When I sat down with Pastor Sherman Dumas from Kingdom Culture, he told me how 60% of their guests came from Facebook ads—and why they had to turn away 100 people on opening Sunday.
He first heard about ChurchCandy at a pastor’s conference and decided to try a different kind of outreach. What happened next surprised even him.
From Oklahoma to California: The Start of Kingdom Culture
Pastor Sherman says he didn’t start in San Bernardino; instead, he was living in Oklahoma, serving in ministry, when he visited his wife’s family in California. One day, her uncle pointed at the city and said, “God wants to do something powerful here.” That moment stuck with him.
As they were driving through the city, someone else made a comment—called it a bankrupt, broken place. Pastor Sherman recalls hearing God clearly in that moment: “Go there.”
So they did. He and his wife moved from Oklahoma to San Bernardino and started Kingdom Culture.
From One Campus to Two: Texas Expansion
Years later, Pastor Sherman says his wife felt strongly about being closer to her family in Texas. They prayed about it. It felt right.
He had always believed in the multi-site model, so launching a new campus in Cedar Hill aligned with their vision.
“We’re in Texas 75% of the time,” he says. “We do virtual meetings with our California team every week. They hold it down.”
He adds, “We launched five campuses before. We’ll do more. This model works if the foundation is strong.”
When I ask what he’d do differently, Pastor Sherman is clear: “I’d slow down. Build stronger. Make sure we’re not rushing ahead of the structure.”
He says launching in Texas while still investing in the California team taught him how to balance delegation, clarity, and systems.
Partnering With ChurchCandy
After hearing how other churches were using ads to reach new guests, Pastor Sherman got curious.
“We had done everything—door-to-door, mailers, local events. ChurchCandy gave us a strategy that worked week after week.”
He tells me that from launch day forward, 60% of first-time guests came through our Facebook and Instagram ads.
Opening Sunday? “We had 300 people show up. We had to turn away 100.”
Pastor Bryan Larson’s replant also saw 300 people on day one, proving that strategic outreach works for both new plants and revitalizations.
Stories That Matter
Pastor Sherman lights up when I ask about life change.
He tells me about Tracy. The ads kept showing up in her feed. At first, she ignored them. But something kept tugging at her. Eventually, she decided to visit the church.
“She told us it felt like God was calling her back, like something had been dormant in her was waking up,” Pastor Sherman recalls.
Tracy came in hesitant but left hopeful. She kept coming. She got involved. She told the team that for the first time in years, she felt purpose.
Her grandmother started coming too. Now they both serve. Tracy helps with local outreach—supporting schools, encouraging first responders, and being a visible presence in the city.
“She’s one of our strongest connectors now,” Pastor Sherman says.
Personal Touch and Retention
Pastor Sherman says what happens after getting people in the door matters most.
They’ve built a full follow-up system for first-time guests. Each person gets a personalized video within 24 hours of their visit—sometimes from Pastor Sherman himself, sometimes from key leaders.
They also send thoughtful DMs, email check-ins, and handwritten notes when possible.
“People feel noticed. That’s why they come back,” he says.
They don’t just thank guests—they ask how they can pray for them, invite them into small groups, and provide clear next steps.
Who They’re Reaching
I ask Pastor Sherman what kind of people are coming in.
“It’s not transfer growth. We’re reaching people who haven’t been in church for years—or ever,” he says.
Many are single moms, blended families, young couples, and people coming out of hard seasons.
“We’ve had people walk in who said they swore they’d never step into a church again. And they stay. Because they feel seen here,” he adds.
They’ve also seen families return to faith together. People who grew up in church but drifted.
“Follow-up is everything,” he tells me. “We send personalized videos and messages. People feel noticed. That’s why they come back.”
City Chapel in Texas uses the same strategy with consistent weekly follow-ups.
He says many visitors had left the church, or never attended at all. But now they’re showing up, engaging, and staying.
Pastor Ken Bennett used a detailed follow-up system to grow from 150 to 600 in six months.
Advice for Pastors on Digital Outreach
Some pastors still question digital ads. Pastor Sherman understands.
“Everyone’s online. You gotta meet them where they are.”
He’s had people ask why it costs money.
I share what I tell pastors often: “Would you expect your staff to work for free?” My team, like Dustin, is full-time. I asked him that once. He laughed.
Pastor Sherman agrees—systems require investment, not for vanity, but for reach.
Words for His Younger Self
As we’re wrapping up, I ask what advice he’d give his younger self.
He pauses, then says: “Innovate. Don’t just follow patterns. Let the Holy Spirit lead you.”
He believes churches grow best when they lean into their distinct calling.
Final Thought
Kingdom Culture continues to grow through focused outreach, strong leadership, and a clear mission.
If you’re interested in how other churches are adapting to digital outreach, check out my conversation with Pastor Bob Moya of City Chapel.
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