PUBLISHING: Changing programs with technology and flexibility

For decades, Vacation Bible School (VBS) has been an integral part of children’s evangelism and discipleship in local churches. With increasing media saturation and crowded schedules, publishers are looking for new ways to incorporate technology, stunning visuals and interactive programming in an effort to keep impacting new generations with the good news.

Although a 2005 The Barna Group report revealed a 12% decline in the number of VBS programs in an eight-year period, many churches still see the ministry as an important part of their work. LifeWay Christian Resources reported that in 2007, 26% of the baptisms performed in all churches of the Southern Baptist Convention came through VBS programs, with 26,502 churches presenting a VBS program and a total enrollment of almost 3 million. Of those attending, 94,980 made decisions for Christ.

Secular media competition for kids’ time and interest means that VBS themes and quality have become increasingly important, said Jody Brolsma, senior editor, VBS, for Group Publishing. More and more, leaders are asking what they can do “to capture the imaginations” of the children in their churches.

Aspects like the music content are being given a closer look. “Kids are expecting really high quality, almost an older-sounding music, which may be uncomfortable for the church, but churches are still going to (need to) embrace that,” Brolsma said. “It’s competing with so many things, it has to meet that high standard.”  

Churches are taking advantage of digital technology to aid them in VBS promotion and implementation. Rebekah Atkinson, product developer for David C. Cook, has seen a rise of interest in larger churches looking for “everything on the computer, everything on DVD” from showing videos to the kids to reproducible handouts, lyrics and customizable slide shows.

Suppliers are offering more posters and decorating support in their programs to help churches make an impact in the look of their venues. Bob Wallace, marketing manager for Standard Publishing, said that in recent years more churches of 500 members and above have been asking his company for advice on how to decorate the whole church to fit the theme.

Some churches are altering the typical weekday schedule, moving to evening sessions or incorporating the program into a youth camp. “It’s gone outside the box,” Brolsma said. “The face and the form it’s taking are different, but it’s still an outreach.”

Laura Minchew, vice president and publisher of children’s books and education for Thomas Nelson, also noticed a shift in the typical VBS schedule, to which her company is responding.
“We have added flexibility into our curriculum to make it easy for the church to adapt the Bible teaching, games, snacks, crafts, large group time, for a variety of programming,” she said.

Even the long-established VBS name is coming under scrutiny. “There are a lot of churches that don’t feel that fits with what they want to do with their kids,” Atkinson said. “They say the last thing kids want to do is go to something else called school, so they may be doing a VBS program, but a lot of churches aren’t calling it VBS anymore, in order to gain more interest.”

The bottom line, though, is impact. “Churches want to know that their time is well-spent,” Brolsma said. “VBS is a lot of time and a financial commitment for a church, so you’re seeing more things in programming like personal application. People want to see a difference.”

- DeWayne Hamby

RETAILING: Opening the door to church resource sales

When Pam Chacon became assistant manager of Vine & Branches Christian Bookstore in Lodi, Calif., three years ago, she took on the challenge of promoting Vacation Bible School (VBS) products to local churches.

After selling only one kit her first year, Chacon decided to start a VBS Showcase, a special evening event for area congregations to see firsthand the newest curriculum products. Typically held in February, the in-store demonstration features a display from different companies that produce the VBS kits.

“Since we started doing VBS Showcase, (our sales) have multiplied,” Chacon said. “We have eight to 10 churches that show up for the in-store demos. It either sells that night, or they’ll come purchase it towards summer. We make the display fun and eye-catching. It has been very successful.” Although many churches order VBS curriculum directly from publishers, more Christian retailers like Vine & Branches are making an effort with marketing the curricula as a way to build important connections with churches.

Beverly Channell, co-owner of Wellspring Parable Christian Store in Des Moines, Iowa, has offered a VBS workshop in February for the last 12 years. Area churches are sent a save-the-date notice in December about the event, which features 20-minute presentations of six VBS programs.

“In January, we send out a letter of invitation with a response card,” Channell explained. “Attendees may choose morning, afternoon or evening presentations. We have a time of hospitality followed by the presentations, then a time to shop, check out and purchase the kits.”

She said the annual workshops have provided “value” for her store in connecting with local congregations.  “(Churches) like being able to see and handle the products,” said Channell, noting that her store features a VBS kit display in its education and supplies department. “They hate to pay shipping charges. … We have remarkably good sales in light of the changes in the economy and direct marketing to churches. Our business has numbers of church accounts, and people know they can expect a VBS workshop.”

At Pee Dee Christian Book & Supply in Florence, S.C., CEO Andrew Criswell said his store has had “great VBS sales,” which have grown more than 20% annually in the last three years through a strong emphasis on product presentations to local church representatives.

The store jumpstarts the VBS season with a February workshop displaying approximately 10 product lines and offering the opportunity for churches to hear from five publisher representatives. The store sees “several hundred VBS coordinators, directors and church workers turn out to preview all the lines, and experience a fabulous morning of planning and dreaming about their VBS to come,” Criswell said.

For Cindy Keen, manager of Cokesbury Christian Bookstore in Raleigh, N.C., VBS “is the strongest program that churches can offer in terms of community outreach,” she said. “If our store can help local churches build their congregations, we can be an invaluable resource to the church and use VBS as a stepping stone to help them in various other facets of their ministry.”

During Cokesbury’s VBS Showcase Days, churches can preview and compare the different VBS resources, which are offered at a 20% discount. “VBS is a doorway for other sales to churches throughout the year,” Keen said. “We build relationships with churches when we help them coordinate, plan and order their VBS.”

- Eric Tiansay