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Interact with the following 3 lessons related to the topic of your organization’s marketing and communication strategy. Investing the time now to work through this module will help you be more prepared to explore how to communicate with purpose on purpose.

  1. Read and reflect on a passage of scripture (5 minutes)
  2. Watch a video on awareness and nurturing communication and take stock on your past month’s communication. (15 minutes)
  3. Watch a video on message, mechanics, and measurement. Reflect on your organization’s current strategy and document a key component of your messaging. (20 minutes)

When you see this icon, it is an invitation to record your thoughts and reflections in response to the prompts provided in this fillable PDF form. Download this form and fill out digitally or in print.

The Parable of the Sower

Matthew 13:18-23

“Listen then to what the parable of the sower means: When anyone hears the message about the kingdom and does not understand it, the evil one comes and snatches away what was sown in their heart. This is the seed sown along the path. The seed falling on rocky ground refers to someone who hears the word and at once receives it with joy. But since they have no root, they last only a short time. When trouble or persecution comes because of the word, they quickly fall away. The seed falling among the thorns refers to someone who hears the word, but the worries of this life and the deceitfulness of wealth choke the word, making it unfruitful. But the seed falling on good soil refers to someone who hears the word and understands it. This is the one who produces a crop, yielding a hundred, sixty or thirty times what was sown.”

Intentional marketing and communication are key ingredients in an impactful organization. When you communicate with purpose on purpose, you inspire a movement of people to listen and take action.

Christ’s parable of the sower in Matthew 13 shows us how important it is for us to be intentional about our communication. Anyone can throw sporadic seeds of awareness or quick asks, but they will wither or not even grow if the soil of your champion base hasn’t been prepared and tended to over the long haul.

When you treat your marketing and communications as an opportunity to “tend the soil,” you’re helping grow your champions in the cause God has called them to, and you’re preparing them to listen and take action — ultimately yielding a crop a hundred, sixty or thirty times what was sown.

Take a moment now to prayerfully reflect on this passage from Matthew 13.

Write your response on a piece of paper or in the PDF.

Purposeful Communication

Awareness marketing and communication are like billboards. The purpose is to tell someone that something has or will happen. The goal is to show people that there is a problem and that your organization has a solution.

Nurturing marketing and communication is growth-oriented. After someone is connected with your organization through awareness communication pieces, nurturing communication pieces inspire people to join your cause by clearly putting the next step of involvement in front of the champion.

Take a few minutes to take stock of the communication your organization has put out over the last 30 days on the early learning worksheet.

Defining Terms

Being purposeful with your communication requires that you know what you’ll say, where you’ll say it. who you’ll say it to, and how often you’ll communicate. And it requires you to measure and evaluate all along the way to continue to reach your champions effectively.

Take stock of your overall message, mechanics, and measurement strategies on the corresponding worksheet. Finally, document a key component of your message–your Case for Support. This foundational piece of communication, comprised of the problem, solution, outcome, and invitation, will become a guide for creating purposeful communications.

Write your response on a piece of paper or in the PDF.

“Marketing is like farming. You have to prepare the soil, plant the crops, and tend to them regularly if you want good things to grow. Sporadic efforts will not produce the desired results. Figure out a solid marketing strategy, and follow through on it consistently.”

Andy Jones, at Roundtree