I hate to rehash an idea that was included (briefly) in the series I linked to last week. But this idea is – in my opinion – so vital that it’s worth offering a fresh take, even if you got the chance to read my “What You Do in Week Two” posts.

There’s a principle in Marketing that (since I wasn’t a Marketing major) I don’t know the term for. But it involves doubling down on what’s working, rather than trying to spread your marketing evenly among all possible groups or methods. While diversity in your approach has its benefits, so does some “imbalance” toward the methods that work best and/or populations that respond best.

So how does that fit within college ministry?

Right now, you and your students are probably looking for all possible openings to draw people to your ministry. It’s a shotgun approach, and it’s not a bad thing. But in the midst of those efforts, if at all possible, I urge you to spend a little time figuring out where new students are coming from. Again, there’s two ways to think about it:

  1. What’s drawing them
  2. What kind of people are being drawn

..;and then the principle says that whatever those things are, we should double-down on those areas.

Did you provide all your returning students with little “invite cards” to hand out, and then see a pretty good response? Time to print some more cards. Have you seen new students show up because “everybody on campus” seems to be wearing your college ministry’s T-shirt? Why not declare a weekly “T-shirt Day” for your ministry (that just happens to be on the same day as your Large Group Meeting)? Did a couple of dozen visitors arrive after first attending your big sand volleyball match? Then who’s to say you can’t hastily organize another big event for next week?

The same goes for the segments of the campus you’re drawing from. Nobody says your students need to equally arrive from each dorm, each sorority, and each major.

But I’ll write more on that tomorrow.