Revolutionizing Digital Evangelism: The Launch of VisitorReach’s Conversational Assistant
People have become more hesitant to engage with traditional institutions, including churches. This change calls for a fresh approach: one that leverages technology to create multiple touchpoints before individuals even consider stepping into a church. Discover where the 12 Touchpoint Rule comes into play.
In recent years, church outreach has transformed dramatically, with the pandemic accelerating the shift toward digital engagement.
As people spend more time online, they’ve grown hesitant to engage with traditional institutions, including churches. This change calls for a fresh approach—one that leverages technology to create multiple, meaningful interactions, or touchpoints, to build trust long before someone considers stepping into a church.
The pandemic reshaped how people connect, accelerating a shift toward digital relationships. With in-person gatherings paused, people turned to online spaces—Zoom calls, social media, and messaging apps—for connection, community, and even spiritual support.
For churches, this was a turning point. Traditional methods of outreach - like events and face-to-face invitations - were no longer possible. Churches had to adapt quickly, creating meaningful interactions online to stay engaged with their communities.
This shift highlighted a critical need: to meet people where they already are—online. Every text message, social media post, or virtual conversation became an opportunity for a touchpoint, a next step in building trust and connection. These touchpoints weren’t just temporary solutions, they became essential steps in modern church engagement.
In communications, touchpoints are any interaction between a brand and a person - whether physically or virtually. Each interaction a person has can shape their perception of the brand or whether or not they feel connected. These moments—whether big or small—build trust over time and encourage people to take their next step.
For churches, touchpoints could include sending a personalized text invitation, sharing a devotional that speaks to their current struggles, offering a prayer, or sending a relevant sermon link that resonates with their season.
Before the pandemic, it only took 3 to 5 touchpoints—interactions like a personal invitation or attending a church event—for someone to feel comfortable visiting. Today, that number has soared to 12 to 15 touchpoints. Does your church communication and assimilation systems plan for that number of touchpoints with people?
People are no longer drawn in by a single interaction or casual invite. They want consistent engagement that shows they’re seen, known, and valued.
One of the most significant hurdles modern churches face is a growing distrust of institutions. This is driven by factors such as political and social unrest, and a widespread culture of skepticism toward organized religion.
Yet, recent studies reveal that nearly half of Americans are more open to God today¹ than before the pandemic. While people are more spiritually open than ever, many remain increasingly hesitant to engage with traditional religious organizations.
For churches, this paradox is both a challenge and an opportunity. People are searching for spiritual answers, but are cautious about where they turn for guidance. To bridge this divide, churches must build trust and demonstrate genuine care consistently over a long period of time.
Increasing the number of individualized and personalized touchpoints is a significant challenge. To make this shift successful, churches need the right tools to create those meaningful touchpoints and nurture relationships with potential visitors.
Pastor Marc Estes explains that, “What we're finding is that most churches are failing miserably in having a strategy [to create] that many touchpoints. What we're trying to do at VisitorReach is to meet people where they are at - based on their point of need - and start this personal one on one conversation with an individual.”
Technology plays a crucial role in allowing churches to be available right when a person needs them. For instance, someone struggling with depression might reach out for support at 10pm at night and VisitorReach allows for a church to be available for comfort and guidance. With them being in their safe space, which is maybe in their living room or bedroom or somewhere on their phone texting, that's the place where they're willing to open up.
Ultimately, the shifts that are happening are not just about the rise of digital engagement, it reflects a deeper expectation for intentional, personalized communication.
The 12 Touchpoint Rule thrives when outreach is personalized. Each interaction—whether it’s a message of encouragement, a carefully selected resource, or a heartfelt response to a question—is an opportunity to meet people where they are in their journey.
Churches must prioritize personalization. While technology provides tools for broad access, it’s personalization that transforms touchpoints into meaningful moments and fosters deeper involvement.
Personalization can look different for each interaction. For example, it might mean offering prayer to someone navigating anxiety, sharing resources on strengthening relationships, or inviting someone to an event that aligns with their interests. By addressing individual struggles, churches can show genuine care and build trust.
Personalization transforms touchpoints into stepping stones that build connection, trust, and ultimately, a stronger sense of belonging within your church community.
The Great Commission calls us to "GO and make disciples" (Matthew 28:19). Today, that means meeting people where they already are—on their phones, on social media, and other digital spaces - at the moments that they need the church the most.
To bring personalized outreach to life, churches need the right tools. VisitorReach helps churches navigate the digital landscape and engage people where they are. Using advanced technology, the platform helps churches build meaningful connections with individuals by:
Footnotes:
1. Barna Research Center: Rising Spiritual Openness in America
Create 100+ monthly connections with people in your area, have meaningful SMS conversations, and watch new visitors walk through your doors — All through the VisitorReach App!
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