Can marketing really bring new people to our church?

Written By Carly

You believe that all people can benefit from having a relationship with God and their fellow Christians.

So why are your pews so empty?

Belief and Church in the United States.

A Gallup poll conducted from 2011 to 2017 asked American adults if they believed in God. In 2011, 92% of those polled responded that, “yes,” they believed in God. However in 2017, only 87% responded positively about their belief in God. Also in 2017, a Pew research study found that 30% of Americans aged 39-49, and 29% of Americans aged 50-64, considered themselves as “Spiritual but not Religious.” 

The fact that a large majority of Americans believe in God has not translated to consistent nor growing Church attendance. According to Gallup polls conducted from 1948 to 2022, with 1000 respondents each year, there was a 35% decline in Church attendance among Protestants in that 74 year period. The study found that in 1948, 69% of Americans polled were Protestant, but in 2022 only 34% of respondents identified as Protestant. However, Catholicism remained fairly consistent over the 74 year study, with 22% of Americans in the poll identifying as Catholic in 1948, and 23% of respondents naming themselves Catholic in 2022. 

Can Marketing bring new people to our Church?

The answer is “yes,” but only if you have a reason for them to come. A 2017 dissertation from Andrews University in Calgary, Canada found that community outreach that involved health-related seminars or community service projects did successfully bring new members into the church community. Similarly, a book by British author Grant Mason, entitled, “Local Churches in New Urban Britain, 1890-1975” tracks the growing trend towards “secularization” among British society. The research pointed to the importance of dedicating significant resources to children and family ministries as a way to both sustain and grow the church in England. For example, if churches have preschool programs for Moms and Toddlers, marketing efforts aimed at bringing people to that program can be effective. 

Without specific, community oriented programs, blanket marketing outreach efforts may not be as effective as a church hopes. In fact, research also shows that the most effective way to bring in new people to church is through the personal invitation of existing church members to their friends who do not currently attend church. A 2012 study by Marion Stanton Webb found that attracting new members came through personal referral/invitation, whereas retention of existing members was more geared to the digital marketing realm. 

How can we start marketing our church?

First, your church leadership team needs to determine who they want to serve. Of course, as Jesus commanded, “Go, therefore, and make disciples of all nations” (Matthew 28:19), churches want to serve everyone in their community. However, without having a target ministry that serves a specific need or group of people in the community, both marketing and ministry efforts will be so broad that they end up serving no one. 

Second, engage your current members in both the target ministry and in outreach to new community members. For example, if your church decides that restoring run-down homes in your community is its target mission– through a partnership with Habitat for Humanity or your own version of that program– your current members can invite their friends to be part of that community service project. Through natural, positive interactions, existing church members can then invite participating friends to join them at a church service too. 

Finally, your church leadership can build a market-oriented culture. This can be done by fostering engagement and improving current members’ experience with your church through: regular digital newsletters; a user-friendly website; and social media. In particular, social media that features and “tags” members in their community service efforts can be rewarding for the members and a great way to call attention to your ministry to new audiences. 

If your church would like help building or executing a ministry marketing strategy, schedule a 15-minute exploration Zoom meeting with us!

Just email: carly@CreativeChurchCommunications.com 

Carly

Fostering Creativity through Music & Education:

Curiosity created Carly York. From her earliest childhood memories, Carly recalls reading books at every possible chance. In junior high school, her favorite event of the year was the public library’s used book sale. It is no wonder that Dr. York pursued this love of learning to earn multiple degrees and professional certifications throughout her career, including a Doctorate Degree in Education Leadership at Seton Hall University.

Creativity and spirituality called Carly to center stage. Early success in music performance propelled her professional career, helping her to earn both college and graduate school music scholarships. She began performing as a professional church soloist in Washington, DC, at age 18, eventually earning more prominent positions as a Choral Section Leader and Youth Choir Director during her graduate school days at the Catholic University of America. After earning her first Masters degree, Carly was privileged to be a K-12 Music teacher at International Schools in Beijing, China; Zurich, Switzerland; and eventually the United Nations International School in New York City. More than 25 years later, Carly is still working in Church ministry. Now she is sharing her management skills and experiences with churches to help them further their missions with magnetic messaging. Visit www.CreativeChurchCommunications.com .

https://www.CreativeChurchCommunications.com