We're getting our Mailer ready for Doubt Day. It will be sent to 1000 homes in the 21012 zip code. We're really are excited about it. But we had a discussion in our staff meeting this morning and I thought it might be interesting to someone to hear the conversation so this is what we discussed...
Matt met a friend this weekend who is involved in a 7 year old church plant. He was lamenting that mass mailing only yielded a few people each time they sent one. I told Matt that the statistics are 1%. If you hit 1% of guests out of your mailer then you're considered successful by marketing standards. So out of 1000 invites if 10 people came because of the mailer we'd be maxing out it's effectiveness. That doesn't sound all that great, but consider this... The mailer costs less than $400 to produce, address and post. So, if we get only 5 households to come (.05%) and if only 1 household stays connected to the church (.01%), but becomes a giving member of SRC how long would it take to pay of the $400? Not too long. Now that's a purely financial perspective, and of course that's not why we do this. It is just part of the justification for the cost. Now think about this...It also get's our name in the community, provides a legitimate invitation for people to come to SRC, and if we do our mailers well creates buzz in the places that our members are handing out matching invites.
That's our overall perspective of doing this.
--Ben
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