How to Invest Your Advertising & Promotion Budget (Part 2)

Last week I shared one of the most common mistakes that churches make when it comes to allocating the annual advertising/promotion budget (click here to read that post).

Today I want to share Advertising Mistake #2…

Advertising Mistake #2: Spending your advertising funds on “branding” messages without a clear call to action.

“Branding” is a great word for two groups: multi-billion dollar corporations and people who sell advertising.

I can say definitively that in all but a few rare cases, your church doesn’t have the funds to compete to become a “household name” and all of those branding efforts rarely lead to unchurched people in the seats anyway.

Solution Principle #2: Focus your spending on direct response, call to action advertising.

For example, develop a checklist that you use to evaluate every ad or promotion that your church puts together.  Be sure that it spells out in crystal clear fashion:

  • What you want them to do (You’re Invited to Easter Sunday at ______ Church!)
  • Who you are ( ___________ Church)
  • Where you are (the physical address of your meeting location)
  • When this event takes place (Sunday, April 4th, at 10am)
  • How to find out more (phone number, web address, etc.)
  • Any other pertinent information (childcare, etc.)

Over the years I’ve observed more promotional pieces (direct mail, email blasts, invite cards, billboards, radio ads, etc.) than I choose to recall that leave me thinking, “That’s great and creative… now what do they want me to do about it?”

I guarantee that if you employ these two principles in your church’s advertising this year, you will serve as a better steward of the available funds AND you’ll see a much higher rate of return for your efforts.

P.S. For more information on planning, preparing, promoting, executing and following up on “Big Days” at your church, check out The Ignite Seminar.

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About Nelson Searcy

Nelson Searcy is an experienced church growth strategist, pastor, church planter and coach, consulting with churches around the world. As founder of Church Leader Insights and the Renegade Pastors Network, he has personally trained more than 3,500 church leaders in over 45 denominations through live events, seminars and monthly coaching. Nelson is also the Founding and Lead Pastor of The Journey Church, with locations across New York City and in Boca Raton, FL. Nelson and his church routinely appear on lists such as “The 50 Most Influential Churches” and “The 25 Most Innovative Leaders.” He is the author of over 100 church growth resources and 18+ books, including The Renegade Pastor: Abandoning Average in Your Life, Ministry and The Difference Maker: Using Your Everyday Life for Eternal Impact, and At the Cross with the People Who Were There. He and his wife, Kelley, have one son, Alexander.

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