Norman Shawchuck, Philip Kotler, Bruce Wrenn and Gustave Ruth, Marketing for Congregations: Choosing to Serve People More Effectively. Abingdon, 1992.
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Referenced in: Marketing and Communication
LifeandLeadership.com Summary
This book is almost twenty years old, but it is still a respected guide to marketing principles addressed to churches. In Part One (chapters 1-4), the authors correctly distinguish between marketing tangible products and societal marketing (a concept developed by one of the authors, Kotler), which is presenting how the church’s mission enhances the quality of life of all to whom we minister. (65) They are careful not to encourage an over-accommodation to our “market,” and affirm that “the path to God is intentionally narrow, steep, and rock strewn.” (65) This understanding of the uniqueness of the church’s witness and the typically negative reactions to marketing makes this material more usable for ministers who must overcome the resistance.
In Part One, they suggest substituting “marketing” with terms like “responsiveness,” and then classify levels of congregational responsiveness: 1) unresponsive, 2) casually responsive, 3) highly responsive, and 4) fully responsive. From there, they walk a church through the marketing trail, introducing all major marketing concepts such as mission, publics, segmentation, targeting, exchange, image, and satisfaction. In Part Two, they provide a complete guide to setting up a marketing plan. Part Three discusses how to implement the plan, including communicating with key publics, motivating members and volunteers (internal marketing), and attracting needed resources (fund-raising).
Those familiar with other volumes by Norman Shawchuck such as Leading the Congregation and Managing the Congregation will find his characteristic well-written and carefully organized style in this work. It is still the best “textbook” on marketing for congregations. This is not to say that all who are uncomfortable with marketing as applied to churches will welcome its concepts. But for those with a more realistic appreciation of the church’s need to be responsive to its “publics,” this is the most instructive resource available, it’s age notwithstanding.
From the Publisher
How does a congregation do research, test its services, create and market a ministry, and evaluate results? By helping the reader overcome objections to marketing religion, this book guides pastors and other leaders of congregations to make better, informed decisions and meet the needs of people more effectively.
About the Author
Norman Shawchuck is President of Shawchuck and Associates, Ltd. He has written over twenty books on the subjects of spirituality, conflict management and church leadership. He consults churches and denominations in the areas of strategic planning and conflict resolution.
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