Not all church marketing is good. Just like not all churches are good. There are churches that not only give church marketing a bad name; there are many churches that shouldn't be marketing themselves at all. Yet that's the case and it gives those opposed to church marketing plenty of material to beat up on the churches that choose to promote themselves. But not all church marketing is bad either.
Here's the thing:
- Good church marketing starts with pure motives. Without that, the church marketing naysayers are perfectly right in their protests.
- All churches are marketing themselves whether it's part of a strategic plan or not. A church has a reputation. The community has a pre-determined impression of what they think the church is all about based on the members they know, stories they've heard, where it is, what it looks like, or materials they have received in the mail.
- A healthy, growing church is not measured by the number of newcomers, but by the number of changed lives.
I can't speak for the motives of all churches just as those opposed to church marketing can't lump all churches together who market themselves. But I can speak for my church, of which I have been deeply involved for over 15 years. A church that is not about a religion, but a relationship. A relationship with Jesus Christ and relationships with His followers. A body of imperfect believers loving on each other and helping each other struggle with the issues of life. A church not about the money. A "plate" has never been passed and all tithes and offerings are dropped in a box at the back of the church. I've seen many lives changed over the years, small groups reach the unchurched and a community impacted for Christ.
Is my church a victim of modern marketing techniques? You tell me. The facility is non-traditional and worship music is contemporary. We have a worship band and the pastor incorporates PowerPoint and video. And without wasting a lot of time, just say that we do several other things that could possibly be viewed as trendy.
My question is…Why wouldn't I want my church to tell others about others about what a good thing we have going? And I'm not talking about the great worship, even though it is. I'm not talking about the great facility, even though it is. I'm not talking about ANY of the STUFF or THINGS. I'm talking about what God is doing in the lives of real people. I'm talking specifically what God has done in my life as a direct result of being involved with this church body. For many, it's about the change, the growth, the accountability.
Jesus and his band of disciples changed the world. They told the world how Jesus had changed their own lives and how it could happen for them too. A change for eternity. Jesus told them, "Go and make disciples." He didn't say, "Go and make a bunch of church members."
With the right motives, I think that just about anything is permissible in the church marketing effort. IF…the end result is not a huge church filled with unchanged people, but a church body growing daily in a deepening relationship with Jesus Christ.
Measure the motive and monitor the change, before condemning the methods. The motive behind church marketing must be changing lives.
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David A. Moore (@davidamoore)
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