It’s time to do another blog – to send out a message to non-profit organizations and/or my church friends – to try and impart some of the techniques that I have learned over the past 40 years about “Getting the Word Out: Marketing Your Ministry.” To get in the mood, I usually read through my book and come to a chapter, or a section that I think will resonate with people who take trying to grow their churches, their ministries and their businesses seriously.
One good suggestion is to buy the book and read it. No, buy two copies of the book and give the other copy to another trusted member of your flock asking them to help you with the project. This will give you a partner from which to bounce ideas with as you get into the book. [We promise to give you a good deal on the purchase of two books when you order them from this office.] When the two of you have done your homework, call me and I’m make another promise – I will give you a day of consulting/coaching at no charge. And I promise you that you WILL learn a few points and get a few ideas to “kick-start” your marketing efforts.
There is so much information in the book that will help; it is a challenge for me find a new topic and summarize it into a blog. So today, I just want to talk about “How to get started?” Start at the beginning and take one step at a time. Answer these questions:
- What and who are you (meaning the organization, the church)?
- What do you want to be and where do you want to go?
Consider the fact that if you know who you are and where you want to go, you might be able to get there. Keep asking this question, and stay focused on the answer – because the answer will change as you grow.
Every single thing that you do in life should start with some objectives – some goals. Even when you get out of bed in the morning, or when you go to your job, or when you go into the kitchen to make a meal, you have objectives to fulfill.
As you contemplate the answer to these questions, you might come up with lofty answers like, “We are an African American organization and we want more members. We want to make more money, etc.?” Your immediate challenge is to narrow and fine-tune these goals and objectives – as succinctly as possible. Strive to work with short term goals that can be articulated and understood and accepted by you and your partner before you take these goals to the broader group.
Don’t compare the setting of your marketing or communications goals and objectives with creating a mission statement or a vision statement. Do take setting goals and objectives very seriously. If you have a team in place, this process is for each element of the team to engage in on a regular basis (annually?) The process might sound elementary to some members who do not get on board with the plan; you must insist. You must have leadership buy-in and support.