Promotion and Purpose: The Ethics of Faith-Based Marketing

When I started reading blogs 20-plus years ago, there was no such thing as an “influencer,” at least in today’s terms. We relied on bloggers to entertain and inform us, finding solace, commonality, and communality in their words. 

Somewhere along the line, these personalities started to sell to us. 

The shift from friend to salesperson was quiet—and, in fact, most people did not initially recognize that they were being sold to. While “digital storytelling” is touted by today’s marketers as revolutionary concept, it is far from new.  In those early days of digital influence, brand partnerships were subtle. Companies tapped into mommy bloggers to push readers toward their products. For example, I recall several bloggers writing poetic stories about Hallmark before pushing readers to the greeting card manufacturer’s website during holidays like Valentine’s Day, Mother’s Day, and Christmas. 

Very rarely did these bloggers indicate that they were paid or otherwise compensated to share those opinions. On the contrary, they bragged about having a “great promo code” to share with readers, as if they were in on a special secret. The secret, it turns out, was the quiet monetization of their writing. 

It took a while before readers caught on to the trick of the sale. Some were more receptive than others. While various readers supported bloggers in their quest to add to their bottom lines to support their families, others felt they had been lied to. It did not take long before the more reputable brands worked with bloggers to disclose, albeit minimally, that a post had been paid for. 

Then came social media.

As networking shifted from blogs and chatrooms to social media platforms, the push to sell as part of one’s personal brand grew. Celebrities—no surprise—were quick to jump on the bandwagon to make a buck. One of the earliest outcries over transparency came when members of the Kardashian family posed inside a jet with conveniently placed bags and clothing. Users were quick to call out what they perceived to be subliminal advertising messaging. 

The post was just one example that savvy social media users called out. In 2016, the nonprofit Truth in Advertising examined hundreds of posts made by the Kardashian sisters and found that they had failed to properly disclose that more than 100 of those posts were paid ads. 

Regulators took notice of consumer complaints en masse about social media ad disclosure. In 2017, the U.S. Federal Trade Commission responded by laying out official guidelines for online endorsements.  

Today, consumers and influencers know the name of the game is disclosure. Most people comply, though the self-disclosure system is far from perfect. However, followers are quick to tattle on influencers who fail to disclose or seem inauthentic in their messaging. 

At a time when that word—authentic—is thrown around so much, this raises questions for marketers and faith-based marketers in particular. Where does that leave us? Should we sell to our audience? Is a paid promotion automatically inauthentic? What are the moral and ethical guidelines for faith-based marketing strategies? 

The answer to these questions lies in motivation. 

Understanding True Authenticity

Authenticity in marketing goes beyond mere transparency or consistency in brand messaging. It's about creating a genuine connection with your audience based on shared beliefs, values and experiences. For faith-based marketers, this connection is rooted in spiritual beliefs and a higher calling. 

Faith-motivated purchasers, specifically Christians, want to know that the brands they do business with genuinely prioritize their belief systems. Whether those brands are explicitly Christian or not is not a core requirement. Rather, it is the respect of their beliefs and the investment of their money toward causes they are not in conflict with.  

Half of Americans report boycotting a business at some point in their lives. A 2022 survey from LendingTree found that 25% of Americans were currently boycotting a brand they’d previously spent money on. The number one reason was disagreeing with the company’s political donations. The research is clear: people don’t want to spend their money on advocacy and causes they don’t believe in, and faith-based consumers are no exception to that rule. 

The Role of Motivation

When considering whether to sell to audiences or engage in paid promotions, ask yourself:

1. Why are you promoting this message or product?
2. Does it align with your core values and beliefs? 
3. Does it align with your audience’s core values and beliefs?
4. Will it genuinely benefit your audience?

If your motivation stems from a sincere desire to serve your community and spread your faith-based message, then your marketing efforts can remain authentic, even if they involve financial transactions.

Ethical Guidelines for Faith-Based Marketing

To maintain authenticity in faith-based marketing:

1. Be transparent: Clearly disclose any paid promotions or sponsorships.
2. Stay true to your mission: Ensure all marketing efforts align with your spiritual values and goals.
3. Prioritize value: Focus on providing true value to your audience, whether through inspiration, education, or practical support.
4. Foster community: Engage with your audience meaningfully, addressing their questions and concerns.
5. Choose partnerships wisely: Collaborate only with brands and influencers who share your values.

Authenticity as a Dynamic Concept

Remember that authenticity is not a static quality but a dynamic consumer preference. It's about how your audience perceives and connects with your message. By consistently delivering quality content that resonates with your faith-based community, you build trust and reinforce your authenticity.

Conclusion

Faith-based audiences crave transparency—they want to invest their time, money and energy into brands that reflect their values. Marketing tactics that are driven by a genuine desire to serve community and embody strong values will resonate with consumers who prioritize their faith first. By focusing on this intrinsic motivation, faith-based marketers can navigate the complexities of modern marketing while maintaining integrity and truth.

Amplify your message to the Christian community: Let’s discuss your advertising goals today.