Communications Checklist

Differentiation
Communications is all about the audience, those who are on the receiving end. This means that the quality of your database is critical to the success of the communication. However beautifully crafted and produced your literature might be, ensure that you have a comprehensive and differentiated database of people who will receive the literature.

Audience
Try to see your mail from the point of view of the person who receives it. If you can describe and identify the look of a “normal” mailing from your church then be assured that your congregation can as well. How will this Giving in Grace communication stand out as different? One fundraising consultant suggests asking five questions before you send anything out:

• “Do I want to open this?”
• “Why should I take time to read this?”
• “Why should I respond to this?”
• “When should I respond to this?”
• “Will anyone notice if I don’t respond?”

Quality
Allocate a reasonable budget to produce decent quality literature. Home produced is fine but avoid cheap. It should stand out from the normal communication standards of the church. The literature will go to homes saturated with skillfully and professionally presented direct mail.

• Pay attention to the packaging – logos. typeface, colours, paper quality.
• If you post the letters, what will make them stand out from all the other mail?
• Does the reply envelope stand out so that it is not overlooked?
• If the literature pack is picked up from church what will make it look personal?
• Proof read the text of all literature and the format of the master copy