- Praise God
- Please be praying...
- What Every Church Needs to Know about Marketing: Final Thoughts: If you don't pass the people test, nothing else matters
- What Every Church Needs to Know about Marketing: Part 3: Marketing is about People
- What Every Church Needs To Know about Marketing: Part 2: Marketing is Everything
- Getting Your Current Members to Invite Friends
- Through the eyes of a visitor
- Encouraging progress
- Please be praying
- Bootstrap Faith
- Know Our Hearts?
- Seldom Read But Always Evaluated
- Creating an Experience
- The Bond Between Music and Design
- The Church Exposed
- The Value Principle
- The Nike Effect: Part II
- The Nike Effect: Part I
- Starting New This New Year
- Christmas Revelation from Charlie Brown
- The Video: Speaking Starbucksian
- And The Winners Are...
- The Video: A Treasure Hunt
- The Video: We're Not Like That Church Down The Street
- The Video: Signs of Neediness
- The Video: Death to Papyrus and Comic Sans!
- The Video: Inconsistent Artwork
- A Thanksgiving Thought
- The Video: The Culture Crime
- The Video: Reserved for Barista
- The Video: Real Men Love Java
- The Video: Marketing is more than you realize
- The Video: The purpose of the video.
- What If Starbucks Marketed Like the Church? A Parable.
- re-Branding on Momentum
As a marketing person, you would probably assume that I am pro-promotion, right? Meaning, that I think the answer for more growth is found in advertising. Well, the truth is that I am pro-promotion…when you’re in a place to promote yourself. There are a lot of people out there today that misconceive what marketing is all about. It’s about building a bond between you and those you’re trying to reach. And as a result, I challenge that for most churches, the best marketing is not to advertise at all—not until they’re ready. Most churches are not ready because they aren’t connecting or "bonding" with visitors well enough to get them to come back.
In the video, What if Starbucks Marketed Like the Church, one of our baristas made the comment that they plan to do a direct mailing "that will solve everything". The only problem is that the experience that this fictional Starbucks provided was actually keeping people from coming back. The other barista said himself that visitors rarely came back. I see it time and time again. A struggling church sees a thriving church do a mailing and decides, “we should be doing that too. That will solve our problem.” Think about it this way: That’s the same logic as the young couple that fights all the time and thinks marriage will solve all of their relationship problems.
Direct mail, like getting married, doesn’t solve problems; it brings them out and intensifies them. If you aren’t retaining visitors, when you send out a direct mailer, all you are doing is inviting people to come in and see why no one wants to come to your church. On the other hand, if you have a healthy church—one that is thriving on its own, direct mail can enhance your growth just like marriage enhances a strong relationship.
I recently was consulting at a church that had spent tens of thousands on advertising the year before we arrived. When we worked with them to diagnose their current situation, one of the things we saw was that about 4 out of 100 visitors were returning. Thank God for the 4, but that means that 96 people out of every 100 were casting a "no" vote about their church. With their increased advertising, they were increasing the rate that 96% of the community was turning them down. Give them a few more years of this and everyone in town will have visited and summed up that church as one that nobody wants to go to. Needless to say, my team and I helped them shut down the advertising and are working with them to build an atmosphere that fosters growth—in numbers and in spiritual depth—while keeping their core values in tact.
You won’t win them all. A healthy church will experience 20-30% visitor retention. Growth should be organic first and foremost. It should be the response of changed lives inspiring others to experience change. Word of mouth has been and always will be the best advertising that exists. If you’re not hitting these numbers, it’s time to look introspectively.
In the meantime, start asking yourself, what is it that’s making visitors not return? Take the energy and effort that you would put into a direct mailer, or promotional plan, and apply it to things that will cause organic growth. Focus on the relationship first—once you’ve got it solid, then you can start talking about the marriage.
If you’re interested in more resources about building an atmosphere that fosters growth, start by reading my book, ChurchMarketing 101. There are several chapters devoted to it.
© Richard L. Reising