5 Critical Considerations Before Investing in a Digital Church Sign

A Sign of the Times or a Sign of the Future?

In our increasingly digital age, churches are constantly seeking innovative ways to connect with their communities and share their message. Digital church signs, with their vibrant displays and dynamic content, appear to offer a modern solution. However, the allure of flashing lights and scrolling text can sometimes overshadow the practical considerations that are crucial for a successful implementation.

Nearly every couple of weeks it seems someone is posting in a Facebook group asking about digital church signs or LED signs for their church. They often repeat the same basic questions:

• What company should we use for our digital sign?
• What do you put on your church sign?
• What rules do you have for putting a message on your sign?

Let me cut to the chase: very rarely should a church invest in a digital sign.

But if you think your church might be the exception to the rule or if you have to give some guidance to your boss, Board, or Council, then here are five critical factors to consider before you shell out big bucks on that digital message board.

1. Local Ordinances and Regulations

Before you even begin designing your dream digital sign, it’s vital to understand the rules of the game.

Local ordinances can significantly impact your project, dictating everything from brightness levels (to preserve the peace of the neighborhood) to the types of animations allowed (to avoid distracting drivers). Size restrictions, placement limitations, and even permitted operating hours can vary widely between municipalities. Digital signs may not even be allowed at all.

>Don’t let a simple oversight derail your plans. Begin by contacting your local zoning board or planning department to understand the specific regulations in your area and secure the necessary permits. Proactive engagement with local authorities can prevent costly legal battles and ensure a smooth installation process.

2. Impact of Rotating Digital Communication

At the beginning of this post, I mentioned exceptions to the rules. Let me get one of those out of the way: if you’re a hyper-modern church with a very digitally savvy audience, then a digital sign may fit the vibe of your church better than most. Do not, however, let that be the sole deciding factor.

A digital sign isn’t a one-size-fits-all solution.

One thing church leaders often fail to recognize is a digital sign’s flexibility is also its greatest weakness.

Cruising past a sign at 30, 40, or 50 mph is challenging enough. Now add light and movement.

In addition, your message rotates with others you’ve programmed in. According to Blip, a leading digital billboard company, they recommend no more than 7 words in your design. That’s on-par with industry recommendations that bounce anywhere between 6 and 8 words.

Here’s the thing, though – that’s for a single, static message.

Now imagine you have rotating messages being read (maybe) at speed, and that maybe you only caught part of before it went to the next. Meanwhile, there are other messages in the lineup you didn’t even see at all.

That’s called fragmentation. Fragmented messages mean your content isn’t reaching everyone equally.

Instead of one of every four drivers reading your message in its entirety, now it’s one in every eight, twelve, or sixteen because the chances of any one individual seeing one individual message is exponentially reduced.

3. Total Cost of Ownership

Sometimes having money available means people make well-intended but poor choices with it.

If you aren’t sticker-shocked by a $20,000-$30,000 digital sign, then you probably have a wealthy donor or hefty building fund that’s covering the cost of your new church sign. The initial purchase price of a digital sign is just the tip of the iceberg, however.

The true cost of ownership extends far beyond that initial investment.

Factor in installation expenses, including potentially significant electrical work, and ongoing costs such as energy consumption, regular maintenance, and inevitable repairs (that “LEDs last forever” claim never seems to hold up very long…). Failing to account for these hidden costs can lead to budget overruns and ultimately diminish the sign’s effectiveness.

4. Content Management Challenges

A stunning digital sign is only as good as the content it displays. The key is keeping it fresh and engaging. This often means frequent updates that require staff time and creativity, a resource that might already be stretched thin.

Important questions to ask yourself when considering a digital sign:

• Do we have the staff or volunteer resources to regularly update the sign’s content?
• Are we prepared to create graphics and compelling messages that capture attention extremely efficiently?
• Does our church have enough going on to regularly add new messages to the rotation or will it be tuned out as constant and stale?
• How does this sign support our mission in ways a static sign wouldn’t?
• What rules and guidelines will we deploy to limit the total number of rotating messages, provide guidance on their duration, and keep each message concise?

5. Market Analysis and ROI

This might be the easiest test when deciding if a digital sign is right for your church.

Are you ready? Here it is…What are the businesses in your area doing?

Drive around. Drive past the millions of dollars of revenue being generated by your local businesses and count how many of them have digital signs. And then make note of what types of businesses are using them.

I’m willing to bet that 1) You can probably count them on one hand and 2) They’re either an event center of some kind or a fast food restaurant.

Then I want you to ask yourself this:

• Why is that?
• And why, if millions of dollars are being generated from these businesses do I feel compelled to have my local church pursue this same tactic that isn’t working for most others in our community.

If few local businesses use digital signs, it’s worth questioning why.

Perhaps they find it ineffective or too costly compared to alternatives. Perhaps, like your church, they realized it wasn’t really “worth it” in the grand scheme of things and there were better uses of their finances for getting out in front of people in meaningful ways. Or maybe, like you, they simply didn’t have enough “stuff” to actually put on there once they really sat down to think about it.

Measuring your sign’s return on investment means looking beyond good vibes of how many cars drive past every day.

Consider the bigger picture:

• Are you addressing a need or a symptom?
  Many churches view digital signs as a way to solve an aging problem. There’s a perception that it’ll make the church “young” and “interesting” and therefore attract young families, but they often fail to also address other issues below the surface.
• Are you already investing in serving and reaching your community at a similar level?
  While there is a multi-year benefit to a sign, are you investing even one-third of that amount, currently, in being involved locally with your community? If you aren’t budgeting for meaningful outreach already, then a sign is going to add little value on top of a church that is not well-known by its neighbors.

Is a digital sign right for your church?

Investing in a digital church sign is a significant decision that requires careful consideration of many factors. From legal regulations and communication controls to understanding the total costs, each aspect plays a crucial role in determining the sign’s success.

So what do you do if a digital sign isn’t the best idea for your church?

First, assess your overall communication strategy. Make sure you have people and resources in place for reaching each of your church’s audiences where they need to hear from you. After all, this sign is just one piece in the overall communication plan.

Then, consider getting quotes from your local sign company for something that’s modern, static, and budget-friendly. Just because it’s not LED doesn’t mean your church sign has to appear dated or old. There are lots of great options out there to explore based on your preferences and budget!

As you move forward in considering how to steward your budget, remember to stay intentional in your mission, your methods, and your message.

And if you find yourself struggling to attract new and younger families, then maybe it’s time to comprehensively revitalize your church. When you have a customized plan tailored to your context, you can reach your community and lead your church back to health.

Schedule a call with one of our church consultants today and discover what reaching the right people with the right message means for you!