Regional Synod of Canada - Reformed Church in America

Pioneer Christian Monthly

Date - July/84

Contributor - Murray Moerman

Title - Focusing On Church Growth Advertising (Part 1)

Topic - Church Growth

Isn't it immodest for a church to advertise itself? No. Advertising does not imply immodesty, but simply a desire to let people who do not know you exist, that you do exist, and that you are worth getting to know. You do, after all, have the very Word of Life unto salvation. That's important! Not everyone in your community has a member of your church living next door to them prepared to invite them to come worship. So you need to advertise.

In fact, how many people within a ten to fifteen minute driving range from your church building know who you are and that they really are welcome?

Robert Schuller, pastor of an internationally known church, while riding by the church building in a cab, asked the driver, "What kind of building is that there?" The cabbie replied, "I don't know. Some kind of hospital I think."

Don't assume that people in your neighbourhood know what you're about. Unless you can knock on every door within a ten to fifteen minute car ride personally each year, you need to advertise.

Where?

Not in the newspaper on the "church page". Non-Christians don't look there.

Almost anywhere else will do.

We have found two methods to be particularly effective:

1. Seasonal flyers delivered door to door by the post office or church members;

2. A large poster, displayed prominently in a local shopping mall "where the people are".

Others have found other formats equally effective, such as:

1. A fifteen or thirty second spot on the television immediately following the "The Hour of Power" or other television ministry with which your church identifies;

2. Welcome letters to newcomers to the community through "Welcome Wagon" or similar agencies;

3. Posters in stores and other public buildings in your community.

Here are some suggestions for you, gained from our experience, as you launch out in this direction:

1. Be professional. No one is impressed by shoddy workmanship or products. You are representing Jesus Christ. He is worth of your best. Leave your mimeograph machine behind. Find a professional Christian printer. Follow his advice. "First class" is what you want.

2. Choose the best seasons. There are four times a year during which people are most responsive:

(a) as school starts in September (b) just before Christmas (c) at Easter (d) before Mother's Day. When you plan your advertising choose one or more of these times.

3. Keep it simple. Don't list everything you believe or think someone should know about your church. Just a sentence or two will do. Be suggestive, nor comprehensive. We have used, successfully, a very simple theme: "Who Cares? We do!" It doesn't say everything about our church, but most people won't take the time to read a full paragraph.

4. Be need centered. That is, focus on specific felt needs in your community and the people associated with it. Themes might include: loneliness, singleness, parenting, community. Seek to determine what your community thinks its needs are and place your focus there, with a specific program if you have one. Always indicate that you have a nursery service available.

5. Be positive. People know the problems; they need to know someone has viable answers. Don't condemn or preach. Be open to everyone. We usually use the line: "Come as you are" and have had many people say they came because of that single line and its implied openness. Be sure that your services and people are open, positive and accepting. People need good news.

6. Use pictures, especially of people. People like people more than print. Give at least one-third or more of your surface space to pictures. Choose the picture carefully. Don't be afraid to have it be a picture of your pastor's family or someone else in the church. People identify with people. Pictures speak more than words.

We will continue this theme in our next issue. The Lord bless you as you consider using all things, so that by all possible means you might win some (I Corinthians 9-22).

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