Driving Institutional Advancement by Leveraging Your Platform

 K. SHELETTE STEWART

“‘Come, follow me,’ Jesus said, ‘and I will make you fishers of men.’”   

-Matthew 4:19 (NLT)

You Are God’s Marketing Vehicle 

Fundamentally, marketing is a means for influencing others to buy into lifestyle enhancement regardless of whether the benefits take the form of a product or service.  Similarly, as Christians, we are also charged with reaching out and encouraging others and influencing them to embrace a lifestyle enhancement—a spiritual lifestyle enhancement. We are living epistles and advertisements for God in the marketplace. Jesus didn’t demand that people come to Him in order to hear the gospel. He went to them. He went into the marketplace and through towns teaching the gospel.   

Marketing is Fishing 

Jesus gives us a great commission: “Go therefore and make disciples of all the nations, baptizing them in the name of the Father and of the Son and of the Holy Spirit” (Matthew 28:19, NKJV; 1 Timothy 2:3-4).  Jesus tells us, “Follow Me and I will make you become fishers of men,” and, “Do not be afraid. From now on you will catch men” (Mark 1:17, NKJV; Luke 5:10, NKJV).  

As God’s ambassadors, we are charged with seeking, or fishing for, and catching individuals to bring into the kingdom of God for salvation (1 Corinthians 9:22). In this way, marketing is analogous to fishing.  

Marketing is fishing from a kingdom perspective. For instance, both fishing and marketing involve skillfully and strategically:

· Targeting a certain area or audience.

· Casting a line with a hook or slogan.

· Offering an enticing bait or benefit.

· Reeling in or recruiting.  

Most of us are familiar with the infamous 4Ps of marketing:  Product, Price, Place, and Promotion. But I’d like to introduce you to a new one: the 5th “P” of marketing:  your kingdom Platform.  

The 5th “P” of Marketing:  Your Platform 

Your kingdom platform is defined as what you and your organization or institution stand for from a kingdom, or a godly, perspective, and it should always reinforce God’s principles such as the fruit of the Spirit: love, joy, peace, patience, kindness, goodness, faithfulness, gentleness, and self-control (1 John 4:8; Galatians 5:22-23). Your kingdom platform should serve as the overarching theme from which your institutional marketing strategies and tactics are spawn. Ultimately, the entire culture and philosophy of your institution should be grounded in your kingdom platform. 

Let’s consider an example outside of higher ed:  You might have an interest in interior design.  Because for you, interior decorating is a Higher calling than just making a room look pleasant and inviting, your kingdom platform may be centered on creating joy and peace for people within their living spaces.  In this way, your platform reinforces godly principles and, consequently, serves as a strong spiritual foundation for your marketing initiatives.  

Having a kingdom platform is just another way to bring your professional plans and strategic business imperatives to a Higher level of success and significance.  Now, that we’ve reviewed the concept of a platform, let’s consider ways for you to leverage your Kingdom platform. 

Four (4) Steps for Identifying and Leverating Your Kingdom Platform to Drive Institutional Advancement 

1. Begin from Within:  Pray and ask God to provide wisdom and reveal the platform that He desires for your institution and He will (James 1:5).  We must be sincere, diligent, and intentional in doing this, remembering that we are simply stewards over His institutions. 

2. Recognize the Clues:  The Bible says that we are all blessed with gifts (Romans 12:4-8) and that we are to stir up the gifts that are within us (2 Timothy 1:6)! What is it that you and your team do so well you are always getting complimented on?  What are your passions?   The goal is to make sure that you are incorporating your natural skill sets, talents, abilities, interests, and passions into your institutional platform.  What do you and your team stand for?  Is it creativity?  Innovation in curriculum development?  Ethical accounting?   Whatever it is should be authentic to you and your team. 

3. Pursue Divine Connections:  Once you have identified your kingdom Platform, be open to the divine connections God opens up for your team.  They may often come in the form of new institutional advancement partners, donors, and sponsors.  Some may appear in the form of new strategic alliance partners that may help facilitate your enrollment management initiatives.  But all will reinforce and complement your kingdom Platform.   

4. Focus on Legacy:  Corrie ten Boom, the late Christian Holocaust survivor, said:  The measure of a life is not its duration, but its donation.  Identifying and leveraging your kingdom Platform positions you and your team to leave a positive, lasting donation, or legacy, in your institution, in the community, and in the world.   You transcend the world’s boundaries of temporary, material success and position yourself and your team for eternal blessings and salvation. You achieve not only success, but more importantly, significance.     

Dr. K. Shelette Stewart is an author, global speaker, and principal of Stewart Consulting, LLC. She is a graduate of Harvard University.