St Bartholomew the Great
Marketing Plan

1. Rationale

Since its founding in 1123, St Bartholomew the Great (SBG) has been a place of worship; providing spiritual guidance, solace and charity to the faithful and those in need. Today, the organisation has 2 primary functions: The teachings of Christianity and the preservation and restoration of the ancient fabric of the Church for the benefit of both the religious and secular.

As a not-for-profit (NFP) organisation, income generation is about creating surplus which is directed back into the organisation rather than creating profit for shareholders. All income therefore is directed towards the charitable objectives (as set out on the Charity Commission website) and therefore the Church's activities, no matter how broad, lead back to the two primary functions. It is imperative that these are kept in mind as these are the foundation stones of the culture of the organisation.

With the high overheads incurred by such an ancient building, it is important that the organisation can rely on its own enterprise to generate income. Traditionally it might have been able to survive by donations and legacies from wealthy, pious benefactors. However, in an ever-secularised society where recession has seen all charitable organisation battling for funds, this is increasingly unrealistic and the Church must find ways of becoming as financially independent as possible. SBG must expand its activities to attract a wider market segment and adapt to meet contemporary trends, attitudes and expectations.

The short-term marketing plan will be a response to a significant decrease in both donations and the demand for ancillary activities: paying visitors, weddings/funerals, special services and events. The result of which is a £37,000 deficit, a gap which must be closed if the organisation is to survive and continue with its