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Communication in an “Uncommon Denomination”
Nanette L. Peterson
University of St. Thomas
December 2004
Introduction
The Prairie Star District Provides services to 60
congregations in 8 upper Midwestern states
Headquartered in Minneapolis 3-member staff
The Problem: Is anybody listening?
Variety of messages & methods Diverse audience - 8 states, small
congregations to very large ones Lack of audience identification with
District Limited resources to evaluate success
The Question:
Are people aware of the information? Do people act on it? Which methods do they prefer?
Are the communications methods of the Prairie Star District effective?
Methodology: How do we find out?
Comprehensive written survey Questions on all methods Questions on all services provided
Audience-1,437 surveys mailed Ministers & staff Lay leaders Committee members/chairs Previous attendees at events Others who request
Results
183 surveys returned (12.83% response)
Fairly even distribution across 8 states; 73% from small or large congregations
82% are not involved in District activities.
Current Communications Methods
Electronic Websites
General site Speakers bureau (Stonetree) Young adults (18-35) Youth (<18)
Email list
Current Communications Methods
Print The Prairie Star newsletter (3x/year) Special mailings Annual directory & resource guide Brochures sent to congregations
What did the respondents say?
Core Services: workshops & events 67% have participated in one or more
Annual district-wide conference Special events for leaders, educators,
administrators, fundraisers.
What other services are used by respondents?
Secondary services Fundraising (69%) Recreational camp (10%) Youth & children’s programs (12%) Staff support (8%)
How would you LIKE to learn about the other services?
4%
20%
57%
19%
Electronic
Personal
Other
The websites
How frequently do you visit the websites?80% responded “never” or indicated no
awareness.
RecommendationUse newsletter articles to educate.Target primary audience for site.Update information more frequently.
The email list
Do you subscribe to the PSD email list?95% do not subscribe.
If not, why not?40% were unaware it existed.
Recommendation:Increase prominence on website
Clarify purpose and use
The newsletter
Do you read The Prairie Star newsletter?Print: 90% read at least part of every issue.Online: 2.5% have referred to it online.
RecommendationFocus on print edition. Provide online as a courtesy.
Newsletter frequency
How frequently would you like to receive the newsletter?46% requested greater frequency.
RecommendationConsider increasing frequency or provide
“special editions.”
Other communications tools
Do you recall receiving:Annual Directory & Resources - 20%
Notices to ministers/leaders - 26%
Fundraising mailings - 45%
Did you act?67% did, primarily responding to fundraising
mailings.
The Answers
Do people act?Yes, by attending events or sending money.
Are people aware of communications? Yes and no Electronic methods are under-utilized. Newsletter is recognized.
More answers
What do they prefer? Newsletter is top choice for receiving
information. There is interest in more online
communications. They respond to special fundraising
mailings
What next?
Make sure websites are updated and accurate.
Improve awareness of email list. Consider increasing newsletter
frequency. Provide “special edition” or
supplemental newsletters.