And what is important to note is there are some media that you have to deliver to one audience–like TV.  The net is wide, everyone is watching.  You have to set your priorities of who you want to attract and what you want them to do and give it your best shot.

But with the right database, with direct mail and eblasts, you can give people more of what THEY want.  Send the younger crowd the cooler, hipper stuff.  Let the old folks have the LARGE TYPE and the old time offers.

If you start with a communication strategy to the core donors as Joyce did, and then create TV that appeals to a younger crowd, the results will be more of this generation reached for the Gospel.

Take the time to do a two (or four or six) tiered direct mail approach to the key audiences within the file, and your fundraising will be more succeessful than its ever been.

I was part of the team that re-branded Joyce as well. Joyce informed her audience well and she had an outstanding team in place who knew what to do through research, asking the right qestions and plain old experience.

Danny, Joyce's youngest son, had taken over the reigns to the creative division at this time and knew enough to let the experts run. Joyce not only empowered her audience with knowledge but empowered her team to do what they knew to do. It was the proper balance between bringing in people like Phil and Mary as consultants and letting her in-house experts FREE.

This was a major factor in the re-branding of Joyce.

The real trick to re-branding/reaching a new audience is to be fresh but retain the heritage and identity that makes you who you are. Joyce Meyer had a troubled past, God worked in her life and now she is "Enjoying Everyday Life".