Skip to content ↓

Final Thoughts On Church Advertising

Articles Collection cover image

This will be the final article in which I address advertising and the church. Since posting the first two articles I have received many comments about what I wrote. Today I’d like to add a little bit of clarity, especially to the questions of pastorruss who wrote “As you attempt to advertise your church via web, newspaper, etc. you will obviously be trying not only to attract a specific group of people (non-believers) but by your very choice of styles, colors, wording, etc. you will also be attempting to attract a specific demographic (I’m sure you realize that you will not be able in one site design, layout, etc. be able to attract all demographics). How is this different than the Saddleback Sam approach?”

To answer this, we need to see the difference between marketing and a marketing orientation. I am borrowing some of this information from my review of the book Selling Out The Church which helped shape and clarify my thinking about this.

A marketing orientation within the church begins with the assumption that the church is primarily a service agency that exists to meet the needs of a consumer, which in this case is the unbeliever. This view teaches that a felt need is a legitimate need because in a marketing paradigm the customer is always right. At the heart of marketing is an assumption that theology has long denied – that people know what is best for them. Scripture teaches the exact opposite – that the church has something people need, but something these people do not want and do not know they need! The church has no business asking unbelievers (ie consumers) what they would like in a church, for the church already knows their deepest need.

This is a marketing orientation whereby every aspect of the church is answerable to the marketing plan. Would you like to begin a new ministry? How does it fit with the marketing plan? Will it be attractive to unbelievers or not? How will the pastor preach? Will be preach an expository sermon or an anecdotal sermon which will have greater appeal to unbelievers? The marketing orientation decides the answer to all these questions.

People who believe in the importance of this marketing orientation claim that they draw from Scripture and that Jesus and His followers used marketing to attract people. While Jesus used components of marketing, He did not subscribe to a marketing orientation as do the church marketers. There is no biblical basis to support such a marketing orientation. In fact, the marketing orientation is antithetical to Christianity because it presupposes an exchange mindset in which goods or services pass between parties. Yet the Gospel is a message of grace. There is no equal exchange. Instead, God gives us a gift of grace. A marketing mindset may lead us to feel that God has an obligation towards us (in which we exchange service for blessing) or may lead us to seek reciprocity in relationships, despite the biblical emphasis on self-denial.

In their book Selling Out The Church Kenneson and Street write, “We believe that placing a marketing orientation at the center of the church’s life radically alters the shape and character of the Christian faith by redefining the character and mission of the church in terms of manageable exchanges between producers and consumers. Much that is central to the Christian life will not fit neatly into the management/marketing scheme, and, not surprisingly, these matters are neglected in a marketing paradigm.” (page 62). And I agree with this. We cannot allow our marketing to alter the shape or character of our faith.

When we advertise in such a way that we appeal to unbelievers, at least in our web sites, I do not feel we are altering the shape of our faith. Instead, we are merely directing advertising at a specific group. This is analogous to the apostles appealing to either Jews or Gentiles in their preaching or in their epistles. They chose a specific group to whom they tried to appeal. They did not alter their underlying faith or values in doing this.


  • Educated, Free, Wealthy, and Privileged

    We are an educated people with high standards of literacy. We are a free people who enjoy religious liberty. We are a wealthy people with unlimited access to a nearly infinite quantity of Bibles. We are a privileged people who may not realize how blessed we are.

  • A La Carte Collection cover image

    Weekend A La Carte (November 2)

    A La Carte: Coldplay’s prayer in Melbourne / Zombies, Heath Lambert, and gatekeeping biblical counseling / Keep the Feast (a new song) / Stop playing the numbers game / Squandering security / and more.

  • Giveaways / Free Stuff Fridays Collection cover image

    Free Stuff Fridays (Ligonier)

    This week’s Free Stuff Friday is sponsored by Ligonier Ministries, who also sponsored the blog this week.  Yesterday was Reformation Day, when many Protestants celebrate the sixteenth-century recovery of the biblical gospel. It was while Martin Luther was studying the book of Romans that he rediscovered the doctrine of justification by faith alone. So, today…

  • Daily Liturgy Devotional

    Why Not Use a Daily Liturgy for Your Devotions?

    Trends come and go. Certain habits or interests rise for a time, wane, then rise again, often at unexpected moments. One of the recent trends I have found particularly surprising and also particularly interesting is the rise (or re-rise, if you prefer) of liturgy. This may be liturgy within formal worship services of the local…

  • A La Carte Collection cover image

    A La Carte (November 1)

    A La Carte: When a Berkeley feminist had three sons / The tragedy of IVF / What if I don’t feel forgiven? / Piper on how not to respond to suffering / What sola scriptura protects us against / Kindle deals / and more.

  • New and Notable Christian Books for October 2024

    New and Notable Christian Books for October 2024

    As October draws to its close, I wanted to ensure you know about at least some of the most notable books it brought our way. I did not see quite the quantity of new books I have seen in some previous months, but there were still some special ones. For each, I’ve provided the publisher’s…