Shanley + Associates, LLC 312-828-9569 30 Marketing Ideas in 30 Minutes for Religious Publishers...

Shanley + Associates, LLC 312-828-9569

30 Marketing Ideas in 30 Minutes for Religious Publishers

Shanley + Associates, LLC

405 N. Wabash AvenueSuite 3009

Chicago, IL 60611(312) 828-9569

E: [email protected]: KevinShanley.com


Idea # 1Renewals

The renewal rate is the single greatest measurement of reader satisfaction.


Idea # 2Renewals

Keep promoting renewals until the cost of the last renewal is $5.00 more than your acquisition cost.


Idea # 3Renewals

Offer multiple year renewals10% savings on two years15% savings on three years


Idea # 4Renewals

Typical renewal series 4 efforts before expireMonth of expire2 after expire


Idea # 5Renewals

Gift renewal series3 efforts to donors2 efforts to recipients


Idea # 6

RenewalsMail the renewals on time each month.


Idea # 7Renewals

Don’t offer discounts on any renewal efforts.


Idea # 8Renewals

Mail reactivation renewal campaigns 2 to 3 times a year.

The Christian Century—2 mailings Sojourners—3 mailings Presbyterians Today—3 mailings Horizons—3 mailings Presbyterian Outlook—3 mailings Holiness Today—2 mailings


Idea # 9Renewals

50% to 60% of all renewals will arrive with the first two efforts.


Idea # 10 Renewals

Renewal CostsRegular renewal: $3 to $5Telephone: $15 to $20Reactivation: $25 to $30


Idea # 11Acquisitions

To maintain level growth acquisitions must equal your annual expires.


Idea # 12Acquisition Price Test Often

The process of allowing the marketplace to define the value of product.

Easily conducted through acquisition campaigns and renewals.



Track Half-Life Analysis You will receive 50% of your orders within

30 days of your mail date. The other 50% will arrive over the next five

months.



When testing new lists you should start with no more than 3000 names.


Idea # 15 Acquisitions

When developing a new promotional package start with a #10 cover envelope, letter, order form, brochure, and lift note.



Write a Benefit Focused Story What makes your periodical unique?

Why should people care about what you are publishing?



Promotional Copy Benefit statements describe how a reader’s life will improve.

More important than feature statements.



Promotional Copy Feature statements talk about the

editorial make up of the periodical.

OK to talk about departments and writers.

Don’t talk about your history and dead publishers.



Do not give up on the control package until it’s been beaten twice.



After price testing you may find that you will end up with an acquisition price and a renewal price.

Sojourners Acquisition Price: $29.95 Renewal Price: $39.00

The Christian Century Acquisition Price: $39 Renewal Price: $59



Test hard offers first: 1 year at a reduced rate

Horizons: $18.00 Response rate: 1.14%

1, 2, and 3 year terms. Horizons: $19.95, $32.00, & $45.00 Average order: $23.92 Response rate: 1.18% Horizons—Women’s Division--PC(USA)



Test list and offer ahead of package and copy.

List 50% Offer 25% Package 15% Copy 10% Test at least one new variable in every

mailing.


Idea #23 Acquisitions

Stay away from using premiums. They raise your acquisition costs. They lower your renewal rate. They require testing a premium at

renewal time.



All Church Programs Require: Relationship building with pastors and other church leaders. Lead generation mailings. Lead generation emails. Offer sample copies and reduced sub rates.

Holiness Today: bi-weekly emails to Church of the Nazarene pastors

85,000 subscription cards requested 1500 posters & over 100 DVDs distributed


Idea #25Acquisitions

Test courtesy reply vs. business reply return envelopes.

You may be surprised: Presbyterians Today A/B split with a

65,000 piece mailing Business Reply Envelope Response: 1.18% Courtesy Reply Envelope Response: 1.31%


Idea #26

Fundraising Solicit donations from your active

single subscribers. Readers will contribute $25 to $30 the

first time they are solicited.


Idea #27

FundraisingAsk for a donation on your renewal form.Average gift: $15 to $30


Idea #28

Fundraising Solicit your active single subscribers at least

twice a year: Commonweal=2 appeals The Christian Century=2 appeals Presbyterians Today= 3 appeals Horizons=3 appeals


Idea #29

Fundraising Create a separate message for the previous donor

than the one sent to the single subscribers. Donor Response Rates: 10% to 13% Single Sub Response Rates: 1% to 2%

Still profitable Excellent donor development list


Idea #30

Fundraising Do not solicit expires for donations.

Response rate: >1% Unprofitable source


Bonus Idea #1 Fundraising

Test your fundraising efforts with active single subscribers who have renewed at least one time.

Commonweal—April 2010 test Subs who renewed 2 or fewer times: 1.3% response Subs who renewed 3 or more times: 1.3%

response Donors who renewed 3 or more times: 8.5%

response


Bonus Idea #2

Fundraising Acknowledge your donors by printing their names in your journal.

Presbyterian Outlook developed giving levels, published the donors names in the magazine, and the average donation has increased.


30Marketing Ideas in 30 Minutes for Religious Publishers

Shanley + Associates, LLC

Email specific questions to Kevin and he will be happy to answer your questions and send a copy of his Power

Point slides.

E: [email protected]: KevinShanley.com

Shanley + Associates, LLC 312-828-9569 30 Marketing Ideas in 30 Minutes for Religious Publishers...

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