Identifying Your Community Persona

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Building an ideal customer profile is a common business practice whose goal is to identify the type or types of people the business caters to. This involves identifying needs, wants, pain points, and more. This type of study into the minds of their customers helps businesses to market more effectively and offer products and services that really meet the needs people have.

So how does this relate to your church? Quite simply, if you can learn to identify those you serve best in the community, you will better understand how to attract them to your church and meet their needs.

Step 1: Understand your current members and visitors

The best way to start is by simply getting to know the people who are already interested. In the business world, this would be your “core customer.”

Create two polls/questionnaires:

  • The first should go to your members. Ask them for basic information about themselves and their family plus questions about what they like about the church and why they became a member.
  • The second should be on your visitor card. Ask them some basic information about themselves, if they visited alone or with family, how they heard about you, what ministries they are interested in, etc.

Step 2: Start with demographics

There is plenty of primary research out there regarding most towns. Check out these resources to truly get to know who is in your area.

In the event you aren’t able to find what you’re looking for…you can do some research of your own.

Step 3: Go beyond demographics

Now that you know a little more about them, get into the nitty-gritty characteristics and qualities of those in surrounding areas.

  • Wants
  • Needs
  • Education
  • Location
  • Anything else that makes your audience unique
  • 66 Other Ways to Know Them  (in the business world)….

Step 4: Keep a constant reminder

Post a “profile” of this visitor persona around the office. It offers a constant reminder of the type of person you’re serving, praying for, on the phone with or emailing all day long. This can boost your outreach, efficiency and productivity. If leadership truly knows the needs of the visitor, they can:

  • Meet the community needs better.
  • Build relationships better.
  • Communicate better.

Now that you’ve identified your target visitor and are keeping them in mind each day, the next step is to actually learn how to reach them effectively and help meet their needs. Join us next time to get tips on doing just that.

For more information about creating a Community Persona, give us a call for a free Strategy Consultation at 877.703.2484 and press 2.

This is a sponsored post from faithHighway, one of my current site sponsors at TonyMorganLive.com

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About Author

Jason Vernon

Jason is the Director of Content Development for The Unstuck Group. He graduated from Liberty University with a degree in Marketing and a Master of Arts in Christian Leadership. He also received an MBA from Lynchburg College. Jason was a Marketing Consultant for over 7 years. He currently serves as Communications Director at Free Chapel in Gainesville, GA.

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