Should you market your ministry? That’s a big question, and the answer is “yes, but …” Marketing is a vital practice of every healthy church, but it does come with several pitfalls and obstacles.
What does it even practically look like in ministry, and how can ministry leaders approach marketing in a healthy way?
Marketing Is Ministry
First, it’s important to recognize that your church or ministry does some sort of marketing already, whether you realize it or not. The term marketing may carry a negative connotation as visions of commercials and advertisements cloud your head, but marketing itself is a natural (and vital) aspect of any church that desires growth and life transformation.
Should you market your ministry? That’s a big question, and the answer is “yes, but …”
Do you have a church sign on your property, post about events on social media, or send out mailers to the community? Do you have t-shirts with your church name or logo on them or an email list that allows you to communicate with your congregants via email newsletters?
All of these are forms of marketing.
Driving Growth
According to Forbes, marketing is “the practice of creating and capturing customer demand to drive enterprise growth.” There are a lot of business-y words in there that may feel strange to use in a ministry setting. But broken down, this definition means that marketing is all about effectively communicating with your community to draw them into a relationship with you by offering a solution to a significant problem or need.
In the church, this is the need for a Savior and a community in which to grow in relationship with God and other believers. So, the role of marketing in the church is to effectively communicate the gospel in such a way that people are naturally drawn into your church community because they want to connect with God and others.
In a church setting, marketing is being “witnesses … to the ends of the earth” (Acts 1:8) and sharing the good news of Jesus with those inside and outside the church building.
A church that thinks intentionally about its marketing will be more effective at drawing people into the kingdom of God. Marketing your church or ministry can lead to overall growth, greater community engagement, and increased impact.
How to Get Heard and Supported by Your Church Leadership
How to Get Heard and Supported by Your Church Leadership
How to Get Heard and Supported by Your Church Leadership
Where Do I start?
Recognize what marketing tools and strategies you already have in place. Remember that email list? What about the church sign out front? What other ways are you already communicating with your congregation and with your community?
After you make your list, categorize who those marketing efforts are reaching. Consider dividing each marketing effort into one of two categories: congregation and community.
The marketing efforts that reach your church members and people who are already familiar with your church (and who have visited at least once or twice) fall into the congregation category. Those in your community who may know about your church but have never stepped inside—the people who drive by your church on their way to work or people who don’t even know you exist at all—fall into the community category.
Next, choose a marketing approach that will best meet the needs of the target audience you are trying to reach. Sharing something with your congregation will require a different approach than sharing something with your community. Both have their place and value.
Some marketing efforts may reach both categories, but taking note of how many of your efforts go toward each one can help you evaluate efforts moving forward.
Consider all the avenues available for reaching those audiences.
A church that thinks intentionally about its marketing will be more effective at drawing people into the kingdom of God.
Some Examples of Marketing Your Ministry
Some forms of church marketing may include (but are not limited to):
Sponsorships or Collaborations with Local Businesses
Whether you ask a local business to sponsor or donate something to one of your events or your church sponsors a community event, find ways to get out into the community.
My previous church has hosted a booth and the family zone/kids’ area at our town’s local Fall Fest every year which draws in close to 50,000 people in 2 days.
Social Media Engagement
Use social media platforms to share about your church, not only posting about events and invitations, but also by offering encouraging and educational content too. You may also consider utilizing Facebook ads.
My church used paid Facebook ads to promote a drive-through nativity event one Christmas season. We had over 1,500 people from all over our community check “Going” on the Facebook event. On the night of the event, over 750 cars, each full of families, drove through our campus.
Educational Events
Hosting educational events like seminars and workshops about relevant topics can help you connect with new families and introduce them to your church.
When my church hosted a seminar on suicide prevention and care, the event yielded excellent results and new connections within the community.
Online Presence
Your website is a major marketing tool for your church. For many visitors, it will be the first impression they have, even before walking through your doors. Include a “plan your visit” or “first-time guests” page on your website that details all the common questions a new visitor may have and that invites them to connect with someone in person.
Also take a look at the reviews on Google and other online ratings for your church. How can you encourage church members to leave reviews about your church that encourage and invite potential guests to attend?
Personal Connections
Utilize email newsletters, personalized letters, or phone calls to connect with members individually. Look into sending postcards to your community inviting them to Christmas Eve or Easter at your church.
A Word of Caution in Marketing Your Ministry
Marketing may get a bad rap in the ministry world because it tends to draw us into a consumerism culture that always wants more and will do whatever it takes to get it. There’s a reason for that.
When given too much power or emphasis, marketing can have a negative influence on your leadership and ministry.
Stay hyper-focused on the message. Everything you share and post should align closely with your vision and goals of the church. Run marketing ideas and promotions through several people from a variety of ages and stages to ensure communication reaches everyone.
Be authentic in your messaging. Avoid exaggeration or misrepresentation of your ministry’s offerings or experiences.
Be careful of overemphasizing numerical growth. While growth is a positive indicator, it’s essential to avoid an unhealthy focus on numerical success. Quality of spiritual experiences and depth of connections should be valued and included in marketing strategy just as much as (if not more than) the number of people reached.
Guard against elevating a person or even the church itself over the gospel. Avoid using marketing to elevate individual leaders or the ministry itself above the message or mission of the gospel.
Guard against elevating a person or even the church itself over the gospel.
Final Encouragement
Marketing your ministry requires a delicate balance between visibility and humility, growth and authenticity.
By staying humble, regularly evaluating marketing strategies, and celebrating the impact of marketing efforts, leaders can effectively communicate in ways that draw people into their community and, ultimately, the kingdom of God.
When done with sincerity and integrity, marketing becomes a powerful tool for reaching and serving those in need.
