The Best Congregational Marketing Ever
by Rev. Mark E. Tidsworth, Founder and Team Leader
"What matters is not the size of the church or the slickness of the programming. What matters is that those who come find a ministry and relationships worthy of spontaneous word-of-mouth recommendations." —Larry Osborne, in Sticky Church
“Is this what Jesus gave his life for?”—Minister commenting on the way his congregation spends its energy and time
Before we even discuss marketing, a more primal question needs addressing. What are we really about in the Christian Church? Vitalized congregations are fascinated with the person and teachings of Jesus Christ, committed to aligning with the Way of Jesus. When this happens, with people authentically investing in this journey, they can’t stop talking about it. Others want to be a part of this journey when they observe the energy, vitality, and even the struggles of authentic Jesus followers. These congregations focus on the intersection of life, God, and people; discovering mystery, power, and transformation. The disciples involved naturally describe their experiences with this congregational faith journey to others. Human beings alive in the Way of Jesus… the best marketing for God’s Church ever.
But what if the disciples in a congregation are reluctant, hesitant, or just not interested in talking about their congregational faith journey? Then we need to ask what that’s about. Here are some of the answers we hear in our consulting work:
I’m embarrassed at how out of touch our congregation is with the reality of the world. I’m not sure I want to expose my unchurched friends to this.
Our church is answering questions no one outside the church is asking.
The negative and bitter attitudes of my church peers about issues of the day would surprise and discourage my other friends.
Our worship experience is so complex, it’s like Greek to those unfamiliar with church culture.
Our worship experience is so dry, brittle, and boring that I don’t want to discourage my friends who want a spiritual experience with God.
Our unwritten dress code is an obstacle to people used to dressing down on weekends (and in their professional lives).
My unchurched friends don’t have the patience and toleration it takes to learn the church culture… with its language, relationships, norms, and bureaucracy.
It’s too much work for the average outsider to become an insider in our church.
We could go on. Most disciples don’t actually say these statements out loud; at least until they have a safe space to do so. But when they see it this way, they are not going out of their way to involve people they like in their congregation’s life. Congregations who resemble the statements above have some house cleaning and home improvement work to do.
Fortunately, we hear many other statements from vitalized congregations. When disciples start talking THIS way, then you know they want their friends to experience what they are experiencing.
When we worship, I sense God’s presence. I have an authentic spiritual experience most of the time when I worship with our church.
Participating in this congregation’s life stretches me… I’m a better person because of my involvement with this church.
I’m allowed to bring my spiritual questions, and still be accepted in this church. There is a culture of openness to sincere spiritual seeking and theological exploration.
This is a group of people who doesn’t just talk about changing the world. Our church rolls up its sleeves and makes a difference in our part of the world.
These are people to ride the river with. We are sharing life’s journey together, with a real sense of connection and community.
Our church challenges me to live out the teachings of Jesus Christ, not just wait around for heaven.
When congregations focus on pursuing authentic faith, aligning with the Way of Jesus, then something remarkable happens. Organic, spontaneous, unplanned “marketing” happens. People want their friends to experience this, with the best church “marketing” plan ever rising up and taking shape. Then, churches are positioned for making excellent use of websites, social media, and all the other networking tools available. When vitalized, these tools are icing on the cake. When spiritually depressed, these tools have a bait and switch effect… unable to deliver what’s promised.
So, first things first friends. May we constantly align ourselves and our churches with the vitalizing, winsome, and transformative Way of Jesus this day and ever more.