Are you stuck on the content treadmill, constantly putting out new posts, videos, and emails—but struggling to see real engagement? You’re not alone. Many churches and ministries find themselves producing endless content, only to wonder why people aren’t responding.

Here’s the truth: Engagement doesn’t happen by accident. It’s the result of a clear, intentional strategy. That’s where the ART of Engagement framework comes in. This simple but powerful model helps you create content that actually connects with people and drives action.

The ART of Engagement stands for:

• Authority
• Relevance
• Trust

When these three pillars work together, you create content that people not only pay attention to but also act on. Let’s break it down.

Use The A.R.T. of Engagement Framework To Nurture Raving Fans For Your Mission

1. AUTHORITY: Show Them You Know Your Stuff

Authority is about establishing yourself as a trusted source of information. People engage with content when they believe the creator knows what they’re talking about.

The Three Parts of Authority:

• The Why – Explain why your message matters.
• The What – Clearly define what you’re offering.
• The Who – Present testimonials that connect the dots with successful outcomes to your expertise based into specific parts of your signature process.

How to Move from Assumed Interest to Real Influence:

Many churches and ministries assume that just because they put content out, people will engage with it. But that’s not how it works. Authority isn’t given—it’s earned. The key is to position yourself as a trusted voice that people actually want to listen to on matters that they care about.

• STOP assuming people are interested in what you have to say.
• START articulating the why behind your content—why it matters to them and why they should care.

What happens if you skip authority? If your audience doesn’t see you as a credible source, they won’t take your advice seriously. The only way to drive engagement is to resort to being salsey or using hype-based marketing. And who wants to do that?

2. RELEVANCE: Meet People Where They Are

Relevance is about making sure your content speaks directly to your audience’s needs, struggles, and interests. It answers the question, “Why should I care about this?”

The Three Parts of Relevance:

• Point – Case studies (very different than testimonials) show just how they used specific parts of your signature solution to solve similar problems that the audience currently face.
• Prove – Lead magnets that solve immediate problems for the audience as a sampling of what's the come if they engage with you.
• Publish – Deliver the message in a way that always reinforces your positioning properly in front of your audience.

How to Make Your Message Stick:

Too many organizations create content that’s broad and generic, hoping it reaches as many people as possible. But relevance comes from specificity—knowing exactly who you’re talking to and why your message matters to them. If you don’t connect to their felt needs, your message will get ignored.

• STOP focusing only on vanity metrics and numbers.
• START making real connections with people—treat them like individuals, not just a headcount.

How to make your content relevant:

• Know your audience. Understand their biggest challenges and questions.
• Speak their language. Use words, examples, and stories that resonate with them.
• Focus on felt needs. Address what’s happening in their lives right now.

What happens if you skip relevance? Even if you’re an expert, people won’t engage if they don’t feel like your content applies to them. They’ll scroll right past it.

3. TRUST: Build Relationships, Not Just Followers

Trust is the foundation of real engagement. If people don’t trust you, they won’t stick around long enough to hear what you have to say.

The Three Parts of Trust:

• Preach – Share what you offer to new and external audiences consistently.
• Reach – Actively engage with your audience, on repeat so they get indoctrinated with your message.
• Each – Focus on personalized journeis that build genuine relationships and positions you as a market of one.

How to Build Lasting Relationships, Not Just Followers:

Trust isn’t built overnight. It’s the result of repeated, meaningful interactions. If your audience doesn’t trust you, they won’t listen to what you have to say—no matter how good your content is. The key is to show up consistently, be transparent, and make them feel valued.

• STOP just instructing people on what to do.
• START equipping them with how to do it—show, don’t just tell.

How to build trust in your content:

• Borrow trusted relationships. Find opportunities to get in front of fully formed tribes that already have a trusted leader.
• Be consistent. Show up regularly so people know what to expect.
• Put them first. Focus on serving your audience, not just promoting yourself.

What happens if you skip trust? Without trust, even great content can feel a little creepy -- they feel imposed upon whenever you approach.  People may see you as just another organization trying to get something from them instead of becoming conversive whenever you show up.

The Power of Combining All Three: Authority + Relevance + Trust

Each pillar—Authority, Relevance, and Trust—is important on its own. But when you put them together, that’s when engagement takes off.

Here’s how the pieces fit:

• Authority + Trust, but NO Relevance → Your audience respects you, but they don’t feel like your message applies to them.
• Relevance + Trust, but NO Authority → They like what you say, but they’re not convinced you have the answers.
• Authority + Relevance, but NO Trust → You sound smart, but people aren’t sure if they can believe you.

When all three align, people don’t just listen—they engage. They become fully curious, captivated, and conversive.  And that's what we call the A.R.T. of Engagement.

Practical Steps to Apply the A.R.T. Framework for Your Nonprofit Organization

If you want to start using this framework in your content today, follow these precise steps:

1. Audit Your Content with Intent – Look at your recent posts, emails, or videos and analyze them through the lens of Authority, Relevance, and Trust. Identify which pillar is weak or missing.
2. Refine Your Message for Maximum Impact – Strengthen weak areas by adding testimonials for Authority, addressing felt needs with hyper practical and valuable help for Relevance, or finding more and new ways to reach new audiences for Trust.
3. Engage in Two-Way Conversations – Don't just publish content—actively seek out conversations. Ask questions, interact with comments, and use direct engagement to build relationships and trust.
4. Leverage Existing Networks – Find ways to get in front of audiences you aren't known in, but are lead by people you know -- by partnering with influencers, guest posting, or speaking at events to accelerate trust-building.

Final Thoughts

The ART of Engagement isn’t about producing more content—it’s about creating #ContentWithPurpose.

When you focus on Authority, Relevance, and Trust, your content stops being noise and starts making an impact.

Try it out, and watch your engagement grow.
If you need help applying the A.R.T. of Engagement for your brand, let's talk!