Marketing

"To be always relevant, you have to say things which are eternal."
-Simone Weil

Often misunderstood or mistrusted, marketing is not about turning your ministry into a "business"; it's about getting your message out to the people you want to reach. In teaching leaders on this subject at leading Christian conventions, we've seen an interesting phenomenon.

Often ministries say they "don't market" or "won't do marketing" —as if it's something bad—yet they are regularly sending out newsletters, offering products, advertising events, and sending promotional emails. They are indeed marketing their ministries every day, and usually with an ad hoc approach that lends itself to mediocre results, and sometimes even does more harm than good in the big picture.

Much ministry marketing underperforms because the well-meaning person doing it is chosen simply because he or she is a faithful worker or friend, a graphic designer, or perhaps had a little sales or writing experience. (These are good qualities but not necessarily good qualifications.)

Additionally, we still believe in metrics (systems of measurement) that allow us all to be better stewards of the resources we've been graced with. Fundamentals like market research, return on investment, sales, revenue, margins, and so-called market share are not words to shy away from, but they are tools for growth and accountability.

Frequent communications, telling your story well, wisely positioning your products and services—these are critical. Yet just sending newsletters or postcards and wondering if they are getting any results is a common occurrence that can be remedied with simple metrics within a good plan.

 

Marketing is both art and science, and there are many new tools you can utilize such as social marketing and viral marketing. We'll integrate your marketing plan with all you do and make it organized, effective, and easy to carry out. We'll help you reach more people, more effectively.

 

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