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30 Marketing Ideas in 30 Minutes for Religious Publishers

Boost renewals and acquisitions with these 30 marketing ideas for religious publishers. Learn effective strategies for increasing reader satisfaction, promoting renewals, testing prices, and more.

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30 Marketing Ideas in 30 Minutes for Religious Publishers

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  1. 30 Marketing Ideas in 30 Minutes for Religious Publishers Shanley + Associates, LLC 405 N. Wabash Avenue Suite 3009 Chicago, IL 60611 (312) 828-9569 E: Kevin@kevinshanley.com W: KevinShanley.com Shanley + Associates, LLC 312-828-9569

  2. Idea # 1 • Renewals • The renewal rate is the single greatest measurement of reader satisfaction. Shanley + Associates, LLC 312-828-9569

  3. Idea # 2 • Renewals • Keep promoting renewals until the cost of the last renewal is $5.00 more than your acquisition cost. Shanley + Associates, LLC 312-828-9569

  4. Idea # 3 • Renewals • Offer multiple year renewals • 10% savings on two years • 15% savings on three years Shanley + Associates, LLC 312-828-9569

  5. Idea # 4 • Renewals • Typical renewal series • 4 efforts before expire • Month of expire • 2 after expire Shanley + Associates, LLC 312-828-9569

  6. Idea # 5 • Renewals • Gift renewal series • 3 efforts to donors • 2 efforts to recipients Shanley + Associates, LLC 312-828-9569

  7. Idea # 6 • Renewals • Mail the renewals on time each month. Shanley + Associates, LLC 312-828-9569

  8. Idea # 7 • Renewals • Don’t offer discounts on any renewal efforts. Shanley + Associates, LLC 312-828-9569

  9. Idea # 8 • Renewals • 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 Shanley + Associates, LLC 312-828-9569

  10. Idea # 9 • Renewals • 50% to 60% of all renewals will arrive with the first two efforts. Shanley + Associates, LLC 312-828-9569

  11. Idea # 10 • Renewals • Renewal Costs • Regular renewal: $3 to $5 • Telephone: $15 to $20 • Reactivation: $25 to $30 Shanley + Associates, LLC 312-828-9569

  12. Idea # 11 • Acquisitions • To maintain level growth acquisitions must equal your annual expires. Shanley + Associates, LLC 312-828-9569

  13. Idea # 12 • Acquisition • Price Test Often • The process of allowing the marketplace to define the value of product. • Easily conducted through acquisition campaigns and renewals. Shanley + Associates, LLC 312-828-9569

  14. Idea # 13 • Acquisitions • 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. Shanley + Associates, LLC 312-828-9569

  15. Idea # 14 • Acquisitions • When testing new lists you should start with no more than 3000 names. Shanley + Associates, LLC 312-828-9569

  16. Idea # 15 • Acquisitions • When developing a new promotional package start with a #10 cover envelope, letter, order form, brochure, and lift note. Shanley + Associates, LLC 312-828-9569

  17. Idea # 16 • Acquisitions • Write a Benefit Focused Story • What makes your periodical unique? • Why should people care about what you are publishing? Shanley + Associates, LLC 312-828-9569

  18. Idea # 17 • Acquisitions • Promotional Copy • Benefit statements describe how a reader’s life will improve. • More important than feature statements. Shanley + Associates, LLC 312-828-9569

  19. Idea # 18 • Acquisitions • 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. Shanley + Associates, LLC 312-828-9569

  20. Idea # 19 • Acquisitions • Do not give up on the control package until it’s been beaten twice. Shanley + Associates, LLC 312-828-9569

  21. Idea # 20 • Acquisitions • 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 Shanley + Associates, LLC 312-828-9569

  22. Idea # 21 • Acquisitions • 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) Shanley + Associates, LLC 312-828-9569

  23. Idea # 22 • Acquisitions • 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. Shanley + Associates, LLC 312-828-9569

  24. 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. Shanley + Associates, LLC 312-828-9569

  25. Idea # 24 • Acquisitions • 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 Shanley + Associates, LLC 312-828-9569

  26. Idea #25 • Acquisitions • 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% Shanley + Associates, LLC 312-828-9569

  27. Idea #26 • Fundraising • Solicit donations from your active single subscribers. • Readers will contribute $25 to $30 the first time they are solicited. Shanley + Associates, LLC 312-828-9569

  28. Idea #27 • Fundraising • Ask for a donation on your renewal form. • Average gift: $15 to $30 Shanley + Associates, LLC 312-828-9569

  29. 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 Shanley + Associates, LLC 312-828-9569

  30. 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 Shanley + Associates, LLC 312-828-9569

  31. Idea #30 • Fundraising • Do not solicit expires for donations. • Response rate: >1% • Unprofitable source Shanley + Associates, LLC 312-828-9569

  32. 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 Shanley + Associates, LLC 312-828-9569

  33. 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. Shanley + Associates, LLC 312-828-9569

  34. 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: Kevin@kevinshanley.com W: KevinShanley.com Shanley + Associates, LLC 312-828-9569

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