27/01/2020
As business owners, we must shift and adapt our organizational models as society changes.
For example, churches in the Western world have struggled to maintain membership and attendance. Similar to other businesses or non-profits, the churches that prosper and thrive are the ones whose leaders leverage technology and deliver content to their buyers (churchgoers) directly.
Trinity Cathedral in Cleveland Ohio is an example of a church who paves the way for this new model of reaching out. They employ a full time communications director who publishes email newsletters, blog posts, podcasts, Facebook and Twitter feeds.
Rev. Tracey Lind explains "Frankly, my communications director is as valuable as a priest. That is a shift that is sometimes hard to explain to people".
The Very Rev. Tracey Lind explains "The official way you count attendance or membership in the Episcopal Church is to count average Sunday attendance. For a long time, my colleagues and I have been saying that's not an accurate measure of the work we're doing. In fact, our vitality would be better measured by average weekly touch. The reality is, most people don't go to church anymore. My attitude is that you can fight it, or be a part of it".
Trinity Cathedral is reaching people around the world with their "Choral Evensong" podcasting efforts. They hire people to do their web design, and create blog posts that specifically reach modern demographics such as people in alternative families. Adopted families, LGBT families, single moms, single dads; Lind considers these markets as they seek to create helpful and relevant content to post on the web for them.
How are YOU going to adapt to your consumers needs after reading this? I know I am going to be more content driven when it comes to building my brand awareness. Also, I won't be afraid to spend a bit extra money on digital marketing knowing it's tremendous value. Please share with us what you intend to do for your organization below!
