Does a Church Need Marketing?

Is marketing necessary for a church? What are the potential praises and pitfalls of marketing in the church space?

By Mark MacDonald

Are marketing, branding, publicity, or advertising things most churches should be doing? Or should a pastor be concerned about these practices? How do the timeless principles of the gospel meet the enormous challenges of our current culture? It’s not a simple answer. Let’s examine the necessity of marketing for a church and the considerations that may lead some to think otherwise.

First, let’s define this scary word: marketing. At its core, it’s simply using a strategic process of effectively communicating a product or service to a particular audience that needs it.

But should the church use business principles to accomplish a spiritual task? Is there a line that we shouldn’t cross? Let’s look at three reasons a church should be cautious of marketing:

1. Authenticity concerns

Some pastors worry that intensive marketing efforts compromise the authenticity of their biblical message, fearing that emphasizing marketing tactics could lead to a perception of the church as a cold “brand” rather than a spiritual “community.”

Also, for pastors who prioritize a more intimate and personal approach, the fear of appearing overly promotional might outweigh the perceived benefits of marketing. Perhaps there needs to be a balance between the church and marketing ideas.

2. Dependency on consumer culture

Some pastors may have reservations about adopting marketing strategies that seem too closely aligned with consumer culture, worrying 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.

It’s the tension of balancing “Do not be conformed to this age, but be transformed by the renewing of your mind…” (Romans 12:2a, CSB) with effective marketing principles. The sad reality is that our world, with a plethora of choices offered daily, has become consumeristic, constantly looking for “what’s best for me.” Effective communication is telling them why what you’re offering is best for them.

“The sad reality is that our world, with a plethora of choices offered daily, has become consumeristic, constantly looking for ‘what’s best for me.’” — @markmac1023 Share on X

3. Trusting in God’s guidance

Pastors may, rightly, believe the church’s growth and impact should be solely reliant on divine guidance. Therefore, they may feel that an excessive focus on marketing strategies could shift the emphasis from God’s leading to human efforts. For these pastors, placing complete trust in God’s plan might mean relying less on strategic marketing initiatives.

The call to “trust in the Lord with all your heart, and do not rely on your own understanding…” (Proverbs 3:5, CSB) may lead pastors to feel that a church should reject any wisdom from people and marketing principles. It doesn’t take too long to realize we will always have tension between these two thoughts: trusting God to use our marketing attempts.

However, there are also three compelling reasons to proceed with effective marketing strategies:

1. Reach a wider audience

The Bible emphasizes the importance of spreading the gospel to the entire world. What 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).

“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).” — @markmac1023 Share on X

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. Effective marketing is about crafting the correct message, to reach wider, by focusing locally first. “Go into all the world and preach the gospel to all creation” (Mark 16:15b, CSB) is the call to evangelize as efficiently as possible. Prayerful marketing appears to be a solution.

2. Better stewardship of resources

Efficient and strategic marketing aligns with responsible stewardship. The parable of the talents emphasizes being faithful with 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. “His master said to him, ‘Well done, good and faithful servant! You were faithful over a few things; I will put you in charge of many things’” (Matthew 25:21, CSB). Jesus requires everyone to be faithful stewards. Let’s effectively use what He’s given us.

3. Create a welcoming community without compromising your message

Church marketing isn’t just about attracting “numbers;” it’s about building up a “community” of believers. Clear communication through well-designed websites, engaging social media, and consistent branding fosters this welcoming environment. People will want to join you in being a part of what God is doing.

“The local church’s marketing goal should be to eliminate any temporal barriers that keep our audiences from hearing the eternal message of salvation.” — @markmac1023 Share on X

This aligns with the biblical call to edify and build up the body of believers. Marketing becomes an effective tool for making individuals feel welcomed, valued, and connected to the larger family of faith. Done correctly, it’s practicing 1 Corinthians 14:26—”Everything is to be done for building up” (CSB). The local church’s marketing goal should be to eliminate any temporal barriers that keep our audiences from hearing the eternal message of salvation.

As a believer who’s been coaching pastors and churches in the communication arena for over three decades, I see church marketing as a way to accomplish what Jesus asked us to do in the Great Commission. For your church, you need to decide what the balance needs to be.

For permission to republish this article, contact Marissa Postell Sullivan.