Mixing Marketing And Ministry
conferThe words “marketing” and “ministry” don’t always mix for church leaders. I have met many pastors and others in church or ministry leadership positions that adamantly challenge marketing done by churches. Sometimes it is outright dismissal…or even what I feel is disrespectful arrogance in rejecting it outright.
I agree, marketing often has a bad reputation. This is because of bad industry “apples” though isn’t it? Churches are known to have bad reputations too, no? Pastor’s have done wrong. Every profession has its icons of shame – doctors, lawyers, bankers, politicians – there are poor representatives and case studies in every profession.
So, why do churches often balk at considering the use of marketing plans, tools, and professionals in their ministries? Churches like any other organization need to communicate. They need tools to do that. Churches need to tell their story. Marketing facilitates that process. Marketing need not be sleazy, overly slick, contrived, or fake. In fact, the best marketing, when implemented professionally and strategically can be very transparent and authentic. When done right, marketing helps any organization – even a church communicate clearly and effectively. Isn’t that what every church should be doing?
Why I am so passionate about church marketing…
Over the last twenty years, I have seen so many well meaning churches and ministry leaders invest time, talent, and money into creating spectacular “events” to reach their communities for Jesus. Brilliant creative efforts have been integrated into programs to help people connect with God. However, all too often the marketing has been left to the last minute or neglected altogether. And do you know what has happened? I have seen many of these events fail.
I cannot tell you how many concerts, movies, plays, conferences, and conventions that I have attended where I am blown away by the awesomeness of the event but where I am left saying…this place should be full! There are so many people that should have been here!
The problem in 80% of these situations is that the organization behind the event failed to communicate properly. They failed to develop a marketing and communications strategy that would ensure maximum impact. Often this result is due to ignorance, arrogance, or plain and simple neglect.
It is bad enough when impact is not maximized but it is even more frustrating and heart wrenching to me when I find out the sponsoring church, ministry, or individual has lost money in the process. Every Christian even should minimally break even and I personally have no issue whatsoever if they make a profit that they can then re-invest in future outreach events.
I often hear that churches reject marketing because they do not have the money. Let’s have a reality check here…but you are OK with losing money on your concert, conference, or outreach? A little investment in marketing always results in that investment paying back. If you spend the money to properly communicate and get the word out so people can discover your event and plan to attend then it should be “full”. Get the word out in advance, to the right target market, through the right channels, with the right message, and your event should be full!
I would like to see every event full. I find it hard to believe that any ministry planing and investing in any event would not want to see it full. Am I wrong?
The Church Marketing Solution
Strategically plan, budget, and implement marketing into every event you create – right from the conception of the event. Oh, and get someone to “own” the marketing. Someone who is trained and knows what they are doing. Hire a professional if you do not have an experienced marketer in your church. I promise you…if you do, the event has a significantly higher probability of being full – so no one loses any money and so no one is left saying…this place should be full!
Now it’s your turn…am I on or off? Do you agree or disagree. Share your thoughts either way…don’t chicken out – comment below (please).
Image from andrewbaker! on Flickr
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