Meeting Spiritual Needs
When crafting a direct mail package, keep in mind that religious professionals appreciate when a marketer understands how they buy, what they buy and how they use these products.
Worthington Direct felt first-hand the benefit of targeting its creative directly to religious professionals. In 2003, the company versioned its catalog for the religious market by spotlighting relevant products and titling it "Wholesale Church Furniture." On the front cover, Worthington features a church and products appropriate to the religious setting, such as a lectern with a cross on it. Following its release, the company felt a palpable boost in response. The targeted catalog now is in its second year.
"We've definitely seen that having a piece that's just for the religious market makes a big difference," says Chaney.
Targeting its creative to better suit the church market boosted Worthington Direct's response rates.
The following is a sample of lists available to reach this market.
Church Leaders & Decision Makers Masterfile: 227,010 church pastors and leaders who have purchased products and services to meet church needs. Price: $90/M. Call: Mail Marketing Inc., (201) 750-3222.
Church Treasurer Alert Newsletter: 19,600 recipients of a publication that targets professionals involved in church finances, accounting, general management and operations. Price: $90/M. Call: Bush Company Inc., (949) 752-4210.
Churches From MCH: Compiled file of 284,394 churches in the United States. Price: $25/M. Call: MCH, (660) 335-6373.
Clergy Holding Important Executive Positions: 8,502 protestant clergy who head local, state and national church federations, and protestant chaplains. Price: $45/M. Call: Macfarland Co., (908) 236-0533.
Ministries Today: 53,817 religious professionals who have purchasing authority and/or influence. Price: $100/M. Call: Strang Communications, (407) 333-1138.
Religious Personnel Masterfile: Compiled masterfile of 57,784 religious personnel at American institutions. Price: $60/M. Call: VentureDirect Worldwide, (212) 684-4800.