Newcomers, those new families who have recently moved into a new home, represent a tremendous opportunity for your church. These new movers, also known as new residents, new neighbors, or new moves, have long been sought after by churches given their propensity to respond to outreach communications at a much higher rate than established residents.
While it is true that the housing market has been dramatically affected by the current economic climate, the reasons for moving and the reasons for your church reaching out to new stakeholders remain the same.
Families move for a variety of reasons: lost or new job; marriage or divorce, reduction (or increase); an addition to the family or the transition to an empty nest. All of these “life events” open a window of opportunity for churches looking to connect with an audience that research shows is more likely to respond to their invitation.
Many churches are sixteen years old at this time and are committed to developing a relationship during this time. Unfortunately, since church leaders may lack the time and resources to fully explore this opportunity, they are not always sure how best to take advantage of this critical outreach tactic.
As you research a new move promotion program for your church, consider these 6 reasons why such a program might be right for your church:
Reason 1: Newcomers are actively looking for new services to help them settle in their new neighborhood
As a new family seeks to establish roots in a new community, many will be highly motivated and actively involved in finding new service providers. In fact, a new church may also be on this list. This presents a unique window of opportunity that suggests that your outreach message will arrive at the right time.
Reason 2: New Engine Programs are Perfect for Churches on a Limited Budget
Let’s face it: Outreach advertising can be expensive (and time consuming). But it is vitally important to the growth and maintenance of a healthy church. Fortunately, new move programs are really affordable, that’s because the number of new moves in a specific area is quite small. Depending on where your church is located, the number of new workers can vary between 25 and 150 families per month. The average investment for a new moving program is generally less than $ 100 a month. What’s more, if your church is located in a rural or sparsely populated area, your monthly investment could be as low as $ 20 (just make sure the new courier company you are considering has no shipping minimums or monthly charges per account) .
Reason 3: First-time movers can get to see “inside” your church from the comfort of their own home.
Some new move mail companies provide custom design services where your mail can feature images of your church leadership, congregation, or ministry teams in action. This is a great way for new families to get a sense of their values and mission; they are also more likely to imagine themselves getting involved. Church outreach is all about making a connection – a personalized email is highly recommended over a predesigned template.
Reason 4: Positive return on investment
Direct mail is one of the few advertising tools where you can track results, down to the nearest dollar. For example, studies show that the average church goer gives about $ 1,000 a year. Average monthly cost for a complete turnkey new engine program is around $ 50 – $ 150 per month. In short, to receive a positive return on your investment, only one or two families need to join your church to cover your annual outreach investment.
Reason 5: The church in the nearby city may already be reaching out to its new neighbors
Churches have been reaching for new engines for decades. In fact, another church in your city may already be making this connection. If you find that your church membership is stagnant or just growing, other neighboring churches may be running specific direct mail campaigns. It’s important that you get your welcome message out as soon as possible to make a lasting impact.
Reason 6: Newcomers are much more likely to respond to direct mail than established residents
Research shows that first-time movers are 4-8 times more likely to respond to a direct mail offer or invitation. This presents a great opportunity for your church to establish a truly positive and meaningful outreach connection. A blanket mailing to thousands of households will likely cost thousands of dollars. On the other hand, a campaign aimed at a highly receptive audience can be done at a fraction of the cost, but has the potential to generate a significant and measurable response.
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