Easter Mailer- We almost used the “F” Word!

We’re doing something different this year with our Easter Mailer.

The biggest challenge with an Easter Mailer is that you are one in a dozen that most people will receive.  All will be well done (well, MOST- I’ve gotten a few “mama’s dot matrix printer has a worn out ribbon but we printed the mailer on it anyway” mailers- yuck!)  All will arrive approximately the week before Easter. And if I am to be honest, with the quality of churches in Parker, a person could pick almost ANY one of them and have a GREAT Easter Sunday experience.  So how do we do a mailer that makes people 1.  Stop what they are doing.  2.  Look at what we have to say  3.  Get a sense of what we are all about at Discovery Church and of course 4. Show up on Easter?  There are really several options most churches choose from for their mailers:

1> Ride the Easter Bunny right into people’s hearts. In other words, go pastel, use eggs, be “commercial” in the look and feel of the mailer in the hopes that people will find it “familiar” and respond positively.  The downside to this type of marketing is that it isn’t original, it get’s lost in all the other similar Easter messages, and it doesn’t say “this is different!”

2> Go super spiritual. Picture an oversized postcard with a picture of Jesus ascending into the clouds with the words “He Is Risen!”  Now it’s certainly true that He is risen- and our Easter services (in my humble opinion) have no business being about ANYTHING ELSE than the risen Christ.  But, DUH, people already know that’s what they are going to hear at church on Easter, and such a predictable marketing approach leads to thoughts of an equally predictable Easter Service.  People think, “been there, done that.  NEXT”  The other downside (at least for us at D Church) is that this kind of marketing attracts church-people, not unchurched people.

3>  Ignore Easter altogether and just market the church or new message series. This honestly isn’t a bad option.  You can’t go wrong creating a piece that has “shelf-life” in my opinion.  However, it IS Easter, and as such it is the number one day for church attendance ALL YEAR.  Ignoring Easter is like ignoring Christmas- everyone (who has a remote chance of ending up in church on Easter) knows and expects you to know (and acknowledge it) too.

4>  Shock them. Use a marketing tactic that is so edgy, so controversial, even offensive, that people can’t HELP but look.  The obvious plus is that you get eyes on your mailer- and that’s half the battle.  But are they positive eyes, negative eyes, and do they make people want to come to your service?  Also- people have a very low tolerance for manipulation.  If they feel like you are manipulating your marketing to “bait and switch” them into coming to a service, they may come once- but it will only be once.  We almost went this route.  We had designs drawn up and everything for “Easter & The ‘F’ Word”  Now you may be able to immediately recite 400 reasons why this would have been a bad idea, but we took a little longer to rule it out as a viable option.  Incidentally, in the scenario, the “F” word would have been for “FORGIVENESS” but ultimately we decided we don’t need our “FAMILY” church being associated in the community with the “F” word on any level.  Edgy?  Yes.  Family oriented?  Not so much.

We’ve decided to go a completely different route.  We are going to blow right past all the marketing “frills” and just tell the truth.  Discovery Church is known in this community as a place for REAL PEOPLE to come and be REAL, HONEST, and OPEN about their lives, spirituality, failures, and successes.  We ARE going to do an Easter mailer right?  So let’s be straightforward about it and have it reflect who we are.  Here’s our concept (click the little picture for a big picture):

I know, it’s simple.  I know it’s not “Eastery”  I know it’s not full of eye-catching culture.  But the message we’re TRYING to send is: “We’re not going to play games with you, trick you, lure you, or patronize you.  We’re having a simple, honest, and real Easter Service and we’d like you to come.  Period.”

Do you think it works?  Why or why not?  In about 25 days we’ll know for sure!

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