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Foundation Story: Reshaping Invitation

Supported by a $10,000 Project Promotion Fund grant from The United Church of Canada Foundation in Fall 2024, Avon United Church in Hantsport, Nova Scotia, set out to welcome newcomers, connect with spiritually curious adults, and become more prominent in the community. 

The congregation developed a communications strategy that included social media advertising, event signage, branded volunteer hats and stickers, and an updated online presence. Their goal was to invite new people into the life of the church, while strengthening relationships throughout the community. 

Throughout 2025, members discovered the important lesson that promotion certainly helps people discover a church, but relationships are what invite them to stay. 

From awareness to belonging 

One of the congregation’s first initiatives welcomed volunteers at community events through an online campaign. The advertisements generated interest, with many people clicking through to learn more, but few went on to complete the volunteer form. 

As members started to reflect on that result, they recognized the hesitation wasn’t from a lack of interest. Many of the people who clicked on the application weren’t ready to commit before they had the chance to get to know the congregation or understand how they might fit into its life and ministry. 

The experience reshaped how Avon United thinks about invitation. Social media and marketing can introduce people to the church, but trust and belonging will always blossom better through conversation, shared experience, and hospitality. 

It became a reminder that while digital tools can open the door, meaningful relationships are built person by person. 

Meeting people where they are 

With this new understanding, the congregation shifted focus to creating opportunities of connection in the community. 

During Hantsport’s Canada Day festivities, volunteers handed out free water and promotional stickers. They hosted two back-to-school snack giveaways, with backpack tags and prayer cards. They welcomed visitors at the West Hants Pride celebrations with a selfie station and many opportunities for conversation.  

This shift from promoting church programs to focusing on genuine connection provided many opportunities to meet neighbours and build relationships.  

The congregation also created an Easter invitation video: Why would I go to church on Easter Sunday? The video reached many people in the local area and brought new visitors to Easter worship. Several returned for other community events, creating new and continued opportunities for deeper connections. 

Becoming known in the community 

As the project progressed, Avon United began seeing signs that its presence in the community was growing. 

At the West Hants Pride event, several young adults recognized the congregation immediately. “Oh, Avon United! You’re that church on Facebook! I’ve seen your posts!” 

For members, the comment reflected something more meaningful than growing social media numbers. People were beginning to recognize the church as an active, welcoming presence in Hantsport! One associated with music, community events, and Pride celebrations. 

Throughout the year, worship attendance increased, new members joined the congregation, and new donors began supporting the church’s ministry. 

New partnerships, new possibilities 

The congregation’s renewed focus on visiblity and engagement also led to unexpected partnerships:  

A local artist partnered with Avon United to paint the church’s front windows during Advent, opening conversations about creating a gallery space featuring emerging young artists. Other community organizations have also expressed interest in collaborating with the congregation that shares their commitment to strengthening the community. 

What started as a communications project transformed into an invitation to build new relationships beyond the church walls. 

Looking ahead

The lessons from this project continue to shape Avon United’s ministry. The congregation is committed to maintaining a communications officer, investing in advertising and its website, and sharing stories that invite people into relationship with the church and its neighbours. 

As members reflect on the year, they appreciate that the project’s greatest success wasn’t measured by clicks, followers, or promotional materials alone. They discovered that while promotion helps people find the church, relationships help people find a place to belong. 

Whether the first invitation is a social media post, a friendly conversation at a community event, or a simple act of hospitality, when those moments are nurtured with openness and genuine connection, they can grow into lasting relationships that strengthen both congregations and communities. 

Your congregation can discover new ways to connect with your neighbours, build meaningful relationships, and create welcoming communities where curiosity can grow into belonging.  

Interested in applying for the Promotion Project Fund or other grants? We are now accepting applications. Applications are due October 15, 2026. Share your story, strengthen local partnerships, and invite more people to experience your community of hope, faith, and welcome. Apply now!