Churches are a bit surprised when I tell that outreach is both art AND science. Yt I believe it's absolutely true. In working with 100's of churches over the last 3 years on outreach and evangelism strategies, some things work and others don't. But when a Pastor says something like "direct mail doesn't work in my area" and no data to back it up other than a mediocre attempt at direct mail, it's frustrating. Not only that, it hurts the church from using that media again to reach people.
As we approach Easter, I am getting emails daily from Pastors hoping to get great results from direct mail and other outreach media. So I thought I'd write 5 factors that determine direct mail success. Here they are:
#1 - The list you're mailing to - If you have a bad list, don't even bother mailing anything. You need a list of those most likely to respond to your message. I talk about that at length here.