Direct mail: Can it work for religious organizations?

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Abstract
Whereas many profit and nonprofit organizations have successfully utilized direct mail as a means to communicate with their target market, one particular type of nonprofit organization—religious organizations—has been reluctant to consider utilizing this technique. Although many religious organizations are slow in becoming more marketing oriented, others are searching for effective ways to reach their desired constituencies better. Direct mail provides religious organizations with a proven, effective tool for church marketing. This article assesses the current status of church marketing, discusses the advantages of direct mail for use by religious organizations as well as its limitations, and offers appropriate strategies for a direct mail program for churches.

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