As discussed in all the previous articles, considerable energy can be devoted to writing a message, getting a supply of pamphlets, creating and publishing an effective ad, and making a stirring recording. All very important but only if similar commitment and attention is given to the various follow-up tasks.
As in most preaching forms, follow-up where real impact can be made. “Follow-up” then is defined as the activities undertaken to lead to making personal contact with our caller. Follow-up contemplates an ultimate of face-to-face, one-to-one discussions about God’s plan of salvation.
The Contact Card
A caller wanting the offered pamphlet dictates his name and address onto the answering machine. Usually after a week, sufficient names have accumulated to be transcribed. A 3″ x 5″ contact card, made for each caller, contains name, address, and any comments; also noted is the title of the recorded message, plus a date (eg: week of 1/6/82) showing about when he or she called.
Once transcribed, uncertain spellings, streets, and zip codes are verified. This (1) saves the time and postage on prank calls, (2) minimizes a pamphlet coming back due to inadequate addressing (and saves re-mail expense, avoids a less-thanprompt mailing to the caller), and (3) minimizes inaccurate name spellings which make us look bad when the envelope arrives. For checking names and streets, the phone book, despite limitations, is overall useful. For zip codes, the local zip directory available from the post office is used.
This attention in creating the contact card is valuable since the card may serve several other times in later follow-up work.
Sending the Pamphlet: Be Prompt, Personalize
The first level of follow-up concerns mailing the requested pamphlet and auxiliary material.
A key factor here is promptness which tells our contact “You are important!” It also says “What you ask about is also vital!” To be prompt requires preparation and an organized approach to mailing out. This section describes the basic items needed.
Pamphlets. Procuring these sometimes occurs months prior to putting the message on-line. There is more involved than just identifying a suitable pamphlet. The ecclesia must (a) order a sufficient quantity and also (b) allow for shipping time so a supply is on hand, ready for prompt mailing to callers.
Mailing Materials. Stationery-type supplies also need to be on-hand. These include a 5 x 7 or 6x 9 envelope (preferably white, not industrial manila); postage (attractive, colorful stamps are preferred); a return address sticker or rubber stamp to so identify the envelope. (Here a standardized return address will work best: all non-deliverable envelopes will return to one ecclesia-member’s control.)
On the remaining items below, the reader will benefit from a sampler kit compiled by the author. The samples show what descriptions cannot. Also, there is further information that cannot be included here. See note at the end of this article.
Printed Materials. There are several that need to be developed and stocked.
- The “local label.” The pamphlet sent out should have the local ecclesia’s name, address, the telephone message number, and preferably another “live” home phone of a member. Obviously literature isn’t printed with this local data. Pre-printed “peel-off” labels can accomplish this in a neat, easy-to-read way. Such labels eliminate the inept look common to rubber stamping and also block out conflicting mail addresses already printed on the pamphlet. (Sampler information discusses sizes and how to print inexpensively).
While in practice most communication will be from ecclesia to the caller/contact, it’s important we provide a way for him to reach us for further information. Hence, the ecclesia will need an “official address.” This applies not only to labels, but to ecclesial stationery and inserts (both discussed below). If ecclesial stationery already exists, it should be reviewed and any modifications done. Many ecclesias owning a hall use that address; others without halls use a P.O. Box or home address. - The “Hello Letter.” Invariably upon opening a mail-order package and finding what I ordered, and maybe a copy of my order blank, I return to look at the carton or rummage through packing material. I’m looking for signs of human life. The “Hello Letter” seeks to avoid the cold “shipping room” mentality.
Enclosed with the pamphlet, it thanks our caller for his call and request (reminding him that this literature arrives because he asked). The letter goes on in a supportive way to encourage further inquiry and emphasize our desire to assist. We’ve thus been able to personalize — to a degree — communication with our contact.
There are drawbacks to doing handwritten “Hello Letters,” personalized as they might look, so the letter is usually a typed-and-printed piece, preferably on stationery (which bears the ecclesial address ) .
For added personalizing, supplement the “Hello Letter” with a short handwritten note. “Dear Jim, Thanks for your request. If there’s any way I can further help, please let me know. Bob Jones, (213) 456-1234.” - Free Offering Inserts. This could be a return post card or coupons containing free offers to encourage our contact to inquire further. The purpose is to create further follow-up opportunities and keep the momentum going. A contact who mails back has thus voluntarily contacted us twice (first time was by phone) and may well have a more than passing interest in the Bible. Such a person rates attentive follow-up.
Because of this potential (which has shown itself in actual cases), many feel such offerings are a must in any initial mailing. It is well, though, to recognize the additional “work” created. Commonly offered are quick-mail items (reading chart, general-type pamphlet) as well as a home Bible study course. Some cards or coupons leave space for the contact to list special interest areas. The ecclesia must be prepared to follow-up on these. The Bible course, which has often shown good results, is a longer-term follow-up commitment.
These above items (1-3) involve printing investments which are discussed in the sampler kit.
Finally, as to needed materials, Herald pamphlets often have their own “Free Offer” (usually on the back page). The ecclesia needs to be able to respond should such coupons come in.
Who Will Do the Mail Out?
Generally two administrative options exist on how to provide the pamphlet promptly, neat in appearance, and with some sort of personal touch. The mail-out task can be (1) assigned to a person or nucleus group, or (2) the whole ecclesia can serve.
If a motivated person or team exists, method (1) seems preferred. However, in the smaller ecclesia, there may be advantages to method (2). First, the weekly repetitive work by one or a few to hand-address, stuff, stamp, and seal envelopes in a time-sensative context may discourage time and attention to the little personal notes. Second, involving all the ecclesia brings to each member the reality of the ecclesial and personal responsibility to preach the Word.
The Truth is not just receiving. And the world is not just an evil, dark place; it’s also a place where some are seeking. By involving as many members as possible we reinforce in ourselves and in our children the commitment to preaching. And there is nothing quite like a mailing project to allow all to help, even children.
In one smaller ecclesia, the mail-out work is done during the first 10-15 minutes of the mid-week class. Most of the ecclesia is present. Organized and supplied with all needed materials, a coordinator can guide the group through its task quickly. And such team activity makes for an enjoyable time for everyone.
Having mailed off the pamphlet, the first level of follow-up is completed. Additional types of follow-up may now be considered. That Lord willing will be in the next and final article in this series.
The Origin of the Organic World – Part One