Being from an advertising and branding background I am always interested to hear of any book that tells you how to market your church. Over the years I have given advice to many a Christian organisation and church leader. My words have been based on experience and understanding of basic communication principles. Nowadays as a church leader I also have the position to see if any of it actually works! "Physician, heal thyself" seems to come to mind!
Strangely, I have some of the same hang-ups as other leaders when the word marketing is mentioned. We have probably all had some kind of negative response to a piece of printed or digital communication that comes our way masking itself as an ideal ministry partner, but ends up leaving the after taste of a thinly disguised commercial opportunity.
Our other fear is that somehow our reliance on the Holy Spirit takes second place to clever ideas or tactics to fill our pews. However God gave us brains and the gift of creativity, and common sense! Therefore, perhaps, we should look to redeem some of the 'worldly practices with a more generous view and see that maybe there might be some good in there somewhere.
To that end, my dear friend Richard Frank who leads All Souls in West London has mentioned a book on his church blog called Church Marketing 101. As you read down why not change the name to the church and see where you come out.
"Firstly, the distinction he makes between "lateral growth" (drawing in people from other churches) and "vertical growth" (from unchurched backgrounds). It's clearly the latter that's our key aim - we've no interest whatsoever in growing at other's expense. The question he poses for us is: "Do people leave a service at All Souls thinking: 'I wish my (churched) friend had been here - they'd have loved it!' or 'My (non-church-going) friend would have loved it!'?" Quite a difference...
"Secondly, though, he asks what sorts of things prevent people inviting their (unchurched or dechurched) friend along - he suggests six questions that are, consciously or unconsciously, being weighed up by church members. I wonder what you'd respond about an average service here - and how we could make things better for those who come - either of their own accord (as so many have over the last few years) or by invitation:
- Will my friend feel welcomed?
Hospitality - The atmosphere, nomenclature, and style of service should be inviting and not intimidating to the unchurched.- Will my friend fit in?
Comfort and compatibility - Like it or not, invitations and visitor comfort decrease when cultural gaps exist.- Can I feel confident that I know how the service will turn out?
Consistency - People need to know what to expect, because they will invite accordingly.- Will my friend get something out of it?
Relevance - The message should be relevant and powerful for people at all spiritual levels.- Will my friend understand it?
Understanding - Jesus taught through practical illustrations. The songs and message should be understandable for people at all spiritual levels.- Will anything that could seem strange to the unchurched be explained through Scripture?
Sensitivity - Scriptural actions should be carried out with clarity and considerate explanation."
Helpful stuff!
I can't really recommend the book myself until I have read it, but will let you know my thoughts in some later post.
ASD
