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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

16. 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.

17. 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?

18. 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.

19. 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.

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

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

22. Shanley + Associates, LLC 312-828-9569 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)

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

24. 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.

25. 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

26. Shanley + Associates, LLC 312-828-9569 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%

27. 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.

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

29. 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

30. 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

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

32. 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

33. 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.

34. 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.com W: KevinShanley.com