Why Big Events Don’t Always Bring Big Impact—And How to Fix Them

Today we’re joined by guests Candi Cylar and James Warren to unpack what keeps people coming back to churches and ministries. The conversation draws from decades of ministry leadership, event planning, and hands-on experience with church growth, all aimed to equip pastors, church leaders, and volunteers—especially those serving in small or plateaued churches.

Whether you’re wrestling with attendance, wondering about the real impact of big events, or searching for actionable church marketing and hospitality tips, these comprehensive show notes will help you capture all the wisdom, strategies, and next steps discussed in the episode.

Defining “Big Events” in Ministry

What is a “Big Event”?

Not simply about participant numbers or money spent. A big event is defined by:

  • Significant planning
  • Extra resources (time, people, budget)
  • Intentional engagement and strategy

Key Takeaway:

Big events are strategic milestones, not just routine activities. The scale is relative—what’s “big” for a small congregation may be routine for a larger church.

The Role of Worship Services as Big Events

  • High-attendance worship days (Easter, Christmas, Mother’s Day) can count as big events if:
    • They involve special preparation, additional resources, and a holistic experience from “parking lot to the stage.”
    • They intentionally engage guests and regulars with hospitality and unique experiences (e.g., Derby Sunday on Mother’s Day with live horses and themed treats).

Hospitality starts before people even enter the building:

“Hospitality starts from the parking lot to the stage, not just when you walk into the doors.” — Candi Cylar

  • Not every worship service is a big event—intentionality is key.

Norms and Benchmarks for Church Events

Is There a “Magic Number” for Annual Big Events?

  • There’s no universal answer. It depends on:
    • Church size
    • Volunteer capacity
    • Budget
    • Ministry priorities
    • Season of ministry growth

Strategic Guidance:

  • Ask:
    1. “What’s the destination we’re trying to reach?”
    2. “What’s the best set of vehicles for getting there?”
  • A general floor of 2–4 events a year ensures regular opportunities for outreach and fellowship.

Creativity and Consistency: Innovating with Purpose

How Creative Should You Be?

  • Event innovation should serve your mission, not just mimic larger churches or chase trends.
  • Be true to your identity as a church:

“You have to be true to who you are. You don’t want somebody to come to your big event and then visit you on a Sunday and go, ‘Wait, is this the same place?’” — James Warren

Tips for Memorable Events:

  • Design for all five senses (touch, taste, smell, sight, sound).
    • Example: Incorporate seasonal scents or flavors for immersive experiences—even on a small budget.

Innovation Need Not Be Flashy:

  • Sometimes, the most impactful “innovation” is something simple, like dimming the lights for a candlelight service.

Comprehensive Communication: Marketing Your Ministry Events

Don’t assume hard work alone delivers results—communication is critical!

Actionable Communication Steps:

You are a Church Event Planning Expert, skilled in strategy, marketing, and execution. I’ll tell you about my event, and then I need you to ask me 3-5 key questions to gather all the essential details. Once you have enough information, please create a tailored Marketing & Communications Plan for my event, covering the target audience, core messages & channels, timeline & budget basics, how to measure success, and potential challenges. Make sure this plan is a clear, actionable draft for me and my team.

  • Enlist Tech-Savvy Volunteers: Youth volunteers can help staff or older leaders use digital communication tools.
  • Overcommunicate: Use multiple channels (personal invitations, pulpit announcements, email, text, social media, postcards, flyers).
    • Match your strategy to your congregation’s preferences (older congregants = USPS/mail, younger = text/social).
  • Personal Invite is Gold:

“A personal invite in the day of email and text … that’s what moves the needle.”

Real-World Example:

  • A church saw poor attendance at two events with little marketing. When a committed volunteer personally connected with local partners, distributed flyers, and made calls, the space was packed.

Return on Investment (ROI) & Evaluating Success

Why ROI Matters, Even in Ministry:

  • Know your “why” before launching. Is the event meant to build relationships, grow the congregation, or simply bless the community?
  • Set measurable goals: (“We want to distribute 1,000 backpacks” or “We want one person to know Jesus.”)
  • Evaluate: Did you achieve your “why”? Could it be done more effectively?

“Our big events should be planned around what we want to accomplish and not what we want to accomplish around our big event.” — James Warren

Don’t focus solely on numeric growth:

Blessing the community or building relationships can be worthy “wins.”

When It’s Just One Big Event – Is That Enough?

Sometimes, Yes.

  • Purpose-driven, one-time events (e.g., community carnival, service days, block parties) can powerfully fulfill a church’s mission even if no one directly joins the church.
  • Key: Align the event purpose with your “why,” not simply to attract or count visitors.

“We just want to make our neighborhood look more like heaven today than it did yesterday.” — James Warren

Key Actionable Tips & Next Steps

1. Define Every Event’s Purpose:

  • Ask, “Why are we doing this?”
  • Ensure your planning team and volunteers also know the ‘why.’

2. Be “Experience-Oriented” and Welcoming:

  • Create immersive experiences using sight, sound, smell, and touch.
  • Train all event volunteers—ushers, hospitality, cooks, janitors—as purposeful hosts.

3. Communicate Widely and Wisely:

  • Plan a marketing blitz, not just one channel.
  • Personal invitations and word of mouth remain powerful.
  • Use AI tools for inspiration and administrative help in marketing.

4. Always Offer a Next Step:

  • After every event, extend a clear, personal invitation to the next gathering, small group, or service project.

“If you had fun tonight, we’d love to see you next week. Here’s how.”

5. Evaluate and Adapt:

  • Post-event, measure outcomes—did you achieve your “why”?
  • Adjust methods based on what worked (and didn’t).

6. Practice Radical & Intentional Hospitality:

  • Every guest should feel honored and welcomed at every event.

“The same way Chick-fil-A treats you … is the same way you should treat everyone that walks into your church.”