How do you pick a target audience?

We exist for all people to know Jesus.

That’s an oversimplification for most church vision statements. On paper, they are for all people.

But in a brick and mortar reality, churches make decisions every day which largely determine who they reach.

The Vision Compromise

Whereas most churches have a very large vision statement, one that aims at every person in their geographical area, nearly all have narrowed that vision to a more realistic people group. In other words, they are officially for all people but are comfortable being a church that serves a specific demographic such as, families with young children or people of a specific socio-economic status.

You could even argue that the reason that some churches grow while others lay stagnant is that one group has narrowed the vision to a more bite-sized chunk while others are still trying to reach everyone and in the process reaching nearly no one.

Why Focus Matters

Every church in America would be categorized as a small business by the Small Business Administration. Most churches have 2-10 full-time employees and generate $1 million or less in receipted giving. Even the very largest churches in the country, if categorized in the same way as business, would essentially be a small businesses with less than 500 employees.

Looking at a church of 250 from an economics perspective it’s really hard to find a comparison. The Dairy Queen has 2-10 employees but reaches way more people but takes in far less money per person than a church. An elementary school may reach the same amount of people but they have infinitely more staff, more regulation, and more money.

Maybe a doctors office or dental practice is a decent comparison? Relatively small target audience, small staff, high cost of doing business, and a high dollar amount per person served.

Like I said, there isn’t a perfect one-to-one comparison with another organization in an average city.

I share that because focus becomes a reality for any small business. You can’t be all things to all people with a small staff and a small budget. But you can do a very good job when you focus your audience down to something manageable.

How to Pick a Target Audience

1. You could do a needs assessment, then target your church around the people with the greatest need.
2. You could do a staff assessment, then target your church around the talents, desires, abilities, and demographics of your teams strengths.
3. You could envision who you want your church to reach, map that out, and go from there.
4. You could identify a small geographical area, like a 3 block neighborhood or a subdivision.
5. You could identify a common affinity, like a musical taste or even parents of soccer players.

Two Known Wrinkles

1. You’ll always reach people outside of your target audience. Celebrate that. But a wise team recognizes that for what it is… an abnormality.
2. You’ll always attract people who are fans of what you are doing. That’s OK. Just don’t let those fans become your target audience.

A Final Thought

Ultimately, these are tactical decisions which reflect deep moral questions.