1. Nonprofit Organization
Development & Management
LECTURE XIV:
MARKETING YOUR MINISTRY
ORGANIZATION
Beulah HHeeiigghhttss UUnniivveerrssiittyy
AAttllaannttaa,, GGAA
2. Part I
MARKETING YOUR
MINISTRY/ORGANIZATION
(CHAP. 8 IN BRINCKERHOFF)
3. Marketing Your Ministry
Scripture: You are the light of the world. A city set on a hill
cannot be hid. Nor do men light a lamp and put it under a
bushel, but on a stand, and it gives light to all in the house.
Let your light so shine before men, that they may see your
good works and give glory to your Father who is in
heaven. Matthew 5:14
4. What is Marketing?
Marketing is a process wherein an organization
seeks to understand what people want and need
and provide that to them in a way to which they
will respond. It involves an exchange.
A. Can marketing be a part of Faith?
Faith is competitive in the market place. Churches compete
for members, contributions, volunteer time and good staff.
B. Good Marketing is Good Mission
If you are focused on your mission, you will want to reach
as many people as possible; you will want to target
services to meet the greatest community needs
5. Some Aspects of Marketing include:
Survey - are you happy with our services?
Market acknowledgement - listen and try to improve
services?
Market awareness - tracking where your service recipients
come from.
Referral - get other people to send or bring other people to
you.
Promotion - written materials to give to people.
Advertising - public service announcements.
Meeting the market wants - change service method, hours
of operation, location, or cost in response to a customer’s
request.
6. Results of Good Marketing
A true understanding of your markets –(clients,
patients, members, parishioners, students, families
and funders).
A constant recognition of what those markets
want.
More focused efficient services.
Happier markets.
More people to serve.
A stronger bottom line.
7. The Marketing Process for Faith-based
Organizations
Distinction between business and faith-based marketing:
business marketing often sells us things we do need as well
as try to make people want things that they don’t need.
Faith-based marketing usually does not try to make people
want things that do not need.
Identify your markets – who are those you want to serve?
Find out what your markets want - provide what they want.
Adapt to the markets - listen to what people want.
Look at cost and price- know what it costs to provide services.
Promote the service- brochures, ads, PSA’s, videos, etc.
Get the service delivered – determine how, when and where and with whom
to provide service.
Evaluate your efforts – know your goals and evaluate whether you have
accomplished them.
8. Who Are Your Markets?
Four categories of markets:
Internal
Service recipients
Payers
Referrals
9. The Markets of a Place of Worship
Service recipient markets: Congregation, by age, by
other factors (single, at home mother, etc)
Payer markets: Congregations, denominations
and user fees.
Referral markets: Congregation, family members
neighbors and denomination.
10. The Markets of a Community Service
Organization
Internal markets: Governing volunteers, employees,
other volunteers and denomination.
Service recipient market: Recipients of different
types of services.
Payer markets: Government, United Way,
Foundations, Fees, Denominations.
Referral markets.
Physicians, clerics, counselors, teachers and family
members.
11. Getting the Feedback You Need
Cultural of asking – continuously ask customers
what they want.
Surveys – formally and informally.
Focus Groups – get outside facilitator.
Informal asking – get feedback when service is
rendered
Getting Information where it needs to be – share
information with staff, board and participants.
12. Marketing Materials
Good marketing materials
Target your materials – be specific to your market.
Include mission and statement of faith.
Brevity and focus.
Good appearance.
Credibility.
Bad marketing materials
13. Bad Marketing Materials
Jargon
Dated materials
Lack of focus
Asking for money.
History lesson.
Boring.
Poor quality.
