Marketing as an Enabler for Churches to Fulfill their Social Responsibility

Rufus O. Adebayo, Jeevarathnam P. Govender


Marketing plays a vital role in enabling churches to fulfilltheir social responsibility among their congregants. The mission and objective of any organisationshould be feasible, motivating, and distinctive. While outlining responsibilities and social roles, this study recognisesthat the unconventionalapplication of marketing principles in different contexts has been extensively recognised. These include beliefs, values, standards, mission, vision, or rules of behaviourthat guide the decisions, procedures, and systems of a church in a way that contributes to the welfare of its key stakeholders, and that respects the rights of all constituents affected by its operations. This study examines the role of marketing by churches as non-profitorganisationsin fulfilling their social responsibility. A qualitative methodology was used to gather data from eight churches in the Durbanarea of KwaZulu-Natal, South Africa, with the use of semi-structured, face-to-face interviews with participants from the Pentecostal denominationsof Christianity who practice their faith. Arising from this the study identifies an additional ‘P’, viz., “Philosophy” to add on to the existing 7Ps of services marketing in terms of perceived function or performance. This study presents a marketing paradigm centredon the 8thP for church marketers, pastors/preachers, non-profit marketers and social marketers involved with the marketingof social responsibility to consider.


Business; marketing; non-profit organisation; philosophy; social responsibility

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