And just like that...we're suddenly less than a week from Holy Week.

Aside from prayers that your palm arrives on time and a reminder to go find the Easter Vigil taper candles if you haven't already, here is a brief overview of how I'd go about marketing the various Holy Week liturgies:

Palm Sunday

This is probably the only time of year that many of your parishioners attend Mass two Sundays in a row. You have a huge opportunity here to make it a pattern with three in a row, so think now about how you can invite people back for Easter, and then for Divine Mercy Sunday. It's a lot more about "experience" (I hate to use that word, but it's true) than communications, but good communications add to the experience! As always, clear signage for bathrooms, parking, and ways to get involved are paramount, along with communication about seating and taking palm.

A last minute idea but something to consider — could you hand out something along with palm this year? You're already handing things out to folks; why not a prayer guide for Holy Week too? Even better if you can make it a 3-part reflection, and they have to come back each week (Palm Sunday, Easter Sunday, Divine Mercy Sunday) to get the whole thing.

Holy Monday

Many dioceses have their Reconciliation Monday these days, with extended hours of confession across all churches in the diocese. I would definitely recommend having some guide to confession available for people waiting in the line and even better if you can coordinate to have Adoration at the same time. You never know what that kind of encounter can do for someone's soul, and you have the "captive" audience you might not otherwise normally have.

Holy Tuesday

Aside from the Chrism Mass, there's typically not much going on this day. This can be a great day to use digital channels to start building hype for Holy Thursday, since it connects so well to the Chrism Mass, or for praying for all those who will be received into the Church at the Easter Vigil (keep in mind that you may have next year's class of RCIA/OCIA candidates and catechumens watching your digital channels who you just don't know yet!).

Or, you know, catch up on some sleep, because you're going to need it.

Holy Wednesday

Spy Wednesday, otherwise known as Unofficial Practice Day for All Liturgical Ministers Serving During Holy Week.

Again, a good day to focus on digital channels of promotion for Triduum, but I'd also make sure during these practices that you reemphasize to your liturgical ministers how important being friendly and helpful during the next few days can be for evangelization and promoting the parish to those who don't normally show up.

Another good use of digital media that day: Reminding your regular parishioners of the opportunity for evangelization, especially when it comes to seating. Encouraging them to bring a friend who is curious about the faith and sitting in the middle of the pew to welcome newcomers can go a long way!

Holy Thursday

By far my favorite Mass of the year since I was a kid. I LOVE Holy Thursday. I think the big thing for promoting Holy Thursday is how different of a liturgy it is than all the rest. Yes, we participate in the story at each Mass, but on Holy Thursday, it really feels like it. We watch the story unfold before us of what it was like at the Last Supper and then literally walk with Jesus to go pray with Him in the garden. The holiness is palpable.

And while you're probably not going to convince someone who doesn't normally go to Mass on a Sunday to go on Holy Thursday, you can try to get those who are your regulars on Sundays to come as the next step in their faith journey in Triduum. In the days leading up to Holy Thursday, don't just say "Oh, the Mass of the Lord's Supper is at 7 pm on Thursday" — describe it! Share what happens, how it's different, and why they should be a part of it. Even better if you can get a video of a parishioner who is really passionate about Holy Thursday describing it and inviting their fellow parishioners to join in.

Extra bonus points if you can do what my parish does: Host a "mini pilgrimage" to visit three churches (or seven, the number is up for debate) in the Holy Thursday tradition. I got to do this last year with our parish, and our pastor came and led us in prayer at each local church and it was SO beautiful and meaningful to do together as a group.

Good Friday

Similar to Holy Thursday, you probably won't get a lot of C&E Catholics to show up for Good Friday, but you might be able to convince your regulars to make the service. Focusing on what makes it different and how it enhances your celebration of the week by commemorating together as a parish is key here.

I think this is also a good day for reflecting on the why behind it all though. We can get swept up in the solemnity of the Holy Week liturgies, forgetting that many people in the pews don't really get it. Why did Jesus have to die? Why is there evil and sin in the world? What was significant about how and where Jesus died? Otherwise, it just seems like a solemn, sad day, and there's enough sadness in the world that people probably don't feel like seeking more out at church.

Maybe you can express that in some social media posts leading up to it or a flyer you hand out, but I also think it would make a fantastic talk before or after Stations of the Cross.

Holy Saturday

Your main marketing opportunity here is to the friends and family of those receiving sacraments. Your typical Easter Vigil crowd is probably your regular attendees, but you do have an opportunity to witness to guests of those being welcomed into the Church. Our free Sacrament Evangelization Flyer can easily be tweaked to work for the Easter Vigil, and don't forget to include information about how to become Catholic or receive sacraments for those who might be inspired by their friends and family!

Easter Sunday

Yay! Joy and saying the A-word we can't say yet! As with Christmas, our main marketing goal here is getting them to have an encounter with Jesus during Easter Mass so they'll come back for Divine Mercy Sunday and beyond.

There are myriad ways to do that that I talk about the Christmas post linked above, but overall, make sure you do something communications-wise to invite them back. Don't just assume they know; they might "know" that they're "supposed" to come back...but do they feel invited back?

Because the Lord will be working hard on their hearts when they show up for Easter, but He needs you to be His hands and feet to do the follow up for when they forget that encounter over Easter ham.

If you need ideas, you can adjust this Christmas letter for your Easter bulletin.​

As always, prayers for you! I know firsthand the marathon that is Holy Week, and I pray that you also get to encounter Christ in a new way during this holiest of weeks.

For His greater glory,

Emily

​