Building Relationships with Young Parents via E-Zine
Dr. Ralph F. Wilson,
Wilson Internet Rocklin, CA
Jul 7, 2004, 10:28
Community Covenant Church observed that the average age of individuals in Rocklin, California, is considerably younger than the average age of the congregation members. However, the church was well staffed for children's ministry. To reach younger members of the community, they decided to do an outreach designed to gradually build relationships with local parents through an e-zine. Here's how it worked.
Two mothers in the congregation, Dana and Pam, volunteered to write and edit the Parenting Tips for South Placer Families e-mail newsletter, published every 3 or 4 weeks via e-mail. It was designed to be short, with lots of content about local events. In addition, the writers include tips from their own experience and research so that their writing includes a personal element. The goal is that recipients begin to feel they "know" the writers and the church -- building a relationship of trust over several months. While the focus is on parenting, the newsletter will also mention various church events that relate to children in hopes of involving new families in the life of the church.
Initially, the 2004 Rocklin Jubilee, a community event that attracts 30,000 people each year, was used to build the mailing list. The church sponsored a booth giving away free animal balloons -- dogs, giraffes, rabbits, etc. -- designed to attract young families. On a hot Saturday in June, a team from the church went through 950 balloons and talked to hundreds of families.
Parents were given a 5.5"x8.5" paper mock-up (developed using Microsoft Publisher) of the first issue of Parenting Tips so they could visualize what the e-mail version might be like. Over the course of the day, workers received 55 usable e-mail addresses on sign-up cards -- with permission -- for the Parenting Tips e-zine. In the future, this list will be built through an article in the local paper and regional Parenting Magazine, which will give the URL of an online subscription form. The e-mail subscription system is set up using Topica Email Marketing to manage the list and mailings.
The key idea here is to build relationships gradually through a regular, permission-based e-mail newsletter that offers clear value to the recipient. Businesses can adapt the idea in trade show exhibits, local fairs and home shows, as well as through sign-up forms at retail check-out counters. Find what your best customers need to know and then design an e-zine that will meet that need in a friendly, personal way. The result over time will be a growing number of customers who rely on you for trusted, timely information.
