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Marketing für Pfarrgemeinden

Marketing für Pfarrgemeinden

Demografischer Wandel, Finanzkrise, Globalisierung und Individualisierung machen der Kirche schwer zu schaffen und anscheinend gelingt es ihr immer seltener, die Menschen so anzusprechen, dass der religiöse Funke überspringt, Menschen vom Geiste Jesu ergriffen werden. Über die Ursachen des „Gläubigenschwunds” wird seit Jahren innerkirchlich heftig debattiert. Die Positionen sind lange nicht so eindeutig, wie es auf den ersten Blick scheint. Sicher ist wohl folgendes: Die Kirche erreicht nur einen kleinen Teil der Bevölkerung mit ihrer Botschaft. Ob Megaevents – ähnlich dem Weltjugendtag 2005 – oder doch eher der eigene Fernsehkanal wegweisende Angebote sind, um Menschen zu erreichen, könnte eine Option sein.

Oder müsste sich die Kirche gar ein Marketingkonzept verpassen lassen, ähnlich den DAX-Unternehmen, um das Produkt „Glaube” an den Mann bzw. Frau zu bringen? Immerhin sind die Menschen für Glaube, Religion und Spiritualität ansprechbar, davon profitieren teilweise höchst dubiose Sinnanbieter und erreichen immer höhere „Marktanteile”.
Die zentrale Frage lautet heute: Wie gelingt es der Kirche und den Pfarrgemeinden die Menschen so anzusprechen, dass sie die kirchliche Botschaft hören und verstehen? Welche Instrumente braucht es neben den klassischen (Pfarrbriefe und Faltblätter), um eine Kommunikation zu entwickeln, die möglichst viele Menschen erreicht?
Eine ausdifferenzierte Zielgruppenansprache wird Lebensstile, Lebenseinstellungen und den demografischen Wandel berücksichtigen müssen. Die Sinus-Milieu-Studie liefert hierzu wichtige Erkenntnisse. Für die kirchliche Kommunikationsarbeit gibt die Studie Hinweise, wie heute Marketing und Öffentlichkeitsarbeit betrieben werden können.

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