last week i sent out my very first graphically enhanced postcard. our church has had this ‘no color’ policy for some time. not sure why, but i was faithful to that till i just couldn’t take it anymore. i now just do it when it is needed. since we were doing a big kickoff for our remodeled youth program and reimagined focus. so we sent out postcards to all the youth. i had some of the leaders pick out our graphic, i told them it needed to be simple, clean and conveying an image they felt would speak to what we were getting into. i liked their choice, which worked out well for me. so with my first snazzy postcard attempt i was intrigued to read thoughts from the ministry marketing coach.
People Don’t Pay Much Attention to Your Postcards, Sorry!
..even the slickest advertisement, from even the best advertising agency
comes up against all the other clutter of competing messages in the
mailbox also clamoring for the attention of the people they want to
reach. What you need is a strategy for overcoming the clutter...
Frequency in advertising is the number of
times an advertisement is repeated to the same audience. Most
advertisers, especially religious advertisers, give up long before the
person they want to reach has been “reached” with the message...
This same thing happens when you are making evangelistic contacts or
following up on the people who visit your church. Just because guests
come a few times in a row doesn’t mean your follow-up work is done. How
long did it take you to understand what it means to follow Jesus?
Sadly, too many churches give up on people long before they should.
i don’t really have a frequency plan for sending out more of a postcard campaign. i just thought i’d use some stationary the wifey bought for me to write individual letters to people. maybe that will help
Thought-provoking post. As part of our ecumenical group, we used to send out a newsletter that was supposed to go into every home in the area. I have been questioning the use of this, so I am intrigued by the idea of frequency. The other matter is the content. We usually have a couple of ‘articles’ with interest to church members and then list service times. Our ‘target audience’ is so removed from Christianity, that I think for it to be effective we need to change the content and speak the language they are using.
Thought-provoking post. As part of our ecumenical group, we used to send out a newsletter that was supposed to go into every home in the area. I have been questioning the use of this, so I am intrigued by the idea of frequency. The other matter is the content. We usually have a couple of ‘articles’ with interest to church members and then list service times. Our ‘target audience’ is so removed from Christianity, that I think for it to be effective we need to change the content and speak the language they are using.
that is a good observation will, being separated from christianity so much that they would probably not take notice of the service times as they may not see a need for them in their lives.
its a hard thing, if one life gets changed by it, you’d say it is worth it, but fiscally responsibly, can you keep on doing it?
hmmm…
that is a good observation will, being separated from christianity so much that they would probably not take notice of the service times as they may not see a need for them in their lives.
its a hard thing, if one life gets changed by it, you’d say it is worth it, but fiscally responsibly, can you keep on doing it?
hmmm…
Gavin,
Thanks for the link. 🙂
Actually, writing a personal note is a great Guerrilla Marketing tactic that would get attention. Your open rate for the notes would be nearly 100%. Very worth the effort if the message inside the note touched the person at their point of need.
It is also a great strategy for a group of lapsed people you are trying to encourage to come back and give your church another try. Imagine what it would be like for say 50-100 of your lapsed youth to get 2-3 personal notes from the youth pastor of the church they used to attend…
If the number of people you want to mail your note to is manageable, I’d do it!
Some would say, “I don’t have time to do that, I am trying to manage a ministry!” But i would say, doing it, IS ministry. 🙂
I think you are wise to try to reactivate inactive people in your database. Most churches have lost contact with about 50%+ of the people they know. I think is is good ministry to treat people you have on your mailing list with the same degree of stewardship people give to the church budget. Here’s a blog post I did about that topic:
the number 1 problem most churches don’t know they have
On the postcard copy. What is the compelling reason a youth would want to pay attention to your postcard? Does this card address why they don’t attend anymore?
As I read I see you have a new “look”. You have “fair trade coffee”. You have a lounge. Etc, etc. I imagine the look of your facilities, the quality (or philosophy) of your coffee, and access to a lounge is something more important to you than them.
You might like the the link to the post bellow where I talk about the difference between “you marketing” and “me marketing”
* You marketing: is the kind of communication that centers on the organization. When I pick up your brochure as a prospect, I am learning about you. You are talking about you. You are telling your side of the story.
* Me Marketing: Most people are tuned into what matters to them. They tune in to the messages that speak to their needs from their perspective. If I pick up your brochure and it is talking about “me” I am far more interested. This approach, forces you to find the benefits and life-application of what you are offering to people.
you marketing vs me marketing
Gavin,
Thanks for the link. 🙂
Actually, writing a personal note is a great Guerrilla Marketing tactic that would get attention. Your open rate for the notes would be nearly 100%. Very worth the effort if the message inside the note touched the person at their point of need.
It is also a great strategy for a group of lapsed people you are trying to encourage to come back and give your church another try. Imagine what it would be like for say 50-100 of your lapsed youth to get 2-3 personal notes from the youth pastor of the church they used to attend…
If the number of people you want to mail your note to is manageable, I’d do it!
Some would say, “I don’t have time to do that, I am trying to manage a ministry!” But i would say, doing it, IS ministry. 🙂
I think you are wise to try to reactivate inactive people in your database. Most churches have lost contact with about 50%+ of the people they know. I think is is good ministry to treat people you have on your mailing list with the same degree of stewardship people give to the church budget. Here’s a blog post I did about that topic:
the number 1 problem most churches don’t know they have
On the postcard copy. What is the compelling reason a youth would want to pay attention to your postcard? Does this card address why they don’t attend anymore?
As I read I see you have a new “look”. You have “fair trade coffee”. You have a lounge. Etc, etc. I imagine the look of your facilities, the quality (or philosophy) of your coffee, and access to a lounge is something more important to you than them.
You might like the the link to the post bellow where I talk about the difference between “you marketing” and “me marketing”
* You marketing: is the kind of communication that centers on the organization. When I pick up your brochure as a prospect, I am learning about you. You are talking about you. You are telling your side of the story.
* Me Marketing: Most people are tuned into what matters to them. They tune in to the messages that speak to their needs from their perspective. If I pick up your brochure and it is talking about “me” I am far more interested. This approach, forces you to find the benefits and life-application of what you are offering to people.
you marketing vs me marketing