Marketing inside of religious institutions is usually frowned upon. Other than the marketing campaign for Passion of the Christ and when companies buy ads in the back of the Sunday program, I frown upon it myself. However, the idea to build a promotional campaign targeting churchgoers came up after my most recent focus group discussions.
After debating whether this made sense for the client, I came to wonder why banks/credit card companies don’t reach out to faith-based institutions. The Reasoning – credit card companies could offer a relevant and meaningful twist on their myriad cash back options by giving cash back to the religious institution of the cardholder (read: tithes). It’s a win-win for everyone involved. The church promotes this offer to the congregation to raise funds. The cardholder gets an added benefit without changing their behavior. The credit card company promotes a relevant and meaningful product enhancement that differentiates them from the competition.
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