categories: I'm curious, leadership, marketing, priorities, working together
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February 11th, 2008

by Craig Groeschel

74 comments (+ Add)

Your Turn: Get The Word Out With $25K

yourturn1.jpgThis week, I’ll pose some questions and depend on your wisdom.

If you were starting a church (or other ministry) and had $25,000 to invest to get the word out, how would you spend it?

Examples could include:

  • Promotional mail outs
  • Radio/television
  • Web presence
  • Host a community event
  • Design invitation cards

When you answer, be as specific as you can. Would you promote a kick-off event? Would you give all the money to the community? Would you use door hangers? Would you save it all for later? What would you do? (Please share any success or failures that might help others.)

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  1. Feb 11, 2008 at 6:25 am

    *Develop a word of mouth contingent with core families.
    *Build a solid core group.
    *Develop a web presence.
    *Incrementally do door hangers, invite cards, community events….
    *Save 15-20K for later!

  2. Feb 11, 2008 at 6:30 am

    web page.
    food for home groups.
    feed homeless, care for widows/orphans.

    i’d make it a priority to have viral marketing…no big growth spike.

  3. Feb 11, 2008 at 7:23 am


    We did our own mailers–very nice ones for about $3-4K per mailer and sent out 30,000 pieces. We sent out 15K one week and then sent out another 15K to the same houses 2 weeks later. We used Twig One stop in Florida and J and J Printing in Iowa. We had about 5 families come to our house and we bundled the mailers by mail routes. Each mailer had the next 6-8 week series on it. They were the over sized color on both side mailers. People would actually come 3-4 weeks in on a series carrying the card with them.

    This was the best thing we did to get the word out. I like to do that at least 4 times a year. Don’t use the val-pac mailers though. They get buried in with all other kinds of ads.

    I would have a web page too.

    We are teaching my new church to “invest and invite” now. They are no longer new so we are encouraging them to invest in the lives of those around them and invite them to our services so we can partner with them in evangelism.

  4. Feb 11, 2008 at 7:30 am

    Too easy…

    spend 5,0000 on mailouts to every church leader in america and send them a catchy promotional packet…starting a buzz…

    spend another 5000 on renting a hotel banquet room…

    The packet sets a date 6 months down the road for a next best thing seminar to allow time for “buzz”…

    Take the other fifteen and get a short video clip of Oprah’s endorsement…(she might cost more than that, but if you can convince her its for a good cause)

    Wham, you’ve got yourself a mega ministry…lol… just kidding..

    Seriously though, I would probably buy a van with a rollout stage, and do some traveling…

  5. Feb 11, 2008 at 7:38 am

    Let me start by saying I’m not a church marketing guy. I think the gospel changes when it’s attached to the american marketing machine and that for every $ that is spent by a church, or representatives of a church (or it’s institution) it does tremendous damage to the people who gave it by teaching them something about their role in reaching people. (there’s more to this, but you get the idea)

    So I’d say spend the money another way that empowers the people of your church to take responsability for their community, their friends, and their neighbors.

  6. 6Garry
    Feb 11, 2008 at 7:55 am

    I agree with Riddle! We have tried mailings, web pages and newspaper ads. The only thing that has worked consistently is the people getting excited about what is going on and inviting new people.

    A better question is how do you get people excited about sharing their faith with others?

  7. Feb 11, 2008 at 8:00 am

    If you don’t have something that is authentic and quality to come to it won’t matter. Assuming that you do have that, what Scott said was right on and is similar to what we did, and worked out well.
    *Develop a word of mouth contingent with core families.
    *Build a solid core group.
    *Develop a web presence.
    *Incrementally do door hangers, invite cards, community events….
    *Save 15-20K for later!
    Money can’t buy good word of mouth. And when people love your ministry they bring their friends and those people stay because of the relationships.
    Money will buy you a crowd but are you going to like what you bought?

  8. Feb 11, 2008 at 8:08 am

    I would go to a local mobile home park, and pay everyone’s lot rent for one month.
    I would at the same time send a mailer to each mobile home, telling them of their gift.

  9. Feb 11, 2008 at 8:10 am

    I agree with Riddle to a point, however, our people came up with the idea to do a billboard and we empowered them to do so.

    We ran three billboards and probably spent around $7,000 total. We’re a church plant with around 450 people in our little rented movie theater and when polled, we discovered that around 30% of them were there because of the billboards.

    Right now I’m thinking of the people who are now friends of mine…people who have been baptized and have stepped into a relationship with Christ…these same people came to know Jesus…because of a billboard, or because people were empowered to give towards a billboard.

    We’re planning another billboard next month. Oh, and we ran 10,000 mailers and had almost no response in our area.

    I would personally spend the rest of the money on starting a Biznistry for the community. We’re building a coffeehouse right now and it’s extremely exciting.

  10. 12jon
    Feb 11, 2008 at 8:34 am

    i live in northwest ohio…the Lord has given me a burden to reach a town 30 min. away that is very rooted in a culture of family or community…but everything that is done, including which “church” service you attend is based on your consumption of alcohol. “church” is duty or requirement of you…and the area has been devastated twice in the last 10 months by two major floods…

    i would take my core group and my $25K up there and minister to the families that have lost everything. i would use the money to meet the physical needs of the people and allow the Lord to do His own marketing.

    look at what God was able to do through paul in acts 19 in ephesus. he was healing people, even the handkerchiefs and aprons that touched him brought healing to people. word got out in a hurry!!! God used him to impact a city that was very rooted, even engulfed, in witchcraft and very polytheistic…yet they burned millions of dollars in books and manuals, giving their lives over to God.

    $25K…to meet people’s needs.

  11. 13Keith
    Feb 11, 2008 at 8:39 am

    I live in a Northern, MN community of 13k people, there are an additional 35k-40k people in a 10-15 mile radius. We are being sent out from a church 0f 350-400 which by the way is located 1.5 miles from the nearest time and its population is 551 people, the county has 1 stop light and has a total population of 8500 people.

    Here is what I would do with the money…

    $1,000 on a web site
    $500 2 video/trailers for web (one on Destiny and one on vision)
    $3000 Advertising (radio, newspaper, movie theater and cable tv) Note- Advertising is inexpensive here compared to big market. Also, ad will basically encourage people to go to web site.
    $4000 for connecting events and giveaways i.e. gas cards, ipods. etc. (environments for launch team to invite people who might not come out to our Bible Study.)
    $1000 promotional brochures and invite cards
    $2000 launch day events and giveawys
    $2500 to non-profits in community that are reaching out to the poor and underpriveleged
    The remainder I would use over the next 6 months to continue running movie theater ad along with cable tv and radio ads.

  12. Feb 11, 2008 at 8:55 am

    I think I’d push to give it away. In a marketing sort of way, though . . .

    Like, maybe, give a gift card for $5-10 to every teacher in our local schools (I have no idea how much that would cost - 10k?) with a card from the church thanking them for what they do.

    Or maybe the first responders.

    Or maybe pass out gas cards, and have people give them away; sorta like Elevation’s bless back thing, only more controlled.

    After writing that, though, maybe I’d give it away in envelopes, like Elevation did. I like that idea.

    I think the positive word of mouth and the ripple effect it would cause would far outweigh any targeted mailers or radio ads. Plus, it’d be a nice thing to do.

  13. Feb 11, 2008 at 8:59 am

    I would start by building a solid group of committed leaders. No amount of money can buy this.

    Get involved in community events and help sponsor if needed.

    Develop a solid web presence to deliver information about the church and connect with people you meet at community events.

    I would avoid mailers and would not do any sort of launch day promotion. I want to avoid attraction based on a gimmick.

  14. Feb 11, 2008 at 8:59 am


    I would have given a totally different answer if asked this question just 1 year ago. I think a lot depends on what part of the nation you are located in. We are in the process of starting a church in Tucson. We have tried to be intentional about listening to those that have come before us. A visit to the Mesa campus helped to convince us that “traditional marketing” will not work here. With that in mind we have come up with the following paradigms:
    1. Relationships are key. We look for ways to invest in relationships. While it is fun to randomly do things (ie. buy a meal or pay rent) it seems to be more powerful if we do things like buy the baby crib for the mom who was not expecting to have a new baby.
    2. Create a buzz. It does not take a lot of money to buy/make a satan costume. We then have an energetic satan go and tell people why they should stay away from our church. Yes, we totally stole the idea from your billboards and videos. However, it is very effective at making people talk. I think a key is not to try to group people. they are already in groups! It is more of turning ocnversations to Christ.
    3. Take the few things we do and work to do them with excellence. If we do things with half effort people will see through it.
    4. Lastly—look for wasy for our church to imapact the community around us. I love the idea of “sacred spaces.” I especially love the idea of impacting the city because we truly love them….not because we have a side purpose of getting everyone to OUR church.

  15. Feb 11, 2008 at 9:34 am

    I would probably poll my core group to find out what they are passionate about and fund them smaller amounts of money to get 3 or 4 strings of ministry going. Other possibilities would be those en devours culminating in a day where we rented a park or fairgrounds to have an event and just use the time to connect relationally the best we can with people. I would also be intentional about finding what people had been connected through the event or through the other strands of ministry that had a great need and do everything in our power to meet it.

  16. Feb 11, 2008 at 9:39 am

    Well, this is the exact situation that I am currently in. I am interning at West Ridge Church and will have about that much money to go into Decatur, GA and start a church. So, with that said here is where our money will go.

    *Door hangers (to a small degree)
    *Viral marketing plan for word of mouth
    *Buy the software that helps you find and connect with people in a geographic area through myspace
    *Use our core group to serve the community in every way possible
    *Develop and market an independent website that will benefit the community. Ours is called where we will list every volunteer opportunity in and around Decatur.
    *Get involved in the community events put on by the city so that we can serve the city, rather than doing our own events.
    *Do some type of renovation project within the community for a family that needs an extreme makeover.
    *Brochures explaining the vision of the Church

    That’s all I have for now, if that doesn’t burn through the cash, then I would be up for giving out free bottles of water in the square or something like that.

  17. Feb 11, 2008 at 9:41 am

    I can’t say that I would actually do any of the suggestions in the list. Pray and spray marketing is the least effective in our over marketed culture, and advertising is pretty much dead anyway. I would spend $100 for a website and use wordpress CMS with some useful template. You don’t have to spend a bunch of money on a website if you have something to say. I would probably find a needy family in the community and spend a good portion on renewing their lives a la home makover or something like that. I think it is more remarkable to make a life changing impact in a few lives that a mediocre impact in many lives. Of course, it wouldn’t hurt if the local papers or news tv heard about it and covered it (hint, hint).

  18. Feb 11, 2008 at 9:41 am

    Man I’d have loved to have had $25k to make an impact through our new church. We started a couple years ago with 30 peolple and $17k for eqipment and everything…today a little over 300 call us their church home…money and marketing don’t attract people…people, passion and purpose attract people.

    Today if we had an additional $25k we’d try to multiply it. This is what we’ve done any time we have received large one time gifts. Challenge others to join in the generocity.

    After multiplying the money…we’d build a home for a single mother, and hold a massive community outreach to coincide with the media coverage on the house.

    We’ve done this on a smaller scale with our Missions projects…run a story on the mission…then schedule an outreach event about 2-3 weeks later…very effective.

    We’re in the midwest (little bedroom town outside of Peoria, IL)

  19. Feb 11, 2008 at 10:03 am

    I lead the Men’s Ministry of Bay Area Fellowship in Corpus Christi, Texas. I would use the money to buy materials to fix a house or two and make sure the local news covered it. That way the unchurched people we are called to reach would see real guys doing real work. I have a great Senior Pastor so he takes care of the big vision. My job is to reach men and I think 25k spent directly impacting families would change a lot of lives. Then we could make a video and put it on our blog. Blog is free and the video is free. I’m not against marketing but for individual ministries it just doesn’t work as well as actual lives being changed. I guess it is marketing but in a different form. I think a real test would be for you to send me the 25k and I’ll let you know how it went.

  20. Feb 11, 2008 at 10:04 am

    Well, I have NO church-planting experience, but a well-designed website seems a must. It simply is expected anymore of just about all organizations. Plus, what better (as in maximum impact for relatively little expense) way to spread the Good News and the news about a new church community. This medium probably could be done inexpensively if one of the core members has the experience.

    I think if the new church were near a major intersection, I would seriously consider the use of a billboard. So many have useless information, why not leverage one for God?

    Finally, most people appreciate something tangible. That means mailers.

    OK, now I will read the other posts. :)

  21. Feb 11, 2008 at 10:13 am

    If I was just moving to a new city, where I knew no one, and God was crazy enough to tell me to plant a church, and I had twenty-five G’s…

    Two years prior to launch: I’d start a blog. And I’d give that address out to everyone that I knew. In it, I would give people insight to me, and to the mission of the church.

    A mentor of mine said that young people (under 35) will always be won to the leader first, before they are won to the vision of the church, or even to Christ.

    Then I’d go out as much as possible making myself visible in the community. I’d get involved in as many civic organizations as I could, and enlist the help of all of the people that I could.

    (So far, we’re not spending money).

    Then I’d partner with the schools, and host a backpack giveaway. We’d give away information about our first preview service. Hopefully most of the materials we could get donated from the community.

    Then I’d partner with the post-office and do a stamp giveaway to people on April 15 at the post-office and give out information about the church, and a few preview services.

    We’d have a coat-giveaway, and give needy families coats.

    By this time, we’re in the community a year, and we’re active. People see, before we even open our doors officially that we’re not all talk. We’re being the church.

    I’d then begin to enlist the help of the people who I’ve brought alongside of me to help me with these events. I’d start with five or six young families. And I wouldn’t care if they were rich or poor. They just would need to love the crap out of the vision that God’s given this group.

    Then after that, I have no idea. I think I’d call Perry Noble or Tony Morgan.


  22. Feb 11, 2008 at 10:14 am

    BTW, Craig, thanks so much for the convicting challenge yesterday to “create margins”.

    I have made some progress in that direction of late, but you really brought it home in specific ways.

  23. 26erin
    Feb 11, 2008 at 10:15 am

    i would start a website and arrange large group service opportunities in the community the church is in that encourage love, fellowship and an opportunity to give information that says, “hey we’re a church too”…

  24. Feb 11, 2008 at 10:22 am

    That’s a great question. I’m planting a church in Spartanburg, SC and we’re in the process of raising that amount specifically for marketing for a September launch. We’ve put together a diverse marketing plant that will spark interest and give credibility to personal invitations. Here’s our plan:
    - $10,000 for two mailers.
    - $4,500 for six billboards that will be up three weeks before one week after we launch.
    - $5,000 for a frisbee giveaway (we want to throw out 5,000 frisbees in people’s driveways as a creative addition to the mailers and billboards.
    - $2,000 for movie adds (we’re planning to launch in a movie theater).
    - $2,500 for postcards to go in doorhanger bags along with coupons for free stuff from local businesses.
    - $500 on personal invite cards for our launch team to hand out.
    - $500 for yard signs to put up around town.

    I used to be against marketing. I don’t know why. Maybe it was ignorance and arrogance. But having planted a church that fell apart I know so much more than I knew then, and have come to discover that marketing is a great tool that is not the one time fix all, but that is one of the tools that God can use to build His church.

  25. Feb 11, 2008 at 10:48 am

    Great question. We planted and launched RiverPoint church in Halstead, KS, small town USA back in October. We’ve been meeting in the High School, but now are no longer aloud to meet there due to their new policy. No worries, that was God getting our attention. So, we’re returning to our Vision of becoming 1 church in multiple locations and taking it to the extreme! We’re taking RiverPoint Church on the road. We are in the process of setting up & securing locations for a 2-3 month stay in every city of Harvey County to hold Sunday Worship services, reach the entire family through our environments and raise up leadership for weekly LIFE Groups, etc. We are also praying for land to purchase and to build a facility to use on a weekly basis that is located in the center of Harvey County!
    I think I would use the money this way…
    - $10,000.00 for mailers in each of the cities of Harvey County
    - $8,000.00 for our teams to use for block parties/home parties in their communities to make connections with people outside the church
    - $2,500.00 for newspaper ads
    - $2,500.00 for brochures & church information for Sunday mornings
    - $1,000.00 for yard signs
    - $1,000.00 for invite cards
    Great, you got me thinking on a Monday. :)

  26. Feb 11, 2008 at 11:05 am

    When we started Palm Valley Church in Goodyear, Az, we had $5,000 to do marketing. Here’s what we did…
    1) $1,000 on web site.
    2) $2000 on door hangers. Instead of just hanging on doors, I knocked on every door and told them who I was and invited them to our 1st service. Knocked on over 2,000 doors in 6 weeks leading up. Great conversations with lost people.
    3) $2,000 for ads in small community newspaper that most people read.

    If I had $25,000, I’d do the above and add $5,000 for a billboard, and $15,000 for back to back mailers. Lastly, I’d definitely get a good myspace page, facebook page, and blog going, allowing people to interact wiht us before launch.

  27. 30Marty
    Feb 11, 2008 at 11:53 am

    If there were funds to cover everything else and we wanted to make a huge splash in the community, I would be looking into a U2 concert. Bringing U2 to town and announcing the church as a sponser and a new “launch” with all the information for the meeting times and plan for the other portions of “church” related activities. Just thinking outside the box.

  28. Feb 11, 2008 at 12:03 pm

    For my context, a very rural mission ministry… I would use this to create door hangers, posters, TV commercials, yard signs, brochures, direct mailings. Would do a website, but it would be geared more towards recruiting mission trips and financial supporters.

  29. Feb 11, 2008 at 12:19 pm

    What a great question to ask…this is a great resource to hear what others are doing as this is what we are going through right now in launching our church this year.

    All of this is just for marketing and getting the word out.

    $400 on website development - two sites…one for church and one for momentum
    $600 to send out 3 shots of 300,000 emails redirecting to websites utilizing promotion
    $10,000 for 2 mail outs to 25,000 homes
    $3,500 for a house remodel for someone in the community to garner publicity
    $2,500 to distribute to two local community services
    $1,000 for materials for team to hand out.
    $6,000 for a park party in the area of focus
    $1,000 for door hangers for park party

  30. 33Chris Rader
    Feb 11, 2008 at 12:30 pm

    What would I do with $25,000.00? I would get down on my knees and thank God for what He has provided, and then I would ask Him how I should use His money. Then I would wait for His answer. Otherwise I would go out and purchase 25 flat screen televisions and give one away at the end of service every other week for a year. God knows exactly how to use His own money for His kingdom for His glory. I love the TV idea…

  31. 34Shawn
    Feb 11, 2008 at 12:48 pm

    $1,000 - Simple website and some type of marketing for the program listed below.

    $24,000 - Offer $100 to first 240 individuals(families) that commit to attend 6 consecutive weeks. Payout of $50 after 3 weeks, final $50 after 6 weeks has been met.

  32. Feb 11, 2008 at 12:59 pm

    We started gathering our core group together 3 weeks ago so we are way early on in the process. I think that $25,000 would become to much of a focus for our little community right now. I might turn down the money initially if someone offered it. or put into a saving account because it would cause us to ask questions we aren’t ready to answer yet. In a few months… maybe.

    Here’s some ideas down the road. Purely an idea.
    put $250 into 16 envelopes (that’s how many adults we currently have right now) (that would total -$4,000)
    I’d put $50 into 5 envelopes. that’s how many 3-4th graders we have. ($250)
    I’d put put $10 into 6 other envelopes which is the remaining elementary school kids.($60)
    That’s a total of $4,310

    That’s Idea Number 1:
    The instructions are simple. You can’t spend it on yourself or someone who doesn’t need it. You have to tell the story of where you spent it and what happened to it over the next 90 days. The goal is not so spend the money, but to make a difference in the lives of people.

    Then in 90 days we tell the stories.
    If one or two of the stories takes root, or has potential for a viable ministry the people believe in, and one that we as leaders value, then we invest the other 20,000.

    Idea number two is:
    do a series on debt and how it fits within freedom and the gospel. Give $1,000 to each family to pay off debt and get a jump start on a better financial outlook.

    Idea number three is:
    Our community would need to be a bit larger to pull this one off.
    Start a reasonably priced tree trimming business with 2 able bodied homeless guys who are down on their luck. Maybe with kids who are on the street too. Buy a used truck, ladder, saw, and have a couple guys in your church, insure them and train them to run a business over 6 months. Pay them a wage and then at the end of 6 months give them both 30% of the business and support them with ongoing coaching and business decisions with the idea that they would train someone else.

  33. 36Dan
    Feb 11, 2008 at 1:14 pm

    We spent $1,700 once giving every small group $100 (obviously, we did not think this idea up…’kingdom projects’ etc) was amazing to see the difference it made.

    We are in australia and apparently 1 in 6 unchurched people would definitely come to church if someone (anyone!) invited them, and 2 in 6 would consider coming if invited (maybe by a cute boy/girl ;)). So, maybe spending time/money investing the concept into the core groups head that we need to ‘invest and invite’…or even just ‘invite’!!

  34. Feb 11, 2008 at 2:00 pm

    For us, one of the most effective things that have worked are blanket mailers - I heard that if you do a mailer over 60,000 people, you cross a tipping point where so many people got the mailer, that they begin talking to each other about it. I’m sorry that I don’t have the source, but I heard that you can expect 1/2 of 1% of people to come from a mailer. I think that I heard that at an ARC conference.

    Radio ads have worked, although they’re not as effective as mailers. We have advertised on Christian radio, especially when we were planting the church because it was a good way to get some core people in, especially if you’re in a city where people are moving to and are listening to the radio to find a church.

    I would spend money on a web-site too. That tends to work for us as a front door for a lot of people who come into NLC.

    Oh, what we did one time was we gave everyone in our church a $10 Starbucks gift card and told them to take someone to coffee this week and tell them why they love NLC at some point during the conversation. It is great to have a few hundred positive conversations taking place about your church in a given week/couple of weeks.

    We also did a controversial billboard once which worked pretty well. Those sorts of things, more than anything else, empowers the people in the church to invite their friends.

    Those are just some thoughts. Our church is called Next Level Church in Ft. Myers, FL.

  35. Feb 11, 2008 at 2:12 pm


    If it were me…

    A usable and interactive web site
    A good part-time youth worker
    A small but good quality sound system
    A small to medium sized coffee shop to hire/partner with
    Some international projects to invest in.

    Just my thoughts

    Great site


  36. 39Steven
    Feb 11, 2008 at 2:48 pm

    Although I don’t do much church marketing, I think marketing principles still apply, regardless of industry.

    I’m surprised no one mentioned Search Engine Optimization (SEO) or Google Ad Words. I just took over a website a few weeks ago that was getting about zero hits a month and took it to over 300 hits a month (that’s more than 300% increase) in less than a month. I’d focus the SEO and AdWords campaign with key words such as “church”, “church in fill in the blank city”, Jesus, God, Atheist, other churches names, almost anything you can think of that has to deal with religion. You’d also need to establish you’re budget on how much you’re willing to spend on these pay per click ads.

    The good thing about SEO and AdWords, is that you can somewhat control the quality of your website viewers, and you can set up online goals (i.e. getting them to read your vision page, watch a video, email you, call you, etc.). People who will land on your site from a web campaign, will at least have expressed SOME interest in your church.

    Of course, before this you would need to invest in a good website. Most people on here budgeted very minimal on a website. A good website is going to cost you, unless you’re lucky enough to have a website developer at your church that will do it pro bono.

    I agree with others, too much marketing, and not enough “real relational stuff” is not healthy. At the end of the day, people want to break bread together.

  37. Feb 11, 2008 at 3:35 pm

    Washington, DC

    I’m really surprised by the low numbers budgeted for websites. Jason C even mentioned budgeting for two websites with $400! A quality website is extremely important. It should cost several thousand dollars to craft a site suitable for displaying stellar content in a well-organized, well-designed, usable, and accessible manner. I firmly believe there is a tangible difference in spending time and money investing in a creative, well-executed web presence versus slapping a WordPress install with a “decent enough” template on a shared hosting account.

    I think if I had $25,000 and was starting a church, I’d pray for God’s direction and use His eyes and heart and the hands and feet of the church (or core group) to make a difference in the community. It would be important to record as much of the effort as possible for additional use. The medium of recording could be video, audio, or text and used in church, on the web, in press releases, etc.

    As far experience, we have had positive results from strategic web campaigns, community service events and well-planned (or well-timed) sermon series. I’ve also enjoyed seeing the fruit of other churches who have invested in campaigns that blend some traditional marketing techniques (billboards, print, TV/radio) with a web application as the hook.

    To me the power of the web is in that opportunity for anyone to check something out anytime of the day in a fairly accessible medium and with few inhibitions.

  38. Feb 11, 2008 at 4:17 pm

    $25,000? Good question. I think I would attempt to make $50,000 from the $25,000 by asking for matching gifts. Then…

    I think I would begin by evaluating what we are attempting to accomplish. I would have to impliment a process that produces authentic disciples. This is the only way to truly multiply the gospel within people and grow a congregation towards missional output. I would also invest $10,000 in a high energy, high impact children’s ministry designed around the ministry’s process of making disciples. With the adults we would invest funds in the opportunity to place ministry in their hands and provide ownership. We would ask them to identify people within the community who need the gospel and have needs and utilize the funds along with funds from their offerings to be the church to those families.

    We then would invest $10,000 in the worship aspect of introducing people to Christ through worship experiences. Then move them along the discipleship process, whether that be a traditional mid-week meeting, Sunday School, small groups, or a combination of the three. We would want people to encounter God, love the people of the community and serve them through ministry opportunities.

    The remaining $10,000 would be designed towards creative/innovative ways to reach people with the gospel. We would do this through conventional peer-to-peer relationships and community events held at various locations including the worship center.

    This is an idea of what I would do.

  39. Feb 11, 2008 at 4:44 pm

    Craig, thanks for the dialog.

    As I think about the emerging generation and our desire to be involved in hearing, listening, and connecting I would agree with focusing on relationship building within the community, creating buzz in the community thru involvement, doing what we do better and with more focus, and engaging the community through providing safe places for dialog.

  40. Feb 11, 2008 at 6:56 pm

    We have a one-year old church plant here in the Philippines city capital. No mother church, no financial support. We have about $400 in savings (yep, you read it right). When we launched “30 days to live” 2 weeks ago, we wanted to get the word out so bad that we spent $350 on newspaper ad. Result: one person came that is a direct response from the newspaper. We lost him on the second week.

    Lesson that we learned: 1) proper management of finances, 2) newspaper ad does not work in our context.

  41. Feb 11, 2008 at 9:15 pm

    If our main Goal was to reach the unchurched, then my resources would be to split into different demos that are not currently in our church family.

    Example: Cookout appreciating Dads. Cookout, Companionship with family, and Correction. Get the Dads plugged in, and the rest of the family will follow.

  42. Feb 11, 2008 at 10:13 pm

    Very interesting, I love the question, I love it soo much, I wrote a book about it. Remember this is not a shameless self promotion, you guys came up with the title not me.
    Actually, God put it in my spirit about 3 years ago to answer this question from all aspect of the church marketing budget, and I answered it, the book just came out Feb 1.

  43. 46JohnnyR
    Feb 11, 2008 at 11:40 pm

    I’d use the $25,000 to SERVE THE WORLD. The last of our three ’simple church’ practices. Our BODers (attenders at love to give because we have made an intentional effort to create a culture that thrives on serving beyond the walls. We launched September 9th, 2007. We immediately adopted a group of kids starting a “backpack ministry”, sending food home with kids who wouldn’t eat over the weekend. Two months later our people were bringing boxes full of food to send home to these families for Thanksgiving. A month later they did it all again and had over 60 kids on an Angel Tree for these same and additional families. Word has spread like wild-fire. Our guys are crazy about this stuff. When I told them that 10% of everything they tithe will be designated to be given away their giving jump almost double. Last week a family gave away a car to a single mom with a teenage son in our church. Another family paid the insurance. In April we will tackle a house that is in bad need of paint and repair, again a single mom with limited money. Over and over I hear the statement… “I had no idea you guys were about this kind of stuff… I’m all about that.” Marketing is fine and we will use some as a tool. Passionate, energized people, talk. People who get cars for nothing, talk. My vote is… invest in the community and lives of the community. Your people and the people you touch will do an incredible job of marketing for you.

  44. Feb 12, 2008 at 5:55 am

    not sure how to allocate the funds, but Brant’s post today seems relevant to the conversation:

  45. Feb 12, 2008 at 7:26 am

    [...] How would you spend 25K? admin @ 7:22 am | [...]

  46. Feb 12, 2008 at 8:57 am

    I would hope that I and my ministry team would first know our community. We would invest our time in knowing the community first. We would find a local school and begin to have services there. Once there we would minister as best we could to the school and work to strengthen the community from that aspect. We would earmark $5000 for that purpose to be used over 3 months.

    We would begin to find other ways in our community to reach those in need and begin home improvement projects - putting on roofs, painting, etc. We would try to fund this with partnerships with local businesses. It would be slow but well worth the tiem to physically help those around us.
    $8000 would be earmarked for this for miscellaneous stuff.

    We would get several banners to put in front of the school so people could find us. $1000 dollars which we could purchase from (they do great affordable banners btw_

    We would take a few Saturdays to go to several service stations to pump gas for customers. We would partner with the chain or store and offer several free $10 gas cards. We would also pass out info about free oil changes that would be coming up on an upcoming Sunday morning. If they brought the card with them. We would not expect them to come to church. We would joyfully accept anyone who did though. $5000 - 8000 for this.

    We would then use the remainder to put out advertising in very carefully researched places in town - either in billboard or bus signs. Our message would be clear and inviting.

    But all of this money would be just for the Gorilla Marketing. Marketing for a small church especially would have to be Gorilla marketing - hands on, physically effect and have the purpose of not only let the community know that we are here but that we know what the love of Christ compels us to do. For a larger more established church $25000 may be used slightly different. But I think all of us are rethinking the paradigm of marketing and mission. The most important part of this process is that we as a church body are delving deep into the words that Jesus spoke. I would want our marketing to reflect who we are as believers and why!

  47. Feb 12, 2008 at 10:02 am

    JohnnyR, you blessed me today! Love what the BODers are doing! When you say that those who receive blessings talk that is strong and is the heart of ministry…it is pretty easy to spend $’s but real ministry that shows Jesus to a community is about doing…it is contagious…Rick Warren said, “it is about deeds not creeds”…I want to be about giving and serving!…

    loved the message Craig about creating margins…got my college age kids talking and thinking…cool!…as I was heading out of town yesterday I began listening to Andy Stanley and a six part series he began on 7/31/07, Take It To the Limit!…he is talking about creating margins as well in all areas of our life…great listen…awesome to see the Lord confirming what speaks to me…when I read what John Ireland said I thought he might want to check it out…

  48. Feb 12, 2008 at 11:13 am

    [...] swerve the Your Turn series. Craig seems to be pulling a weird ninja-like virtual church exercise on everybody. Very [...]

  49. Feb 12, 2008 at 11:32 am


    I am back. After three years of taking time off to write my book. I ventured out to other ministry leaders blog to see what is going on and sure enough the boys at life church wrote a blog about how to effectively use the church budget
    So I figure this…

  50. Feb 12, 2008 at 12:14 pm


    Thanks for the feedback. The book Spend Less Reach More was a book that God dropped in my spirit three years ago. I have been answering these types of questions almost everday, sometimes twice a day for local, and regional Pastors for the past 6 years.

    The book gives the senior Pastor guidelines on how to reach the most amount of people for the least amount of money. The book gives practical suggestions, specifically what everyone is suggestioning in this blog. My research utilizes Barna and Nielsen, and Scarborough reports for each medium out there, then I back it up with ministry and marketing examples. I used a cost per thousand model, so I could analyze each medium based upon an apple to apples comparsion. People… not subsribers or readership. I gave marketing examples and answer these questions you all are asking. Questions like..

    “This is my budget…now how do I use it effectivley”

    In other words how do I reach the most amount of people for the least amount of money. My suggestions are not personal they are factual based upon 3rd party sources, such as nielson and scarbrough.

    You want to know if direct mail is the best use of your money. I answer it. You want to know if INSP or your local FOX affiliate is the best use of your budget for both 30 second commercials or your televsion program. I ansnwer it.

    It has been my experience the church marketing budget is not accountable to the marketing initiatives, and not it can be, spend less reach more.


  51. 55Chris
    Feb 12, 2008 at 1:59 pm

    i m not to good on how much things cost, but i would put signs up on several big bilboards around town. Not signs that said the name of your church or something, but signs that asked questions or said some bold statement that would make you think, hey, what is this place. A church? Maybe this church is different, i should go check it out. Then i would sponsor some big event in the community. Not something that’s christian based, but just something fun for the whole community. Like a concert from a popular band that has positive lyrics or huge fireworks show or something. THen with whatever is left over, i would use it to serve the community where there is a need, to let them know that you care about them and are willing to spend money on them. The first thing that needs to happen is a good relationship with the community.

  52. Feb 12, 2008 at 2:18 pm

    i think i would just go door to door [with a large core team] and ask people to provide a 1 dollar to 1 dollar match for water wells in Darfur.[25,000 matched with another 25,000 = 50,000 / 50 wells of fresh water] This might disarm a lot of people and they might make a decision to give a church a chance that is spending money on something besides themselves…and things that could be percieved as ultimately about themselves.

  53. 57Chris
    Feb 12, 2008 at 2:22 pm

    Empower your congregation to serve someone else. Give each person in the church $100 and tell them to spend it on someone else in the community and use it as a opportunity to share the gospel. Meeting someone’s physical need opens the door to discuss their spiritual needs.

  54. 58Jeanne Oakley
    Feb 12, 2008 at 3:47 pm

    Use cheap marketing…….. TEENAGERS! What works in our part of town is reaching the kids….”go where the competition ain’t” Create a weekly youth event that kids want to come to. FREE LifeChurch Switch Films, really loud music, caring adults to listen to the kids….voila’…

    Our neighbors are more reluctant to go to church than their kids are. The kids here are hungry!!!!!!!!!!! I think its a trend that may be all across our country… Let’s feed them!

  55. 59David
    Feb 12, 2008 at 3:53 pm

    No billboards, no mailouts, no ads, no bullhorn. Just a core group of followers of Jesus who commit their time and finances to His work among and through them. The meeting place is humble enough to keep monthly expenses down. When they meet, there’s a time set aside for communicating known needs, whether within the group or in the greater community. When a single mother in the neighborhood is about to have her car repossessed, someone spends some time with her helping her sort through her finances, and meanwhile the church raises $5K to pay off the car. That woman is coming to church next Sunday and the next - not because we marketed to her, but because we acted in love. She’ll probably bring a friend, and she’ll become part of a church that shows her how to be a faithful steward and an active follower of Christ.

    If $25K comes in early on, praise God - let’s be good stewards of it and send a couple folks to Tibet to make disciples among the Kham for the rest of their lives. Tibetans live on about about $247 per year, so $25,000 could go pretty far. Or, let’s add it to the relief fund and agree on how best to use it to make a difference in the community.

    Marketing is optional, and I think it should fall pretty far down the list of priorities for a church. Marketing is not the same thing as ministry - getting someone to come to church and pray the sinner’s prayer may not make them an effective believer. It may not even get them into Heaven! If every believer would commit to make disciples of 6 people during the course of his/her lifetime, the entire world would know Christ in three generations. The US church has been given so much! And Christ’s mandate to reach all nations with the good news has fallen flat on the doorstep of our huge sanctuaries.

    We may get several new visitors a week from our marketing programs, but most people will not be attracted to our buildings and programs, or to our mailers and billboards - we will have to GO to them and somehow make a difference. What difference does it make in the world if 500 new people come to our church, pray the sinner’s prayer and settle into a life of comfortable attendance? Marketing does not have the amazing viral effect of pure and simple love in action.

  56. Feb 13, 2008 at 1:20 am

    If I won the advertising lottery - I would spend $1000.00 on travel expenses to meet the team at and beg them for time and some consulting help to help me figure out the best way to use it in my city. We live in a city of 50,000 in North Alabama and see billboards, bandit signs, tv commercials, newspaper, mailers and nothing really seems to work really well for most churches. Maybe its a lack of consistency, lack of quality, or there are just a lot of church people here and church advertising has saturated the market so the “target” isnt getting the message. I dont know what but nothing seems to be really effective. If I relied on my own plan I think I would use it ineffectively so thats why I’d want to consult with someone. I would give them 10% of the money and spend the rest on the plan we came up with.

    Or some things I might consider if I couldn’t beg the time from lifechurch ;-)

    Give 5% of the money to a church in town that most opposite of who we are

    Give 5% of the money to a church in another town that is doing what we aspire to do.

    Hire an marketing consultant to develop a 1 year marketing plan that included re-developing our “brand” identity

    Implement the plan with the rest of the funds

  57. Feb 13, 2008 at 8:47 am

    If we had $25000 I would definately faint since that would be the lagest amount we had to date to just spend. After fainting I would just thank God and then pray and fast so that I truly would get wisdom from God concerning what to do with the money.

    Here are some thoughts without prayer:
    Look at your community and tailor something that will work there. Just because someone else has done something it might not work for you.

    I would probably tie into an excisting community event ie fall festival, carneval etc where people already come and invest $10000. Free ballons (with church info printed on them) and candy for kids. Free professional pictures with a “charater” or just family photos. People would have to give you their address and emil so that they could get their pictures.

  58. 62john
    Feb 13, 2008 at 10:36 am

    I’d get enough volunteers for one person to stand at every pump at the local QUIKTRIP (30 pumps, largest gas chain in the Atlanta Area) and not just pay for $20/car, but pump it as well and wash their windows. It’s a service that speaks to EVERYONE’s need with gas being so high. Do it with an attitude of service and the FREE byproduct will be seeing how many news vans with their broadcast tower up flock to that gas station to cover the event.

    Oh, and tell your congregation NOT to participate…

  59. 63Kez
    Feb 13, 2008 at 1:08 pm

    Give it to church members and challenge them to spend it on the hurting, hungry, and helpless among them. Tell them it was given to them in the name of Christ.

  60. Feb 13, 2008 at 6:25 pm

    I will tell what we are doing. We will have our second sunday service on easter. We are doing a mailing (postcards) of 5000 ($2000). However, for the past 9-10 months I have using community websites to connect with people in the city and when possible, our specific target area (free). Website, and other free online services has allowed me to connect with people both local and national. I think altogether we are spending $4k, and I would save the other $21,000 for next year and do more in the community to connect.

    We have started with just my young family and will build our core group from the easter launch, and look to making a greater impact each year.

  61. 66blr
    Feb 13, 2008 at 11:08 pm

    DFW, internet campus member, former OG Edmond campus attendee (this will be my shameless plug for a Southlake campus!!! hint hint Craig/powers that be!)

    Personally, I think has/is doing some good things in terms of creating startup resources and fostering a community which leverage the minds and shares best practices from churches around the world. has done a lot of things in the past which I thought made since, they were applicable and were very well executed (in terms of brand awareness). EX: I liked the bags of microwave popcorn idea…when I received them, I subsequently requested more and passed them on to friends in my area. Very viral and very easy for me to pass on and spread the word. One posting above mentioned “empowering” people, I call it leveraging but it’s all the same. leveraged me as a brand ambassador and I in turn spread the word to others.

    In the interest of full disclosure, I am in advertising. So you can guess my opinion on whether a church should or should not market/advertise. But I am with Craig, call it what you want but in some form or fashion you need to promote yourself in order for others to see you.

    Personally, I think the proliferation of’esque churches over the last 10 years is b/c they became more in-tune with their target audience and positioned themselves in a more applicable way.

    In terms of marketing and promoting a new church, I think you have to meet people where they are and be applicable to your target audience. Moreover, you have to lower the barrier of accessibility to your church. Be more strategic about your thinking; who is your target audience, what are their patterns, where do they frequent (physically, geographically and web-based) and how can you meet them there?

    A church like has a lot of strengths and is very applicable to people’s lives (i.e. music, internet based, multi-location, multi-service, etc.), so if I were to go out and start a new church with similar offerings, I would take the $25K and about 10 volunteers and do the following:

    1. Most modern day startup churches put a strong emphasis on music. With some resourcefulness amongst the volunteers, strong will and a little bit of money, you could coordinate a music concert/festival in your community (Christian or secular or mix). Music is a common thread in our society and whether you are a believer or non-believer, you most likely enjoy music. Furthermore, every city in this nation has at least one park or public place which was designed specifically with this concept in mind and 99% of the time it’s free. As for the music, that’s where the resourcefulness comes in handy. I am not a musician but I’ve heard the saying about “starving musicians” and I can promise you there would be bands lining up to showcase their talents if you facilitated the venue, who knows, maybe one of your ten volunteers is in a band - but you get the gist. During the event, disperse your volunteers into the crowd and get them to witness….and by the way, gather email addresses! Tell them you will be emailing them a link where they can download a copy of the concert. Motivate them to trade their contact details, let them know there’s value in it. As for PR, you could call up your area radio stations and they will help you promote for FREEEEEE!!!!!!! I remember many years ago LifeChurch had a float in the Edmond 4th of July parade and their band was blasting away up and down the street - that was applicable to me and I enjoyed the heck out of it…and obviously remembered it.

    Concert = $2,000 for witnessing materials to hand out, signage and A/V equipment if needed.

    2. Guerilla/Viral market your concert/festival. Leverage your volunteers. Think outside the box and think free. My company performed a guerilla marketing campaign for NBC’s mini series called “Revelations.” They had street teamers (in this case it would be volunteers) going all over the U.S. chalking on buildings/sidwalks/riverwalks/university campuses/downtown/etc. the phrase “Omnium Finis Imminent” which means “The End is Near.” People were blogging about it, the news was covering it, and newspapers wrote about it, it was everywhere. People were going to the web trying to find out what the “Omnium Finis Imminent” meant and who was responsible for it. The idea is to use the viral tendencies of a good idea to your advantage.

    Guerilla Marketing = $500 for chalk and volunteers gas

    3. Lastly, manage your web presence. I am assuming your site is already live and active prior to announcing your event. Maybe you create a site dedicated to the festival, use existing technologies that are free. As one of the postings above mentioned, there are too many free platforms available for you to use in the beginning (wordpress, facebook, meetup, etc). Think of your initial website in terms of your church building, no one said you had to go out and build a brand new building that hosts a 1,500 seat auditorium, start small, think free and be prudent….a la movie theatre or school gym. The most important thing of your site is how you make yourself visible and harness your traffic. Maybe you think of a unique domain name and that is what your volunteers chalk all over town. Chalk whatever your heart desires, just be sure and buy those keywords via google/yahoo and the masses will find you. Also, ask your volunteers in their spare time to go on community blogs and promote the guerilla chalkings, the concert and any other pertinent details. Build your link-backs via blogs, etc.

    Website, SEO and blogging = $500 mainly for SEO and keywords

    These are obviously just example ideas, but most importantly they are attainable, realistic and in-expensive. Just think, you can say that your first “service” brought 1,000 people!

    As for the leftover money, set aside some operating capital and use the rest for your next event!

  62. 67blr
    Feb 13, 2008 at 11:20 pm

    Btw, I’d be more than happy to brainstorm some ideas or walk through a concept with anyone if they wish. Hit me up via email, blr [at] waveomnimedia [dot] com.

  63. Feb 13, 2008 at 11:34 pm

    David Anderson! I would enjoy the opportunity to speak with you, if for some odd reason you are not able to meet up with the lifechurch team.

  64. Feb 14, 2008 at 12:10 am

    Can we pause for a second and talk about marketing and evangelism. I wasn’t going to comment on this topic anymore until I saw the post on marketing and evangelism. I have a strong passion for this part of the church/ministry.

    In my opinion, marketing is not optional its mandatory! In the late 1950’s we had somewhere between 300-400 impressions hitting an idividual daily. As we fast fwd to 2008, there are over 3,000 impressions a day that hit our individual spirits, from basic commodities to big ticket items. The Church’s competitors are not other churches, but movie theatres, malls, television shows, the internet and special events that vie for the time of the unchurched.
    How can the church compete without marketing is the question.

    Lets not confuse the issue of Evangelism and Marketing. Marketing is the plan to reach the people we must then evangelize. Knocking on a door is not evangelism; its marketing! Marketing places us in the marketplace-the place that Jesus said we should be(luke7:3-32). Marketing speaks the language of the person to be reached not the person speaking. Marketing is the connection between the advertising and the evangelism. Evangelism in its true form is winning or revival of commitments to Christ.

    The difference between advertising, marketing and evangelism is simple. Advertising announces, marketing promotes, and evangelism converts.

  65. 70steve van diest
    Feb 15, 2008 at 12:26 pm

    I don’t know if this is just me and I admit I didn’t read all of these. I think I would figure out how to bless the community I’m in and not try to build a church, but be the church. I would, and am starting, to build a core group that God raises out of the harvest, converts. Once they experience the power, love and mercy of God you don’t have to convince them to be the church. I would protect them from cultural Christianity and keep them mixing it with those that don’t follow Jeuss.

    I would probably stay away from gathering a bunch of Christians who want to go missional. We’ll spend most of our 25K just getting them to think, train and be missional and not even be around those that are on a journey to God. We have been trained to long to go to churc and bring others to it, be it the use of mailers, marketting, buildings, programs. That is an extremely hard process since we have for so long not been missional, but trying attract others to a church service.

    Just for brainstorming: I might use the money to start a small business that redeems people, builds relationships, gets me and those I’m working with to be around those that are looking for life, love and forgiveness. Help people experience Jesus and not church. He did call us to make disciples and not necessarily build churches.

    Maybe as a church planter, spend your money on meals, food, cafe, adult beverages, programs that your community is already doing, Kingdom work, although it may not be in Christ’s name. Join them in things that you also agree with, eradicating homelessness, poverty, affordable housing, etc. Save the time that you would be spending on building web sites, sending out flyers, working on worship sets, sermons and programs and get a part time job that is relationally, service based.

    I am confident that out of the harvest the leaders, converts and the voices for Christ will surface to do those important things. But do the work of the church before building and programing it.

    Put your 25k behind those that are apostolically and prophetically (eph 4:11) gifted and see what God births out of their dreaming and scheming. The evangelism, shepherding and teaching gifts will surface out of the harvest and help you lead your new church. Take a look at Acts, Luke 10 and some of the new church, communities that are launched and you’ll see a trend that they start with the apostolic and prophetic gifts.

    Some rants on how not to spend 25k.

  66. 71Duke Boles
    Feb 15, 2008 at 6:14 pm

    I’d put it in the sound system/ projection/ environment. If you build a great environment that facilitates worship, word of mouth will do the rest.

  67. Mar 17, 2008 at 9:09 pm

    Its true door hangers are fairly inexpensive … we can produce 10,000 for just $299 and churches purchase fairly often … what seems popular now directing target to website to further see what ministry has to offer …

  68. Mar 4, 2009 at 9:29 am

    Pastors serving in the rural parts of Kenya face many hardships. Rural pastors are typically assigned to serve several churches and often must travel many miles. Motorbikes make travel easier and allow pastors to visit their congregations more often. Newly graduated pastors are reluctant to take a rural pastorate without a means of transportation. But wages are very low, and purchasing a motorbike is very difficult for them.I would empower them by making sure that they have got adequate means of transport.For instance,I know a Bishop who thavels some 20KM by FEET in a bandit phrone area!

  69. 74Online Guy
    May 10, 2009 at 2:09 pm

    Have someone on staff that understands advertising. I do advertising for a living - although I believe I have a calling in the future. God has blessed me by teaching me sales which has in turn taught me a lot about evangelism.

    I speak to a lot of local churches that throw money out there without having a plan. We try to educate them about all media so they can be educated.
    Many don’t realize that print newspapers, radio, etc have been losing readers/viewers at a fast pace. Yet, they blindly buy campaigns there because that is what they did in the past. Many newspaper readers have moved to online newspapers, mobile, RSS, etc. Most online ad campaigns are trackable - so you can see how many people saw your ad and visited your site for further information.
    Many newspaper sites reach more readers than print readers now days. I’d encourage churches to consider creating special brand sites that might not be sites. Print business cards w/special unique website URL on them to drive different types of people to the site that may speak to them based on who that person may be. You can track w/Google analytics how effective it is.

    Many radio listeners have shifted to ipods, podcasts, satelite radio, internet radio, etc.

    Churches really need someone on staff that understands marketing. Marketing includes connecting with audiences outside of an ad too. Have a pastor twitter/facebook account as well as staff accounts. Use it to promote events, evangelize, minister, etc. You have the ability to have great influence on people for free with social networking.

    Make sure your website is inviting, informative. Utilize it. As Lifechurch has proven, it can be your church or a campus. Make sure your site is updated. Many church sites are built once and never updated. They have incorrect service times, bible study locations, etc. Don’t overspend on fancy flash graphics and intros. People can get annoyed by it. Make sure people can find what they want easily - no more than 3 clicks. How do you want to minister to people online?

    SEM is different than SEO. SEM is paid search keywords. For example: Oklahoma City, Church - to make sure you show up higher on those keywords. There are free and paid tools to find out what people are searching for in your area. If you use Google Analytics you see how people are getting to your site.

    Most studies show that if you do not show up on first 3 pages of a Google search that searchers will not find you. 80% of searchers only go 3 pages in on a search. You can show up higher on search for free too. SEO (Search Engine Optimization) is optimizing your site so that it can be indexed better by search engines. This can be done for free if a staff member understands this or for a fee if you contract a 3rd party company to assist you. You must design a site for 2 audiences (people and search engines) Most forget about search engines.

    Please remember with any advertising - what is the goal of the campaign? Is it to get more members, get people to your site, get people to show up to an event, make your church brand have higher awareness, etc. Is the media you are considering able to help you achieve those results? Do you have a long-term strategy? What are your goals for the campaign before you purchase the ads? How would you judge the success of the campaign? Do you have the right people in place to help make the campaign a success from your end?