TELLING YOUR STORY WITH DIRECT MAIL

In some communities knocking on doors is not possible or is considered suspect; yet you want to reach people who are inclined to attend a nearby church. Television and even the newspaper are often too costly. Attractive fliers, cards or brochures sent to every home in your community are inexpensive ways to invite newcomers to church.

Direct mail is a powerful medium to reach and appeal to people's emotions.To some, direct mail is junk mail. Direct mail experts call that the "J" word-and studiously avoid it. But you should know that much direct mail is tossed without ever being opened or read. A response rate of 1 or 2 percent of people actually following through (ordering, attending, signing up, etc.) is considered good for the average mailing.

Many people, however, do read direct mail because they are lonely, curious or intrigued. In one survey, 2000 adults were asked what daily events they looked forward to most. In first place was "checking to see what I got in the mail." Most people do pick up and read items that relate to a current need. For instance if you're in the market for a new car, you suddenly start seeing and reading ads for cars. So people who are currently searching for a church or wanting to add new meaning to their lives are likely to take time to read a well-designed piece from your church. People who have just moved into a new neighborhood might likely be looking for a church home. New churches can use direct mail as one of their tools for announcing start-up plans.

1. Cost. One big advantage of direct mail is saving mailing costs (bulk rates are about half the rate of normal postage). Anytime you want to send more than 200 copies of the same thing to persons in your church or community, you may be able to benefit from these lower rates.

2. Targeted Audience. Direct mail allows selectivity. You can target a specific group of people to receive your mailing.

3. Accountability. You will know in a very short time whether the specific, concrete invitation worked. (Churches should keep in mind the long range, cumulative effect of their advertising will not necessarily be seen in the number of walk-ins on a Sunday morning.)

There are many possibilities for church mailings: from hand-addressed engraved invitations to full color folders to simple postcards.

Simple Flier
A simple 81/2" by 11" or 81/2" by 14" flier (folded for mailing) is a versatile piece offering enough space for testimony, a listing of various activities, directions, phone numbers, plus an eye-catching headline or photo. One panel may be reserved for address label, a return address and postage.

Postcard
A postcard (small, standard size, or oversized) immediately suggests brevity, the reader knows it won't take much time to check the message. The church should not do much more on a postcard than attract attention: give name, location, times of services and a phone number.

Multi-panel folder
If you wish to include a much longer written message, multiple photos and testimonies, you should consider a larger, 2 or 3 page folder (that can be folded smaller for mailing). Here you have a chance to really describe the benefits of being part of your church.

There are three main steps to effective use of a mailing piece: get the reader to open or notice your piece; get the person to read it; and finally to persuade him or her to act on it. Here are some ways to increase your chances:

1. Carefully consider your objective in sending the mailing. Is it a general invitation? To a specific function? To a particular church group or activity (singles, young mothers, etc.)? Make sure the mailing piece fulfills your objective.

2. Word the headline or opening lines to stress the benefit persons will get by attending the event or being part of your group. Begin by phrasing it in "You..." language. Sample Remember when a nickel got you a loaf Headline of bread, a quarter got you a haircut and going to church got you an hour of sleep?

3. Make sure it is obvious what you want people to do in response to your mailing: call, visit, clip a coupon and mail it?

4. Consider sending your flier with first class postage and handwritten or typed address. (Although this is much more time consuming and is not technically considered "direct mail," the response is frequently better.)

Sending direct mail is going to take commitment to follow through with the legwork involved. (These guidelines do not apply in Canada.)

If you decide to mail at third-class rate:
1. You will need to file an "Application to Mail at Special Bulk Third-Class Rates," at the post office. There is no charge for this application, but your church will need to document your non-profit status with a tax exemption number or other evidence; in some cases, where the post office asks for by-laws to satisfy this requirement, the by-laws of your district conference or other judicatory may be sufficient.

Non-profit
Bulk permit
No. 73
Harrisonburg,
Virginia

2. You will need a "Bulk Third Class Permit". When you mail "bulk rate," you can hand-apply a special bulk mail stamp or use a postage meter.

3. If you wish to avoid applying stamps or metered postage at all, you will need to apply for an imprint permit number. In this case a permit number is printed directly onto your envelope or flier ("indicia").

Bulk Mail Permit Number
Acquiring a permit number can take from 4-6 weeks. You will need to fill out a postal application form and pay the one-time imprint fee. Securing this permit number and the application to mail at special non-profit bulk third class rates may be the first thing you'll want to do. But meanwhile, you can be working on getting the copy for your flier or card typeset and designed.

1. You can order a residential mailing list for your area from many brokers. The labels should provide: zip codes or carrier routes within a zip code The addresses should include complete street addresses for: homes or apartments no businesses or "boxholders"

2. To order a list, check with the local post office for the specific carrier routes you would like to include. This information is found in their Carrier Route Information System print out (CRIS). In smaller cities, the local post office will probably not be big enough to have this printout available. It will have to be ordered from a larger city post office. If you do live in a large city, go to the Address Information Systems office at the post office to get the CRIS. The list broker will need to know the carrier routes.

3. Other types of lists: If you wish to target audiences, you can find lists for specific age groups, occupations, new parents, parents of teenagers, etc.

Labels
If you decide to go the route of preprinted labels, there are adhesive labels and chesire labels. A minimum order may be required. You can get around that by ordering duplicate labels to be used for later mailings.

If you have access through a local business to label applying equipment, you should order "chesire" machine labels to avoid hand application. Be sure to check the size of labels that the equipment handles, against the size of your purchased labels.

Applying the labels can be a great volunteer activity. Your local post office can give you valuable information and assistance on direct mail-sometimes including free rubber bands, bags and so on. If you order labels, they will already by in zip code order. Remember, any mailing you enter will need to be sorted by zip codes.

Check with your local post master for specific instructions on how to arrange and bag your "carrier route presort mail."

Helping a church grow is hard work. One consultant, Lyle Schaller, compares it to pumping water uphill: when you stop pumping, it immediately runs back down the hill. Getting started in direct mail will feel like that at times but awareness of your church will certainly increase in the community as a result of your efforts.