~ a quick 855 words -
We are not far away from the 250th edition of Church Leader Insider. As the primary writer and publisher, I did some research to guide the next hundred or so issues.
To do that, it is now possible to scan the subscriber list, examine the number of people who read each edition and what parts they read and click, and then have some handy AI tools use predictive analytics to predict exactly who reads and why.
Here is what it shows:
Reader Segments
The typical reader is a Senior Pastor (largest group), Executive Pastor (second largest), followed by staff leaders and board leaders.
Since I started with a few Senior Pastor personal connections, that makes sense. The rest has been organic growth, and some sent my way via referral. (Hat tip: The Bullard Journal)
I have always tried to tailor my thoughts to this audience since that is my primary consulting clientele. I have no objection to others reading, but Senior Pastors and Decision-Makers at larger churches are at the front of my mind when I write.
Larger Churches, not small churches
That has been my specialty now for 30 years, and where I choose to focus. Others certainly read the material, and some of the pushback I get is from leaders who feel I should address issues that smaller congregations face.
Here’s the thing, though, that’s not where I spend a lot of my time. My knowledge base is thinner there.
Except for the typical-sized church I have attended for 41 years, that is not my core experience with churches. I know that average-sized church, but my wide base of core knowledge is with larger churches.
Actually looks like a guy that is on our weekly pastor call!
Church Leadership Issues
Going along with the audience, as a reader, you are seeking practical ways of addressing challenges within your church context.
This suggests (again AI prediction) that you are action-oriented to shape the future, not just reactive to it.
You will see I write a lot on Senior Pastor Smart Succession ™ if you read closely. Mainly, that is because I do that every day with churches and keep learning and finding new ways to add value to congregations in the midst of this.
The articles I write try to capture my thinking to help my thinking better, and hopefully, someone else's. Since I do 28 issues a year, I branch out to other areas after someone asks me a question and I try to capture answer in a general way to help clients and friends.
Greg Ligon, my first writer who joined in, covers a wide range of topics in addition to succession. Greg is probably the best pure writer in our group.
Jim Sheppard, the principal owner of Generis, the firm with which I am affiliated, writes primarily on issues related to generosity. Jim is more knowledgeable about these issues and is passionate about mentoring younger leaders in this area.
To conduct good ministry, you need good resourcing, and that includes many of the topics Jim covers for us.
Addressing Key Challenges
As mentioned above, some of the highest-read issues address someone who asked a question, and it deserved a deep answer.
One of my mentors was Lyle Schaller, who always gave slightly contrarian answers. I sometimes try to imitate him by thinking of an issue from a different perspective.
The AI predicted, “they want to gain a new perspective.” I hope so.
Sometimes it works and sometimes it doesn’t. But when it does, readership soars.
This is not a hot take place
Many highly read newsletters in the church leader space are “hot takes on hot issues.”
Those “hot takes” generally examine news articles, breaking stories about a church in difficulty, political issues, or other prominent cultural aspects.
I don’t want to be a pundit. I have nothing against pundits. There is a place for “hot takes.”
However, my strength, and hopefully, the strength of these issues, lies in addressing timeless, perennial topics.
Leaders want to ride a trend wave
Having said this is not the “hot take” place; you do tend to want to stay ahead of developments that do impact churches in a meaningful way. You want practical tactics that enhance the church’s health and engagement with people.
I did much of this during my years in the Leadership Network, but I focus less on it now. I created a separate newsletter for three years to a private list, featuring current links and trend stories. I had to suspend that during my father’s recent illness and hospitalization, but I may start it back as a Substack in the future.
You like it under 1000 words – mostly
There have been a few exceptions along the way, but mostly, the quick format, skimmable content wins with you the reader.
I try to mix my own reading between that style and long-form styles (3000 words or more).
At this point in my career, I write relatively few long-form pieces, typically about once a year. Those who get promoted here are then sent elsewhere to receive the free book. (offer below here)
Currently, client work takes priority in my work schedule, and this writing is further down the list.
Next week, we will return to our regularly scheduled broadcast, but I would like to ask for your help.
I don’t intend to charge for this publication ever, and it has grown from 100 to almost 700 subscribers. Readership is a little higher than that.
Our only ads are for our services, and occasionally, one of my clients seeks a new lead pastor.
So, the biggest favor I could ask of you is to share this with others—not this one, but something interesting!
And send in some questions that prime the pump of my thinking. I would appreciate it.
More FREE STUFF from me
33 Basic Statements on Senior Pastor Succession – free booklet for US mailing addresses. Request here.
Next Sunday Podcast – Featuring Jim Sheppard and Frank Bealer from Generis.
Emergency Succession Plan Template Request - every pastor and church needs one. Just email me for a free template you can use. Dave.Travis@Generis.com
New Free Succession Roadmap Consultation - a one our overview to help teams think productively about the future. Email me to set up a time.