This week's issue of The New Yorker (Dec. 3 on the cover) includes an excellent article on a mega church in Connecticut (pp 46-56) which quotes a lot from my friend Scott Thumma at Hartford Seminar, the reigning top exert on mega churches. The article includes one segment that should be especially interesting to all pastors:
- Amorim [a church growth consultant] meets with Santora [the 30something senior pastor] every other month in part to plan "a marketing blitz" around a six-to-eight-week-long sermon series. "In the fall, when the kids go back to school, Frank [Santora] usually does a series such as My Messy Family," Amorim said, "and in January, just after New Year's Day, he does a series on fresh starts. Those are the best times for advertising." For these series, Amorim puts together a package that includes a direct-mail piece, a thirty-second TV spot, graphic banners on the church web site, a microsite, and mini-invitations that church members can give out to friends. Amorim also helps the pastoral staff design church bulletins and elements of the services, such as songs, videos, and stage props, which will engage church attendees in the message before Santora speaks.