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By Oyewole Sarumi PhD

In today’s dynamic and highly interconnected world, the concept of marketing has permeated every aspect of our lives, including the religious and spiritual sectors. So, it is obvious that marketing, and its subsets like branding, publicity, and advertising have become ubiquitous across various sectors today.

This raises a pertinent question for church leaders: Should churches incorporate these practices into their operations? Should pastors be concerned about adopting marketing strategies? How can the enduring truths of the Gospel be effectively communicated in today’s complex cultural scenery? The answer is far from straightforward, but I will try to postulate and suggest some way forward with minimal dissension though may sound controversial to some people. However, it is still subject to interrogation so that the Body of Christ can evolve better as we learn together in this journey.

As we set to shed light on this issue, let us explore the necessity of marketing for churches and the potential concerns that accompany its use.

1. UNDERSTANDING MARKETING IN A CHURCH CONTEXT

Firstly, it is essential to clarify what is meant by the term “marketing.” In simple terms, marketing involves the strategic process of effectively communicating a product or service to a specific audience that needs it. For businesses, this message typically revolves around products or services designed to meet consumer needs. For churches, the message is far more profound and spiritually significant. The “product” is the Gospel of Jesus Christ, the good news that transforms lives and communities, and the various ministries and services offered to the community.

However, this raises a critical question: Should the Church adopt these business principles to achieve its spiritual mission? Is there a threshold that should not be crossed to maintain the sanctity and authenticity of the Gospel?

Marketing for a church might include activities such as creating a compelling online presence, utilizing social media platforms to engage with the community, organizing outreach events, or even producing promotional materials that highlight the church’s mission and programmes. While these strategies can undoubtedly enhance the church’s visibility and reach, they also raise important theological and ethical considerations.

Churches, which traditionally relied on word-of-mouth and community engagement, now find themselves navigating the complex waters of modern marketing and advertising. This shift prompts a critical question: Is church marketing or advertising a concept supported by New Testament principles?

• CHURCH MARKETING OR ADVERTISING: IS IT A NEW TESTAMENT CONCEPT?

The concept of church marketing or advertising, while not explicitly named in the New Testament, can be understood through the lens of biblical principles and practices that emphasize communication, outreach, and relationship-building. To determine whether church marketing aligns with New Testament teachings, we can explore several key aspects.

1. The Great Commission as a Call to Action

One of the most significant directives given by Jesus to His followers is found in Matthew 28:19-20, commonly referred to as the Great Commission. Here, Jesus commands His disciples to “go therefore and make disciples of all nations.” This directive implies an active engagement with the world outside the church community. While it does not mention marketing in modern terms, it establishes a foundational principle: Christians are called to share their faith actively and invite others into the community of believers.

2. Early Church Practices

The early church exemplified outreach and communication strategies that could be likened to marketing efforts today. In Acts 2:42-47, we see how the early Christians devoted themselves to teaching, fellowship, breaking bread, and prayer. Their communal life was attractive to outsiders, leading many to join them (Acts 2:47). This organic growth suggests that effective communication about their beliefs and practices was crucial for attracting new members.

Additionally, Paul’s missionary journeys (as documented in Acts) involved strategic planning and communication with various communities. He adapted his message depending on his audience (1 Corinthians 9:19-23), which reflects an understanding of meeting people where they are—a principle that underlies effective marketing.

3. Use of Written Communication

The New Testament itself serves as a form of communication intended for both believers and non-believers. The letters written by apostles like Paul were designed not only to instruct existing congregations but also to reach those who had yet to hear the gospel. For instance, Romans 10:14-15 emphasizes the necessity of preaching and sending messengers so that people may hear about Christ. This highlights an essential aspect of marketing—proclaiming a message clearly so that it reaches its intended audience.

4. Building Relationships

Marketing today often focuses on building relationships with potential customers or clients. Similarly, Jesus’ ministry was characterized by personal relationships; He engaged with individuals from various backgrounds (e.g., Zacchaeus in Luke 19:1-10). The relational aspect is crucial in church marketing as well; churches aim to create connections within their communities through events and outreach programs that reflect genuine care for people’s needs.

5. Ethical Considerations

While discussing church marketing or advertising, ethical considerations must be considered. The New Testament warns against manipulative practices (2 Corinthians 4:2) and emphasizes sincerity in sharing the gospel message. Therefore, any marketing strategy employed by churches should align with biblical values—focusing on truthfulness rather than gimmicks or deceitful tactics.

The fact is while “marketing” as a term does not appear in the New Testament, the underlying principles of outreach, communication, relationship-building, and ethical engagement are deeply rooted in its teachings. Thus, church marketing can be seen as a valid extension of New Testament concepts, provided it remains true to its mission of spreading the gospel effectively and ethically.

1. HISTORICAL CONTEXT AND BIBLICAL FOUNDATIONS

The early Christian church, as depicted in the New Testament, operated in a vastly diverse cultural and technological scenery than today’s churches. The apostles and early Christians relied primarily on personal evangelism, public preaching, and community living to spread the Gospel. Their “marketing” efforts were deeply relational and often accompanied by acts of service, signs, and wonders that validated their message.

In the Book of Acts, we see numerous examples of this relational evangelism. Peter’s sermon on the day of Pentecost (Acts 2:14-41), Paul’s missionary journeys (Acts 13-28), and the communal life of the early believers (Acts 2:42-47) illustrate a model of church growth based on personal witness, communal living, and divine intervention. These accounts emphasize the organic, Spirit-led spread of Christianity rather than strategic, human-devised marketing campaigns.

However, the cultural context of the first-century Mediterranean world also involved public forums, marketplaces, and other gathering places where ideas and beliefs were exchanged. Paul, for example, frequently engaged with people in synagogues, marketplaces, and public squares (Acts 17:17). In many ways, Paul’s approach can be seen as an early form of contextual communication, where he adapted his message to different audiences without compromising the core truths of the Gospel (1 Corinthians 9:19-23).

THEOLOGICAL CONSIDERATIONS AND ETHICAL CONCERNS

The adoption of marketing strategies in church operations brings with it a host of theological and ethical considerations. Some argue that marketing can compromise the authenticity of the Gospel message, turning the church into a brand and the congregation into consumers. This consumerist mindset can lead to superficial engagement, where people are attracted to the church for its programs and amenities rather than a genuine pursuit of spiritual growth and community.

Moreover, the emphasis on growth and numbers can shift the focus from faithful ministry to metrics of success that are more aligned with business practices than biblical principles. Jesus’ ministry often focused on depth rather than breadth, investing in a small group of disciples who would carry His message to the ends of the earth (Matthew 28:19-20).

Another concern is the potential for manipulation and sensationalism. Marketing tactics can sometimes employ emotional appeals, exaggerated claims, or gimmicks that detract from the sincerity and gravity of the Gospel message. Churches must guard against using methods that prioritize attracting attention over cultivating authentic, Spirit-led transformation.

WHY CHURCHES SHOULD BE CAREFUL IN MARKETING

Let me make a clarification going forward. I am a trained marketing expert and certified in this profession. I was in a meeting late in 2023 where this issue came up, and lately I read a short piece in Biblical Leadership Blog written by Mark Macdonald titled Does A Church Need Marketing? (Maybe It Doesn’t) – both stirred up the necessity for me to expand on what I shared in that meeting for a larger audience for further interrogation or learnings.

So, listed below are some reasons for caution in church marketing today:

1. Authenticity Concerns

Some pastors worry that intensive marketing efforts compromise the authenticity of their biblical message. Emphasizing marketing tactics could lead to a perception of the church as a cold “brand” rather than a spiritual “community.” For pastors who prioritize a more intimate and personal approach, the fear of appearing overly promotional might outweigh the perceived benefits of marketing. There needs to be a balance between the church and marketing ideas to maintain the integrity of the Gospel message.

2. Dependency on Consumer Culture

Some pastors may have reservations about adopting marketing strategies that seem too closely aligned with consumer culture. They worry that relying heavily on marketing tactics could inadvertently conform the church to worldly standards rather than focusing on the transformative power of the Gospel. Balancing outreach with a commitment to counter-cultural values becomes a central concern. Romans 12:2 (“Do not be conformed to this world but be transformed by the renewal of your mind”) highlights this tension between effective marketing and maintaining spiritual authenticity.

3. Trusting in God’s Guidance

Pastors may, rightly, believe that the church’s growth and impact should be solely reliant on divine guidance. An excessive focus on marketing strategies could shift the emphasis from God’s leading to human efforts. Placing complete trust in God’s plan might mean relying less on strategic marketing initiatives. Proverbs 3:5-6 (“Trust in the Lord with all your heart, and do not lean on your own understanding”) suggests that a church should primarily depend on divine wisdom over human marketing principles.

4. Ethical Implications

Marketing can sometimes involve tactics that may not align with Christian ethics, such as manipulation or exaggeration. Churches must be careful to maintain transparency and honesty in their marketing efforts to uphold their moral standards and witness.

5. Risk of Superficial Engagement

There is a danger that marketing efforts might attract people to the church for superficial reasons rather than a genuine interest in spiritual growth. This could lead to a congregation that is more focused on social activities and entertainment than on discipleship and spiritual maturity.

• WHY CHURCH MARKETING IS GREAT FOR CHURCHES OF TODAY

In this digital age, most of the GenZ is not in touch with the reality of 20th-century life. To reach the bulk of these digital natives, marketing and social media presence is an important aspect of visibility and reaching these important people group with the message of the Gospel.

We discussed a few reasons below, but feel free to add more to it in the comment session – this will inform my update on this article.

1. Reaching a Wider Audience

The Bible emphasizes the importance of spreading the Gospel to the entire world, a huge challenge and responsibility. Effective marketing allows a church to reach its local audience and extend its reach beyond its immediate community, making the message of Christ accessible to a broader audience. By leveraging branding, digital platforms, social media, and other marketing tools, a church can fulfill the call to share the Good News globally, reaching people who may not have encountered it otherwise. Mark 16:15 (“Go into all the world and proclaim the gospel to the whole creation”) highlights the necessity of effective evangelization.

2. Better Stewardship of Resources

Efficient and strategic marketing aligns with responsible stewardship. The parable of the talents emphasizes being faithful to what is entrusted to us. By utilizing marketing effectively, a church can maximize its impact, ensuring that the time, talents, and resources invested in outreach efforts yield meaningful results. This aligns with the biblical principles of stewardship and faithful management. Matthew 25:21 (“His master said to him, ‘Well done, good and faithful servant. You have been faithful over a little; I will set you over much'”) calls for effective use of all resources, including marketing tools.

3. Creating a Welcoming Community Without Compromising the Message

Church marketing is not just about attracting “numbers,” it is about building up a “community” of believers. Clear communication through well-designed websites, engaging social media, and consistent branding fosters a welcoming environment. People will want to be part of what God and the church are doing. This aligns with the biblical call to edify and build up the body of believers. Marketing becomes an effective tool for creating that space where individuals feel welcomed, valued, and connected to the larger family of faith. Done correctly, it is practicing 1 Corinthians 14:26 (“Let all things be done for building up”). The local church’s marketing goal should be to eliminate any temporal barriers that keep audiences from hearing the eternal message of salvation.

4. Enhancing Community Engagement

Effective marketing strategies can help churches engage more deeply with their local communities. Hosting events, offering community services, and building partnerships with local organizations can be promoted through marketing efforts, increasing the church’s visibility and impact within the community.

5. Adapting to Modern Communication Channels

In today’s digital age, people primarily communicate and seek information through digital channels. By adopting modern marketing techniques, churches can stay relevant and reach people where they are, particularly the younger generation who might be more inclined to engage with digital content.

6. Supporting Evangelism Efforts

Marketing can amplify evangelistic efforts by providing tools and strategies to spread the Gospel more effectively. Campaigns, social media outreach, and multimedia content can all be used to share the message of Jesus Christ in compelling and innovative ways.

7. Advancing a Sense of Belonging

Through consistent and strategic communication, marketing can help foster a sense of belonging among church members. Newsletters, social media updates, and community-building events can keep the congregation informed, connected, and engaged with the church’s mission and activities.

• MODERN MARKETING PRINCIPLES IN THE CHURCH

The 21st century, with the rise of digital media, global connectivity, and consumer culture has drastically changed the way organizations communicate. Churches today operate in an environment where strategic communication and marketing principles are not just beneficial but often necessary to reach a broader audience effectively.

The integration of marketing principles in church operations can take many forms:

1. Digital Presence:

Churches use websites, social media, and email newsletters to communicate with their congregations and reach potential new members. These digital tools allow churches to share sermons, promote events, and engage with their communities in real time.

2. Branding:

Developing a consistent and recognizable brand identity helps churches communicate their mission, values, and personality. This includes logo design, colour schemes, and messaging that align with the church’s vision.

3. Outreach Campaigns:

Strategic outreach efforts, such as community service projects, special events, and holiday programmes, can draw attention to the church and attract people who might not otherwise attend.

4. Storytelling:

Sharing testimonies and stories of transformation that point people and hearers to Jesus Christ only can be a powerful way to connect with people on an emotional level, demonstrating the impact of the church’s ministry.

Let us note that while these strategies can enhance a church’s visibility and engagement, they must be balanced with theological integrity and a commitment to the core mission of the church: making disciples of Jesus Christ. It is not to promote the church leader, but Christ alone!

 

1. BALANCING MARKETING AND MINISTRY

Despite the concerns discussed above, many argue that marketing, when done thoughtfully and ethically, can be a valuable tool for advancing the mission of the church. The Great Commission (Matthew 28:19-20) calls Christians to go into all the world and make disciples, a task that inherently involves communication and outreach. So, leveraging modern marketing tools, churches can effectively share the Gospel, build community, and serve their neighbours.

The key is to approach marketing with a mindset of stewardship and discernment. Churches should strive to maintain authenticity, prioritize relational engagement, and align their marketing efforts with their spiritual mission and values. This involves being transparent, honest, and respectful in all communications, ensuring that marketing strategies enhance rather than detract from the church’s witness.

The question of whether church marketing or advertising is a New Testament concept is complex and multifaceted. While the early church did not use marketing in the way we understand it today, the principles of effective communication, contextualization, and outreach are evident in the New Testament. Modern churches can learn from these examples, adapting their methods to the contemporary context while maintaining a commitment to biblical authenticity and integrity.

Church marketing, when done with wisdom and discernment, can be a powerful means of fulfilling the Great Commission, reaching a wider audience, and building a vibrant, connected community of faith. However, it must always be approached with a heart of service, a commitment to truth, and a reliance on the guidance of the Holy Spirit.

1. RECOMMENDATIONS FOR CHURCH LEADERS

To create a balance between the careful approach to marketing and the great benefits it offers, church leaders can adopt the following strategies:

1. Integrate Prayer with Marketing Efforts

Ensure that all marketing initiatives are rooted in prayer and seek divine guidance. This approach keeps the focus on God’s leading and ensures that marketing efforts align with spiritual goals.

2. Maintain Authenticity

Develop marketing strategies that genuinely reflect the church’s mission, values, and message. Avoid gimmicks or tactics that could compromise the church’s integrity and witness.

3. Prioritize Ethical Standards

Adopt ethical marketing practices that uphold Christian values. Be transparent, honest, and respectful in all communications and promotions.

4. Focus on Discipleship

Ensure that marketing efforts are aimed not only at attracting new members but also at encouraging spiritual growth and discipleship. Programmes and messages should encourage deeper engagement with the faith.

5. Educate the Congregation

Teach church members about the purpose and benefits of marketing. Help them understand that marketing is a tool to further the mission of the church and not an end in itself.

6. Balance Outreach and Inreach

While reaching out to the broader community is important, also focus on strengthening the existing congregation. Use marketing to build a strong, supportive church community that cares for its members.

7. Evaluate and Adjust

Regularly assess the effectiveness of marketing strategies and adjust as needed. Use feedback from the congregation and community to refine approaches and ensure they are meeting their intended goals.

8. Collaborate with Skilled Professionals

Consider collaborating with marketing professionals who understand the church’s mission and values. Their expertise can help craft effective and respectful marketing strategies that align with the church’s goals.

9. Emphasize Service Over Self-Promotion

Ensure that marketing efforts highlight the church’s commitment to serving others rather than self-promotion. Highlight community service projects, outreach programmes, and ways the church is making a positive impact.

10. Leverage Technology Wisely

Use technology to enhance communication and engagement but avoid becoming overly reliant on it. Balance digital outreach with personal interactions and relationships.

CONCLUSION

The integration of marketing, branding, publicity, and advertising into church operations is a nuanced and multifaceted issue. While the early church did not employ marketing strategies in the modern sense, the principles of effective communication and outreach are evident in the New Testament. Modern churches can adopt these strategies thoughtfully and ethically, ensuring they align with their spiritual mission and values.

As a disciple of Christ who has been training and coaching pastors and churches for three decades now, I believe church marketing is one of the ways to accomplish what Jesus asked us to do in the Great Commission. However, for your church, the pastor must decide what the balance needs to be without compromising the faith.

Church marketing, when approached with wisdom and discernment, can be a powerful tool for fulfilling the Great Commission, expanding reach, and building a vibrant community of faith. However, churches must maintain authenticity, prioritize relational engagement, and rely on divine guidance. By balancing strategic marketing efforts with a commitment to biblical principles, churches can effectively navigate the challenges of the contemporary cultural landscape while staying true to their spiritual mission.

Marketing, when done thoughtfully and ethically, can be a powerful tool for expanding the reach of the Gospel, engaging the community, and nurturing spiritual growth. By integrating marketing with prayer, maintaining authenticity, and prioritizing discipleship, churches can effectively navigate the complexities of modern communication while staying true to their mission.

Marketing is not inherently unbiblical. When approached with wisdom, prayer, and a focus on serving others, it can be a valuable means of advancing the kingdom of God in today’s world. Church leaders must carefully consider how to use marketing in a way that honours God, supports their congregation, and reaches out to those in need of the Gospel.