THINKING ABOUT OUTREACH

A lot of people have been expressing to me a desire to see First Parish do something more effective in the way of advertising, in order to attract more people to our congregation. But in my experience, effectively advertising a church can be a tricky business, where if you don’t know what you’re doing it is easy to spend an awful lot of money without much positive result (and in some cases, even a negative one). So here are some of my reflections on the subject, as we start to think about moving forward in this area.

• The notion that we can simply purchase more and better advertising and that more (and better) people will begin attending church on Sunday mornings as a result is deceptively naïve. We need to be very specific, targeted, focused and intentional about what we hope to accomplish in “marketing” First Parish, and how best to go about achieving those objectives in an effective and economical way.

• One specific starting place might be to examine more closely what we are already doing in the way of “static” advertising (our exterior and interior signage, our pamphlets and literature, our Yellow Pages ads, our Saturday newspaper ad, and especially our newsletter and website), in order to determine whether or not we are portraying a consistent identity (or “brand”), and how we might better use these tools to reinforce the identity we would like to portray.

• Likewise, rather than presuming that the purpose of a Public Relations campaign is simply to attract more newcomers through the front doors (who may or may not return and eventually join First Parish), we might frame our objectives in both a broader and a more nuanced manner, by asking:

 what might we specifically do to improve the image, reinforce the identity, and raise the visibility of First Parish in the larger community? [i.e. to increase our “brand recognition”]
 what can we do to promote specific events of interest to the larger community other than Sunday Services that are taking place here at First Parish? [i.e. to create and promote alternative entry points]
 what can we do to inspire our current members to become more deeply involved at First Parish, and to encourage them to invite their friends?

Finally, I just want to make it clear that advertising alone is not going to grow the church all by itself. It’s just not enough merely to get people through the front door; we also need to welcome them warmly, anticipate their needs and desires, and effectively satisfy those expectations so that they will return and bring their friends. If we FAIL to do these things, we are probably better off NOT advertising, since newcomers who are disappointed by their experience here will probably tell their friends as well….