Catholic parishes need to move beyond simply setting up websites and waiting for the faithful to come to us. We have to reach out to people where they live (as Jesus did)! Inbound Marketing provides a set of tools the allow you to tap into your existing network of active parishioners to reach out to Catholics who don't regularly come to church (which is MOST of them!).

1. Electronic Evangelization
Catholic Outreach with
Inbound Marketing

2. Before we begin…
6 tools for Integrated Catholic Communications ™

3. Integrated Catholic Communications ™
6 Tools; 1 objective:
Evangelization
✞ Advertising & Publicity
✞ Personal Contact
✞ Direct Communication
✞ Public Relations
✞ Promotional Incentives
✞ Inbound Marketing

4. Integrated Catholic Communications ™
1. Advertising &
Publicity
Any form of paid presentation
or promotion to a general
audience
✞ Weekly newsletter
✞ Advertising in the media
✞ Printed brochures and
leaflets

5. Integrated Catholic Communications ™
2. Personal contact
Personal and interactive real-time presentations by
representatives of the parish to parishioners
✞ Sunday Mass
✞ Other liturgical
celebrations
✞ Parish events

6. Integrated Catholic Communications ™
3. Direct communication
The distribution of
personalized messages to
targeted individuals
✞Direct mail
✞Telemarketing
✞Email

7. Integrated Catholic Communications ™
4. Public Relations
Promoting the image of the
Catholic Church through
events and media relations
✞Press Releases
✞Press Conferences
✞Public Events

8. Integrated Catholic Communications ™
5. Promotional incentives
Actions or activities to encourage
attendance, donations or other
desired results
✞Public acknowledgments
✞Gifts
✞Privileged access to services

9. Integrated Catholic Communications ™
6. Inbound Marketing…

10. THE ISSUE
Where are we? How did we get here?

11. The Issue
Our parishes are
in need of
funding

12. The Issue
But…
our parishioners
say they already
give as much as
they can!

13. The Issue
However…
the majority of
Catholics in our
communities are
outside of our
churches!

14. The Issue
But…
these people on
the outside are
not close enough
to the Church to
be ready to
donate

15. The Issue
This means…
before asking for money, we
need to restore (establish?)
our relationships with them!

16. The Issue
Which brings us to ...

17. Inbound Marketing

18. Evangelization in three steps
To bring parishioners to us
Generate
traffic
Create
pilgrims
Convert into
active believers

19. INTRODUCTION
TO INBOUND MARKETING

20. The Inbound Marketing Customer Journey

21. Generate Traffic
Be found by parishioners

22. Set up a Blog
• Essential for successful
inbound marketing
• It allows you to
– publish content
– interact with readers who
can then leave comments…
– … which can
subsequently
be shared by
your readers in
their own
networks

23. Set up a Blog
• The blog helps to improve
the ranking of the parish in
search engines (not just in
Facebook, Twitter, etc ...)

24. The combined use of social networks
• Facebook, LinkedIn,
Twitter, Google+,
Pinterest, YouTube or
SlideShare allow you to
promote your site and
your content while
building a community of
interest around faith
and your parish

25. Create pilgrims
Indispensable pillars for good conversion

26. The creation of Landing Pages
• Landing pages have all the information necessary
to bring the Internet to an action or transaction

27. • The key element of a
landing page is the
subscription form
• The parishioner gives
permission to be
contacted
• It is essential to
encourage the visitor to
self-identify and to give
his/her approval to be
contacted directly
The creation of Landing Pages

28. Incentives for action
• You accomplish this
goal by offering
quality premium
content (registration
to a newsletter,
wallpaper images,
prayers to keep,
printable calendars
...)

29. Publisher Loyola Press offers, for
free, every week, a new computer
screen wallpaper with a beautiful
photo, a monthly calendar and a
biblical quote

30. Convert into active believers
“Whoever serves me must follow me, and where I
am, there also will my servant be.
The Father will honour whoever serves me.”
John 12:26

31. Lead nurturing , or cultivating the contact
• Once identified, the
"pilgrim" must be
accompanied in the
discovery of what the
Church has to offer

32. Lead nurturing , or cultivating the contact
• By providing
interesting,
compelling and
informative content
on an ongoing basis,
you help the “pilgrim”
learn more about the
faith and life of the
Church and the parish
• This will build the
pilgrim’s confidence
throughout the
process of
evangelization

33. Leverage newsletters
• In addition to setting up
an online subscription
form to your newsletters
on your website, use all
opportunities available to
ask people to sign up to
receive your content.

34. Leverage newsletters
• Anytime people
come to the
church or the
presbytery for
particular
services, invite
them to sign up
to receive your
parish blog

35. Leverage newsletters
• Eventually, you can create several
types of newsletters you send to
various contact lists (eg. People
registered for baptism, for
catechetical courses, to receive
information, etc.)

36. Electronic Evangelization
Catholic Outreach with
Inbound Marketing
Shaun G. Lynch, CFRE
President
slynch@adventumrc.com
(514) 945-1759