In an era of declining attendance, churches across the country are scrambling to embrace modern marketing tools: Web sites, podcasts, billboards and the like. But a backlash is forming, as critics argue that while these megachurch-inspired tactics fill the pews, they sometimes lead to a weakened Christianity and ecclesiastical bait-and-switch.
At the center of the debate is the Web site ChurchMarketingSucks.com. With more than 40,000 unique visitors per month, the site aims to “frustrate, educate and motivate” churches into communicating effectively in a religious environment. But it’s also a little tongue-in-cheek.
“If churches were doing what they’re supposed to be doing, they wouldn’t need advertising,” says the site’s founder Brad Abare. He contends that if churches were more active in the community and addressing its needs, they would grow naturally from the original form of marketing — word of mouth.
Church marketing is a highly controversial subject in many circles. But I think that’s only because it’s often done so badly. George Barna, the evangelical pollster, has been trying to educate church leaders about the topic for years, but misunderstanding still abounds. I especially appreciated the emphasis in this article on the need for truth in advertsing and not promising what you can’t deliver.
But the fact is that most churches do very little marketing, far less than they should. Few businesses want to rely just on word of mouth to grow their business; neither should churches. But in a world where we are constantly bombarded by hundreds or even thousands of ads a day, we need to find a way to be noticed and remembered. And placing a note in the Saturday paper listing the times of services definitely does NOT cut it.
David Handy+
I think one problem is that often other churches view marketing as “sheep stealing.” One year we did a community mailout inviting people to our Christmas Eve services. We then got a bunch of complaints from other churches that we were trying to poach their attenders and members. That certainly wasn’t the intent.
Jim the Puritan (#2),
I think you’re right that this is a fairly common perception, despite the fact that it’s totally bogus. So many churches have become entirely passive and no longer actively seek out and invite new people in. In such a case, they become highly vulnerable to losing market share in an open religious marketplace. After all, what has the slogan been for so many years, as popularized on the ubiquitous Episcopal signs you see around the country? “The Episcopal Church WELCOMES you.” Yep. That’s it. You take the initiative and show up at our door and we’ll welcome you. A very passive approach.
The fact is that well-fed, happy sheep can’t be stolen. They generally wander to greener pastures because they’ve been ignored, hurt, or they have outgrown the church they have been in and desire a new fellowship of travelers on the spiritual journey they are pursuing. I have no problem with that at all.
In any case, the Great Commission is to GO out and make disciples, not wait for them to come to us. Like the Master, our joy is to “seek and save the lost.” Who cares what other churches think?
David Handy+