Who Is My Audience?

When a legal expert asked Jesus, “Who is my neighbor?” it followed the command to “love your neighbor as yourself.” Instead of giving a direct answer, Jesus told the story of the Good Samaritan. In essence, His response was: “A neighbor is the one who shows mercy.”

In a similar way, church leaders often ask, “Who is my audience?” It’s essentially the same question, with a modern twist. And while I may not teach with Jesus’ parables, I’ll do my best to give a straightforward answer—no allegory needed.

1. Your External Audience

This is the group most churches think about when they say “audience.” It’s your potential audience—the people in your community who are most likely to connect with your church’s unique identity. These are the individuals who resonate with your message, culture, and style of worship.

This is the beauty of the local church. Not everyone is drawn to the same place—and that’s by God’s design. We’re called to share the same Good News, but in ways that reflect our God-given distinctiveness. People naturally gather in communities where they feel known and understood.

Ask yourself:

• What’s the DNA of your church?
• What are the benefits you offer to the community?
• Who lives in your area—what are the demographics?

The answers will help you identify and pursue your external audience more effectively.

But a word of caution: Just like the Samaritan in the parable, we are called to extend mercy to everyone. Not everyone you reach will become part of your church—and that’s okay. What matters most is pointing them toward Jesus, even if that means connecting them with another church that better suits their needs.

2. Your Internal Audience

This group often gets overlooked. In our zeal to reach the community, we sometimes forget the people already sitting in our pews.

We need to show mercy inside the church too.

Ask yourself:

• Are we listening to our members’ needs, hurts, and concerns?
• Are our sermons, programs, and resources speaking to their real lives?

Sometimes, like the priest and the Levite in the parable, we walk right past the ones closest to us in our effort to help others.

From a practical perspective, your internal audience needs tools to stay connected and share your church with others. Think:

• Postcards they can hand out
• Printed brochures or invite cards
• Web pages made just for guests
• Social media content they can share

Members tend to know others like them—so equip them to become your outreach team.

3. Yourself

Yes—you and your staff are an audience too. So here’s the question: How is the church showing YOU mercy?

Ask yourself:

• Are you protecting your relationship with your spouse and children?
• Are you making space for rest, personal growth, and time with God?

Too often, pastors burn out or struggle privately while serving everyone else. But a healthy church begins with healthy leaders. That means personal development, spiritual renewal, and family priority aren’t luxuries—they’re necessities.

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The church is called to pursue an audience—but not just one. We’re called to love and serve all three:

• Those outside the church (your external audience)
• Those inside the church (your internal audience)
• And those leading the church (yourself and your team)

Let us help you discover your three audiences.