5 Ways Churches Can Show Their Faith With Mail
How well does direct mail work for churches? It’s a question I’ve been asked quite a few times over the years. I never really had a great answer. Who’s Mailing What! doesn’t collect this kind of mail … but I do.
I started keeping a file folder of mailers from churches that were mixed in with the mail I get. Eventually, it grew into a whole drawer’s worth, then two, then three.
So, I finally sorted through it all a couple of weeks ago. I tried to get some insight how churches use mail to create and build awareness in their communities. Here are a few thoughts on what I discovered.
1. Postcards Are Big
The vast majority of the mail pieces I set aside are larger postcards, up to 6”x11”. There are a few folded self-mailers and envelopes, but none worth really talking about. These get noticed in the mailbox. And, all of the messaging they need fits on two sides. Big, colorful images and provocative statements really help them stand out also.
2. Be Casual
Rules and expectations, even if they’re aren’t grounded in reality, are what separate some people from going to church. This mailer tries to make it clear that this church provides a different atmosphere, not “stuffy buildings with stuffy people.” Another church proclaims that it is for “people just like you.”
3. Use Testimonials
As with any other institution, churches benefit from authenticity when real people offer their point-of-view.” From the second we walked in to River Pointe, we felt right at home,” this family says.
4. Talk About Life
People go to church for a lot of reasons. One possible benefit is to find answers or help for all that they encounter in life. Some churches offer programs or counseling to deal with specific challenges, like relationships, work-life balance, or their children. The ministry work here is usually practical, but with some assistance from a spiritual perspective.