I have researched the relationship between faith and finance for many years (you can see a recent presentation on the topic here). One of the points I make frequently when I discuss the subject of money is that it is a tool and that the tool is not the problem, it is how we use the tool, that can be problematic.
Jeffrey Arrowood, a few months back, posted an article on his site, newcatholicevangelization.com, that I think is worth reading. Briefly his argument is that the Church should charge for adult education programming. And as a marketer I will tell you his reasoning is sound. People perceive more value for things that have a higher price tag. If it costs a lot, it must be good. If it is free, well you get what you pay for.
There are many reasons that parishes (and dioceses) may not charge for their adult ed programming. Some of the reasons are better than others, but the reason that I sympathize with the most is tying the Church to money (and money making). I think Mr. Arrowood’s response to this is accurate, but limited. To this end, the fundamental point is that we must create and demonstrate value. This idea itself can be offensive to the faithful. Value!? We’re talking about eternal life! What could be more valuable than that?! You can’t put a price tag on that!
Think for a moment about the truly brilliant marketing campaign conducted by VISA… the “Priceless” campaign. Their value proposition was that VISA allows you to buy the things necessary to do the things that create priceless memories. The Church doesn’t offer eternal life, but access to it. How a parish (or Diocese) provides access to the eternal is its value proposition. Classic questions to determine a value proposition are:
- What makes your product or service valuable?
- What makes it better than your competitors’?
- Why would a customer purchase it?
- How does it benefit people?
- What problem(s) does it solve?
- What about your organization enhances your product or service?
If we are going to be serious about evangelizing, which is marketing the Church, we need to understand the value proposition in a way that we can articulate clearly. Certainly one of the ways to communicate value is pricing, but there is more to it than that.
Evangelization = Marketing