“Market Share,” Church Planting, and Existing Churches

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A planter I once worked with shared an interesting experience he had while preparing to plant a church. After introducing himself and explaining the vision for the new church, an established pastor pulled out a map of the city, found his compass, drew a circle around a particular area, and said, “Feel free to reach anyone inside this circle. But don’t go after anyone outside of it. Those people aren’t yours.”

Conversations like this are more common than many would expect. Other comments often heard by church planters include:

  • “We don’t need another church in this town.”
  • “You’re planting too close to my church.”
  • “My people are going to leave and join your church.”
  • “We don’t need to focus on church planting. We need to revitalize the churches we already have.”
  • “Why are we sending our best leaders to plant new churches when our existing churches can’t find pastors?”

Some of these concerns are legitimate and deserve thoughtful answers that uphold a biblical understanding of the church, encourage partnership among congregations, and advance faithful mission. Others simply reveal attitudes of fear, territorialism, or misunderstanding. Even then, healthy church planters should respond with humility, love, and a genuine desire to partner with existing churches for the sake of the gospel.

Territorial thinking among churches is not a new phenomenon. We find hints of it throughout Scripture as Jesus and the apostles addressed rivalry, competition, and kingdom-minded cooperation. Church history also provides numerous examples of churches wrestling with these same tensions.

While some criticism of “market share” thinking is warranted, responsibility does not fall entirely on established churches. Church planters also bear a responsibility to enter a community wisely and humbly. Too often, new church plants begin without adequately learning the community, listening to local pastors, or pursuing meaningful partnerships with existing churches.

Before planting, church planters should consider asking several important questions:

  • Has our sending church or planting team completed a thorough demographic assessment of the community? This may include purchasing a demographic study, conducting a windshield survey through the neighborhoods, and interviewing residents, business owners, and community leaders.
  • Have we identified and mapped the existing churches in the area and spoken with pastors or leaders to understand their ministries, strengths, and evangelistic efforts?
  • Have we identified neighborhoods or populations with little or no meaningful presence of the gospel?
  • Have we developed a thoughtful plan to meet with local pastors and share the vision God has given our sending church for this new work?
  • Have we intentionally communicated our desire for partnership by emphasizing shared mission, evangelism, church health, love for the community, and cooperation rather than competition?

Established churches also have an important role to play.

How should you respond when a new church planting team arrives in your community? Perhaps they have overlooked some of the steps above or failed to introduce themselves well. Rather than assuming the worst, choose to love them generously. Give them the benefit of the doubt that they love Christ, desire to preach the gospel faithfully, and long to see lost people come to faith.

If the planting team has not reached out, take the initiative. Gather a few local pastors and invite them to coffee or lunch. Ask about their vision for the new church. Learn what excites them about the work God has called them to. Ask how your church can become a faithful partner in reaching the community. Invite them to participate in evangelistic events, pray for them publicly, and encourage your congregation to see them not as competitors but as fellow laborers in Christ’s kingdom.

Healthy churches and healthy church plants are not competing for customers. They are cooperating to make disciples. When churches choose partnership over territorialism, the entire community is better served, the gospel advances more effectively, and Christ receives greater glory.

Here are some interesting articles on the topic:

The Church Planting Savior Complex

9 Church Planting Obstacles When Planting a Church

We Were Called a Cult: Two Things I Learned While Planting Our Church

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