Drafting the Brochure

The brochure has a unique role as the unifying element of the written literature. It will go to every member of the church on the parish database The letters that are sent as part of the written communication in Giving in Grace are differentiated letters, a slightly different letter sent to each of the three groupings within the church, Core, Congregation and Fringe. By contrast all church members will receive the same brochure. The logos and colour schemes, even the typefaces found on the brochure should govern all other written communication - letters, response forms, briefing papers or any posters that might be produced.

The sample brochure is provided in Word format for ease of editing. A pdf of the brochure is available for illustrative purposes only. Guidance on adapting the brochure can be found at Editing the Brochure.

Because it goes to all church members the brochure needs to carry multiple messages. Beware of making the brochure either too spiritual with an exclusively biblical appeal and content or too financial with too much focus on budgets. As a rule of thumb take a good look at the congregational grouping identified in the differentiated database and aim the brochure at that cross section of the congregation. The brochure must reflect the concerns of those who give out of obedient discipleship and those facing the financial realities of church life the first time.

Know your audience is the golden rule of direct mail. The brochure is going to church members who attend worship; that is the target audience for Giving in Grace. Some parishes may propose a wider appeal to associational members, to the friends and well wishers of the church who do not attend. The Giving in Grace brochure is only appropriate for those who are worshipping regularly in church even if they are not there every week. A decision to write to the associational members of the church may well require a new brochure; it will certainly require a new accompanying letter.