Church marketing: Strategies for retaining and attracting members

Membership has been declining in Christian churches since the early 1970s. Being able to retain current members and attract prospective members is essential in solving this problem. Thus, pastors of three Protestant denominations were surveyed to determine the effectiveness of their marketing communications efforts for retaining and attracting members. Findings show that personal contact through referrals and direct mail are the most effective dual-purpose tools. Monthly and weekly newsletters and bulletins are effective in retaining members, whereas radio and Yellow Page advertisements are effective in attracting members. Ineffective media include television, community cable access, and door-to-door canvassing.