Church marketing tends to focus too narrowly on driving Sunday attendance, overlooking wider opportunities. Full stop.
Read that again.
Because this is a very substantial critique of many church communication and outreach strategies.
Let me explain further.
Digital campaigns tend to default to targeting active church shoppers ready to visit or join. But most people in any given community are unaware of or not considering at all the idea that a church community could meet spiritual needs.
Barna Research shows 32% of adults are “Explorers”—aware of spiritual unrest but unsure Christianity is the answer. These feel a void in life but do not know biblical solutions could provide the hope, purpose and relationships they want.
Reaching Explorers beyond the 3-5% of active shoppers represents enormous growth potential. That's the point.
Current State of Church Marketing
Typical church marketing tends to have a huge bias in targeting the bottom 3-5% ready to commit. Just think about your church's online church marketing objectives. . . Usually your campaigns' objectives are to drive visits and event sign-ups.
However, this approach misses the opportunity to nurture ongoing spiritual conversations with Explorers open to faith but not actively seeking a church home. Did you know that 79% of nonpracticing Christians show some spiritual openness? What are you doing to proactively engage them online without them having to visit your church on Sunday?
Connecting with Explorers Online
Digital channels can introduce Explorers to faith outside traditional church marketing activities. Intentional website content, social media, online groups and ads can spark spiritual conversations. The goal should be ongoing dialogue—exposing Explorers to empathetic conversations and gradual introduction of biblical worldviews relevant to real-world struggles. This seeds the idea that biblical wisdom may fill voids in their life.
Earning trust without expecting reciprocity is key. The opportunity is to nurture conversations over time and monitor digital engagement. Then transition to more personal outreach when Explorers are open.
Addressing Felt Needs with Digital Offerings
According to Barna, Explorers often feel unrest around common struggles like loneliness, anxiety, relationships, purpose, anger and more. Churches can create digital offerings to introduce biblical solutions for these pain points. For example, you might consider:
- Youtube videos and online workshops addressing parenting disputes or marriage conflict.
- Downloadable reading plans with scriptures and prayers around mental health struggles.
- Email sequences sending consistent encouragement for the lonely.
- Interviews with church members who found purpose and calling by anchoring their identity in Christian faith and wordviews.
- Podcasts discussing applying Biblical principles to current social issues.
The goal is to start faith conversations addressing felt needs before the Explorer even visits the church in person. Additional digital offerings like online book clubs, webinars, personalized reading lists, and spiritual assessments can nurture engagement.
Moving Beyond Digital into Personal Connections
Once Explorers are open to dialogue, you can provide ministry-first interactions via text, phone or video chat. The simple act of listening to their current struggles or questions and offering digital prayers could be truly encouraging and uplifting to them. Exploring struggles through a biblical lens cements your church's community as a caring resource. Offering prayer support can accelerate Explorers’ journey toward taking the next step in a relationship with someone from the church.
When appropriate, you can invite Explorers into online groups or meet for coffee. In-person connections allow your faith community to walk alongside them in life’s ups and downs. This personal investment helps Explorers experience the hope and fulfillment of a Christ-centered life.
Measure Success Beyond Conversions
Rather than only bottom-funnel metrics, this is where you can track digital engagement, ongoing participation and gradual spiritual openness. Small wins like a social media share, willingness to pray together, or receiving a positive response to a devotional resource shows your nurturing is taking root. Celebrate incremental progression.
Final Thoughts Widening Your Target Audience
Capturing the 32% of spiritually open Americans provides enormous growth potential beyond the 3-5% of active shoppers. If you embrace the marketing funnel concept to nurture faith conversations and thoughtfully guide Explorers toward greater commitment over time, you'll start to see consistent flow of people who become “solution aware” as well as “decision making” to become involved with your church community personally. This approach transforms churches from simply attempting to attract visitors on Sunday into sustaining community impact and meeting people where they are currently and in need.
Good stuff Kenny!