Strategic Marketing of Church Volunteers

Building upon earlier work in JMMM, this article describes how a marketing-oriented church can develop marketing strategies for one of its key constituencies-church volunteers. Volunteers are regarded as important customers. Although volunteers make a gift of their time, talents, and skills, they have needs to be satisfied. Understanding the needs and expectations of volunteers, then creating marketing mixes for them, is the foundation for developing successful church ministries. Implementation and control of a marketing program for church volunteers is then discussed. Finally, implications of such marketing programs for church staff/leadership are presented.