|
|
Our most popular flight. It is likely that everyone in your community has already formed ideas
or preconceptions about church in general. Some have even formed ideas
about your church—perhaps through a personal relationship with one of
your members or attendees. But if your community is typical, there are
probably many others who have never even heard of you and others still
who are beyond the reach of your current web of relationships.
Perhaps
that's ok. Maybe your philosophy of ministry leads you to conclude that
any sort of outreach to people beyond your natural range of
relationships is just "not your deal." But then again, you are here and
at least thinking about a postcard campaign.
It is likely that everyone in your community has already formed ideas or preconceptions about church in general. Some have even formed ideas about your church—perhaps through a personal relationship with one of your members or attendees. But if your community is typical, there are probably many others who have never even heard of you and others still who are beyond the reach of your current web of relationships.
Perhaps that's ok. Maybe your philosophy of ministry leads you to conclude that any sort of outreach to people beyond your natural range of relationships is just "not your deal." But then again, you are here and at least thinking about a postcard campaign.
They Can't Visit Unless They Know You Are There
While direct mail postcards have not been shown to prevent tooth decay, they have been shown to be effective in raising awareness of a church in a community. And raising awareness is an important goal: as one church planting expert noted, “it is impossible for a church to grow unless awareness of the church grows first.”
Obviously the sort of awareness that comes through personal relationships is ideal. To have your attendees or members engage those outside the church is the best-case scenario. At the same time, this will only reach a limited number of people within your community.
Direct mail cards, done right, will not only raise awareness, but will begin to shape how those in your community think of your church. And if the cards are creative, interesting, thought-provoking, funny, or inspiring enough, they may in fact serve as conversation starters.
In any case, it is important—when considering a direct mail postcard campaign—to enter in to such a project with realistic goals.
Multiple Touches Help
Direct Mail Campaigns are most effective when used as a part of a comprehensive communication strategy. It takes multiple touches for a church to begin to connect with those in the community. A single postcard will help raise awareness about an event or special occasion, but will not nearly as effective as a series of cards over time.
We have heard many stories about a card reaching someone at just the perfect time or in a time of need, in a way that could best be described as one of those “God things.” In these cases, the card translates to a visit or to a next step taken. But this is not the most common scenario.
A Typical Scenario
A person (we’ll say a woman, here) gets a card and thinks “Funny.” Then throws it away. Then she gets another card at some point later and thinks “That’s funny, too. This is from that church that sent me the funny card last month.” Then she throws it away. Then at some point later she gets another card and thinks “Yeah, this is that church down on Market Street… I know where that is.” And then she throws it away. The next time she drives by the church on a Sunday morning she notices, and thinks, “That is the church that sends me those creative cards.” Then, at some point, she is at a social function and meets a couple who actually attends that church—and she likes them. Of course by now she is aware of the church, and has connected the dots (where it is, when it meets, etc.). Then, one day a tragedy happens, or she gives birth to a child, or she thinks “I should take my son/daughter to Sunday School,” or she encounters some spiritual questions she can’t ignore. At that point, the cards have done their job, because at that point—if the church’s cards have connected with her—she is far more likely to go to that church than she would have been before the cards were sent.
We have heard remarkable stories like this one: A man and his wife commented, upon receiving a card we designed for a church, “if we did go to church, we would go to a church like that one.” They threw the card into a kitchen drawer. Two YEARS later, an issue in life drove them to want to check out church. They remembered that they had the card, pulled it out, visited church and ultimately came to Christ. He is now an assistant pastor at one of the most dynamic churches in America.
Will this be the norm? No. But if you view cards as a way to stay in touch with your community, to remind them that you exist, and that you have something worth pondering, you will make it more likely that they will visit your church in the future.
Bottom Line
The small—and intentional—touches add up over time. While we’d all prefer that those touches come personally, as the result of a relationship, we know that is not likely as we seek to engage entire communities, and beyond.
Direct mail cards are a cost effective way to begin to tell your story widely. We can help you do it well.
|
|
|
|
Travelers Weather Advisory
