Communicating for a Cause

All Churches Are Marketers

...but probably not in the way you think.

I read a compelling post by Seth Godin this morning that takes a deeper look at judgments vs. belief systems, and the importance of knowing the difference if you want to change someone's point of view.

This phrase in particular just jumped off the page at me:

"...Marketers are charged with changing what people believe"

Puts an interesting twist on breaking down barriers, reinventing perceptions of how church "should" be and changing not only what people believe about themselves but Christ to facilitate a connection with Him.

**Bonus** The post immediately above [Seth again, I know] is an interesting read on making a last(ing) impression. With all of the emphasis we put in getting it right when people walk in our doors, how much do we do when they leave? Things that make ya go hmm...

Energizing Brand Evangelists

Leveraging word of mouth marketing is such a natural fit for ministries-- When you have a great story to tell, people naturally want to share it with everyone they know. But how can ministries be more intentional about getting people to spread the word?

Below is a great post by Jeff Beringer I found on WOMMA's blog today, & I've added some color commentary as it specifically relates to ministries:

Top 5 Ways to Energize Brand Evangelists

1. Find your brand loyalists
   In the ministry world, these are typically people who just recently came to Christ. They are so on fire about what God is doing in their lives & the impact of your church, they're telling everyone they know.
2. Give exclusive access and special privileges
   In addition to new believers, your biggest volunteers are often your best advocates. Identify these folks and form a special team so they can get the "inside scoop" from church leadership on upcoming events, plans, etc. [This team could also work well to execute points #3-5]
3. Respond quickly to comments and feedback
   Jeff sums it up well by saying, "If you're a loyalist, there's nothing worse than a company that doesn't value your input." Granted, this does NOT mean the church should be run from the pews. But keeping a finger on the pulse of your core will go a long way.
4. Monitor and reach out proactively
   Don't just wait for people to approach you. Be intentional about connecting with those already out there and affirm their commitment. Talk to your ministry leaders--who's heavily involved? What stories have they heard "from the field"?
5. Give brand evangelists a voice
   This goes a bit with point #3-- true advocates love knowing they are helping to shape the story. Don't just engage them, but help them to co-create the experience by giving input. This could mean brainstorming outreach ideas, topics for message series, creating street teams that help spread the word, etc.

It's the Little Things

Okay, we've all heard it before. It pays to be nice. And apparently when it's intentional--with a pay it forward mindset--it can really make a difference.

I just read an article in the Mining Gazette [yes, you got the name right] about a town in Michigan that decided the best way to increase tourism was with positive word of mouth buzz.

And what they did was just simple stuff. Having extra maps of the area in their cars, helping stranded motorists, offering suggestions of where to get the best pasty. [I have no idea what that is, but imagine it's important to know where the good ones are] I'd imagine folks were so amazed the locals would go out of their way to help an "outsider," they told all their friends.

This got me thinking. How often are we intentional about this in ministry?

In the article, it wasn't just the town council/Chamber of Commerce/mayor who was responsible for this. Everyone pitches in and it doesn't take a huge marketing budget to pull off. I've read statsics somewhere [don't look for a link for this] that studies show it takes 30 days to form a habit. So, this isn't a marketing initiative, but a way of life for these folks.

Makes ya wonder if a little area in the upper peninsula of Michigan can do it, what would the possibilities be for ministries?