Media Outreach

So we can all agree that the church has a few unpleasant stigmas, according to unbelievers. Boring. Judgmental. Irrelevant.  In order to seem fun, accepting or relevant, some churches strive to market themselves in a way that is appealing and/or defeating of the preconceived notion.

Church Marketing Sucks recently released an article about a gentleman that attempted to portray his church in a different light.  The pastor, Adam, wanted to run a campaign that would “play off of [a] shared experience”, or the stigmas of the church.

“To create the buzz, they sent out 120,000 mailers. One featured a church in the rear-view mirror of a car, another featured simple text about their church, a third read, ‘God Doesn’t Care,’ and a fourth had the text, ‘Church Sucks. Or at least we thought so.’”

Instead of drawing a crowd as originally anticipated, the campaign instead opened the door to a slew of Christian hate-mail and phone calls.  In fact, “they underperformed on expected launch attendance by 75%.”

So what is the point?  Don’t try new things? Don’t try and push the envelope?  Perpetuate the stigma?

No.

While we fully support creative means to reach a new crowd, we must remember that our fight for visitors is not against other churches, but rather, against the busyness of life.  As quoted in the article, Michael Buckingham said,

“Messages like this simply perpetuate people’s negative view of church, cast a negative message and come across as self serving.   While you’re trying to say that you’re trying something new you’re main message just points out how other churches aren’t. Remember, we’re in this together. This isn’t about being the best church, this is about finding the best way to share Christ.”

The church should always seek to be innovative and creative in how it reaches new people.  As Rick Bezet put it at the Dirt Conference this past week, “If you’re not willing to change anything then you probably aren’t creative.”

Cultural and technological shifts happen everyday, determining how we distribute our message.  But the message itself does not change.

I found the high point of the article at the very end.  Joshua Cody shares some great ideas for churches to “differentiate” themselves.

• “Instead of beginning services immediately, begin with concerts or events. Hold these monthly with great music, great production, etc. to let people know this won’t be like the church of their childhood.
• Say you won’t launch your church until $100,000 has been raised for your community. And don’t back down from your goal.
• Go door-to-door. Leave no house unvisited. Ask them their biggest needs right now, and never mention your church. Then get back together and figure out how, as a church, you can start meeting those needs.”

Of course, make sure your website is worthy of all the attention your efforts will attract to it.  Studies show that 85% of people will visit your website before attending your church.

As my husband and I help our friends start a church, we’ll be seeking new ways to reach people.  Do you have any great ideas to share?  Please post them below!  I can’t wait to see them.

Photo by BillyRowlinson