Communication in an “Uncommon Denomination”

Nanette L. Peterson

University of St. Thomas

December 2004

Introduction

The Prairie Star District Provides services to 60

congregations in 8 upper Midwestern states

Headquartered in Minneapolis 3-member staff

The Problem: Is anybody listening?

Variety of messages & methods Diverse audience - 8 states, small

congregations to very large ones Lack of audience identification with

District Limited resources to evaluate success

The Question:

Are people aware of the information? Do people act on it? Which methods do they prefer?

Are the communications methods of the Prairie Star District effective?

Methodology: How do we find out?

Comprehensive written survey Questions on all methods Questions on all services provided

Audience-1,437 surveys mailed Ministers & staff Lay leaders Committee members/chairs Previous attendees at events Others who request

Results

183 surveys returned (12.83% response)

Fairly even distribution across 8 states; 73% from small or large congregations

82% are not involved in District activities.

Current Communications Methods

Electronic Websites

General site Speakers bureau (Stonetree) Young adults (18-35) Youth (<18)

Email list

Current Communications Methods

Print The Prairie Star newsletter (3x/year) Special mailings Annual directory & resource guide Brochures sent to congregations

What did the respondents say?

Core Services: workshops & events 67% have participated in one or more

Annual district-wide conference Special events for leaders, educators,

administrators, fundraisers.

How DO you learn about core services?

15%

6%

40%

39%

Electronic

Print

Verbal

Other

How would you LIKE to learn about core services?

18%

54%

24%4%

Electronic

Print

Personal

Other

What other services are used by respondents?

Secondary services Fundraising (69%) Recreational camp (10%) Youth & children’s programs (12%) Staff support (8%)

How DO you learn about the other services?

7%

24%

65%

4%

Electronic

Print

Personal

Other

How would you LIKE to learn about the other services?

4%

20%

57%

19%

Electronic

Print

Personal

Other

The websites

How frequently do you visit the websites?80% responded “never” or indicated no

awareness.

RecommendationUse newsletter articles to educate.Target primary audience for site.Update information more frequently.

The email list

Do you subscribe to the PSD email list?95% do not subscribe.

If not, why not?40% were unaware it existed.

Recommendation:Increase prominence on website

Clarify purpose and use

The newsletter

Do you read The Prairie Star newsletter?Print: 90% read at least part of every issue.Online: 2.5% have referred to it online.

RecommendationFocus on print edition. Provide online as a courtesy.

Newsletter frequency

How frequently would you like to receive the newsletter?46% requested greater frequency.

RecommendationConsider increasing frequency or provide

“special editions.”

Other communications tools

Do you recall receiving:Annual Directory & Resources - 20%

Notices to ministers/leaders - 26%

Fundraising mailings - 45%

Did you act?67% did, primarily responding to fundraising

mailings.

The Answers

Do people act?Yes, by attending events or sending money.

Are people aware of communications? Yes and no Electronic methods are under-utilized. Newsletter is recognized.

More answers

What do they prefer? Newsletter is top choice for receiving

information. There is interest in more online

communications. They respond to special fundraising

mailings

What next?

Make sure websites are updated and accurate.

Improve awareness of email list. Consider increasing newsletter

frequency. Provide “special edition” or

supplemental newsletters.

Questions?

Thank you for your attention!