The Church is a Business

Why acting more like a business could lead to incredible revival in the church.

The church is a business, and the denial of this fact is impeding its growth. Before you write me off as a heretic and dismiss my thoughts, I’m not talking about the global human church; I’m talking about the non-profit corporate entity that you attend on Sunday mornings. The entity that has staff, creates budgets, organizes events, holds meetings, and basically everything else that a typical “business” does. In almost every aspect of operation, there is little difference to be found when compared to the small or medium-sized business next door. However, church leaders’ refusal to view themselves as a business leads to some major gaps in regards to marketing, branding, staffing, and more—all which inhibit growth.

I’ve recently been reading Seth Godin’s book, All Marketers Tell Stories. Throughout the book he’s constantly cementing the idea that consumers don’t rally around products alone, but are drawn to products that tell a story. Near the beginning of the book, Seth tells the story of a woman who buys a pair of $125 Puma shoes. He explains that it’s not the quality of the shoes that compels her to buy them, but the story she’s been sold—that she’ll be cooler with these shoes. He continues,

“What the marketers sold her was a story, a story that made her feel special. Stories (not ideas, not features, not benefits) are what spread from person to person.”

In regard to marketing, the church has a major advantage over every other business in the world—they’re telling the most important and compelling story to ever exist. Unfortunately, due to an innate fear and misunderstanding of marketing by churches, few people outside of those sitting in pews on Sunday morning ever experience this story.

When marketing for a business, you’re constantly identifying new avenues by which to share your message.

Whether through email, blogging, social media, sponsorships, e-books, iPhone apps, hosting events, organizing conferences, even going as far as to build an education platform to inform your audience, marketers desire to communicate through every possible avenue. If the church began thinking like marketers and sharing their message through these means, imagine the reach that would be achieved in your community.

“Though I am free and belong to no one, I have made myself a slave to everyone,to win as many as possible. I have become all things to all people so that by all possible means I might save some. I do all this for the sake of the gospel, that I may share in its blessings.” — 1 Corinthians 9:19, 22b-23

Note: I’m defining branding as anything visible to the public that represents your brand (i.e. logo, website, newsletter, video, etc.)

If I’ve learned one thing about business in my time on this earth, it’s that the quality of your branding determines others’ perception of your business. Businesses place a great deal of thought into their branding because they understand it’s the face of their company. Branding is often the first and only impression you’ll make on a person. When the church nonchalantly has a secretary design their newsletter, event flyer, or bulletin, they’re missing out on the chance to make a lasting impression on an otherwise interested consumer.

“So whether you eat or drink or whatever you do, do it all for the glory of God.” — 1 Corinthians 10:31

Finally, we’ve reached the third lesson churches could learn from thinking like businesses—staffing. I’ve met a great deal of church staff in my life and it’s extremely rare to find someone who isn’t performing more tasks that what their job description prescribes.

Churches notoriously stretch staff to the very brink of their abilities, dramatically reducing the amount of time they can spend on their core competencies—resulting in everything becoming mediocre.

As a business owner, I understand that my employees are my single most valuable resource because they’re great at the tasks I hired them to perform. Build a team to accomplish your tasks and goals well. If you can’t find people to hire, outsource it.

Before I leave this topic, I feel it’s important to address the role of volunteers. Churches are in the unique situation when it comes to having volunteers ready and willing to perform any task. I think utilizing volunteers is essential for churches, but only for unskilled positions. What do I mean? If something would normally require schooling to perform (i.e. audio engineering, lighting, graphic design, marketing,copywriting, counseling, etc.), don’t use a volunteer for that job unless they actually have the requisite schooling or experience.

Businesses hire freelancers or build on-staff teams because they know a skilled team is an effective team.

Hiring staff to fill skilled positions is the single most important business decision most churches don’t make.

“He will also send you rain for the seed you sow in the ground, and the food that comes from the land will be rich and plentiful. In that day your cattle will graze in broad meadows.” — Isaiah 30:23

I grew up in the church and have spent time in congregations ranging from conservative to hyper-contemporary. I currently attend a church that I believe understands the importance of thinking entrepreneurially and acts like a business, which has led them to grow exponentially over the past few years. Additionally, my church is not alone—there are many churches across the country implementing these principles. Take a moment to think about what your church might improve by thinking more like a business.