Church Marketing Article

Below is an article from Christianity Today (click here to visit the original article at their Web site). This is one of the better articles we have seen on church marketing as it provides information that is concise and meaningful. For more articles on church growth, we highly recommend that you visit Christianity Today.

Why Hide Under a Bushel?

Now's the time to tell the neighbors your church exists!
by Robert Rizzo

Two decades ago, you might have been kicked out of many American churches and seminaries for using the words "church" and "marketing" in the same sentence. Even today, many pastors and laypeople consider the concept of promoting a local church ludicrous. Even unbiblical!

But church marketing is neither. Indeed, common sense dictates that the only way a person can make an informed decision about where they will explore a relationship with Jesus Christ is if you tell them—clearly, compellingly, and often—what your church is all about.

Why Now?

For years, churches in America and around the world practiced an "if we build it they will come" approach to church marketing. They erected buildings and people of a particular denomination attended. However, in recent years, there has been a significant decline in the amount of emphasis placed on denominational affiliation. Many pastors are removing the denominational name from their churches in favor of emphasizing words like "fellowship," "community church," and "Christian center."

While this change was intended to make church more accessible, the loss of recognized "brand names" (Baptist, Methodist, Presbyterian, for example) has left churchgoers and seekers alike unsure of just what they'll be getting when they enter these more "generically named" houses of worship.

It is, therefore, critically important for a church to communicate its identity; and within that identity, communicate value. A potential churchgoer must perceive greater value in attending your Sunday morning worship service than sleeping, golfing, shopping, or washing the car. If you are communicating with the unchurched, the value should convince them to visit. If you're communicating with believers, your value should convince them to become members.

So what does a church marketing effort look like in the 21st century? Well, it all depends on how you answer several basic questions, beginning with cost.

Is Marketing Good Stewardship?

Many congregations erroneously assume that the return on investment of marketing is too low to merit the commitment of funds. Often pastors and lay leaders say something like, "Well, we tried that once and nothing happened." Which is the problem. They tried it once! Perceived image, awareness levels, and expressed value cannot be changed significantly as a result of a single marketing blitz.

Other congregations assume that any kind of church marketing is cost prohibitive. But remember: To not communicate who you are is also a form of communication. If a church does not aggressively manage the information that is disseminated about its ministry, it will be managed by hearsay! Aggressively managing information does not mean manipulation but rather clarification. What is the likelihood you would visit a restaurant without the slightest idea of what type of food it serves?

What Do We Have to Market? …

For starters, the greatest story ever told! And since the terrible events of September 11, many have been spiritually reawakened to find the Way, the Truth, and the Life. But in addition to the Gospel, you must market your own unique vision for community. And that means you'll need to know just what your own unique vision is.

Examine the ministries of the church and the ministry environment to determine why the church exists. While the answer might seem obvious, many congregations are often uncertain as to why they exist. A typical scenario might go something like this: An established church has had eight pastors with eight visions, and the new pastor has only been there three months. Research can provide objective data to help clarify this church's vision (see the "Keys" sidebar). And armed with such a vision, the church can focus its marketing energies on the audiences and activities for which it is uniquely gifted and equipped.

How Do We Reach Our Audience?

Once a church is clear about its purpose, it must identify its audiences. In a broad sense, churches are constantly communicating with four audiences: its core, the congregation, guests, and the broader community. Church marketing, then, represents the church's efforts to be intentional about its communication to all of these points of contact.

Once a church knows what it wants to say and to whom to say it, it is time to make a plan. The church should select marketing options that most effectively support the church's vision (while always weighing costs against the strategic impact such efforts will have on the church). And the communication tools to chose from are varied, and include direct mail, door hangers, theater slides, Internet, newsletters, weekly worship materials, billboards, directional signs, radio, television, etc. Choose the tool that most effectively communicates to your desired audience (and that is within your allocated budget).

Churches should produce materials that consistently communicate their purpose and vision in both words and images. And they should stick to their marketing plan (which should include objectives, deadlines, and campaign timeframe). Many congregations cannot resist the temptation to change their objectives nine months into the plan. Resist! Be consistent in timing, appearance, and message.

Great marketing should always resemble a dialog between two friends. Each time a prospect or member receives something from your church, it should be obvious who sent the communication. This allows the recipient to spend more time understanding the deeper meaning of the message and less time wading through layers of information to determine just who is talking to him or her.

Robert Rizzo serves a Texas-based church marketing firm as vice president.
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