Mission-Minded Congregations are Market-Oriented Congregations: Congregational Marketing to the Glory of God

Abstract

Despite the marketing-saturated world in which we live, congregations do not always seem to be market-oriented entities. This thesis defends and encourages the adoption of a market-oriented mindset in a mission-minded congregation. This thesis argues that adopting a market-oriented mindset and engaging in marketing practices is consistent with congregations which explicitly and practically confess a complete trust in the means of grace as God’s tools for converting unregenerate hearts. The thesis asserts that a congregation which assumes a market-oriented mindset will enhance its efficient use of resources as they carry out God-pleasing ministry. The paper focuses on the definition and understanding of three important parts of congregational marketing: mission, brand, and market Segmentation. Importance is placed on developing a comprehensive marketing strategy in tandem with the long-range congregational planning. The writer developed illustrations to visualize the relationship of a congregation’s local mission, congregational vision, congregational goals, and strategies. A comprehensive marketing strategy template was also constructed as an aid for congregations. The conclusion reached by this thesis states that both a complete trust in the means of grace and a market-orientation can exist in a congregation focused on God’s mission to build his church.