A Volley from the Canon, #58

A VOLLEY FROM THE CANON

#58 ADVERTISING AND CHURCH

Lobbyists and elected officials would have us believe that there is no quid pro quo attached to the hefty campaign contributions of special interest groups. Sometimes advertisers, when they come under criticism for it, even claim that their ads, blatantly directed at children or other groups, aren’t really expected to have any effect on consumers’ buying habits. Yeah, right. The fact is that those people choose to spend money in those ways because it works: they get far more out of their investments than they put into them (and we’re talking substantial sums, here).

Churches, as denominations and as congregations, need to heed the example of the world around us. We tend to rely on word of mouth, and indeed, word of mouth is a very effective form of communication, albeit a small-scale one. (What a shame so many of us are too restrained even to use word-of-mouth!) We have eschewed advertising, except those notices on the religion page, which only reach already-religious people, as being somehow beneath our dignity, much like the attitude of medical and legal professionals, who populate our vestries. Have you noticed—even dentists and lawyers often have ads on radio and TV today, and formerly staid medical offices may have huge, brightly lit signs announcing their whereabouts. Dignity, schmignity. Advertising works.

Churches must go about it somewhat differently, however. A customer can drop in on McDonald’s any day of the year, and maybe even any hour of the day. Not so with churches. We welcome guests only during those times we are holding worship or other events. Our advertising is mostly of the public relations sort, reminding people that we are still here, still active in their community, and open, despite what they might have heard from our detractors, to welcoming even them, no matter what category of human being that might be. Some people may not even realize that there is help for their own condition, though, unless we tell them—much like some don’t fathom that they would really like a slice of delicious pizza until they see one illustrated on a billboard or a TV ad.

Does your congregation have a budget line item for advertising? What would happen to a business in your community that did not advertise? Advertising is evangelism. Smart advertising is effective evangelism. We have good news to share, and there is a variety of ways in which to share it. Letting people know who we are, what we stand for, what we have to offer is not an option for a church that is serious about its mission. It is a gospel imperative.