Podcast Summary: Private Practice Startup Podcast

Episode 199: The 5 Pitfalls Between Counselors and Churches
Hosts: Dr. Kate Campbell & Katie Lemieux
Guest: Whitney Owens, LPC
Date: July 4, 2020

Episode Overview

This episode explores the unique challenges and opportunities faced by therapists who seek to build relationships with churches as referral sources, particularly for those who identify as faith-based practitioners. Guest Whitney Owens, an LPC and consultant specializing in faith-based practice development, shares her expertise on navigating partnerships with churches, common pitfalls, practical marketing strategies, and managing dual relationships.

Key Discussion Points & Insights

Whitney Owens’ Background & Approach

• Personal Connection to Faith: Whitney describes faith as fundamental throughout her life and professional journey, influencing her decision to become a therapist and her approach to practice. (03:41)
• Faith-Based Training: She attended graduate school with an integrated faith and clinical counseling curriculum. (04:46)
• Framing the Practice: Whitney emphasizes balancing faith identity:

  "Being a Christian counselor just means you’re a counselor and you’re also a Christian. And let’s just put those together." – Whitney (05:13)
  She avoids overt faith marketing to clients, instead tailoring messaging based on audience.

Counselors’ Main Challenges in Faith-Based Practice

• Describing Faith-Based Services: Clear branding without alienating or limiting potential clients is a key challenge. (05:09)
• Understanding Client Needs: Clients vary in their desire for integrated faith-based counseling—some request it directly, while others may not. (06:16)
• Marketing Differentiation: Whitney modifies her message depending on whether she’s speaking to churches or the general public. (06:50)

Building Relationships with Churches

The Power of Networking

• Relationships Over Brochures: Whitney’s strategy involves reaching out personally to pastors—inviting them for coffee or lunch, asking about their pain points, and focusing on building genuine relationships. (07:19)
• Pastors’ Pain Points: Common issues pastors face:
  • Time-consuming situations (divorce, anxiety, depression)
  • Lack of clinical training to address persistent mental health needs
    Whitney counsels pastors:

  "If you’re having to meet with someone more than twice, you need to be referring them out. You’ve got plenty of other things that you need to be doing other than counseling in your office." – Whitney (08:03)

The Five Pitfalls Between Counselors and Churches

1. Not Knowing Each Other (09:38)

   • Counselors may be unaware of local churches, and pastors may not know trustworthy counselors to refer to.
   • Action: Research and reach out to churches; ensure you’re on referral lists.

2. Lack of Trust (12:56)

   • Pastors are cautious about whom they refer their congregation to; they may not trust counselors' approaches.
   • Advice: Build trust by authentically sharing your story and professional expertise.

3. Confusion Between Pastoral and Clinical Counseling (14:38)

   • Pastors often lack clinical counseling training and may not distinguish their role from licensed therapists.
   • Approach: Educate pastors on the scope and limits of each approach without condescension.

     "Prayer can change things, but it can’t change everything all the time." – Whitney (15:58)

4. Not Believing in Counseling Outside the Church (17:08)

   • Some churches/pastors insist on keeping everything internal and resist outside referrals, especially in certain regions like the Bible Belt.
   • Recommendation: Don’t invest too much time where referral relationships are not wanted; focus elsewhere.

5. Failure to Maintain Relationships (18:12)

   • Initial contact is not enough; consistent follow-ups and gratitude for referrals are crucial.
   • Tip: Schedule periodic check-ins; thank referrers even if they don’t respond—it keeps your name top of mind.

Navigating Referral and Dual Relationships

• Communication with Pastors:

  • Obtain releases before sharing any progress; only share information that benefits client care and honors confidentiality. Some pastors want to be highly involved; set boundaries as needed. (19:08)

• Creative Partnerships:

  • Examples include offering classes or seminars at churches, creating packages with discounted counseling rates, and structuring church partnerships for ongoing support and revenue. (20:22, 23:03)

  "We did a class and a date night for families… it was a really creative way to hit communication. When a pastor is saying to me, I don’t know how to help couples that are having a hard time communicating." – Whitney (21:47)

• Handling Dual Relationships:

  • Assess the size of the congregation; set clear boundaries for friends/congregants seen for therapy. Use group practice structures to avoid conflicts when possible. (23:54)

Practical Marketing & Networking Tips

• Be Confident and Proactive:
  Set up meetings with pastors via personal connections (your own church, mutual acquaintances). Listen first, share your journey, and address their pain points.
• Value-Added Offerings:
  Host groups, provide talks/trainings, find creative ways to serve church communities and leadership.
• Systematize Boundaries:
  Clearly state boundaries and roles in your paperwork and at intake to avoid difficulties down the line.

Notable Quotes & Memorable Moments

• On Building Trust:

  "They [pastors] don’t know what you’re gonna be telling them instead. So…share your story…that sense of trust." – Whitney (12:58)

• On Respecting Resistance:

  "Don’t keep pushing, don’t keep knocking. Let that go and invest your time into the people that are going to benefit from you." – Whitney (09:03)

• On the Value of Relationship Maintenance:

  "You’re just letting that slide. So I suggest…put it on your calendar, get your assistant, whoever, to do it so that you’re making that consistent relationship." – Whitney (17:55)

• On Marketing Mindset:

  "It really is all about client care, right? It’s setting the boundaries and the structure and it’s just in support of our clients." – Kate (25:49)

Timestamps for Important Segments

• 03:41 – Whitney’s faith journey and career background
• 05:09 – Defining faith-based counseling and branding challenges
• 06:50 – Tailoring marketing to audience
• 07:19 – Building relationships with pastors and their pain points
• 09:38 – Pitfall #1: Not knowing each other
• 12:56 – Pitfall #2: Lack of trust between pastors and counselors
• 14:38 – Pitfall #3: Pastoral vs. clinical counseling
• 17:08 – Pitfall #4: In-house only counseling preference
• 18:12 – Pitfall #5: Neglecting ongoing relationships
• 19:08 – Confidentiality and communication with pastors
• 20:22 – Approaching and partnering with churches
• 21:47 – Creative programming in partnership with a church
• 23:54 – Managing dual relationships in your own church
• 25:49 – Systematizing boundaries and paperwork

Additional Resources

Whitney offers a downloadable cheat sheet summarizing these main points and practical tips for faith-based clinicians, available in the show notes.

Summary Prepared For:
Listeners seeking concrete strategies for building strong, ethical, and mutually beneficial relationships between private practice counselors and church communities. This actionable episode is especially valuable for faith-based practitioners or those interested in niching into this domain.