Do You Write Letters or Flyers?
In ministry newsletters today there is a movement away from “Dear Sally” letters toward what I call Church Bulletin Flyers—which are more creative. But, are they effective? Here’s the difference and why it’s important.
Church Bulletin Flyer
No salutation, often no date
Packed with artwork and photos
Does not “look like” a letter
Many fonts, several artsy designs
Two or three columns like in a magazine
Numerous headlines, call-out boxes
Usually no place for a sign-off signature
No P.S.
Dear Sally Letter
Dear Sally, February 29, 2020
One or two photos with captions
Looks like a typical letter
One or two fonts, no graphic enhancement
Edge-to-edge, but wide margins
One or two headlines, maybe a call-out box
Sign-off signature obvious
P.S. with important information
©The Navigators. All Rights Reserved. Do not use without permission.
The “flyer” letter might look more appealing. An ordinary letter with one photo looks boring by comparison. But...
Which letter bonds the reader more to the mission-worker?
Which letter is easier to read? Where to start and finish?
The flyer-letter begs to be browsed rather than read. Sometimes, it has so many elements the reader does not know where to begin or what to focus on—and they might not read it at all.
Secondly, after receiving several flyer-letters, the novelty of spectacular graphics wears off. Your readers become conditioned not to open your letter when they see it’s from you!
A flyer is impersonal. For a church bulletin board or an advertisement in the mailbox, a flyer is fine. But a genuine letter tells the reader you care about her. “Dear Sally” means a lot! She loves to see her name.
Just because you have the ability to create wild, interesting designs doesn’t mean you should. You might not be bonding with your readers and donors. When donors re-think their giving priorities, they choose those with whom they feel emotional attachments.
May I suggest:
Graphics should not call attention to themselves. They are to enhance the letter’s message just as a picture frame highlights a painting. Too much creativity detracts from your message.
Less is more. One action ministry photo of you with a well-told story about a spiritual decision will connect your reader with you emotionally more than many graphics.
Emotional bonding. In a letter you can express your longings and heartaches better than in a flyer.
Variety is fine. Do something crazy with graphics once in a while! Change the size of your letter or change the routine. But don’t forget “Dear Sally.”
It’s not either/or. Use creative graphics. But keep your letter a letter.
Good stories and good writing bonds you more to your readers than creative graphics. Put your energy into writing well rather than “graphicking” well (that’s not a word, but it ought to be).
“For if the bugle produces an indistinct sound,
who will prepare himself for the battle?”
For more on effective newsletters watch these 3-minute videos:
Next Month: Five simple writing tips to help non-writers feel like Stephen King!
