Church attendance is not what it used to be. We use to think of church as just a building based upon the number of in-person attendees. Also, it is important to note that many members of the typical church are transients from other churches and not new members of the Body of Christ. Therefore, much of church growth is not real but based on what we call “Saint Swapping.”

Research also tells us that the majority of the people in the United States do not attend church. And although Christian churches/ministries have invested $600 billion in outreach, there has been no increase in church attendance, and, in fact, it has actually decreased with the adult population from 45% to 42% in about the last 10 years.

Also, based on one of the latest U.S. Census reports, we have about 297 million residents with more than 220 million adults. And within this adult population, more than 130 million do not attend church.

However, on a positive note, it is interesting to learn that 82% of the adult population prays to God on a weekly basis. And this tells us that although the majority does not attend church, many of them still want to know God and desire a relationship with Him.  And it is our job as pastors and ministry leaders to help make this happen in all of the most effective ways possible in honor of our Lord Jesus Christ.

Therefore, in addition to church attendance, it is extremely important that pastors and ministry leaders begin to focus on utilizing the most influential forms of communication to reach and minister to the unchurched/unsaved “outside of our church buildings” for real growth within the Body of Christ.

This article will spend time focusing on three of the most powerful forms of communication in the United States today--which are television, radio and the Internet--and how they can be very affordable and effective ways to increase your reach and church attendance.

Let’s look at some detailed, proven marketing techniques that you can begin to implement as soon as today.

As for television, research shows that 81.5% of Americans watch 11.6 hours each day. And you can utilize low-cost cable stations to reach your target area more extensively by airing programs (such as your church services or talk shows) with inspirational and solution-oriented messages addressing the most common problems individuals are facing in your community. You can also air 30 to 60-second commercials that will include a “short invitation” to your church and the benefits it has to offer. Rates for cable television can be extremely affordable. 

Research also shows that 94.3% of the population (12 years and older) listen to radio at home, in the car or at work.  Therefore, radio can be used to give you greater exposure with your community/target area by airing inspirational programs of your service, talk shows or 30 to 60-second commercials. Rates for radio can also be very reasonable.

You can simply make arrangements to utilize local/national television and radio mediums by first selecting the stations that are most popular with your target market, the people you are trying to reach, and then contacting those stations for pertinent information and details about cost and airing.

In addition, all churches should take advantage of the incredible opportunity to reach people all over the country and world through the use of the Internet. First of all, have a Web site developed for your church/ministry. And, for example, this type of Web site can contain the following:
* Home Page
* About Us (background information about your church or ministry, leaders and staff)
* Missions (goals of your church or ministry)
* Messages (solution-oriented and inspirational)
* Ministries (list and describe purpose and benefits of each one)
* Service Invite/Times/Directions (include maps)
* Contact Information (phone, email, fax, address, etc.)
* Donations (can be made online or by mail)

There are very affordable ways to have your Web site developed. You can have it developed at no cost by asking an experienced member to volunteer to do so (simply by finding a host and development software). Also, at no cost or low cost, you can have members to recommend a person or company for development, or just purchase easy-to-use software to develop it yourself.

Once your Web site is completed, you can also post video and/or audio sermon(s) on your site. You can record three 15 to 20-minute messages posted for an extended period of time addressing the most common problems faced by adults in your community/target area; one message that is changed each Saturday (for those who wish to view or listen to new messages each week by Internet, as if attending Sunday service); or present your messages “live” each Sunday morning on your Web site.  It is also helpful to have additional sermons posted especially for teens and youth in your community/target area to provide solution-oriented messages regarding issues they are facing.

And for some additional effective marketing techniques, once these mediums are in use (individually or collectively) for your church/ministry, you can build your audience by creating a “Member Sales Team” and have them to use “Invite Cards” to invite their family, friends and co-workers to view or listen to your inspirational and solution-oriented messages on television, radio or the Internet. Members can also invite friends and relatives to watch or listen to your services on the Internet from anywhere in the country or world. For example, your church facility can now be located in Alabama and have members/attendees (via internet) in Georgia, California, as well as England, France and Africa. And these individuals can also become committed members and financial supporters of your church/ministry.

Also note that these mediums will allow unchurched/unsaved listeners and viewers to get to know your church (beforehand) and make them feel more comfortable with your church if they choose to attend your services in person. And this too can lead to an increase in your local church attendance.

And these are, in fact, some of the most effective ways possible to increase our reach for Jesus Christ and for real growth “outside of the church building.”

Kim Wilson is a church and ministry marketing consultant. She can be reached on the Web at www.gapministrymarketing.org. Article Research Resources:  Barna Research; U.S. Census Bureau; American Religion Data Archive and Arbitron Annual Report

Product Roundup

Artistry Marketing 
Artistry Marketing has helped and inspired thousands with its message and insight on church marketing. With more than 500 clients in more than 40 states and in more than eight countries, Artistry provides a wide array of robust services to churches and ministries. As a full-service marketing firm, Artistry offers marketing solutions through growth consulting, creative design, Web technology solutions and templated designs. With marketing expertise and strategic design, Artistry delivers custom logos and identity systems, innovative Web site design, brochures, direct mail, signage and more, along with powerful Web management tools that empower churches and ministries to stand out from the crowd, effectively appeal to their audiences and provide an inspiring image for their members and supporters. 
www.ArtistryMarketing.com

Church Logo Gallery
People are increasingly aware of visual images and remember an organization by its logo. Even church marketing companies suggest a well-designed logo as the starting point to build community awareness. Like a parable, a good logo tells the story of a church in a compelling and memorable way. It becomes the face of a church, communicating the vision and personality that makes a church unique. Whether a church plant is looking to establish an identity, or an existing church needs to update an image, Church Logo Gallery can help with a collection of more than 100 semi-custom church and youth logos. The company also offers custom logo design, stationery and bulletin and brochure design to give a church a well-branded look. 
www.churchlogogallery.com

aijalon
aijalon is a creative firm whose talent lies in developing marketing solutions. The team’s unique approach involves giving equal treatment to visual elements, as well as the message component, of all advertising and marketing collateral. The firm’s core services include Web site design and development, corporate branding, graphic design, marketing communications and creative promotion. The company’s creative and technology teams have devoted much effort into developing cost-effective solutions to meet the specific needs of the religious-based audience. aijalon strives to build lasting relationships with clients by recommending and developing solutions for commonly faced marketing challenges.
www.aijalon.net

Barco RLM G5i Performer
With its compact design and sealed optics, the RLM G5i Performer from Barco is an ideal, all-around projector suitable to both the rental as well as staging markets. Feature-rich and ready to use, the RLM G5i Performer allows everything from seamless switching to picture-in-picture and enables you to show up to four sources simultaneously on-screen. With its sealed optics (prism and DMD’s), a dedicated lens range and compatibility with the existing SLM Projector lenses, the RLM G5i Performer becomes the ideal staging projector for any church environment.
www.barco.com

Hitachi LCD Projectors
Hitachi America’s CP-X1200 and CP-X1250 series LCD projectors offer XGA resolution (1024 x 768), exceptionally high brightness and a wide range of lens options for flexibility with any environment. The CP-X1250 series offers brilliant, crisp images at 4,500 ANSI lumens and an 800:1 contrast ratio, while the CP-X1200 series delivers 3,500 ANSI lumens and a 750:1 contrast ratio. Both projectors display images via a 1.5x zoom lens that can enable projection on screens up to 100 inches and are outfitted with a bayonet lens that can support up to four optional lenses for specific application needs based on the size and environment of a room. The CP-X1250 and CP-X1200 series can also be remotely controlled and maintained through a LAN network connection, providing the ability to network, control and maintain the projectors remotely. The network functionality also makes it easy to control multiple projectors in different rooms and to monitor for functions such as remaining lamp life.
www.hitachi.com

Mitsubishi XD460U and XD490U Projectors
Mitsubishi Digital Electronics America’s Presentation Products Division has announced its XD460U and XD490U projectors, which feature Texas Instruments BrilliantColor technology. BrilliantColor color processing technology for Texas Instruments Digital Light Processing technology uses a new color-processing algorithm and system level enhancements for more brightness and truer, more vibrant colors.  It also allows a greater than 50 percent increase in mid-tone images—common in video and natural scenes—so the XD460U produces realistic color images. The XD460U and XD490U offer a five-segment color wheel to optimize color accuracy. Only 6.5 pounds each, they provide XGA resolution (1024 x 768 pixels), and a contrast ratio of 2200:1 for enhanced dark and light details. The lamps, which come with a one-year limited warranty, blasts 2600 ANSI lumens and 3000 ANSI lumens respectively, and are rated to last up to 5,000 hours.
www.mitsubishi-presentations.com