Summer is moving season in the United States, and we’re helping churches everywhere learn how to reach new neighbors with new mover church marketing. More people move between the months of May and September than any other time of the year. And one of the first things they will do in once they’re settled in is begin looking for a church. You can be the first to greet them by implementing a new mover church marketing program. What is a new mover church marketing program? We’re going to break it down for you, along with tips and tricks of the trade to help yours be a success.
What is a new mover church marketing strategy?
A new mover church marketing strategy targets new families as they move into your city, sending them a “welcome to the neighborhood” card and an invitation to come to church. With 30-40 million people moving about the country each year, it’s highly likely that new families move into your area on a monthly basis. A new mover strategy reaches out to these families within the first few months of settling in. It shows them you’re nearby and excited to meet them.
How has new mover marketing changed?
New mover mailings aren’t, well … new. For decades, churches would order mailing lists for their city from special companies. They would create and print invites or letters in-house, stuff envelopes, affix mailing labels and deliver the letters to the post office. It was labor intensive and time consuming. And that’s if it got done at all. Mailings were a task that got put off when more pressing needs came up.
Today, however, there are new mover programs that make this outreach strategy easier and more effective. Even better, they’re digital! Through a few simple clicks, pastors or outreach volunteers can select an area, set up parameters and have every new person in their neighborhood greeted with an invitation to church — no stamps necessary.
Quick Tip: Track your mailings by offering a free gift with the card. The new visitor brings it in and you have confirmation your mailing is working!
Why use a new mover program?
You may be wondering why you would leverage a new mover program. There are multiple benefits to using one in your church.
- More time for building relationships. Although admin work is certainly a part of the job, pastoral work is a person-to-person calling. Creating a system for tasks that are important (but impersonal), helps you free up your time (and your volunteers’ time) for meeting the needs of your members.
- New movers are open to trying church. It would be very difficult for the average person to pinpoint when new people have moved into the neighborhood. But, these new people are some of the most open to an invitation to church! Pastor Jason Day of Outreach, Inc. says that moving is one of the five key times that people are receptive to an invite.
- New movers are looking for church. Depending on your area, 10-50% of new movers are looking for a church. Some have attended in their previous city. Some are unchurched and looking for a way to “plug in”. Others may be looking for a fresh start in their new home. As a result, these people would likely love to receive and invite.
Quick Tip: Personalize your postcards. Using a person’s name on the card increases the response rate by as much as 200%.
Is new mover church marketing good stewardship?
Your ministry dollars are probably stretched. And it doesn’t matter what size your church may be. However, new mover programs show excellent return for your investment. The average subscription runs about $79 a month. As a result, if even one person joins your church each year, your program will pay for itself (based on the average giving of $1,000 per person, per year).
Quick Tip: Use a program that tells you where your postcards are mailed. You can use the information to follow up with your recipients.
In closing, a new mover church marketing strategy is an easy, affordable way to welcome new people to your church. Without a lot of work on your part or that of your volunteers, you can let new families in the neighborhood know that your church is there, ready to welcome them when they decide to pay you a visit.