The use of churches as a research context has become increasingly common in studies of non-profit and services organisations. Although the implementation of marketing techniques in the church context has been extensive, there has been little examination of the effectiveness of these methods in encouraging church participation. It is thus apparent that there is a need for more research in this area to examine the potential role of concepts such as ‘market orientation'' and ‘brand image'' in affecting church participation. The present study offers significant practical implications for non-profit managers in general and church leaders in particular. It provides an understanding of how market orientation and brand image can help churches to better serve its existing and prospective members.