Shanley + Associates, LLC Marketing Ideas in 30 Minutes for Religious Publishers Shanley + Associates, LLC 405 N. Wabash Avenue Suite 3009 Chicago, IL (312) E: W: KevinShanley.com

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

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

Shanley + Associates, LLC Idea # 3 Renewals Offer multiple year renewals 10% savings on two years 15% savings on three years

Shanley + Associates, LLC Idea # 4 Renewals Typical renewal series 4 efforts before expire Month of expire 2 after expire

Shanley + Associates, LLC Idea # 5 Renewals Gift renewal series 3 efforts to donors 2 efforts to recipients

Shanley + Associates, LLC Idea # 6 Renewals Mail the renewals on time each month.

Shanley + Associates, LLC Idea # 7 Renewals Don’t offer discounts on any renewal efforts.

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

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

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

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

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

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

Shanley + Associates, LLC 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 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 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 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 Idea # 24 Acquisitions All Church Programs Require: Relationship building with pastors and other church leaders. Lead generation mailings. Lead generation s. Offer sample copies and reduced sub rates. Holiness Today: bi-weekly s to Church of the Nazarene pastors 85,000 subscription cards requested 1500 posters & over 100 DVDs distributed

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

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

Shanley + Associates, LLC 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 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 Marketing Ideas in 30 Minutes for Religious Publishers Shanley + Associates, LLC specific questions to Kevin and he will be happy to answer your questions and send a copy of his Power Point slides. E: W: KevinShanley.com