, my child comes home with so much joy" or "I hear my kids singing the 'Jesus songs' throughout the year and I know they're developing their own relationship with Him" or "We finally learned how to pray as a family" are gold.

Obviously you think your VBS is great. But hearing that it's great from other families just like them? That's what will convince them.

Market outside your parish.

I saw a sketch recently about VBS where the comedian joked, "We were whatever denomination was offering VBS that week."

But honestly...there is a lot of potential here to reach people you don't normally reach. People are looking for things for their kids to do over the summer, and this becomes an opportunity to reach people who may don't take their faith as seriously, but just want something for their kids to do. Great! Come learn about Jesus! VBS is a great, soft way for someone to "test out" the faith waters and get a feel for a church.

So think outside the box a little. Could you put up a flyer at the library or community center? Does your town or city have a "here's what's going on for the kids this summer" online round-up? Can you equip families who have already signed up with postcards to share with their friends (and maybe even incentivize referring others with a free t-shirt or their registration fee back)?

And whatever you do, make sure you pray. Ask the Lord to guide your promotion efforts to those who need to be impacted by this program.

Because those little seeds can take powerful roots in the future...but we need to get them there first.

For His greater glory,

Emily

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