Organic? So you mean… biodegradable? “Save the trees” marketing? 

No… not even close…

Maybe a better way to describe what I am talking about is: fundamental.

I had actually started a blog on “Creating a Church Marketing Plan” and realized that I had not yet expressed the MOST important piece of church communications: relationships. 

One of the churches I am working on building a website for, Truth Community Fellowship, is a prime example of an organic church. They don’t do marketing in terms of mail campaigns or advertising. They market the heart. By creating healthy relationships among the body, God opens doors to new relationships in the community! When Christians are engaged in healthy relationships that means that they not only accept each other for who they are, but are confrontative and honest about their feelings. Its a natural way of building people’s trust. And trust is not something you can gain from a cheap, colorful postcard. It is absolutely something that has to be earned. 

So, tell me something more fundamental than trust? 

Marketing Communication Strategies 101

Ok, I know what you are thinking… this blog is supposed to eliminate your need to think for yourself, right? Hehe, yeah… right. I do want to provide you with good step-by-step strategies, but I cannot stress enough the benefit of your own creativity.

And don’t tell me that you are more of a “math” person, because if you are in the ministry world… I’d hope that you have some sort of passion. Not that algebra isn’t a passionate subject… but you get the idea. 

What does passion have to do with creativity? … EVERYTHING! I already know that most nonprofit leaders are entrepreneurs. But I also know that fire fuels new ideas. And guess what? New ideas fuel passion! Just thinking about the bigger picture can get you excited, motivated, and moving. You don’t have to have a specific purpose or reason for brainstorming… but it will keep you and your team from getting stuck in apathy. 

Here are some ideas to get you started on brainstorming: 

1. Plan regular brainstorming sessions with your staff. Your staff is more valuable than you may know!
2. Start by discussing problems or issues, then go into solutions. 
3. Throw out some really ridiculous, radical ideas that nobody would have thought of. This will help people be comfortable saying whatever is on their mind.
4. Talk about the people your organization helps. Tell stories and romanticize it. 
5. Create a mind map or some sort of flow chart (I am sure everyone has used these at least once in their lifetime). 

My partner and I have brainstorming sessions every day. We don’t always schedule them, and they aren’t always in a meeting… sometimes they are in the break room passing by. “Hey, Aaron… I have this idea…” Even if we don’t have time to use half of the ideas we come up with… at least they keep us energized! (And trust me, they sure help beat the 3:00 PM slumps). 

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I have to admit that I cringe a little when I think about the word “church” and “marketing” in the same sentence. Especially if we think of our convergence goal in terms of attendance numbers or the number of services offered. After all, Christ didn’t come to get us to fill our church buildings, He came to offer us a personal relationship with Him and to teach us how to love each other. 

With that said, I think the most important groundwork churches, ministries and Christian nonprofits can set is to make sure our hearts are in the right place, with a motive of love. I think the team at ChurchMarketingSucks.com said it perfectly with their mission statement: “The blog to frustrate, educate and motivate the church to communicate, with uncompromising clarity, the truth of Jesus Christ.” 

Another important piece of the groundwork is to really evaluate where you are in terms of marketing. Step into reality about your communications: Do you have branding and is it good? How does the community see and feel about your ministry? Can you answer the million dollar question: “What is your mission?” in one minute or less? Do you understand the people in the communities around you, and are you regularly communicating with them? (The Compassion by Design blog has a lot of really good ideas and information about how to reach your community.)

Now, you are probably thinking, “No problem, I know exactly where we are and what we need to do to improve.” But the truth is that most things are subjective, and you may not be able to see the big picture until you bring someone else into it. Find a trusted colleague, bring your staff together, or hire an outsider to help you see clearly. 

Now, let’s rehash: 

1. Evaluate your own heart and motive;
2. Do your own communications audit; and
3. Bring someone else into it 

These are just a few steps in laying the groundwork for your church marketing plan. Stay tuned as there will be more to come!