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If You Love It, Sell It!I firmly believe that you can learn something from anyone (even if it's learning what not to do with your life). So even though Catholics and Evangelical Protestants have a few things that cause division between us, it certainly doesn't mean that we can't learn a few things from them. For example, Evangelicals definitely know how to market their programs effectively! Now I'm sure that more than a few people reading that sentence cringed a bit. Marketing? That's a secular method, right? Doesn't the use of marketing strategy denigrate our faith? Doesn't it put salvation on the same level as fast food and trendy fashion? My answer, as you may have guessed, is a resounding "no!" What's more wonderful and more important than the salvation of one's soul? Why would it be wrong to make sure that people understand what a great thing that is? Aren't we being negligent if we don't try to effectively market that to people? Shouldn't we be trying to bring people to God? Isn't that what evangelization is all about? One law of marketing, however, is that it's easier to get more from existing customers than it is to gain new ones. In the Church, that means it's easier to get current parishioners to be more active in other aspects of parish life than it is to get new parishioners from the community. But generally speaking, we don't market our parish programs to anyone very well. Let's use the Knights of Columbus as an example. Every once in a while, they get up in front of the congregation and say, "We do this, that, and the other thing, which are really important. So you should join." The common reaction is, "It's great that you do all that, but no thanks. I'm really busy." Instead, the Knights should say something like this: "Being a Knight means being a part of a group of friends who are living out their Christian call to service. We have men of all ages, from all walks of life in the Knights of Columbus. It's a place to laugh, have fun, be encouraged and supported, and then go out and make a difference in our community. And when you see the look on the face of a child who may be getting one of his or her only Christmas gifts -- or when you see the smiles on the faces of people who are normally sad because of their need -- the feeling you get inside is too big for words to explain. That's when you know that the Spirit is working through you. That's when you know that you really are making a difference. And guys... that's a feeling you'll have a hard time finding anywhere else. Friendship. Support. And the satisfaction that can only come from being the hands and feet of Christ in this world. What more could you ask for? Please join us today." Don't you think people are more likely to consider joining after hearing the second one? It uses a lesson from Marketing: Focus on BENEFITS to the intended audience rather than simply listing the things you do. The same type of thinking should be applied to other programs and events we need to promote. If you have a Parish Festival, you don't say, "Come and spend money to help our school." You say, "Come and have fun! And it will help our school, too!" Marketing our programs effectively doesn't cheapen anything we do. In fact, it shows that we care enough do everything in our power to get people involved. Let's face it -- if we truly love something, selling it to others should come easily! Peace,
And visit ParishWebmaster.com for hundreds of Catholic articles! 
Copyright 2005 by Brandon Jubar |
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