Effective Database Marketing

This article is used by permission from Outreach Media, the largest provider of outreach products and services in North America.

Many churches overlook one of their best assets towards growth- their database or mailing list. The people who have already contacted or visited your church are most likely to return because they have exhibited a spiritual interest. In business terms, these are your "hot contacts." By applying the same techniques businesses use, you can help build bridges of connection to the people on your contact list for ministry and attendance.

Make the Most of Your Hot Contacts

 Every week your church has an opportunity to gather information about the people who come to your services. In business, a mailing list with qualified names and information is very valuable. Your church should recognize the value of your database and fully optimize its use.

Ask for Thorough Information
If your church is like most, you ask visitors to complete a special card with information about themselves so that you can send them a thank you note. But does your card contain enough information so that you can continue to reach out to these people with more information on your church?

Besides the obvious name, address, and phone number, your information cards should also ask for the visitors e-mail address, children's names and ages, and provide boxes where the visitor can indicate a desire for more information on particular ministries, like small groups, support groups, or children's programs. Adding these extra fields provides you with important information on the types of ministries in which visitors are interested and allows you the opportunity to show them how your church can meet their needs.

If your database does not have detailed information on your existing members and attenders gathering that data will better help serve their needs. To gather the information, choose a month when attendance is high and ask everyone to complete a new information card during that month to update the church records.

Effective Communication through Database Marketing
Visitors are not the only people on whom you should focus your marketing. Your database probably also contains the names of people who are past visitors, previous attenders or infrequent attenders. Your marketing efforts can help these "seasonal" attenders become active growing Christians and members of your church body.

Promote your church and its ministries with your church database. When people realize what your church has to offer they will find reasons to return. Often it is a specific event, class, program, or message series that will trigger a return visit. Make sure they are informed about your events. The following are some of the many ways to utilize your database:

Direct mail postcards – An oversized postcard mailed to your database can advertise your special events, sermon series, or holiday activities and lets people know that your church is relevant.

Personal letters from a pastor or ministry leader – This informational style letter can be sent to inform people about any major church news, like the addition of a new staff member, or new ministry program. These letters make people feel important and a part of your church's changes.

Church newsletters – Keep everyone informed about your upcoming events, new ministries, sermon series, and other activities through an informative church newsletter. Adding the names of new members or lay leaders and including pictures makes people feel special and part of the community.

Targeted announcements – Use your database to reach a specific audience. Are you having a Women's Tea, starting a Men's Softball team or hosting a Vacation Bible School program? Send an announcement specifically to those who might be interested in that activity. A quick postcard can be very effective.

You spend a lot of time developing quality programs and ministries for your church. Make sure everyone knows what is happening and that you want them to be included. You have the hot leads; now help them become the future leaders of your church!

Share your thoughts with other readers:  Post Comments   Rate this Article