Churches should be aggressive in using latest technologies, both to maximize return on investment and to communicate effectively. An e-mail newsletter is central. The days of the printed and mailed newsletter are over. They cost too much and are read too little, especially among young and middle-aged adults. You can offer a mailed newsletter to those who prefer it, but not many will prefer it. (One large church estimates that a regular postal newsletter costs $2,100 to prepare and send, not counting staff time; an e-mail newsletter costs $15.)
Churches should be aggressive in using latest technologies, both to maximize return on investment and to communicate effectively. An e-mail newsletter is central. The days of the printed and mailed newsletter are over. They cost too much and are read too little, especially among young and middle-aged adults. You can offer a mailed newsletter to those who prefer it, but not many will prefer it. (One large church estimates that a regular postal newsletter costs $2,100 to prepare and send, not counting staff time; an e-mail newsletter costs $15.) "¢ Short pieces, quick read (one page) "¢ Send frequently (weekly, rather than monthly) "¢ Graphically engaging "¢ Use e-mail to drive people to the Web site (e.g. links to pages with content) "¢ Lead reader to action (voice an opinion, register for event, request a contact) "¢ Offload data management to user (e.g. change of address) E-mail marketing uses a comparable e-mailed tool but targets specific audiences. For example, news about a men's softball team would target men of athletic age. "¢ Short e-mail about a ministry (event, class, speaker, activity) stirs interest, draws recipient to the Web site "¢ Post content, photos, background on Web site at far less cost than printing a color brochure "¢ Provide clickable response (register, indicate interest, state number in party, make payment) "¢ Focus on facilitating response via the Web site E-mail notices "¢ Use targeted mailings to send schedules, invitations, updates, changes of plan "¢ Draw people to secure section of Web site (e.g. for transactions, group-specific data) "¢ Requires one-time investment in database and security system E-mail some personal mail "¢ E-mail is standard for business communications "¢ E-mail is faster to produce and more timely in delivery "¢ Makes response easier (by click to reply) "¢ Creates electronic paper trail "¢ The one caveat: Avoid confidential exchanges in e-mail Tom Ehrich is a writer, consultant, and leader of workshops. An Episcopal priest, he lives in Durham, N.C. The church wellness project may be found at http://www.churchwellness.com
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