Thousands and thousands of people driving Interstate 5 in Orange County, Calif., will see the huge banner hanging from a large church, “Reaching People for Christ!”
Just one question: Who’s the customer? If the customer is someone who is not yet attending their church, then it’s an unfortunate slogan.
When you drive past a Ford dealership, you won’t find balloons and banners that shout out, “Reaching Car Buyers for Ford!”
At McDonald’s, it’s “You deserve a break today.” It’s not: “Reaching Hamburger Buyers for Our Shareholders!”
Auto dealers and fast food franchises understand the customer.
Many churches and nonprofit organizations do not. If I were a seeker, the “Reaching People for Christ” slogan would be a turn-off. It’s about the church, not me.
But other slogans might work. The slogan at Saddleback Church is: “You Matter to God.” I like that. It’s encouraging and it touches me—but it’s not manipulative, nor cultic.
Peter Drucker, the management guru (you can’t give his name without adding “guru”) has five questions all nonprofit organizations (and churches) must ask. They are:
1. What is our mission?
2. Who is our customer?
3. What does the customer value?
4. What are our results?
5. What is our plan?
Idea. Before you do your next banner, brochure, banquet or budget—identify your customer and (here’s a thought) ask your customers what they value. You might be surprised.