Will A $20 Million Dollar Church Marketing Campaign Be Effective?

By David Tonen • May 7th, 2009

Yesterday, May 6th, 2009 the United Methodist Church in the United States launched a $20 million dollar campaign (to unfold over the next 4-years) called Rethink Church.  The centerpiece is the web site 10ThousandDoors.org.  This site intends to support an ongoing spiritual conversation primarily targeting the 18-34 age demographic .

“The campaign aims to spark a global conversation around the rhetorical question, “What if church were a verb?””

I like the “spirit” behind this as church and spirituality are supposed to be active beyond the Sunday morning church service.  The UMC states:

“It will demonstrate how United Methodists are engaged in the world around us, and invite seekers to participate in the United Methodist mission of making disciples of Jesus Christ for the transformation of the world.”

A blog I regularly read (Read Write Web) had a post today by Jolie O’Dell where she writes:

“Churches aren’t the first organizations that come to mind when you think about intelligent adoption and incorporation of social media.  Nevertheless, many feel that if there was ever an organization in need of modern relevance, the Christian church in America is it.“

She is right, churches are seldom seen as being current at integrating technology let alone being on the cutting edge.  In this regard, the 10,000 Doors campaign is implementing a well done and relevant campaign.  It is supported with mass-media advertising and it’s excellence will get noticed.

WonderCafe.ca

The UMC initiative is similar in concept (though pushing to be more active) to the  WonderCafe.ca site by the United Church of Canada as part of its 4-year, $10.5 million dollar Emerging Spirit Campaign launched in late 2006.  Their campaign was also designed to reach a similar demographic and involve them in a dialogue of relevant spirituality and encourage them back to church for a re-birth of their spiritual journey.  I did search for some information on whether this campaign has any statistics on its success.  The best I could find was a Wonder Cafe Best Practices page on the United Church of Canada web site which shares how local congregations have leveraged the branding of the ads and brought the campaign down to the local community level.  There are some interesting and creative applications!  The WonderCafe.ca site according to Alexa has seen visitors spend less than 2 minutes per visit on the site and they visit less than 2 pages on average.  That doesn’t imply an active/engaged usage of the site in my books.

Should Churches Advertise This Way?

Remember, I am a proponent of church marketing but I have to ask…is this an effective way for church denominations to spend multi-millions of dollars?  Does it make a difference?  Are local churches going to see a resurgence of this demographic in church?  Does this passive approach work?  Do these type of web sites engage this generation in discussions on spirituality?  Are people going to put faith inaction because of these initiatives?

Clearly I do not have the answers…and I have many questions.  I tend to lean more against this myself.  I love the social media integrated approach because I really think that it is the most creative marketing available today.  I still feel more passionate about a relational campaign that gets church people sharing their faith within their circle of influence.  I hope both denominations will do some sort of a post campaign analysis that they publish – so churches can learn from their expenditures.

To conclude, here is a video advertisement that launches the campaign.

Please share your thoughts…give your 10 cents on these multi-million dollar church marketing campaigns!

Comments(14) Advertising, Canada, Marketing, Media, Ministry, Social Media
  • George Faddoul

    Good intentions however, how is it beneficial to the hungry people in Africa for example.

  • George Faddoul

    Good intentions however, how is it beneficial to the hungry people in Africa for example.

  • http://navigateyourmarketing.com/ David

    Well George, you certainly ask a valid question too! Is this the best way to spend money when there are so many real needs in our communities and around the world?

    One perspective, and that would be what the video would advocate, is that more people living out their relationship with God throughout the week will indeed help the poor as the church is mobilized into action…true if this campaign has the effect the churches hope it will.

  • http://navigateyourmarketing.com/ David

    Well George, you certainly ask a valid question too! Is this the best way to spend money when there are so many real needs in our communities and around the world?

    One perspective, and that would be what the video would advocate, is that more people living out their relationship with God throughout the week will indeed help the poor as the church is mobilized into action…true if this campaign has the effect the churches hope it will.

  • http://www.christianjava.wordpress.com Roland Thomas Gilbert

    I think this is an excellent campaign that can inspire a new level of interest and exploration of spirituality among those … perhaps far from God. Beyond that, I also think it’s less about the money spent and more about how this campaign can be used in a powerful way, through the infinite resources of the Holy Spirit.

    If even one person of significant influence were motivated, convicted by a move of the Spirit, only God knows the eternal Kingdom impact it will have.

    These are eternal investments that no one can put a price tag on. I say respond in obedience to God’s calling, bathe the project in prayer, spend some money, and watch Jesus Christ penetrate into the hearts and minds of people all over the world.

  • http://www.christianjava.wordpress.com Roland Thomas Gilbert

    I think this is an excellent campaign that can inspire a new level of interest and exploration of spirituality among those … perhaps far from God. Beyond that, I also think it’s less about the money spent and more about how this campaign can be used in a powerful way, through the infinite resources of the Holy Spirit.

    If even one person of significant influence were motivated, convicted by a move of the Spirit, only God knows the eternal Kingdom impact it will have.

    These are eternal investments that no one can put a price tag on. I say respond in obedience to God’s calling, bathe the project in prayer, spend some money, and watch Jesus Christ penetrate into the hearts and minds of people all over the world.

  • http://navigateyourmarketing.com/ David

    Thanks Roland, I appreciate your comments. I guess it is easy to get “distracted” by the amount of money in this campaign isn’t it? Works out to $5M per year but it is an “international” campaign. When you look at the reach of it and break it down a little more – what cost can we say is too high for the changed eternal destinies and world-wide impact/influence of untold numbers of people reconnecting with God?

  • http://navigateyourmarketing.com/ David

    Thanks Roland, I appreciate your comments. I guess it is easy to get “distracted” by the amount of money in this campaign isn’t it? Works out to $5M per year but it is an “international” campaign. When you look at the reach of it and break it down a little more – what cost can we say is too high for the changed eternal destinies and world-wide impact/influence of untold numbers of people reconnecting with God?

  • http://navigateyourmarketing.com/ David

    This topic has generates some strong feelings. I have received several comments via Twitter, E-mail and Facebook:

    “When a church relies on money to add to it, I think it has denied the concept of Acts 2:47. I don’t suggest we not spend money, but your example suggests waiting on God has been dispensed with.”

    “Interesting video! Does their concept of church have anything to do with God? Jesus Christ? I seemed to miss that somewhere….

    I loved your response. I think you were right on the button…especially in light of you being a marketing guy. Good balance.

    Acts 2:41 where 3000 were added in one day. The best marketing is spirit-filled people being obedient to the call of God to reach out to those around them. They didn’t even have any road signs or a webpage. My guess is these $20 million campaigns probably won’t result in 3000 being added and definitely not in one day. So a primary focus should never be marketing to grow the church. Marketing is simply a tool to let people know you’re there and to build recognition so when people are searching they’ll think of you.”

  • http://navigateyourmarketing.com/ David

    This topic has generates some strong feelings. I have received several comments via Twitter, E-mail and Facebook:

    “When a church relies on money to add to it, I think it has denied the concept of Acts 2:47. I don’t suggest we not spend money, but your example suggests waiting on God has been dispensed with.”

    “Interesting video! Does their concept of church have anything to do with God? Jesus Christ? I seemed to miss that somewhere….

    I loved your response. I think you were right on the button…especially in light of you being a marketing guy. Good balance.

    Acts 2:41 where 3000 were added in one day. The best marketing is spirit-filled people being obedient to the call of God to reach out to those around them. They didn’t even have any road signs or a webpage. My guess is these $20 million campaigns probably won’t result in 3000 being added and definitely not in one day. So a primary focus should never be marketing to grow the church. Marketing is simply a tool to let people know you’re there and to build recognition so when people are searching they’ll think of you.”

  • http://www.fishhook.us Evan McBroom

    People draw lots of conclusions in a vacuum. I know I do. Some I see in the comments suggest that we may have the idea that this is some sort of stand-alone effort. That the ONLY parts include TV ads and a Web site. Don’t know for sure, but I’d be surprised if this “campaign” was the only piece of their puzzle. I wonder what else they might do? My guess is there will be much more to support this at the local church level than just a series of ads and a web page. Just a hunch. (actually, I was involved in a very, very small way in a tiny piece of the puzzle so I know there is church level support to help congregations act upon this and meet the needs of their local community – to be the Monday-Saturday church too.)

  • http://www.fishhook.us Evan McBroom

    People draw lots of conclusions in a vacuum. I know I do. Some I see in the comments suggest that we may have the idea that this is some sort of stand-alone effort. That the ONLY parts include TV ads and a Web site. Don’t know for sure, but I’d be surprised if this “campaign” was the only piece of their puzzle. I wonder what else they might do? My guess is there will be much more to support this at the local church level than just a series of ads and a web page. Just a hunch. (actually, I was involved in a very, very small way in a tiny piece of the puzzle so I know there is church level support to help congregations act upon this and meet the needs of their local community – to be the Monday-Saturday church too.)

  • http://navigateyourmarketing.com/ David

    Hey van, thanks so much for your insights. I agree, that there is certainly a local level support initiative. The only way to make it work would be to tie it to the local congregations to support the initiatives they put in place. Effective marketing always is multi-pronged and I do think they will leverage that as much as possible.

    On one level it seems like a lot of money. On another level it is an exciting way for a denomination to rally its member churches towards reaching out to the communities around them. I for one pray that this campaign will be an overwhelming success and many lives will be changed as a result!

  • http://navigateyourmarketing.com/ David

    Hey van, thanks so much for your insights. I agree, that there is certainly a local level support initiative. The only way to make it work would be to tie it to the local congregations to support the initiatives they put in place. Effective marketing always is multi-pronged and I do think they will leverage that as much as possible.

    On one level it seems like a lot of money. On another level it is an exciting way for a denomination to rally its member churches towards reaching out to the communities around them. I for one pray that this campaign will be an overwhelming success and many lives will be changed as a result!

« | Home | »

  • Get My Articles Sent To You for Free!

    Add to Reader

    Subscribe to receive my marketing articles via an
    RSS Reader


    Subscribe to Navigate Your Marketing by Email

  • Follow David on Twitter

  • Articles This Month:

    May 2009
    S M T W T F S
    « Apr   Jun »
     12
    3456789
    10111213141516
    17181920212223
    24252627282930
    31  

  • Articles in Past Months

  • Blog Categories

  • Communities:

    Alltop, all the cool kids (and me)