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real opportunity for interaction and creativity in doing the Work.
Mr. Rader was especially desirous of bringing and keeping Mr. Armstrong
completely up to date with respect to our backlog of spot commercials,
administrative procedures in each area, etc. He therefore requested
all reports which must be written to be duplicated in larger type
for Mr. Armstrong. Mr. Rader and Mr. Cornwall reviewed our relation
ship with our time-buying agency, emphasizing both the nature of
the industry and our own control prerogatives and responsibilities
in our continuing relationship with Ed Libov Associates.
Mr. Rice began an in-depth presentation of our current system in
working with "new adds" to our file. He explained how the new system
was designed in very close cooperation with Mr. Armstrong and would
very markedly and dramatically put the "Worldwide Church of God" out
front as well as reduce the average time for an individual to cycle
through our system from three years to one year. It is obviously too
early to determine the actual effectiveness of this program, but the
general consensus was extremely favorable to the well-thought-out
concepts and techniques to help bring people along. Requiring new
subscribers to request all literature, including their P.T. subscription,
results in a more realistic list, greater involvement cmd higher
financial efficiency.
The desirability of increasing the number of people on our mailing
list, at the most efficient cost of acquisition, was highlighted by
two facts: 1) an almost constant percentage of subscribers who go
on to become Donors, coworkers, and Members (10%, 1%, .1% respectively);
2) the need to galvanize the ministry into an effective, action
oriented force. However, as we move "upfront" in telling people
about the Church, as Mr. Armstrong has directed, these percentages
may change significantly.
An
animated discussion of the current state of the ministry, led by
Messrs. Cole, Mokarow and Herlofson, followed -- how prepared our
men are for crisis counseling, how they can become better trained to
meet the needs of the 1980s, how they can learn to become more pro
fessional ministers, and how we need to select and prepare men for
the self-sacrificing life of dedication to the brethren which must
be the hallmark of the true minister of God. The conclusion was
unanimous that the ministry needs a sense of fulfillment!
The first meeting of the Media Team was enthusiastically appreciated
by all, and the open discussions of many areas of the Work highlighted
our great mutual opportunities for the future. Of particular impor
tance was the necessity for continuing a close integration between
all media departments and the Church.
The meeting concluded with the following assignments for future
thought, presentation and discussion:
1) Data gathering and tracking. Analysis of procedures and
efficiency ideas.
2) Criteria for acquisition efficiency analysis such as cost
per response vs. cost per renewal vs. cost per donor, etc.
3) P.T. content to conform to Mr. E.W.A.'s directives and atten
tive to subscriber feedback.
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