You have heard the old real estate marketing adage, “The three most important things are: location, location, location”. Understanding where you serve geographically in ministry really maters to how you conduct outreach. That should be obvious, right?
When coaching churches, I have found many who are unaware of basic things going on around them in the community, but are very aware of what was going on around churches on the other side of the country. They read books and attend conferences on the ministry goings-on in other places, and try to emulate the ministries they read about.
Attending conferences and seminars of dynamic churches can really help church leaders get outside the box that is holding them, but there is a danger of trying to implement something that “works” in one part of the country, but won’t work where you are located.
Too many churches have been torn apart and thrown into disorder because the staff leadership went to a conference, and returned to the church to try to implement the programs of the flagship churches. This happens even though these great churches warn the people who come to their conferences to apply their principles, not their programs in other locations.
What I like about the Ministry Marketing Mindset is it is a process you can use (and plug in other principles from other churches and seminars) for developing a fully customized ministry outreach plan that matches the personality and gifting of the church and the needs of the community that surrounds it.
Picking up the “location, location, location” theme for planning church outreach. I have a few thoughts below that relate to geographic segmentation and outreach.
It is not enough to be in touch with what you want to say or do; you must also be in aware of who the people are and what they are like where you are located. If you understand the issues relative to your location, you will be able to factor them into your communication planning.
Location Principle: Understand the people who live near your church
Most churches draw people from their immediate surroundings. You need to understand the people who live in your neighborhood; in most cases, they are the people you are most likely to reach. If you are located in a neighborhood that has transitioned in population to another people group (or according to another demographic factor) you may have to change your ministry approach to reach them effectively.
You will know what you need to do the more you study your community. I have found many ministry leaders are not aware of what is going on in the community. Rick Warren is attributed to saying “The average McDonald’s manager knows more about what is going on in the community than the average pastor.” It may sound harsh, but it rings true based on my experience.
Think about all that is going on inside the walls of the church, there’s a lot happening. (In many cases, too much!) With all the internal planning and preparing, little time is left for understanding the community. I have found most ministry leaders don’t know what is going on in their own parking lot–let alone what is going on in their neighborhood. Is it any wonder ours is the slowest growing mission field?
Here are a few ideas that will help you get to know more about the community
- Make a Map of where you members live in your community. This can help you determine areas of the city you have potential to reach through member outreach, small groups, etc. Also you can see where you are not reaching. Develop plans for getting the gospel there.
- Consider what other churches are doing your community. Other churches are not your competition, they are your allies. Find out who is not being reached by other churches and take up the reins to reach them!
- Learn about the multi-family housing in your community. Churches often overlook people who live in apartments. Some churches adopt low-income apartment complexes and help with repairs, activities for kids and security.
Location Principle: Understand the physical barriers that might affect your outreach
A church that is visible and accessible on a major highway has one set of circumstances that a church located in the inner city or deep in the suburbs doesn’t have. Knowing how where your building is located may help or hinder your outreach is important.
For example, one church I coached was located in a sparsely populated industrial (and very blighted) area, the church needed to understand that many of their problems getting people to visit the church was due to where their building was located. It would not matter how many advertising templates they purchased. They needed to find a way to get closer to where people live. Or, better, understand the few people who live in the area who need ministry and develop ministry that meets their needs. Sadly, this is often the harder step for chruches to take.
A few physical barriers to understand
- Natural boundaries, rivers, lakes, etc; man-made barriers such as highways, zoning regulations, gated communities, etc can become like borders in some cities. As much as you try, in most cases, you won’t be able to cross them unless you plant a new work or start a new ministry targeted specifically at them.
- Learn about any development projects in your community that might affect your church. You can attend city council meetings, watch community access television on your cable stations, etc. Sometimes new economic development plans are announced that will bring new people to your area. You can prepare to reach them.
- Learn about traffic patterns. Often the Chamber of Commerce (or City Hall) will have information about traffic in your community. One church found the equivalent of 1/3 of their city population passed by their church everyday. They made plans for using a sign on the street corner where they were located to communicate about opportunities for inside their church. Many times churches have locations that have potential for thousands of “free” adverising impressions every day. They would have to pay a billboard company thousands of dollars to reach the same number of people they could reach with a sign on their location. Why spend money on advertising when you don’t take advantage of your location’s promotional potential?
Location Principle: Know Your Own Location
Make the best use of your church facilities. I have often coached churches that are older congregations and had to put into play my novice interest in archeology. Through the years, as the church grew, new facilities were added to the church, to the point that now the church building has become a cluster of connected building with a labyrinth of corridors inside. It is easy to get lost in an older church. Make sure new people who come to your church can find their way around your property without having to do any sleuthing!
- At least know what is going on in your own parking lot. Read this article that has “Keys to a Well-Run Parking Lot”.
- Consider recruiting and training parking lot greeters
- Be sure you maintain your property in a good state of repair and keep it clean and comfortable.
Comments are closed.