About 20,000 of the booklets were printed in March for sale to Lutheran congregations that wished to distribute them to their members on Mother’s Day. When the holiday came around in May, there were some copies left over, and the staff decided to offer the item on the “Free Booklet of the Week” section of their website.
Flavio Knopp, Multimedia Production Manager of LHM—Brazil, notified a local blog writer about the booklet, who sent the word out to his readers through Twitter. That day, over 1,200 people signed up to receive a copy in the mail.
After the overwhelming response of the first day, Knopp removed “Messages of Hope” from the website and replaced it with a “Sold Out” message and the option to request a different booklet. “If it had stayed there a week, we would have had to reprint it,” Knopp said.
“This is a good way to reach people through the internet,” Knopp added. “Including the unchurched people.”