7 Ways to Keep the Faith-based Campaign Strong
Faith-based charities lean heavily on direct mail to keep them going and serve their missions. But even the most worthy cause in the world may not attract new donors or bigger gifts from existing donors during a down economy … unless, of course, the campaign is expertly crafted for prospects that the mailer knows like they’re family.
“What is essential is to understand your donors and what motivates them,” underscores Don Rossi, a direct response copywriter and coach based in Wylie, Texas. In other words, the faith-based group requires efforts that speak to them in a language and design that resonate as not only sincere and important, but also literally share that faith.
If you’re new to the faith-based market, you may be surprised to learn that the most important elements to a successful direct mail campaign are not that different from those for other sectors. “Your job is still to craft the right offer, for the right person, at the right time. I don’t think there is any ‘magic’ format. Choose the one that fits your message and the need of the moment,” asserts Rossi, who has been writing direct mail copy for Christian ministries since 1992.
“The principles still apply; you’re just talking to a different audience,” agrees Philip Zodhiates, CEO of the full-service direct marketing agency and list company Response Unlimited Inc. based in Waynesboro, Va., whose clients are approximately 90 percent faith-based and primarily evangelical.
Here are some key ways to understand that audience and improve your chances of getting them to respond:
1. Dig the Donor Mind-set
“People who donate to faith-based charities are a different breed—and I mean that in a good way. If you can make yourself feel the passion for God and his work that drives them, and if you have decent direct marketing skills and instincts, you will be successful,” claims Rossi.