“We’re going to reach the world!”
While this ambitious objective sounds great when shouted and can create an enthusiastic response, it actually has little meaning when shaping and leading a ministry. Whether spoken out loud or not, every ministry has a target audience. These targets can range from the unspoken “Everyone’s welcome as long as they look, act, and vote like we do” to the rigidly narrow “We’re reaching guys in their 30s who like whiskey and axe-throwing.” Yes, these examples are extreme (although not unheard of), but they highlight what is true for every ministry. Whether it’s through demographics, affinity, or location, you have a specific audience your congregation is especially wired to reach. Understanding and embracing this will empower your congregation to be more effective at fulfilling the mission God has given it.
What does that look like from a leadership perspective? Here are three ways knowing your target audience will help you be a better, more fulfilled leader and your church more effective at making disciples.
First, understanding your target audience helps you create a filter for greenlighting ministries. I always try to have what I call a “ruthless filter.” Most things don’t get through that filter. The things that do? Those are the Kingdom-expanding ones. That filter allows you to say to someone with a new idea, “That’s a really good idea. I love it! But…that’s not what we’re called to do or who we’re called to reach. So, while it’s a great idea, it doesn’t fit our direction.” Really great leaders should say “no” more than they say “yes” because if we’re saying no to really good things, it means that what’s left is reaching our target.
Second, understanding your target will help you actually engage in communication. Remember that communication involves two participants: a speaker and a listener. If the speaker doesn’t speak in a way the listener can understand, no communication is taking place—it’s just a lot of words. Here’s an out-of-date, cutting-edge illustration of communicating to a target audience from the early 2000s. A church in Dallas near the Texas Instruments HQ had determined that engineers from TI were their target audience. At the time, the cutting edge of technology was the Palm Pilot (if you’re under 40, Google it), so the church installed a large infrared beam on the ceiling of the auditorium. Before the service started, almost everyone in the congregation took out their Palm Pilot and downloaded the bulletin and announcements. In 2002, that was amazing. In 2025, completely pointless. If you understand your target audience, you won’t be using antiquated modes of communication or outdated illustrations like the one I just used. In short, you’ll be a better communicator.
Third, you’ll be able to connect with your local community in a new and more effective way. You’ll recognize that there are people who need the gospel that you can reach. And, you’ll actually know it instead of just saying it to sound like you’re doing something. You’ll have services that are engaging to regular attenders and visitors alike. You’ll have events that people outside your church will actually want to attend. You’ll communicate the gospel to people who are dying without Christ.
But how do we know what our target audience is? Here are a couple of thoughts:
- Look around! What’s your neighborhood like? Far too many churches have no idea what the community around them experiences, cares about, or struggles with. This leaves a lot of churches answering questions no one is asking and fighting battles that have no meaning to anyone outside the church walls. Schedule a prayer walk, sending people from your church in pairs to walk through your community to pray for it. As they walk, challenge them be aware of details. Are there toys in front yards? Pray for families and kids. Are there schools? Pray for teachers and administrators. Are there businesses? Pray a blessing over the business owners. In one church I led, we walked and prayed for our entire city of 17,000. We had a large map in the foyer so people could highlight where they had walked and prayed.
- Listen for the heartbeat of your church. Is there something that keeps coming up, even though it’s not part of a church program? We served a church that organically developed a heart for adoption. We saw great Kingdom impact as we allowed that to be a part of what God was doing in our community.
- Get a demographic study for your community. There are great ways to do this—Keenly can help you get connected with a group. There are great studies that show demographics, school enrollments, cultural issues, and religious concerns for the community around your church.
- Talk about your community. A lot. After a while, it’s easy for people in your church to forget that there’s a community outside the walls of the church. While you’re at it, don’t villainize your community. It’s low-hanging fruit to talk poorly about people who don’t think the way you do. I’m not certain how that puts us—or them—in a better position for hearing the gospel.
Take the time to figure out who your target audience is. Spend energy getting to know your community. Let your target shape what you do. You’ll be more focused and more effective for the Kingdom’s sake.

Written By:
John Craft
Consultant
John writes and consults in a variety of areas including: Communication Strategy, Church Planting, Ministry Health
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