Marketing is such a touchy subject when it comes to the church. Is it a sign of being a program-driven organization instead of the living, breathing organism that we’re called to be? Does it turn the church into a business? Does it compromise our integrity because it allows the loss of vision? This is all important to think about because of the potential consequences.
But in the process of trying to discover what you think about that, here’s the bottom-line that we have to continue to come back to and lead others to come back to: YOU are the best marketing tool for your church that there is. When I write that, this is what I mean – every single one of us are marketing all the time. By the way you dress, talk, behave…you’re marketing something. And the most phenomenal part about that is that if you’re a passionate disciple of Christ, you’re marketing the GREATEST message in the history of mankind. And you’re marketing it to everyone…everywhere. The message is IN you. How beautiful is that!
A lot of times we buy into the dysfunctional thought that it’s the job of a creative department to reach the masses. Or maybe it’s the pastor’s job; after all, he gets paid for this right? Or maybe the pastor thinks he doesn’t have time to reach people because he’s got a church to run – “that’s their job.”
We’re off when we think any of these thoughts. Each one of us is responsible for both the content and presentation of every message we send out. Every conversation we initiate. Every conflict that we step into. Every desperate person that we have the privilege to introduce to Christ.
There are no shortcuts in this process and no one to lay it off on. Think about how wonderful that is – YOU are the salt of the earth! YOU are the light of the world! Your light can’t be hidden – you’re marketing it all the time!
You are the salt of the earth. But if the salt loses its saltiness, how can it be made salty again? It is no longer good for anything, except to be thrown out and trampled underfoot. You are the light of the world. A town built on a hill cannot be hidden. Neither do people light a lamp and put it under a bowl. Instead they put it on its stand, and it gives light to everyone in the house. In the same way, let your light shine before others, that they may see your good deeds and glorify your Father in heaven. -Matthew 5:13-16 (NIV)
You market and He gets the glory. You promote and the attention is pointed toward Him! Does that make you feel unworthy? Does that make you feel like you can’t “market” the Lord in a way that would do justice to Him? Check this out:
But you will receive power when the Holy Spirit comes on you; and you will be my witnesses in Jerusalem, and in all Judea and Samaria, and to the ends of the earth. -Acts 1:8
It’s His power IN you. No matter what you think about formal church marketing, care MORE about the presentation of every message YOU send out! Especially considering that there’s really only one message that will matter for eternity…You ARE the marketing team. Let the world hear loud and clear! Be the church in action.
6 comments
Matt Markins says:
Apr 4, 2011
Tommy, I appreciate you writing this. This is an important topic . . . especially as we round into Easter as thousands of churches are preparing their mass direct mailings, social media campaigns, and radio advertising for resurrection Sunday. As one who has worked in marketing for a few years, I have given a lot of thought to this, and to be honest, my thoughts have transformed over the past few years as I reflect on the New Testament and the words of Jesus.
I think marketing can be “helpful” if it is an appendage to our strategy . . . but not the center/DNA of our strategy (which is to be rooted in scripture). I mean after all, if you have the greatest news ever, in the history of mankind, why would you not at least mail out a post card or brochure to the community around you to share this good news?
However, having said that, with the wrong church culture, and without careful messaging and planning, there can be negative consequences: like you mentioned – people feel like the church marketing team/creative team has all that covered . . . I just need to show up and enjoy.
Bottom line: What does the New Testament look like? Should the majority of our outreach dollars go into marketing/social media, or training parishioners to “be disciples” who are so passionate about Christ that they can’t help but to share their faith in Christ? It’s so easy to opt for the quick solution to pack more people in the seats . . . but is that really discipleship? Is that what Christ had in mind when he left this earth with 120 committed followers?
The timing of your post is really interesting to me personally because I was just talking with a friend about this last week. We can pack the seats with people and grow huge mega churches, but that doesn’t always equal “discipleship”. I think Mega Churches can be Wonderful . . . greatly beneficial to the Body of Christ! But I think the way they grow is important (in reading “Radical”, I find David Platt’s internal struggle on this interesting). After all, Willow Creek was brutally transparent in their 2007 release titled REVEAL – they spent a lot of $$ and a couple of decades packing the seats, but they realized after a lot of research that they were not producing “self feeders” (disciples outside of church).
What should we learn from this? Thanks for your thoughts on this post!
Jacob says:
Apr 4, 2011
Hey Matt, check out the book “The Trellis and the Vine.” It is really influencing my thoughts on this topic.
Ryan says:
Apr 4, 2011
I agree with Jacob. Matt you really need to check out this book, its very thought-provoking and challenging. Great article by the way Tommy. Very insightful.
Eva Moore says:
Apr 4, 2011
Very well written Tommy! I enjoyed reading it. I have been struggling with the idea of trying to not be “lukewarm” when it comes to my Christianity. I agree that it is on us all, members and pastors alike, to spread the good news and also to be a living example of Christs love so he shines through us and others see that. I think the area I need help the most in is speaking to others….I really let fear grip me too much. Your article and many other things recently are helping me to realize that I really need to be in constant prayer about this, I need God to knock the fear right out of me!
David Tonen says:
Apr 4, 2011
Well said. Christians recoil from “marketing” because they think marketing is “advertising”. Advertising is just one spoke in the wheel of what marketing really is…that is why there are university degrees in the subject. It is part art and part science, but at it’s core, marketing is really all about storytelling. All cultures are compelled by stories. Stories told well captivate and draw us in. We, the church, have the greatest story on the planet to tell – the life transforming story of Jesus. We should use every “tool” at our disposal to tell that story if it represents him well. We have to learn to become better storytellers!
I am a church planter and by far and away, the best marketing tool we have had has been our people (like you said). People who have experienced first-hand how Jesus changed their lives. I think our responsibility as church leaders is to disciple believers so they can begin to grow and mature in their relationship with Jesus and help them tell their personal story of how He has, and continues to, transform them. That story is extremely compelling in our culture which is desperate for a true story of hope, purpose, and peace.
Matt markins says:
Apr 4, 2011
Jacob & Ryan, thank you! Just read some reviews on this & bought a copy. Appreciate it.