growing your congregation marketing & membership...§guerrilla advertising §niche newsletters...
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GROWING YOUR CONGREGATIONMARKETING & MEMBERSHIP
Valerie Holton – [email protected] Laskowski – [email protected]
Membership Journey
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INTERESTEVANGELIZE
WORSHIP
FELLOWSHIP
COVENANT
LEADERSHIP
COMMITMENT
Greeting
Visit
2nd Visit3rd Visit
PR/Website/Marketing
Point of Entry
Programming:Worship, RE, Adult Ed
Small Group Ministries
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MARKETINGProviding customers with products and
services that they need or want
Marketing is a process for making concrete decisions about what the congregation is going to do, and not do, to achieve its mission
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SEGMENTATION&
TARGETING
What are their needs?What do they care about?
Who are your competitors?What are you going to offer?
Who do you want to serve?
MEASURING RESULTS
COMMUNICATIONTACTICS
STRATEGY DEVELOPMENT
RESEARCH &
DISCOVERY
COMPETITIVEANALYSIS
How are you going to promote?
How do you know
you’ve been successful?
Strategic Marketing ProcessQuestion#1 What Is Our Objective?
A Market Place Audit: Who Do You Currently Serve?
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Place a plus (+) in the columns to indicate where your congregation does a good job. A minus (-) in the columns where your congregation needs improvement. Questions: What conclusions can you draw? Should your congregation focus on its strengths or weaknesses? Why? Customer Group/ Programs/Services to Meet those needs
Worship - Sunday Service
Sociability Study/ Religious Education
Social Action Pastoral Care Other Programs
Children
Teens
Young Singles and/or Young Adults (18-34)
Young Marrieds
Families with Children
Empty Nesters/Middle Age
Older Singles
Senior Citizens
GLBT Community
Multi- cultural (specify)
Other Special Interest Groups Specify:
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SEGMENTATION&
TARGETING
What are their needs?What do they care about?
Who are your competitors?What are you going to offer?
Who do you want to serve?
MEASURING RESULTS
COMMUNICATIONTACTICS
STRATEGY DEVELOPMENT
RESEARCH &
DISCOVERY
COMPETITIVEANALYSIS
How are you going to promote?
How do you know
you’ve been successful?
Strategic Marketing ProcessWhat Is Our Objective?
Research & Discovery Tools
The Uncommon Denomination
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1. Focus Groups2. Interviews3. Percept Data: perceptgroup.com
Ministry Area Profile: UUA price: $225 (vs $315)
4. QuestionnairesOn-Line: www.zoomerang.comwww.surveymonkey.com
The Uncommon Denomination
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SEGMENTATION&
TARGETING
What are their needs?What do they care about?
Who are your competitors?What are you going to offer?
Who do you want to serve?
MEASURING RESULTS
COMMUNICATIONTACTICS
STRATEGY DEVELOPMENT
RESEARCH &
DISCOVERY
COMPETITIVEANALYSIS
How are you going to promote?
How do you know
you’ve been successful?
Strategic Marketing ProcessHow Are We Going to Promote?
Communications Tactics
The Uncommon Denomination
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Direct Mail Marketing• Part of an overall strategy• Cost Effective • Targeting: Mailing List is the most
important part of the process –– 40% of its efficacy
The Uncommon Denomination
UUA Postcards
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5 ½ by 8 ½$20 for 100 postcards –back panel for your
messagePostage postcard rate
Oversized 6” x 11”Graphic Files
National Campaign Postcards
Smaller 4” x 6”Graphic Files
New Campaign Postcards
Targeting Your Audience
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• Geographically• Demographically: List Brokers• Psychographics/Lifestyles - Claritas• New Homeowners Lists
– http://www.brandnewmovers.com/– http://newhomedata.net/
• Organization/Community –– Subscriber Lists– Sierra Club, Planned Parenthood, CARE, National
Defense Fund, etc.
Direct Mail – Other Suppliers
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• Modern Postcard: www.modernpostcard.com• Tribune Direct (subsidiary of Chicago Tribune)
• http://www.directmail.com/geoselector/• www.outreach.com: $99 for 500
Google Ad Words
Create Ads
Choose Key Words – what people search on to find you
Customer click – you pay per click, not when ad is shown. Set daily and total campaign limit
Can buy by geography
Google Ad Words
Imagine a religion...where people of different beliefs worship as one liberal faith. www.uutba.org
Total Clicks: 1,569Content Network Clicks*: 642Search Result Clicks: 927Click Through Rate: 0.12%Average Cost per Click: $1.01Total Cost: $1,580.94Top Keywords: church – 800 clicksspirituality – 106 clicks
Google Ad Words
* Content Network Clicks refer to clicks where our ad has been posted on a site with a relationship to Google and deemed relevant to our ad and keywords; as opposed to Search Result Clicks, where our ad has come up during a regular Google search.
Unitarian UniversalistsFind a Tampa Bay area church of caring, open-minded seekers. www.uutba.org
Total Clicks: 961Content Network Clicks*: 33Search Result Clicks: 928Click Through Rate: 1.11%Average Cost per Click: $0.53Total Cost: $506.85Top Keywords: unitarian – 287 clicksunitarian universalist – 177 clicksunitarian church – 176 clicks
Creative Materials
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Regional Campaigns– Newspaper Ads– GLBT Ads– Graphics & Photos– Radio Spots– Website Banner Ads– Bumper Stickers– TV spots
Creative Materials - Billboards
Creative Materials – GLBT ads
Creative Materials – TV Ads
Creative Materials – TV Ads
Creative Materials – Print AdsNational Campaign
Print AdsOutdoor Banners Tagline GraphicsBumper StickersPostcards
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SEGMENTATION&
TARGETING
What are their needs?What do they care about?
Who are your competitors?What are you going to offer?
Who do you want to serve?
MEASURING RESULTS
COMMUNICATIONTACTICS
STRATEGY DEVELOPMENT
RESEARCH &
DISCOVERY
COMPETITIVEANALYSIS
How are you going to promote?
How do you know
you’ve been successful?
Strategic Marketing ProcessQuestion#1 What Is Our Objective?
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§Join UUA PR list ser: [email protected]§E-Newsletter – easy to forward to a friend§Create a Speakers Forum or Music Program§Public Relations Plan§Guerrilla Advertising §Niche newsletters – Sierra Club, GLBT, Park District§Niche websites§Art House Theatres, Performing Arts§Cable TV§NPR pooled sponsorship buy
§Giveaways – auto sun screens, coffee mugs, bumper stickers, §Members Bring a Member Campaign: §DVD “Voices of a Liberal Faith”
Guerrilla Marketing Ideas
Measurement Tools
The Uncommon Denomination
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1. Focus Groups2. Interviews – first visit and exit3. Tracking Forms4. Questionnaires
On-Line: www.zoomerang.comwww.surveymonkey.com
5. Mystery Worshipper
The Uncommon Denomination
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§Formalize Structure – one representative per congregation§Regional Website (ongoing)§E-Newsletter§Workshops related to hospitality & welcoming§Area wide Speakers Forum, Music or Social Action Projects§Hire a Public Relations Consultant§Targeted Direct Mail§Mystery Worshipper§Website Critiques§Gay Pride Activities§Google AdWords§Blogs, podcasts
CLUSTER OF CHURCHES -POSSIBLE ACTIVITIES
Regional Marketing Group
Other Resources
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§ Religious Left Gear: www.turn-left.com
§ www.churchmarketingsucks.com
§ www.outreach.com
§ http://www.congregationalresources.org/
§ Evangelical websites
§ Marketing for Congregations, § By Shawchuck, Kotler, Wrenn, Rath
§ Purpose Drive Church, Rick Warren
