Why, then, can the church world benefit from successful business models? Simple. We're not borrowing from them-they are borrowing from the church and basic truths set forth in Scripture.
4 Key Business Tips for Churches
by Molli Craddock
"We are a symbol of warmth and welcome. We are a simple pleasure, honest and genuine. We are home. We are family. We are friends."
Is this the motto of a local church or denomination? No, this is how the Panera Bread company described itself in an article that also described the restaurants as the "front porch for the new millennium."
My recent experience at one of the restaurants matched these claims. The mood was light-hearted and warm. Folks from all walks of life took time to chat and catch up on the news with friends and neighbors. It did feel as if I were relaxing on a shady, wrap-around porch.
This ambiance is on purpose-by design.
Somewhere in the corporate offices of Panera Bread something is going on that is leading to outstanding success across the nation. What can churches learn from organizations that succeed in doing the right things to reach the right customers? Can the church borrow any business practices that would allow us to enhance and increase our results?
Consider four concepts churches can effectively apply:
1. Know Who You Serve
Companies spend millions each year identifying and studying the markets they hope to reach. Through research they can determine what their customers want or need, and how to meet those needs. Corporations speak of their "target markets," and use them as a guide for making key decisions. How could this work in the church? Stand in your church parking lot and look prayerfully in every direction. Stop long enough to really see who and what is around you. That is your "market," your customer base, the people God has positioned your church to serve.
What needs could you meet that might open the door to their salvation? A small community church was surprised to have a large outdoor skateboard park built on an adjoining lot. Instead of complaining about all the kids hanging out there, the congregation chose a positive path and took on the challenge of reaching the youth who congregate in the park.
Each Saturday afternoon the church opens its doors, inviting skaters in for free food, drinks, videos, and games. They even keep a first-aid kit handy. The director said, "Churches often have a "come to us" mentality. They say, 'We'll offer this program and if you like it, you'll come to us.' We had to get over that and decide to be good neighbors, learn what the skaters like and get on their level."
2. Know Your Strengths
Many corporate failures are caused by extreme diversification or loss of focus. Companies are challenged to identify their strengths and discipline themselves to perfect what has already made them successful. Similarly, every congregation has been gifted in ways that set it apart from the church down the street. Many churches have failed by trying to copy mega churches.
Trying to imitate the exact ministries or programs of some other church is rarely effective. Instead, consider the mix of spiritual gifts and talents within your church body and let God guide you into acts of service that make sense for you.
3. Know Your Competition
Companies must know the strengths and weaknesses of their competition. They continually ask, "Who or what is competing for our customers- attention and dedication?" This often requires companies to answer hard questions about their intentions and methods, and then modify their approaches. The competition is not between our church and another.
However, because of their reputation for superb customer service, we can include such companies as Amazon.com and Starbucks as our competition. While our product or service is completely different, we are reaching out to the same people--people who look for quality and expect an extremely high level of service. Whether inside or outside our four walls, whether great or small, we must insist on excellence in each detail of our ministries.
4. Monitor Your Results
Concerned with profits and margins, corporations closely monitor the return on their investments. While analysts talk of financial gains or losses, elaborate reports float among key leaders and stockholders as they measure input (investments) versus output (results). We are not confused about the results we seek in our churches. Jesus said, "The Son of Man came to seek and to save what was lost" (Luke 19:10).
Any discussion related to results should refer to people finding Christ as Savior and maturing in their relationship with Him. At least quarterly we should ask questions such as: "How many have accepted Christ?" "Do regular attendees want to bring friends?" "Are more people praying and studying the Bible?" "Are believers developing characteristics of spiritual maturity?"
The answers to questions like this can be indicators of our results. All methods, regardless of their origin, are fruitless except under the direction, power, and anointing of the Holy Spirit. In no way are we to diminish His role in our lives and our churches.
Why, then, can the church world benefit from successful business models? Simple. We're not borrowing from them--they are borrowing from the church and basic truths set forth in Scripture. Let's reclaim, reframe, and use these truths to reach lost souls!
Molli Craddock resides in Dayton, Ohio, where she is director of marketing for a distribution company.
Holiness Today, January/February 2007
Somewhere in the corporate offices of Panera Bread something is going on that is leading to outstanding success across the nation. What can churches learn from organizations that succeed in doing the right things to reach the right customers? Can the church borrow any business practices that would allow us to enhance and increase our results?
Consider four concepts churches can effectively apply:
1. Know Who You Serve
Companies spend millions each year identifying and studying the markets they hope to reach. Through research they can determine what their customers want or need, and how to meet those needs. Corporations speak of their "target markets," and use them as a guide for making key decisions. How could this work in the church? Stand in your church parking lot and look prayerfully in every direction. Stop long enough to really see who and what is around you. That is your "market," your customer base, the people God has positioned your church to serve.
What needs could you meet that might open the door to their salvation? A small community church was surprised to have a large outdoor skateboard park built on an adjoining lot. Instead of complaining about all the kids hanging out there, the congregation chose a positive path and took on the challenge of reaching the youth who congregate in the park.
Each Saturday afternoon the church opens its doors, inviting skaters in for free food, drinks, videos, and games. They even keep a first-aid kit handy. The director said, "Churches often have a "come to us" mentality. They say, 'We'll offer this program and if you like it, you'll come to us.' We had to get over that and decide to be good neighbors, learn what the skaters like and get on their level."
2. Know Your Strengths
Many corporate failures are caused by extreme diversification or loss of focus. Companies are challenged to identify their strengths and discipline themselves to perfect what has already made them successful. Similarly, every congregation has been gifted in ways that set it apart from the church down the street. Many churches have failed by trying to copy mega churches.
Trying to imitate the exact ministries or programs of some other church is rarely effective. Instead, consider the mix of spiritual gifts and talents within your church body and let God guide you into acts of service that make sense for you.
3. Know Your Competition
Companies must know the strengths and weaknesses of their competition. They continually ask, "Who or what is competing for our customers- attention and dedication?" This often requires companies to answer hard questions about their intentions and methods, and then modify their approaches. The competition is not between our church and another.
However, because of their reputation for superb customer service, we can include such companies as Amazon.com and Starbucks as our competition. While our product or service is completely different, we are reaching out to the same people--people who look for quality and expect an extremely high level of service. Whether inside or outside our four walls, whether great or small, we must insist on excellence in each detail of our ministries.
4. Monitor Your Results
Concerned with profits and margins, corporations closely monitor the return on their investments. While analysts talk of financial gains or losses, elaborate reports float among key leaders and stockholders as they measure input (investments) versus output (results). We are not confused about the results we seek in our churches. Jesus said, "The Son of Man came to seek and to save what was lost" (Luke 19:10).
Any discussion related to results should refer to people finding Christ as Savior and maturing in their relationship with Him. At least quarterly we should ask questions such as: "How many have accepted Christ?" "Do regular attendees want to bring friends?" "Are more people praying and studying the Bible?" "Are believers developing characteristics of spiritual maturity?"
The answers to questions like this can be indicators of our results. All methods, regardless of their origin, are fruitless except under the direction, power, and anointing of the Holy Spirit. In no way are we to diminish His role in our lives and our churches.
Why, then, can the church world benefit from successful business models? Simple. We're not borrowing from them--they are borrowing from the church and basic truths set forth in Scripture. Let's reclaim, reframe, and use these truths to reach lost souls!
Molli Craddock resides in Dayton, Ohio, where she is director of marketing for a distribution company.
Holiness Today, January/February 2007
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