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: Kevin@kevinshanley.comW: KevinShanley.com

Shanley + Associates, LLC 312-828-9569

Idea # 1Renewals

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

Shanley + Associates, LLC 312-828-9569

Idea # 2Renewals

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

Shanley + Associates, LLC 312-828-9569

Idea # 3Renewals

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

Shanley + Associates, LLC 312-828-9569

Idea # 4Renewals

Typical renewal series 4 efforts before expireMonth of expire2 after expire

Shanley + Associates, LLC 312-828-9569

Idea # 5Renewals

Gift renewal series3 efforts to donors2 efforts to recipients

Shanley + Associates, LLC 312-828-9569

Idea # 6

RenewalsMail the renewals on time each month.

Shanley + Associates, LLC 312-828-9569

Idea # 7Renewals

Don’t offer discounts on any renewal efforts.

Shanley + Associates, LLC 312-828-9569

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

Shanley + Associates, LLC 312-828-9569

Idea # 9Renewals

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

Shanley + Associates, LLC 312-828-9569

Idea # 10 Renewals

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

Shanley + Associates, LLC 312-828-9569

Idea # 11Acquisitions

To maintain level growth acquisitions must equal your annual expires.

Shanley + Associates, LLC 312-828-9569

Idea # 12Acquisition 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

Idea # 13Acquisitions

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

Idea # 14Acquisitions

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

Shanley + Associates, LLC 312-828-9569

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

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

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

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

Idea # 19Acquisitions

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

Shanley + Associates, LLC 312-828-9569

Idea # 20Acquisitions

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

Idea # 21Acquisitions

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

Idea # 22Acquisitions

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

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

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

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%

Shanley + Associates, LLC 312-828-9569

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

Idea #27

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

Shanley + Associates, LLC 312-828-9569

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

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

Idea #30

Fundraising Do not solicit expires for donations.

Response rate: >1% Unprofitable source

Shanley + Associates, LLC 312-828-9569

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

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

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.comW: KevinShanley.com