ABSTRACT
Marketing in Action
A recent survey of 190 clergy of various denominations and 261 of the general public measured their views on the appropriateness of church marketing activities. The study revealed that the clergy is more positive than the general public toward church use of marketing activities. The most commonly used marketing activity was a regular listing in the yellow pages.
The two groups were asked to rank forty-three marketing activities as appropriate or inappropriate for a church. These forty-three activities could be grouped into five categories:
Service offering and design
Distribution
Promotion
Pricing
Market research
The activities viewed most appropriate by both groups were the “distribution” activities (i.e., providing free transportation, broadcasting church services on radio and television). The “pricing” activity, for example, special programs designed to encourage members to increase their monetary giving to the church, was viewed by the general public as not favorable. “Promotion” activities, such as personal visits and personal acknowledgement of visitors, were viewed as more appropriate than nonpersonal promotion (advertising). The clergy viewed “marketing research” activities (e.g., formal surveys) as more appropriate than did the general public. The survey provided some interesting results concerning “service offering design” activities. Both the clergy and general public favorably viewed special programs that provided social and service organizations for members of the church. At the same time, the updating of church doctrine and updating the church’s view on acceptable behavior for individuals is viewed negatively by the clergy, but more positively by the general public. The overall results from this study indicate that the general public and clergy are becoming more positive toward church marketing activities. 1
