Richard L. Reising, Church Marketing 101: Preparing Your Church for Greater Growth. Baker Books, 2008.
Referenced in: Marketing and Communication
LifeandLeadership.com Summary
Reising’s book has been called “a revolutionary blend of corporate marketing strategy and biblical wisdom.” (front cover) Most resources in this genre are stronger on the marketing end, and in my opinion Reising is no different. That said, he still offers a well-crafted apologetic for churches to be more deliberate about marketing, even target marketing.
He defines marketing:
“The sum” of all your church does to connect Christ with your membership and the outside world. It is “the sum” of things that are done (including all that defines your product, place, etc.) to engage someone to respond positively to the very thing you are promoting. These functions all combine to establish one central reality in the person or persons you are pursuing – that reality being their perception of your church and what it has to offer. All your church has done and does, including your members and denomination, combines to shape what people think – and ultimately forms their thoughts on whether they consider your church. (p. 22)
Based on this, Reising’s repeated refrain is for the church to be intentional about managing the perceptions it creates about itself in others.
Reising suggests that churches present themselves in ways that create “building blocks” and not “stumbling blocks.” We must start with “perceiving the perception” created in others by what we do and say, and then purposely reengineering the church’s promotion process.
The title of the book is truthful to the content. Reising does a fine job translating marketing principles into Churchese. If you are working in a situation where you need a credible, persuasive tool to convince your church to take marketing seriously from a genuinely mission-sensitive and church-conscious perspective, this would be a helpful tool.
From the Publisher
Over 90 percent of all Christian churches in the United States have fewer than 200 members. While they vary in shape, size, ethnicity, and denomination, they have one thing in common: the desire to grow. So why is it that some churches fail to grow for years, while other congregations in the same community increase exponentially? The problem, says church marketing authority Richard Reising, is that most churches should not be doing promotion. Instead, they should focus on the preparation that will make members eager to invite others. In ChurchMarketing 101, he demystifies basic marketing principles for the church, evaluates them against biblical principles, and illustrates how simple changes can remove roadblocks that hinder members from reaching out. Reising’s simple yet insightful approach will be invaluable to pastors and ministry leaders from churches of all denominations and styles.
From the Back Cover
Over 50% of the churches in the United States should not be marketing themselves.
Shocked? You should be. Almost every church wants to grow, but why do some succeed while others struggle? If you’re a pastor or a layperson serving on an outreach committee or evangelism team, reading this book will help you avoid the pitfalls that prevent churches from growing.
In Church Marketing 101, Reising demystifies basic marketing principles to show how simple changes can remove roadblocks to attracting visitors and future members. Tested in light of Scripture and the concerns of the local church, this empowering and practical book will help you see your church in a new way—and make adjustments to reach your community more effectively for Christ.
Editorial Reviews
“…Church leaders need to read this book.” – Darren Whitehead [Next Gen Pastor] Willow Creek Community Church
“…Required reading for every pastor in America.” – Brad Abare, founder of Personality(TM) and the Center for Church Communication
“…This book is a must-read for anyone who is committed to reaching their community with the gospel.” – David Dykes [Pastor] Green Acres Baptist Church
“Richard Reising has an important message for the church to hear and apply.” – Robert Morris, senior pastor, Gateway Church, Southlake, Texas
“Richard does not take a cookie cutter approach to marketing, but makes every effort to establish a biblical approach.” – Dr. Bill Lawrence, president, Leader Formation International
About the Author
Richard L. Reising is a recognized authority on church marketing and branding. He is founder and president of Artistry Marketing Concepts, an organization based in Dallas, Texas, that helps churches and ministries make wise use of marketing, design, and technology. He has helped hundreds of ministries in the United States and worldwide through speaking engagements and training seminars.
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