How to Invest Your Advertising & Promotion Budget (Part 1)

I shared some thoughts on how to set up your church’s budget a while back (click here for that post), and today I’d like to give you the first of two “hard-learned” tips about how to spend that budget.

I want to address specifically how you spend the line item in your church’s budget marked “advertising” or “promotion” or whatever you have chosen to call the funds that you have set aside to spend on getting the word out about your church.

You do have an advertising budget, don’t you? If not, that may be a topic for a different post…

Too often I see well-meaning church leaders take their already scarce advertising budget and make two painful (and completely avoidable) mistakes that lead to very few, if any, results in their churches.

Here is the first of those two painful mistakes (and how to avoid it):

Advertising Mistake #1: Spreading the advertising funds so thin that none of it makes an impact.

I see this all the time.  Your church carves out a few thousand dollars to spend on advertising for the year and then tries to streeetttccchhh those funds to do something each month.

The end result is that very few people are even presented with your advertising message (whatever media you choose  to use) and you end up disillusioned about the whole process.

Solution Principle #1: Focus every dime of your advertising budget on your church’s Big Days.

Like I teach in The Ignite Seminar, I believe churches can maximize their evangelistic efforts by building to four “Big Days” each year (one in February, Easter Sunday, one in the summer, and one just after school starts).

By focusing your advertising on these special Big Day opportunities, you can afford to touch more people with your ads AND you can boldly avoid….

Advertising Mistake #2 (which I’ll share in Part 2 on Monday)

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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