[The following is an excerpt from the third installment of Lloyd Douglas’s series about the fictitious minister, Rev. D. Preston Blue in the Christian Century during summer/fall 1920. The series was called, “Wanted – A Congregation!”and the third installment, dated 8/26/1920, was titled, “The Sermon Sample.” Douglas has been talking about printing up attractive cards inviting non-members to an upcoming sermon series.]
“Now, the psychology back of this card business is somewhat as follows: When the Browns get a package of ten cards, attractively made and stamped, all ready for mailing, together with a little note from the minister asking them to sign these cards and address them to their non-church-going friends, they find themselves provided with the tools for accomplishing something definite for the church. Almost any man dislikes to see a good stamp wasted. Anyhow, he thinks he can do this much for Mr. Blue. So, the Browns make up a list, at the dinner table, of all the people who are to receive these cards. While discussing the names of such persons, it is quite natural that their own interest in the preacher’s proposition will be deepened. Surely after inviting the Smiths, Joneses, Whites, Greens, and all the rest of them to come to church on this significant occasion of the beginning of the minister’s series, they, themselves, will be sure to attend. All things considered, Blue has hit upon an idea not half bad.
“The cost of the adventure was a mere nothing, when it is compared to the actual working capacity of the scheme. Counting the mimeographed note of Mr. Blue to his members, asking them to make use of the enclosed cards, the postage, the cards, and the clerical work, he has tied up about $21.50 [in 1920s dollars]. If that amount does not come in on October third in the increased cash collection, Blue can feel that somewhere along the line he foozled his own scheme. Need it be said that his note accompanying the cards should do no Dearly Beloveding or begging; neither should it be a long-winded explanation how to use these cards. He may assume that his people possess a rudimentary intelligence, at least. His note might run as follows:
My friends:
You will know exactly what to do with these cards. I hope you will like the idea. Let me suggest that you do it now – while you are thinking about the matter. I know you will be glad of this opportunity to do some practical boosting for Broad Street church, in addition to the good word you always have for her.
Cordially, ___
“Some preachers would write a letter after this manner:
Beloved brethren:
You will find enclosed a package of ten printed cards bearing announcements of a series of special sermons which are to begin on Sunday morning, October third. You will find that they are stamped and ready for mailing. (Etc., etc., etc., etc., etc.) (Ten more lines of explanations.)
“The trouble with this letter is that after the reader has gone into it to the extent of fifty words and has found no information that he had not previously arrived at from looking at the cards – which are sure to attract his attention before he reads the note, if they are made properly – he decides that there is nothing in the note that he doesn’t know, and tosses it aside. Rather than a flat, dull note, Mr. Blue had better send the cards out alone and let them tell their own story to the people who are to relay them to their friends.”
[To be continued in my next post…]
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