GROWING YOUR CONGREGATION

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• GROWING YOUR CONGREGATION
• MARKETING MEMBERSHIP
• Valerie Holton vholton_at_uua.org
• Linda Laskowski llaskowski12_at_comcast.net

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Membership Journey
Point of Entry
INTEREST
PR/Website/ Marketing
EVANGELIZE
Visit
WORSHIP
LEADERSHIP
Greeting
Programming Worship, RE, Adult Ed
FELLOWSHIP
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2nd Visit 3rd Visit
COMMITMENT
COVENANT
Small Group Ministries
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• MARKETING
• Providing customers with products and services
  that they need or want
• Marketing is a process for making concrete
  decisions about what the congregation is going to
  do, and not do, to achieve its mission

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Strategic Marketing Process Question1 What Is
Our Objective?
What are their needs? What do they care about?
Who do you want to serve?
SEGMENTATION TARGETING
MEASURING RESULTS
RESEARCH DISCOVERY
How do you know youve been successful?
COMMUNICATION TACTICS
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COMPETITIVE ANALYSIS
STRATEGY DEVELOPMENT
How are you going to promote?
Who are your competitors?
What are you going to offer?
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A Market Place Audit Who Do You Currently
Serve?
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Strategic Marketing Process What Is Our
Objective?
What are their needs? What do they care about?
Who do you want to serve?
SEGMENTATION TARGETING
MEASURING RESULTS
RESEARCH DISCOVERY
How do you know youve been successful?
COMMUNICATION TACTICS
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COMPETITIVE ANALYSIS
STRATEGY DEVELOPMENT
How are you going to promote?
Who are your competitors?
What are you going to offer?
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Research Discovery Tools

• Focus Groups
• Interviews
• Percept Data perceptgroup.com
• Ministry Area Profile
• UUA price 225 (vs 315)
• Questionnaires
• On-Line
• www.zoomerang.com
• www.surveymonkey.com

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The Uncommon Denomination
The Uncommon Denomination
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Strategic Marketing Process How Are We Going to
Promote?
What are their needs? What do they care about?
Who do you want to serve?
SEGMENTATION TARGETING
MEASURING RESULTS
RESEARCH DISCOVERY
How do you know youve been successful?
COMMUNICATION TACTICS
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COMPETITIVE ANALYSIS
STRATEGY DEVELOPMENT
How are you going to promote?
Who are your competitors?
What are you going to offer?
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Communications Tactics

• Direct Mail Marketing
• Part of an overall strategy
• Cost Effective
• Targeting Mailing List is the most important
  part of the process
• 40 of its efficacy

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The Uncommon Denomination
The Uncommon Denomination
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UUA Postcards

• 5 ½ by 8 ½
• 20 for 100 postcards back panel for your
  message
• Postage postcard rate

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National Campaign Postcards
Oversized 6 x 11 Graphic Files
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New Campaign Postcards
Smaller 4 x 6 Graphic Files
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Targeting Your Audience

• Geographically
• Demographically List Brokers
• Psychographics/Lifestyles - Claritas
• New Homeowners Lists
• http//www.brandnewmovers.com/
• http//newhomedata.net/
• Organization/Community
• Subscriber Lists
• Sierra Club, Planned Parenthood, CARE, National
  Defense Fund, etc.

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Direct Mail Other Suppliers

• Modern Postcard www.modernpostcard.com
• Tribune Direct (subsidiary of Chicago Tribune)
• http//www.directmail.com/geoselector/
• www.outreach.com 99 for 500

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Google Ad Words
Create Ads Choose Key Words what people search
on to find you Customer click you pay per
click, not when ad is shown. Set daily and total
campaign limit Can buy by geography
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Google Ad Words
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Google Ad Words

• Imagine a religion...
• where people of different beliefs
• worship as one liberal faith.
• www.uutba.org
• Total Clicks 1,569
• Content Network Clicks 642
• Search Result Clicks 927
• Click Through Rate 0.12
• Average Cost per Click 1.01
• Total Cost 1,580.94
• Top Keywords
• church 800 clicks
• spirituality 106 clicks

• Unitarian Universalists Find a Tampa Bay area
  church of caring, open-minded seekers.
  www.uutba.org
• Total Clicks 961
• Content Network Clicks 33
• Search Result Clicks 928
• Click Through Rate 1.11
• Average Cost per Click 0.53
• Total Cost 506.85
• Top Keywords
• unitarian 287 clicks
• unitarian universalist 177 clicks
• unitarian church 176 clicks

• Content Network Clicks refer to clicks where
  our ad has been posted on a site with a
  relationship to Google and deemed relevant to our
  ad and keywords as opposed to Search Result
  Clicks, where our ad has come up during a regular
  Google search.

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Creative Materials

• Regional Campaigns
• Newspaper Ads
• GLBT Ads
• Graphics Photos
• Radio Spots
• Website Banner Ads
• Bumper Stickers
• TV spots

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Creative Materials - Billboards
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Creative Materials GLBT ads
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Creative Materials TV Ads
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Creative Materials TV Ads
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Creative Materials Print Ads
National Campaign Print Ads Outdoor Banners
Tagline Graphics Bumper Stickers Postcards
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Strategic Marketing Process Question1 What Is
Our Objective?
What are their needs? What do they care about?
Who do you want to serve?
SEGMENTATION TARGETING
MEASURING RESULTS
RESEARCH DISCOVERY
How do you know youve been successful?
COMMUNICATION TACTICS
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COMPETITIVE ANALYSIS
STRATEGY DEVELOPMENT
How are you going to promote?
Who are your competitors?
What are you going to offer?
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Guerrilla Marketing Ideas

• Join UUA PR list ser pr-l_at_lists.uua.org
• E-Newsletter easy to forward to a friend
• Create a Speakers Forum or Music Program
• Public Relations Plan
• Guerrilla Advertising
• Niche newsletters Sierra Club, GLBT, Park
  District
• Niche websites
• Art House Theatres, Performing Arts
• Cable TV
• NPR pooled sponsorship buy
• Giveaways auto sun screens, coffee mugs, bumper
  stickers,
• Members Bring a Member Campaign
• DVD Voices of a Liberal Faith

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Measurement Tools

• Focus Groups
• Interviews first visit and exit
• Tracking Forms
• Questionnaires
• On-Line
• www.zoomerang.com
• www.surveymonkey.com
• Mystery Worshipper

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The Uncommon Denomination
The Uncommon Denomination
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Regional Marketing Group
CLUSTER OF CHURCHES -POSSIBLE ACTIVITIES

• Formalize Structure one representative per
  congregation
• Regional Website (ongoing)
• E-Newsletter
• Workshops related to hospitality welcoming
• Area wide Speakers Forum, Music or Social Action
  Projects
• Hire a Public Relations Consultant
• Targeted Direct Mail
• Mystery Worshipper
• Website Critiques
• Gay Pride Activities
• Google AdWords
• Blogs, podcasts

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Other Resources

• Religious Left Gear www.turn-left.com
• www.churchmarketingsucks.com
• www.outreach.com
• http//www.congregationalresources.org/
• Evangelical websites
• Marketing for Congregations,
  
• By Shawchuck, Kotler, Wrenn, Rath
• Purpose Drive Church, Rick Warren

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