World Concern, an international Christian ministry, was getting lost amid the many other relief and development ministries. The non-profit organization didn’t have a marketing position or a unique image.
WHAT WE DID
We did a deep dive to understand this global Christian ministry. As a result, we focused all their radio marketing efforts on their de-worming programs. The "44¢ Cure” radio fundraising campaign was born.
WHY WE DID IT
While other Christian ministries were highlighting monthly giving options in their fundraisers, we offered a single gift opportunity: A gift of $44 cures 100 children. With a simple message with a high payoff for the donor, results exploded.