According to the minds behind the group called Brains on Fire, marketing can lean toward campaigns or movements. Can we say the same thing about ministry?
Consider some of the thoughts about the two from a manifesto on the idea:
Campaigns have a beginning and an end.
Movements go on as long as kindred spirits are involved.
Campaigns are part of the war vocabulary. (target, launch, dominate markets...)
Movements are part of the evangelist vocabulary. (evangelize, passion, love...)
Campaigns are dry and emotionally detached.
Movements are organic and rooted in passion.
Campaigns rely on traditional mediums.
Movements rely on word of mouth, where the people are the medium.
Campaigns are part of the creationist theory—we’re going to create something cool and people will talk about it. Movements are part of the evolutionist theory—whatever we co-create with the fans they can own and run with it, which will evolve over time.
Campaigns are you talking about yourself.
Movements are others talking about you.
Campaigns are an ON/OFF switch.
Movements are a volume dial—and there’s no zero.
Campaigns add to awareness.
Movements add to credibility.
Campaigns are “you vs. us.”
Movements are “let’s do this together.”
So some of the things I ask myself:
If there wasn't a bulletin or pulpit announcement about the event, would anybody come?
If my emails were a blog or a website, would anybody read them?
If I didn't initiate everything, would anything get started with me?
Do I spend more time on production values than ideas?
Campaigns have there place. How often and to what depth they change lives is questionable.
Maybe we need a campaign to start more movements.
Ultimately I would add:
Campaigns can be controlled.
Movements go in directions you didn't anticipate or want.
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