How to promote your church launch (the cheap way)

When it came time to launch the church, we came up with a postcard that exemplified the brand that we wanted - rock-n-roll and coffee.  We borrowed from someone else's design idea and made our own version.

And we approached handing out the postcards in two ways...

* We stuffed 4500 mailboxes in our neighborhood (not illegal in Germany, but labor-intensive)

* Our team handed out 1000 postcards downtown during orientation week at Freiburg University

We found that people are more willing to take them if you have a group handing them out (five or so people in the same area)… then it doesn't seem so "cult-like".  And we give them a small piece of chocolate as well (the mini chocolate bars that you get at IKEA are cheap). Everyone wants free chocolate! I just tell people, "Schocki [Schokolade]… umsonst!" or "Free chocolate!"  It helps if you approach it positively, as if they should take the chocolate because it's free.  If you act as if you know you're bothering them, they will avoid you like the plague!

When they look at the postcard (which I have turned face down so they aren't freaked out by the word "Kirche" [church] on the front), I tell them it's just an invitation to join us for our grand opening. We want to get the word out and free chocolate is the easiest way to do so.

Then if people ask about the church, I tell them the reason we are giving something with no strings attached is that we want to be the kind of church that represents the Jesus of the Bible… He always gave with no strings attached.

It's important to note that we also used targeted Facebook ads, which were successful for brand recognition.  This cost us more, but placed our logo and an ad in front of hundreds of thousands of Freiburg-area young adults.  By setting our "click through" rate high, our ad was the first one that our target audience saw when they logged on to Facebook.


We experimented with different wording on the ads to see which were most effective in getting click throughs.  American Pastor seemed to generate the most clicks.  When they clicked on our ad, they were redirected to a "landing page" on our website that promoted the church launch service in German and English.