Churches should be aggressive in using latest technologies, both to maximize return on investment and to communicate effectively.
An e-mail newsletter is central. The days of the printed and mailed newsletter are over. They cost too much and are read too little, especially among young and middle-aged adults. You can offer a mailed newsletter to those who prefer it, but not many will prefer it. (One large church estimates that a regular postal newsletter costs $2,100 to prepare and send, not counting staff time; an e-mail newsletter costs $15.)
“¢ Short pieces, quick read (one page)
“¢ Send frequently (weekly, rather than monthly)
“¢ Graphically engaging
“¢ Use e-mail to drive people to the Web site (e.g. links to pages with content)
“¢ Lead reader to action (voice an opinion, register for event, request a contact)
“¢ Offload data management to user (e.g. change of address)
E-mail marketing uses a comparable e-mailed tool but targets specific audiences. For example, news about a men’s softball team would target men of athletic age.
“¢ Short e-mail about a ministry (event, class, speaker, activity) stirs interest, draws recipient to the Web site
“¢ Post content, photos, background on Web site at far less cost than printing a color brochure
“¢ Provide clickable response (register, indicate interest, state number in party, make payment)
“¢ Focus on facilitating response via the Web site
E-mail notices
“¢ Use targeted mailings to send schedules, invitations, updates, changes of plan
“¢ Draw people to secure section of Web site (e.g. for transactions, group-specific data)
“¢ Requires one-time investment in database and security system
E-mail some personal mail
“¢ E-mail is standard for business communications
“¢ E-mail is faster to produce and more timely in delivery
“¢ Makes response easier (by click to reply)
“¢ Creates electronic paper trail
“¢ The one caveat: Avoid confidential exchanges in e-mail
Tom Ehrich is a writer, consultant, and leader of workshops. An Episcopal priest, he lives in Durham, N.C. The church wellness project may be found at https://www.churchwellness.com
