Successfully marketing your church or charity in the digital domain is more than adding a “Like Button” to your blog.
I’ve become aware of this after the popularity of my “Facebook Like Button Plugin for WordPress.”
In the past year, I’ve received a number emails requesting features and implementation requests that seem to think that this Facebook service can solve all their social media marketing needs.
So it pains me when I have to reply with a ‘no’ to some very nicely worded requests.
I generally spare such a request of the technical limitations of Facebook’s API. I also spare them the bitter reality that there is no “magic bullet” when it comes to digital marketing.
So to make up for the latter omission, I’ve written below what I believe it takes for a church or charity to survive their drive along the information highway – specifically in terms of online outreach and ministry:
- Tactics; and
… in that order.
Problem is, most organizations I’ve seen fail on the web do so because they jump into activities without understanding that success needs to have:
- measurable objectives;
- focused, targeted audiences;
- feasible short, medium and long term plans; and
- return on investment.
I’ll blog later about these “haves” in a future post. For now, let’s define what I mean by Vision, Strategy, Tactics and Activities … in that order.
- Grow organization that …
- … serves their local community of Lutherans …
- … by feeding their faith; and…
- … equipping them to feed others.
- Bring in more visitors.
- Get visitors to become members.
- Get members to become active participants.
- Get active participants to become evangelists.
- Attracts more visitors through popular digital venues.
- Provide online content that allow visitors to comfortably explore your organization.
- Provide online tools that help members plug-in to programs and collaborate.
- Provide online training and services that help evangelists get the word out.
- Get the sermons, lessons online, videos and photos onine; and track it all with Google Analytics.
- Create a community presence via a Facebook and/or LinkedIn group, and don’t forget Disqus.
- Integrate tools such as BaseCamp for program management and Google Apps for document processing.
- Enlist tools such as SurveyMonkey and MailChimp to equip individuals in the field.
If you’re finding that your organization is not getting anything but a passing interest from your online activities, then why not take a step back and consider the above?
If you still feel that a rocking WordPress theme for your church website is the key to your organization’s digital marketing management, then I’d ask you to consider what measurable results you received from similar efforts in the past?
As always, comments, questions and criticisms are welcome, so long as their couched in love.