Should Churches Engage in Business Marketing?

    While many churches are financially struggling, some churches are financially prosperous with millions in their bank accounts.  In general, churches with larger endowments are able to attract more members with higher incomes that tithe (givers of at least 10% of their earned income) or nearly tithe in offerings.   But, how do some churches manage to get and maintain so many members?   Some argue that some mega-churches have increased their membership by engaging in business marketing practices found in Corporate America.   If churches are using these business marketing strategies, are they wrong for doing so?    

Business Marketing in Churches

From garbage sales to car washes, most churches have some fundraising activities for youth programs or for other activities.   Usually, church members will invite their family members and friends to donate money.  In most cases, you will not hear an announcement on the radio or on TV for the church fundraiser.

 Now some churches can afford to market their events on TV, radio, and in the newspaper.   Depending on the church’s influence in the community, a television station may want to interview the Pastor of the church before the event.  

Outside of marketing specific events, some churches appear to be more popular than Fortune 500 companies in their area.   There are billboards that advertise church services throughout the week.   In addition, some churches appear on TV and on radio.   The church’s Pastor may have written a book or newspaper column.   Today, many churches have websites that contain past sermons, bible study plans, and upcoming church events.      

My Issues with Church Marketing

In reality, most people do not see church advertising as business marketing.  For these individuals, all church advertising is merely a form of evangelism.  I partly agree with these people.  However, advertising can go too far, even if a church is doing it.   There are some churches that would not mind crushing their competition – other churches.  This sort of behavior is expected in Corporate America.   But, churches need to represent God in a positive manner.   On the other hand, I have no problem with churches that advertise without bad mouthing other churches.

Analysis

It is not common for churches to advertise.  Otherwise, churches are destined to fail.   Still, some churches take marketing to the extreme.   As a result, some of these churches have become more popular than corporate businesses within the community.   In the end, there is not wrong with a growing church, unless the church wants to undermine and to destroy other churches.