Dawn McMullan interviewed MCH Director of Marketing, Kirk Chritton, about marketing to religious institutions. Marketers seeking to target the religious segment of B2i need to remember that these institutions are particularly sensitive to message and content. According to Chritton, "It can be tricky to make sure you have appropriate creative material that isn't overly denominational. Some people may be offended if it's a mistargeted message." Chritton's statement was echoed by John Bagwell of Bagwell Promotions in Dallas. As a general rule, business-to-institution marketers who adjust their message and creative materials to match an institution's purpose typically receive higher response rates.

Chritton highlighed the often overlooked cross over benefit of marketing to institutions. "Churches may delve into education, toys, commercial kitchen equipment and gymnasium equipment. They serve the community by providing health screenings and feeding the poor. Churches are users of many goods and services that are crossovers."  To read the entire article, click here.

Freelance writers working with Impressions previously interviewed MCH John Hood regarding business-to-institution marketing issues.

MCH is America’s leading compiler of business-to-institution (B2i) databases and mailing lists. The MCH database features information on 1.1 million institutions and 8.2 million decision makers. The largest institutional markets include governments, hospitals, medical practices, schools, school districts, and churches. MCH also provides custom telephone research and data processing services. In addition, the MCH GeoPoints division provides geospatially-enabled data for mapping applications. MCH has offices in Sweet Springs and Kansas City, MO.