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Two decades ago, you might have been kicked out of many American churches and seminaries for using the words "church" and "marketing" in the same sentence. Even today, many pastors and laypeople consider the concept of promoting a local church ludicrous. Even unbiblical!

But church marketing is neither. Indeed, common sense dictates that the only way a person can make an informed decision about where they will explore a relationship with Jesus Christ is if you tell them—clearly, compellingly, and often—what your church is all about.

For years, churches in America and around the world practiced an "if we build it they will come" approach to church marketing. They erected buildings and people of a particular denomination attended. However, in recent years, there has been a significant decline in the amount of emphasis placed on denominational affiliation. Many pastors are removing the denominational name from their churches in favor of emphasizing words like "fellowship," "community church," and "Christian center."

While this change was intended to make church more accessible, the loss of recognized "brand names" (Baptist, Methodist, Presbyterian, for example) has left churchgoers and seekers alike unsure of just what they'll be getting when they enter these more "generically named" houses of worship.

It is, therefore, critically important for a church to communicate its identity; and within that identity, communicate value. A potential churchgoer must perceive greater value in attending your Sunday morning worship service than sleeping, golfing, shopping, or washing the car. If you are communicating with the unchurched, the value should convince them to visit. If you're communicating with believers, your value should convince them to become members.

So what does a church marketing effort look like in the 21st century? Well, it all depends on how you answer several basic questions, beginning with cost.

Many congregations erroneously assume that the return on investment of marketing is too low to merit the commitment of funds. Often pastors and lay leaders say something like, "Well, we tried that once and nothing happened." Which is the problem. They tried it once! Perceived image, awareness levels, and expressed value cannot be changed significantly as a result of a single marketing blitz.

Other congregations assume that any kind of church marketing is cost prohibitive. But remember: To not communicate who you are is also a form of communication. If a church does not aggressively manage the information that is disseminated about its ministry, it will be managed by hearsay! Aggressively managing information does not mean manipulation but rather clarification. What is the likelihood you would visit a restaurant without the slightest idea of what type of food it serves?

For starters, the greatest story ever told! And since the terrible events of September 11, many have been spiritually reawakened to find the Way, the Truth, and the Life. But in addition to the Gospel, you must market your own unique vision for community. And that means you'll need to know just what your own unique vision is.

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