Direct Mail
Direct Mail Advertising
The most accessible--and affordable--methodology for reaching the public is sometimes direct mail advertising. If your church is located in a rural area, newspapers, radio, TV and billboards may not be a viable option.
For most churches, what makes radio, TV and newspapers so expensive is that you must buy the entire pie in order to speak to your one distinct segment. Direct mail advertising overcomes that problem by allowing you to target a smaller audience which you have "hand selected" to receive your message.
Direct Mail--Not Junk Mail
Bulk mail is the least expensive form of mailing. The post office offers you cut rates on permitted bulk mailings. Experts tell us to expect little response: one half to one percent is all. This is not the most effective way in which to introduce your church to the public. Direct mail is addressed to specific individuals, packaged in as "personal" a way as possible, and sent first or second class. It is not junk mail; it's business mail--the same kind of mail used by most American businesses because it has proved cost and response effectiveness. With a quality direct mailing, anticipate a one to three percent
Types of Direct MailYour direct mail may take the form of letters, brochures, booklets, post cards, circulars--or any other form you wish to create. Many brochures use a "self-mailer" format.
If your mailing requires an envelope, consider using a plain white envelope. Studies prove an individual is more likely to open an "anonymous" looking piece of mail. Have a special, very colorful envelope printed with some enticing message which will draw the reader inside.
Remember: getting your direct mail piece out is half the battle; however, influencing the recipient to open and read your piece is even more essential.
There are postal regulations which govern direct mail, especially as regards size. Before you print anything wildly unusual, run it by your local postmaster to see if it meets their guidelines. The posy office will supply you with guidelines, permit information, etc. upon request.
Informational or Motivational?A small percentage (perhaps one-third) of our United Methodist churches are doing a good job of providing informational contact with those outside their congregations. Some of our churches have learned to provide direct information to the community, and that is good.
What would be even better would be if our churches could develop a knack for using direct mail as a motivational force to those who receive their information. It could be said that few churches have learned to speak to the public at the level of their personal and family needs, and to do so in a manner that invites them--motivates them--to come see what the church has to offer. This level of motivation, coupled with basic information about what your church has to offer, offers the ideal form of direct mail.
Utilizing Mailing ListsThe simplest means--but often the most expensive--is to purchase a mailing list from a company specializing in this service. (Your printer can put you in touch with such a service, or you may find one in the yellow pages of most larger towns).
The options are many when working with a mailing service. You may purchase one or more zip codes. Most companies have access to sophisticated demographic information, enabling you to specify very precise audiences: first-home owners; specific income brackets; parents; senior citizens; etc. Usually, the more detailed your breakdown, the greater your cost.
Since people now are willing to drive some distance to attend the church of their choice, buying by zip code may not be as beneficial as it once was. Churches are not necessarily targeting their immediate neighbors. The only real value in geographical lists may be that they enable you to hand-deliver your mailings, thus saving the expense of postage.
It requires more effort but is far less expensive to develop your own mailing list. Use those sources readily available to you which you might be overlooking. Examples: the registration from your Mother's Morning Out or Pre-school program may provide you with some names & addresses of parents who use one or more of your programs but are not among your membership. If an A.A.R.P. group meeting monthly in your fellowship hall, that group may be a natural target audience for some of your programming.
In smaller town, use the city phone directory for addresses. In larger areas a city directory may provide you with a listing of homes in the area you wish to target; the city directory is listed by address first, with the dweller's name listed second. The library, the phone company, or local banks or real estate firms may be sources of these directories.
Other sources of information for your mailing list may come from: Chamber of Commerce listings; Welcome Wagon or similar programs; real estate agencies; moving companies; your church members themselves.
A specially imprinted yard stick to the new homeowners. That yard stick gets used often as the new family settles in...and each time it is used, it serves as an invitation from that church family which is glad to have the newcomers in the neighborhood.
Simply providing a list for visitors to sign will generate a mailing list.
Style Makes the Difference
In any direct mail piece you produce locally, attempt to include photographs or artwork.
In an era when it seems the secular world is no longer hooked on denominationalism, it isn't enough for you to depend upon your church's name, physical plant, or location to draw people. In today's consumerist mentality, the secular world shops churches just as they shop for the best "value" in other areas. In your direct mail efforts, show them--don't just tell them--why your church should become the church they call home.
Spend a little extra to have your printer (or perhaps even a commercial artist) create a print piece others will notice and pause to read.
In a brochure an interesting, invitational statement like the headlines in some of the ads, may: "It's easy to forget what's really important. So don't." That, coupled with a photo or drawing of parent and child, has a good chance of attracting parents.
Remember to tell people how they might be benefited. That's a universal trick of advertising because it works.
Avoid theological jargon. Be conversational. Don't preach. Just speak naturally and warmly. Remember that you are mirroring God's love to the world.
The Four Second Rule
Someone has said that the average direct mail piece has four seconds in which to make its "pitch.” Presentation is everything! Sounds difficult? Not really. Be mindful of what you are saying—make an impact quickly. You have four seconds to make and impression.
Writing CopyAsk yourself the following three questions to determine your goal: 1) to whom am I speaking? 2) what do they think about my product or service now? 3) what do I want them to think?
Look at it often as you create your direct mail campaign. Don't stray from this goal.
When was the last time you responded to something you received in the mail? Be aware of what works with you. If you think it's good, a similar approach may work as effectively in your direct mail campaign.
Generally, the fewer the words the better. However, make sure you use enough words to accomplish your goal. Tell them why they should come and "invite" them. Always tell the customer what is in it for her. Highlight the benefits, not the features.
Using a P.S. at the bottom of a letter is a great attention getter. People usually start with the head of a letter, read the first couple of lines, and then check to see who signed it. That's when your P.S. will grab them. Make sure you include your most valuable benefit.