Case Study: North American Mission Board

Orchestrated approach across 9 social media channels for six years leads to sustained success.

By: Jennifer Garrett

2013-2019 Results

+80,799

NEW FOLLOWERS

+245,372

VISITORS DRIVEN TO WEBSITES

+$10.4m

EARNED MEDIA VALUE ON
2018 HURRICANE COVERAGE

 

 

“See.Spark.Go’s strategic, holistic approach to digital strategy helped us raise the two highest totals in Annie Armstrong Easter Offering history. They consistently bring creativity and ideas to the table that help us achieve our goals.” – Peg Jones, Chief Development Officer, North American Mission Board

 

 

AUDIENCE + CHANNEL UNDERSTANDING

For more than five years, the See.Spark.Go account team has integrated itself into the ministry areas of the North American Mission Board, learning the nuances of each of its audiences. The younger church planter crowd is more engaged with resourceful content on Twitter, while a broader, older audience loves life-transformation stories on Facebook. We use our understanding of each channel, as well as data, reporting and optimization to target the right content, to the right people at the right time.

PAID ALIGNMENT + OPTIMIZATION

With so many needs and KPIs across a broad organization, it has been critical we align all communications across all channels — far beyond social media — to know when, how often and what content is being sent to the same audience from different teams to reach our organizational KPIs. This strategic timeline and customer journey leads to greater conversion from each audience to register for events, be our ambassadors and give to needs.