Rev. David Rhone grew up at First Church of the Nazarene in San Bernardino, Calif. But when he returned to the church of his childhood as a minister, he found the neighborhood had changed. Once located in a growing suburban area, the church is now in the inner-city. The area is notorious for high crime rates and gang activity.

"Lots of neighborhood kids come because it's a safe place," said Rhone. "The crime rate around our church is phenomenal." The church struggles to make members feel safe, much less welcome visitors.

"We have had people in our parking lot get mugged," said Rhone.

So when it came to welcoming visitors, Rhone instituted a new thrust for the declining church. The church's new philosophy became: "The church anybody can go to."

"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 centers 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.

So 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 who fill out a card. Volunteers deliver freshly baked chocolate chip cookies to guests each Monday with a card of thanks. Visitors also receive a CD of the church's worship music in the mail mid-week, along with a letter from Rhone.

Rhone is interested in the best way to welcome visitors. "If you have an opportunity to make three touches, people are more likely to return," he said. He also said personal follow up is important. Rhone wrote a visitor follow up plan for his denomination. "What we're doing now are pieces of that plan. It evolves and changes."

What remains the same is the giving, open and friendly nature of the congregation. Rhone said the aging group that he found when he arrived at the church was lacking in openness and friendliness. So he wanted giving to become intrinsic to ministry there. Now, along with the "mugging," First Church also feeds 1,000 people a month with a grocery give away program, Rhone said.

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.

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. Bagwell said ChurchMax serves some 60 to 70 churches now, including many church plants interested in branding themselves in the community with direct mail and promotional products.

"Often a church will have in mind a specific program," Bagwell said.

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 recalled about Rev. Rhone. "But he has re-ordered three times."

Bagwell said he also sees a lot of interest in direct mail, because it can be targeted to people new to an area, follow up visits, or specific events and holidays such as Christmas and Easter. "Those are the times people will be most likely to attend church," Bagwell said. "Many of our churches will mail something out in late November with the entire December program."

That type of mailing becomes more effective when a church also gives a gift to visitors or potential visitors. Promotional products, such as First Church's mugs, when they are 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 marketing impact money can buy.

As a former pastor himself, Bill Prickett, now spokesman for Promotional Products Association International, 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."

At First Church, visitors get mugged.

More ministry ideas from the fall issue of the Church Health Summary.