The
main objectives of churches are to attend to the spiritual needs of their flock,
and, as far as possible, help the needy in society. They are therefore registered
as Non-Governmental Organisations (NGOs). They are not-for-profit establishments.
Through
the medium of churches, society has raised a lot of business entrepreneurs, who
own these churches. “Churches for Money,” as they can be referred to, are now a
phenomenon, and growing with rapid succession in virtually every locality in
the country, giving rise to “entrepreneurial pastors.”
These
business pastors, especially those with sprawling and mushrooming tiny
gatherings, some of whose educational backgrounds may be questionable, seem to
be more market-oriented than many business firms.
Marketing
is all about identifying customer’s needs and requirements and satisfying them,
often for some fee-based consideration that can lead to the bottom line profits.
Kohli
and Jaworskip (1990) identified that “market orientation entails one or more
departments engaging in activities geared towards developing an understanding
of customers’ current and future needs and the factors affecting them.” This
means that various institutions must be designed with tailored strategies to
meet selected customer needs. In meeting and satisfying customer needs, these “entrepreneurial
pastors,” sometimes, possibly unknown to them, apply textbook marketing
strategies like relationship marketing, sponsorship advertisement, public
relations, and segmentation, among others.
Gronroos
(1990) defines relationship marketing as ‘to identify, establish, maintain and
enhance relationships with customers and other stakeholders, at a profit, so
that the objectives of all parties are met, and these are done by a mutual
exchange and fulfillment of promises.’
Every
Sunday, churches invite new members or those visiting for the first time, to
come forward; such new members or visitors have their personal data, in terms
of name, residence, location, phone numbers, occupation, etc, collated for follow-ups
later. Some of these pastors also give their numbers out freely on radio and television
in order to gain more memberships. However, recently, I went to a pharmacy shop
and after buying the drugs, I asked for the phone number of the pharmacist in
charge but was told that they have been warned not to give their numbers to
anyone. In some other companies, secretaries do not give their bosses’ phone
numbers out.
On
another occasion, I asked some employees of the customer service department
whether they have ever called, sent a text or WhatsApp to a customer about the
business and they responded in the negative. In the implementation of these
strategies, it is common practice for church management personnel to pay routine
welfare visits to members in their homes, obviously, as a way of showing
concern, particularly in times of ailment or infirmity. Communion may even be
brought home and shared with the aged and the sick, so as to cement that bond
of belonging to the same family.
Within the cross-section of churches, some
level of segmentation - dividing the total market into sub-markets with similar
needs so that different strategies and products can be tailored to satisfy each
homogeneous segment - is practised, as members are encouraged to
join various groups, often on the basis of language, sex, age, common interests
and even income. This ensures that every member belongs to one identifiable
society such as youth groups, women fellowship, Akan Group, etc. These segmentation
and relationship marketing strategies are geared towards retaining members as a
sustainable source of generating and maintaining membership and the much needed
profit.
Other
dimensions of these practical relationship marketing strategies are the running
of seminars, talks, praise and worship, with very attractive themes, aimed at
educating members and generating revenues. It is interesting to note what may
be perceived as ‘competitors’ in the same church industry forming strategic
alliances in organizing seminars, coupled with joint adverts in the print and
electronic media, thus, drawing important synergies for the attainment of
common goals. With the frequent erratic power supplies, I expect cold stores to
enter into strategic alliances with their competitors who have power freezers
and vice versa to reduce cost.
Since
they are into inseparable and intangible service, their leaders dress well to
attract, and own handsome properties. These are all strategies to enhance their
‘corporate image’ and help build their brands. They gain customer retention
which is a panacea for growth and increased profits.
These
are some of the reasons why churches are making more profit and outnumbering commercial
entities; after all, they have strategic drive.
- Stephen
Kuku (Senior Marketing Lecturer, KAAF University College)
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