Easter is coming. And with it, one of the highest-attended Sundays of the year. But what happens after the big Sunday? Do guests return? And why—or why not?
Whether you’re preparing for Easter or any given Sunday, one key realization should shape the strategy: The Sunday experience.
The 85/15 Principle: What Actually Drives Return Visits
Recent research across church leadership, visitor behavior, and assimilation data points to this: 85% of a guest’s motivation to return is based on their experience during the visit itself.
Post-visit follow-up affects only 15%.
Let that sink in.
It means the bulk of energy should be on creating an in-person experience that is welcoming, meaningful, relational, and spiritually impactful.
Follow-up still has its place. But let’s be honest—if someone had a poor experience, follow-up will do little to change their mind. And if they had an amazing experience, they’re already inclined to return—with or without a text or email. Follow-up is the cherry on top, not the cake.
So, how should churches strategically allocate time, money, and volunteer effort? Below are the five key categories—along with clear strategies for each—to create a higher rate of return after a first-time visit.
1. First Impressions & Hospitality (30%)
The top factor in guest return is simple but powerful: did I feel welcomed?
Research shows that over 80% of visitors are significantly impacted by their first 10 minutes on campus. That means before the first worship song, before the sermon starts, people have often already decided if they’ll return.
This includes everything from the parking lot to the lobby. Are there clear signs? Friendly faces? Confident greeters who offer help rather than hovering or awkwardness? Even things like clean bathrooms and ease of navigation through the building matter here.
Most importantly, don’t limit hospitality to teams with name tags. The entire congregation can engage with fresh faces. A friendly word, a helpful direction, or even someone offering to sit with a guest makes an unforgettable impression. It costs nothing—but it shapes everything.
2. Service Experience: Preaching & Worship (25%)
Once guests are seated, the heart of the service shapes the next layer of decision-making. Is the worship authentic and participatory? Is the message clear, relevant, and rooted in Scripture?
Worship also matters—not in its style, but in its sincerity. Guests are not looking for production; they’re looking for something real. A room of people genuinely engaging in worship, singing with their hearts, responding with openness—that’s what moves someone to say, “I want what they have.”
Preaching that speaks to real human longings—identity, purpose, fear, family, forgiveness—resonates with the non-churched. That resonance happens when the preacher explains spiritual concepts clearly and shows how Jesus meets people in their Monday-to-Saturday lives.
So, perhaps you don’t save your best musical performance and sermon for Easter. Continue with great congregational worship and preach Jesus. Let it be real, raw, and relevant.
3. Community & Relationships (20%)
More than 70% of guests return because someone reached out to them personally. This connection happens not from the stage, but from across the aisle.
Personal connection is one of the most under-leveraged assets in the church. We dedicate a lot of energy to crafting excellent programs. But, the strongest draw to return is someone saying, “Hey, I’m glad you’re here. Tell me, what brought you here?”
This kind of relational atmosphere doesn’t need a budget—it requires intentionality. Create simple “linger spaces” after service where people can chat without pressure. The relational draw is strongest when it happens organically.
4. Follow-Up & Next Steps (15%)
Here’s where the 85/15 principle lands. Follow-up is meaningful, but only when it builds on an already positive experience.
If the service was confusing, the people felt bitter, or the kids’ check-in was chaotic, no follow-up text will undo that. But if the guest had a decent experience, a personal text or email can tip them toward returning.
Follow-up works best when it’s personalized and tied to the visit—not a generic blast. It helps when the message comes from someone they met (a pastor, volunteer, or team leader). It also helps when it includes a clear and gentle next step: “We’d love to invite you to Alpha / a Picnic next week.”
A simple rule of thumb: follow-up doesn’t start momentum—it strengthens it. It should be a reinforcement, not a recovery plan.
5. Kids & Family Ministry (10%, but conditionally higher)
This category seems smaller, but it’s a conditional powerhouse. For guests without children, it is irrelevant. But for guests with kids, this factor ranks above follow-up—and sometimes even above the service itself.
Why? Because for a parent to return, two things must happen:
- The kids’ space must feel safe, secure, and engaging. If it looks sketchy or chaotic, the visit is over before it begins.
- Their child must leave happy. If the kid says, “That was boring” or “I don’t want to go back,” it’s almost a guarantee the family won’t return.
That means your kids’ ministry needs the same hospitality DNA as the main lobby. Friendly volunteers. Thoughtful decor. Clean spaces. And leaders who connect with both kids and parents.
What This Means for Easter—and Every Sunday After
Churches often go all-in on Easter weekend: special services, outreach events, and social media blitzes. And that’s good. But if we invest in one big Sunday without addressing what makes guests return the next Sunday, we miss the point.
What’s outlined above isn’t just an Easter checklist—it’s a weekly rhythm.
Want to grow your church with returning guests? Then remember: people don’t come back because you contacted them afterward—they come back because they experienced something real at their first visit.
Next in the Series (Part 2):
“What Makes Follow-Up Actually Work?”
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