Marketing the Church

This is a good book. Today many pastors and church leaders try to seperate the business aspect of the church from the church but that is impossible and it is not being a good steward. Many churches die because the leaders dont know how to handlle staff, finances, or marketing and hence end up in a plateau and then death. Learn and grow.

This book is based on a concept that many, particularly conservative Christians, would find shocking, deeply disturbing, and some would even say blasphemous or heretical: some things that are not expressly discussed in the Bible can help bring the message of the Bible to those who have not heard it. Sounds foolish, but that is the reaction of many people to this book. They get caught up on terminolgy such as "marketing", "product" and "selling". If new "Christian" terminology were substituted they would have no problem. However, Barna chose not to "reinvent the wheel". The purpose and goal of "marketing" is to make someone aware of the existence, qualities and benefits of something. For convenience, marketers refer to the "something" as a "product", whether it is a physical object, a service, or even just a concept and not something actually "produced". In a church context the church's "product" is teaching, preaching, ministering, etc. In its most fundamental sense, "selling" means convincing the "buyer" to accept the "product", even if there is no money involved. Barna shows how basic marketing techniques can help a congregation more effectively inform the public of its existence, of what that particular congregation has to offer (e.g., clergy who speak a foreign language). Churches realized long ago that they need to use business techniques such as maintaining proper accounting records, preparing budgets, facilities management, church bulletins, maintaining insurance coverages, etc. Barna shows that every church does *some* form of marketing, even if it is only by word of mouth, and that a church can do much more *effective* marketing if its leaders understand the basic concepts. THE MOST IMPORTANT THING to understand about this book is that it is NOT about theology, preaching, etc. It is about METHODOLOGY, not the CONTENT of the message. It also is about "marketing", not "selling". He does not get into things like, "10 Effective Sermons to Reach the Lost", "Asking for a Commitment", or any such things. Although this book was written in 1988, marketing concepts have not changed and the basic concept has only slowly made its way into the Church. Although specifics have changed a bit, e.g., including a website as part of the marketing strategy, the basic concepts discussed are just as relevant today as when the book was written.

Like Paul realizing the need to shape the message without bending the truth, to learn to speak in a way which will be listened to, George Barna's "Marketing the Church: What They Never Taught You About Church Growth" has much to teach the modern church.Controversial when it first came out, clergy and other church leaders are discovering how every interaction with the public is communicating something about the church. Whether it is the sign in front or the door to door evangelism, and even a small ad announcing next week's sermon, that is marketing, and is not an unholy idea. When you created those things, you thought about the people who would be seeing them, and applied what you knew.Barna shows what marketing really is, and how it can help remove the roadblocks from people coming to a church. Pastor Bill Hybels at the megachurch, Willow Creek in IL, knows this stuff and has seen plenty of growth--and plenty of new believers! Barna is an evangelical, with a conservative base, and his book stats true to this.He explains carefully the principles behind the term marketing. He knows it is a daunting word, and that some people can and have abused marketing within Christendom.He emphasizes knowing your market, and that you don't need fancy statistics to get the job done. You know your neighbor.One thing which Barna challenges the reader to do--and church leaders at large--is to articulate and write down what they know. The sum of what they know is probably large, but when it written, it can be organized, and from that, strategized.The strategy is the book's strength. Using gifts as provided by the Lord, church leaders draw from their resources and build a marketing plan. Barna is certain to point out this job is bigger than the pastor, but will require many people if things are to be carried out well.Fundamentally, Barna would agree, that a church marketing plan is merely applying the church's mission statement into several steps. If you want to bring together another 200 people each Sunday, and you have currently 100, how will this happen? Newspaper ads? Flyers? Radio commercials? Special events? All of the above? Do you know why people your neighborhood don't want to go to any church? Are there needs you can meet?I feel as if this little book can revolutionize how a church can think about the neighborhood around them, and build great hope for church growth with integrity.I fully recommend, "Marketing the Church: What They Never Taught You About Church Growth" by George Barna.Anthony Trendl

My Pastor gave me this book when he joined our church in the late 80's. Up until that time anytime I shared my insights about applying my professional marketing training to the work of the church I was reminded that marketing was for salespeople and not applicable in the church. I remember weeping with joy when I recieved Barna's book. I actually had the affirmation that the gifts I brought to the table could be used to administer Christ's blessing. Barna is a master researcher, if you are interested in what works and what doesn't you can trust Barna's insights because it's backed by solid research. I highly recommend this book to anyone... it delivers.

I read this book back in the late 70s and found it to be very enlightening. To this day, I consider it to be one of the best church management books that I have read. It is a book that will scare some people because of the term "marketing," a term which implies something dirty even though we all participate in it. Church leaders have to recognize that they are operating in an environment of competition and that having a clear statement of purpose/vision is important and equally important, is communicating that purpose. Barna is frank to admit that some people may loose sight of the purpose of good marketing but overall it is a process which helps to build a successful ministry. Worthwhile reading for anyone on a church publicity committee and anyone with an open mind about the realities in which we operate.