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First Church of the Nazarene in San Bernardino, Calif., is an inner-city church in an area notorious for high crime rates and gang activity. The church struggles to make even members feel welcome.

“We have had people in our parking lot get mugged,” said Rev. David Rhone.

So when it came to welcoming visitors, Rhone instituted a new thrust for the declining church in which he grew up. The church's new philosophy became: “The church anybody can go to.”

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“It means just what it says,” Rhone explained. “You don't have to get cleaned up or dressed up.” And all are welcome. All ages, ethnicities, socio-economic groups and especially chocolate-lovers.

Part of the church's growth strategy is centered on welcoming people. As part of that the church gives adult visitors a mug filled with chocolates.

“I got mugged at the church anybody can go to,” the mug reads.

People smile at that. They comment. The tongue-in-cheek message is noticed and remembered. While Rhone said he can't trace any new members or repeat visitors directly to the mug giveaway, worship at First Church is up to an average of 350 Sunday mornings. And the congregation has diversified ethnically and by age, reflecting the community around it.

First Church continues to welcome visitors throughout the week. Those who fill out a card receive freshly baked chocolate chip cookies delivered to their door Monday with a card of thanks. Then, mid-week, visitors receive a CD of the church's worship music in the mail and a letter from Rhone.

First Church also feeds 1,000 people a month with a grocery giveaway program, Rhone said. Giving is intrinsic to ministry there.

That blend of ministry and marketing makes outreach more successful, according to marketing and advertising executive John Bagwell of ChurchMax.com.

To be effective, church marketing and promotional products must “mesh with the church's mission and what they're trying to do for outreach,” Bagwell said.

Church, market thyself

ChurchMax.com began about five years ago to help churches market themselves. Direct mail marketing and promotional products make up the bulk of their business.

ChurchMax.com worked with First Church to create their “mugged” mugs.

“When he first contacted me I thought that was a little off the wall,” Bagwell said. “But he has reordered three times.”

Promotional products, when tied to a direct mail campaign, increase the response by 50 percent when compared to direct mail alone, according to a Silver Marketing Group study.

That is especially good news for churches because on a per cost basis direct mail and promotional products offer the most that money can buy in marketing, some experts say.

Promotional Products Association International spokesperson Bill Prickett, a former pastor, said he understands the limits of a church budget.

“They want more bang for their buck,” Prickett said. “Our studies have shown that promotional products provide that.”

For Rhone, however, gifts are simply a way to welcome.

“People have a lot of choices of churches to go to,” Rhone said. “We've got to respond to the people who come.”