7 Ways to Keep the Faith-based Campaign Strong
If the marketer and copywriter understand the mission, the mailing becomes infused with genuine compassion and emotion. Rather than having to try to summon such enthusiasm, or even put it on, it’s advised to select faith-based clients whose work you already believe in.
“I think the most important thing to remember about prospecting for a faith-based client is that you are looking for people whose passion is the work you do, whether that work is translating the Bible, helping people trapped by addictions, feeding hungry orphans or whatever,” says Zodhiates.
2. Keep Writing Long Letters
Letters appear to be shrinking for many sectors, but the faith-based audience is not one of them. “The letter remains paramount for the package. Longer letters still work better,” claims Zodhiates, who adds that personalization also can work well, but he advises that you weigh it against the added cost.
The content of that letter? “Emotion, emotion, emotion,” hammers Rossi. Classic storytelling direct mail has plenty of emotion, and faith-based charities demand letters that touch people’s hearts and minds. Many of the best faith-based direct mail letters revolve around a central story, such as an orphanage that helped a young boy or a village that was rebuilt after getting ravaged by a hurricane.
How often and how long these letters are repeated depends largely on the subject matter of that letter. “We’ve had some [control] packages that we’ve used for eight to nine years, but others have run their course in a year or two. If we tie it into hot button issues or the news, you have more limited life,” comments Zodhiates, who has found that many of his firm’s efforts for the evangelical market work better with more timely content.
3. Design an Outer That Begs to Be Opened