Church Marketing Sucks

There’s a book that recently created a ripple in both the business world and the church world. You may have heard of it… it’s called Rework, by Jason Fried and David Heinemeier Hansson, founders of 37signals.

37signals is arguably one of the most influential web software companies that’s out there, and they earned their way to the top by breaking all of the rules. They are the brains behind the project management tool Basecamp, contact management software Highrise and collaborative tool Campfire. Many churches use these tools and one church even used them when hiring a pastor.

37signals’ first book, Getting Real, focused on how to develop web applications, and their newest offering provides insights and ideas on how to run a business, market, and change the way people work.

While Rework is written to business leaders and entrepreneurs, it offers a lot of practical insight for church leaders. I did series of blog posts on my own personal reactions to Rework including “Reworking Church Communications” for church communications people.

I’m convinced this book is a must-read for any church leader who wants to lead effectively, work smart and make a greater impact.

There were a few specific insights on marketing from Rework and I’d like to share one of them with you and challenge as you consider your church’s marketing efforts.

It’s this simple idea: Everything your church does is marketing.

Marketing isn’t a line item in your budget or a function of your church communications department. It’s not the special mailers you make for Christmas or Easter or even what you invest into radio or TV ads. Marketing, as Fried and Hansson, put it, is the sum total of everything you do.

• Every phone call a staff member takes is marketing.
• Everything you write for your church web site is marketing.
• Every usher, greeter and children’s worker is marketing.
• Every word your pastor says [or doesn’t say] is marketing.
• Every e-mail interaction someone has with a member of your church staff is marketing.
• Every person who attends your church is marketing.
• Everything your church does is marketing.

The challenging part of all of this is how much of it is out of our control.

We can try to manage perceptions, set standards and expectations, and create compelling media and slick brochures, but it’s everything everyone else does that truly markets your church.

Church marketing is a team effort that’s not on the shoulders of a single person or department in your church, but the collaborative efforts of everyone (paid staff, volunteers, and attendees) that ultimately defines your church marketing.

Your brand isn’t something you own, manage or design… it’s what’s formed in people’s minds as they interact and engage with your church.

What message are the experiences people have with your church communicating? What does your marketing say about you and your church? What the different aspects of people’s experiences with your church that need to be reworked? Is there a disconnect between what you say and what people experience? Where are the gaps in your marketing?

Feeling challenged yet? Pick up the book and read more.